Research On Problems And Countermeasures Of Two-Dimensional Code Advertising Communication

As the entrance of connecting online and offline, the development of two-dimensional code has injected new vitality for the advertising industry, but it also faces a lot of problems during its communication process. Therefore, this paper mainly focuses on the problems of two-dimensional code advertising in the process of communication, and proposes appropriate solutions accordingly.First of all, this thesis offers a detailed introduction of two-dimensional code advertising communication, which mainly includes the basic conception of two-dimensional code, development process and characteristics of two-dimensional code, two-dimensional code advertising and propagation of two-dimensional code advertising. According to Stern’s “A Revised Communication Model for Advertising” and Webster’s “A Ultimate Communication Model for Advertising”, it describes and analyzes current situation of advertising samples to provide a theoretical and practical basis for the following problems.Secondly, from the perspectives of content of communication, cognition of audience, effects and security of communication, this paper focuses on the existing problems of the two-dimensional code advertising in the process of communication based on the analysis of its present situation. Problems in the content of communication mainly reflect in single form of two-dimensional code, monotonous link content and lack of induction and introduction. In the perspective of audience, there exists the problems of cognition, habit of code scanning and difficulty to assimilate the elderly population. In the effect of communication, the persuasive and long-term effects are not optimal. And lack of supervision and the existence of security risks turn out to be the major problems in the security of communication.The last part of this thesis proposes several appropriate solutions according to the existing problems above, such as paying more attention to innovation and user engagement in communication contents, laying emphasis on user experience, strengthening persuasiveness and longevity in the effects of two-dimensional code advertising, and in terms of safety issues, enterprise, consumer and government should be combined together to avoid security risks and maintain safety of the two-dimensional code advertising communication.