The Application Research Of Cinemagraph Advertisement In Dynamic Visual Consumer Society

In this map reading age and digital media age,the audience is facing more tedious advertising information with higher initiative,and the advertisement’ s visual and dynamic characteristics are becoming more and more prominent;as we have seen pictures and video ads can attract more attention and be more popular,ads with dynamic,visual and cultural connotation is the mainstream of visual symbol consumption in this digital media era.In 2017,according to eMarketer,advertising revenue in global social network will reach $36 billion,accounting for 16%of the whole digital advertising,mobile social advertisement focus on accurate marketing and effect quantification is becoming the growing force of the online advertisement market.Among numerous social advertisement types,"Cinemagraph" created by a New York artist couple Jamie Beck and Kevin Burg in 2011 and Cinemagraph advertisement born in 2012 are gradually highlight their unique advantages and explosive force,and they have made considerable income in foreign countries.Based on the "Cinemagraph advertisement" as the research object,and on the theory of dynamic visual consumer society as the background,this paper will analysize the definition,characteristics,manifestation,rising background and reasons,the development situation,application platform and the audience attitude about Cinemagraph advertisement systematically as the content through literature research,comparative analysis and questionnaire survey research methods.By referring to successful domestic and foreign cases of brand operation and contrastive analysis of the relevant new mobile social advertisement,as well as the questionnaire of the attitude,effect and suggestion towards advertisement,we can use them to support and conclude the unique development way of this type of advertisement in China,and explore the application prospect of Cinemagraph and social advertisement.This paper analysize from the aspects of advertisers and audience,in order to offer proposal and reference from the aspects of social media and brand construction in the end.I hope to provide some useful reference and suggestion to the future development of Cinemagraph advertisement in China.