Analysis Of Video Advertising Creative Content In The New Media Environment

With the continuous development of new media,the audience is influenced by it.Video ads are in such an environment to understand the trend,the audience itself should adapt to the change of the new era,so the traditional video advertising creative mode clearly needs for innovation and development.Current video advertising is not only needed for the development of new creative ideas,more is to use new media and technology constantly,in creative advertising content at the same time,also want to innovative forms of media,both common development in the present age of the Internet,be short of one cannot.So clear development environment,to seize the characteristics of the new media transmission,appropriate change and innovation of traditional video advertising creative points and mode of transmission,has very important significance in the new media era.Times change,sustainable economic development makes a lot of local enterprises in China began to gradually realize the value of the brand,and then slowly on the establishment of the brand and publicity.Constantly enrich and goods also makes the audience choice gradually increased,and a growing alternative goods,narrowing differences between them.So in this case,the advertising appeal point gradually towards the brand and appeal to emotion.Also,on the other hand,due to the new media trend in today's rapidly,the audience also gradually changed in the new media environment,the demand for advertising and taste are also constantly improve the standards,so video advertising is in the transition of the continuously creative points,develop their new communication forms.Because the new media in a more inclusive and innovative so video ads use various forms of new media innovation spread,has also become a important part of video advertising creative.So in both traditional media and new media,video advertising is in constant change and innovation.So this paper is to choose under the broad background of new media,for the present content and the form of video advertising,using the method of case analysis to research the idea.This thesis mainly uses the case analysis,interpretation and research methods of text analysis,this paper mainly divided into four parts.The first chapter the introduction part mainly discusses the research background,research significance and research method,and the study of relevant literature.The second chapter briefly discusses the concept and characteristics of new media,and the development of video advertising and advertising creative connotation.Video advertising originality in the third chapter is divided into two parts of content and form were analyzed respectively,the content part mainly uses the theory of brand image and theory of emotional appeal;Form innovation mainly enumerated the current prevalence of new media forms of several kinds of video ads.The fourth chapter is to present the countermeasures of video advertising creative thinking.