The Passion Advertisement In The Age Of Mobile Communication

After the reform and opening up,China has experienced decades of cultural liberation and carnival.As a product of the full development of market economy in modern industry and post-industrial society,mass culture has been growing from the embryonic stage of the 1980 s.As an inseparable popular culture with popular culture,it has experienced the transformation of mythology in decades.The development of popular culture is the most realistic portrayal of social environment development.The popularization and use of mobile terminals such as smart phones,tablet computers and e-readers in the new decade announced the full arrival of the era of mobile communication.The combination of mobile electronic devices and Internet speed,convenience and wide coverage speeds up the propagation and fermentation of culture.The post-80 s and post-90 s generation of modern youth are the generation that witnessed the explosive growth of mobile media.They are the first special "products" in China's history to limit population growth.They are the main audiences of mobile media and mainstream followers of popular culture.In recent years,the popularity of "passion" has gradually evolved into a cultural phenomenon.As the expression of popular culture,it often appears in people's vision,and some of the popular works have also turned into a place for young audiences to express their feelings.And advertisement as the parasitism of popular culture,the sentiment advertisement naturally becomes a kind of new advertisement form.In the upsurge of the culture of feelings,the unique advantages of mobile communication media have been skillfully borrowed,and the marketing of feelings and feelings has become the promotion means of many advertisers and brands.However,after the popularity of the periodical development,the cultural sub-health phenomenon caused by the emotional advertisement and the problems and situations facing the advertising itself are also emerging.This paper is divided into five parts.The first part expounds the analysis and interpretation of popular culture in the era of mobile communication,including the vicissitude and development of popular culture in China.Since the network culture,film culture and music culture are important branches of modern popular culture,this chapter mainly describes the three aspects.The second part is about "feelings" epidemic instructions,namely,embodied in the corner of the idealist spirit,"new nostalgia" hallucinations and feelings of each other naturally and consumption three parts.The third part is based on the theory of advertising,and the definition and classification of feelings advertising.The sentiment advertisement referred to in this article is the advertisement form that contains emotional advertisement,nostalgic advertisement,and has the feeling style,independent characteristic and style.The fourth part,based on the interactive study of advertising and culture,analyzes the interaction between popular culture,feelings culture and emotional advertising.The fifth part is the extension of the research on emotion advertising,which is the in-depth analysis of the influence of the marketing on the brand.Although marketing feelings let us see the brand development more likely,but the excessive consumption feelings still contagious,what is the brand feelings reasonable vent mode,these are the directions are discussed in this chapter.