| Today,digital technologies represented by the Internet are accelerating their integration with various sectors of the economy and society.With the five major upgrades of HTML5 technology and the popularization of smart devices and mobile terminals,H5 advertising has grown rapidly with the help of the WeChat platform and has entered the public view.TalkingData released the 2017 mobile advertising industry report showed that the second half of 2017,HTML 5 Webapp promotion into the explosion stage,number of hits and new application of synchronous growth,showed positive correlation,advertising hits more than never.A large number of users have no concept of the H5 AD,and are now used to it and have changed in all aspects.H5 advertising has become a hot topic in today's world,and is an important marketing tool for advertisers and product makers.WeChat utilizes its advantages and features to provide excellent platform and a large number of users for H5 advertising.This article mainly discusses the expressiveness of WeChat H5 advertising from the three aspects of visual effects,auditory effects and interactive effects,and concludes that the performance of H5 advertising is composed of “visual effects + auditory effects + interactive effects”.From the point of view of communication and advertising studies,we found that WeChat H5 ads have problems with expressiveness,such as lack of creative content,single form of expression,and technical limitations,and further explored improvement strategies.Through the further exploration of improvement strategies,it is hoped that the designers of the H5 advertising industry will provide suggestions for control of expressiveness. |
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