Research On Creative Strategy And Expression Of Advertising Copy In Mobile Context Era

The arise of the mobile context era has changed the environment,connotation and extension of the advertising copy to a certain extent.At the same time,the creative direction of the advertising copy is also developed from the competition for the user's attention to the context.Therefore,from the perspective of mobile context,this paper creatively studies the creative strategy and expression of advertising copy,and explores how to better build marketing context,enhance user's experience and resonate with users through advertising copy.On the basis of combing related literatures,this paper analyzes the development,changes,creative strategy and creative expression of advertising copy through the method of text analysis and case study.Firstly,combining with Laswell's "5W" mode of communication,this paper combs the connotation changes of advertising copy in the mobile context era and puts forward the concept of "micro copy." Secondly,this paper combs the definition,elements,classification and so on of the mobile context.On this basis,a mobile context model of advertising copy is been built.This paper summarizes that the context refers to the sum of the elements of people,things,time,space and their relations with value as the core.From the perspective of mobile context,advertising copy is in a valuable place(space),at a valuable time,through valuable mobile media to disseminate valuable content,so that valuable people(creators,Advertisers)and valuable people(users)could resonate together.Thirdly,based on the perspective of mobile context,this paper explores the creative strategies of advertising copy,starting from creating a marketing context based on time and space,strengthening the context connection based on the community,and then enhancing the context experience based on the content,in search of the key of Advertising copy creativity in the mobile context era.Finally,this paper analyzes the creative expression of advertising copy based on the contextual elements of time,space,people,substance and relationships,including the highlight of time value,the use of space elements,the strength of communicator and audience,the innovation of content forms,and the construction of multiple relations.