Study On The Visual Image Performance Of HTML5 Advertisement On WeChat

Since the drop in mobile phone price and the popularization of WiFi,Mobile Internet users in China have experienced an explosive growth.Also,mobile new media has entered into a stage of rapid development,which motivates new media advertisement into a new era.As a vital representative format of new media advertisement,HTML5 advertisement blends multiple elements,such as pictures,words,interactive effects,videos,and audio,based on HTML5 Web technology language.It not only adapts to the media features of Mobile Internet and caters to the visual habits of target audience,but also meets the needs of new media AD.Therefore,it has won much success and recognition both in advertiser and in target audience.This paper analyzes the HTML5 advertisements of WeChat,researching from the angle of the performance of visual image.It attempts to figure out the Visual presentation characteristics and problems of this sort of new media advertisement,based on the theories of communication,advertising and other related subjects.The research finally invents a research framework of visual image performance,by applying the main methods of content analysis assisted by the individual interview.For the conclusion,HTML5 ad makes emotional appeal become dominant method which also focuses on the steady and harmonious visual effects.In HTML5 ad,characters are usually the main visual image and the advertising content unfolds through the plot.What's more,this paper specifically analyzes the problems of visual expression and proposes the countermeasures with the help of outstanding case studies,which might be used as reference for the future development of HTML5 ad.