Research On Short Video Advertising Communication Based On Youth Subculture

As an emerging advertising communication carrier,short video has incomparable communication advantages over traditional advertising media,and is rapidly gaining the favor of advertisers by virtue of its more entertaining and fragmented communication qualities.With the disappearance of the short-video user bonus,the competition for attention of short-video advertising has gradually intensified,and advertisers need more personalized and unique content to enhance the creative effect of short-video advertising.At this time,the free expression space provided by short video has facilitated the generalization and breaking of youth subculture in the new media environment,and its stylized attributes coincide with the novelty and uniqueness required by short video ads,which intentionally use youth subculture in the production process to gain the hearts of the advertising audience.The youth subculture group has also moved from the backstage to the front stage through short video ads,and the youth subculture style has become deeply embedded in the production practice of short video ads.This paper takes "short-form video advertising" as the research object,and conducts research on the communication of short-form video advertising under the influence of youth subculture through literature research method,case study method and text analysis method.The author discusses the content,communication mechanism and value of short video advertisements to verify how short video advertisements use youth subculture style,how they are communicated,and what communication value they have based on this.The introduction of youth subculture in short-form video advertising is not a mere commercial adoption relationship under the Birmingham School,but also the integration of commercial contexts,the gathering of online groups,and the need for platform and brand management.In terms of communication content,youth subcultures such as hip-hop,secondary yuan and ghost animals have become the main types of short video advertisements;the use of collage and parody also adds to the subcultural style of short video advertisements;the entertainment and amusement nature of the advertisement content,the diversity of embedding forms and the use of Internet hotspots to highlight the style are the characteristics of short video advertisements based on youth subcultures.In terms of communication mechanism,this paper considers that the commercial bridging of subcultural content and groups,the multiple distribution of communication channels,and the consumption recognition of communication audiences are the keys to the formation of the communication mechanism of short-form video advertisements.The combination of short-form video advertising and youth subculture also brings new benefits to both,promoting the long-term development of the brand and guiding positive social concepts,actively assuming the social responsibility of advertising and marketing,and achieving a win-win situation.Although short video ads use youth subculture to gain communication benefits,youth subculture also brings new communication problems to short video ads,including single creative approach,excessive pursuit of visual spectacle,poor combination of subculture and other problems.In response to these problems that have surfaced in practice,the author believes that for the creative application level of subculture style,the regulatory authorities need to cooperate with various parties to strengthen the management of spectacle content,and the most important thing is to strengthen the value guidance of youth subculture style short video advertising.