Three Short Video Commercials Of Graduation Design Work "With My Dearest Ones" Creation Elaboration

As a new form of advertising under the rapid development of mobile new media,short video advertising,with short video as the carrier,breaks the conventional mode of traditional advertising and also conforms to the current viewing habits of users,gradually becoming the mainstream of the market.Whether short video advertising can achieve long-term and lasting advertising effects and how to softly implant advertising into short videos are the problems that short video advertising narratives need to face.In this context,this dissertation studies the role and application value of narrative theory in short video ads from the perspective of narrative,and explores the specific practice methods of narrative theory in short video ads,so as to enrich the narrative research of short video ads,and hopefully has some reference significance to the development of short video ads.This dissertation takes the author’s graduation design work-three short video advertisements "and my dearest one" as a case,and analyzes the narrative of short video advertisements based on narrative theory.We try to reflect on the problems of short video commercials in terms of narrative from three aspects: creation planning,narrative analysis and reflection on creation,and make an in-depth analysis of the narrative of short video commercials from four aspects: narrative subject,narrative perspective,narrative content and narrative structure,so as to explore how to better integrate narrative into the creation of short video commercials and improve the production of short video commercials in China with low quality and rigid advertising.We hope to provide reference for the creation of future short video advertisements.