Abstract
In order to explore the creative characteristics of short video advertisements in the field of fashion and beauty on Weibo, this study uses short videos containing advertisements as sample materials. Based on literature review, it establishes classification indicators for short video advertisements, which are categorized into Unboxing review, Product placement, Item recommendation, and Brand customization. Based on the above classification, this study employs content analysis method to explore the creative patterns and underlying reasons of short video advertisements in the field of fashion and beauty on Weibo from four dimensions: Product information, Video information, Advertisement design, and Appeal strategy. Two creative recommendations for short video advertisement creation are proposed: (1) Mining brand concepts and product characteristics to craft comprehensive short video advertisements. (2) Creating innovative short video advertisements through refined narrative strategies.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
