The Communication Errors of Short-video Advertising: Taking the Ad of Yihetang and Rolls-Royce in 2021 as an Example

Abstract

With the continuous development of new media platforms in recent years, short-video advertising has gradually become the mainstream form of advertising communication by virtue of its advantages of simple production, accurate audience and significant market driving. However, in order to win a place, some brands have created a breaking circle effect by openly using various means that take advantage of the loopholes of polices to carry out vulgar and malicious marketing. This not only backfires on the brand image, but also challenges the public bottom line and social ethics. Taking the advertisements of Yihetang and Rolls-Royce in 2021 as examples, this paper aims to explore the communication errors in today's short video advertisements, and provide a valuable reference for how to make more competitive short video advertisements.