Research On Douyin Brand Advertising From The Perspective Of Youth Subculture

Since Tik Tok was released in 2016,its clear product positioning and convenient functions have gained the favor of a large number of young groups.Based on high user traffic,Tik Tok started its commercialization process in March 2018.With Tik Tok brand account function,as known as Blue-V account,going live,the way of production and communication of brand advertising have been reversed.At the same time,the virtual media space created by Tik Tok provides a foundation for the free development of youth subculture.The varied youth subculture styles,leading by ‘network Kuso',‘self mocking',‘two-dimensional' and ‘video narrative',began to spread rapidly and widely on Tik Tok.Business market is always in pursuit of novelty and fashion elements.With its unique,innovative and diversified cultural characteristics,Tik Tok brand advertisements have attracted hug attention of young groups,and shown an amazing communication effects.Although this research is based on the youth subculture perspective,it is not easy to draw an equivalence between Tik Tok brand advertisements and youth subculture.Only those Tik Tok brand advertisements that fully reflect the characteristics can enter the scope of this article,i.e.those that deconstruct the mainstream classic,subversive and resistant advertising content,communication context and brand image.This paper focuses on the typical brand ‘Xiaomi',attempting to explore Tik Tok brand advertisements from the perspective of youth subculture by using literature research,case analysis,text analysis and other research methods.First of all,this article introduces the production and communication process of Tik Tok brand advertisement,so as to lay the feasibility foundation of this paper.Secondly,this paper analyzes the youth subculture characteristics of Tik Tok brand advertisements.Thirdly,based on the transformation of media ecology and functional advantages,this paper comprehensively analyzes the motivation of combining youth subculture and Tik Tok brand advertisements.Finally,based on the above research results,this paper points out the problems of Tik Tok brand advertisements,and tries to provide practical solutions for its future development.This paper innovatively put the research on Tik Tok brand advertising communication into the perspective of youth subculture,which fills the gaps of research in this area,and is beneficial to explore the game relationship between the youth subculture and Tik Tok brand advertisements.Meanwhile,it provides specific production and communication strategies for brands,advertisers and official Tik Tok platform,which has strong practical and realistic significance for promoting the sustainable development of Tik Tok brand advertisements.