A Study On The Strategies Concerning The Network Advertisement Design From The Perspective Of Consumer Culture

The rapid development of Internet presents unprecedented opportunities to Chinese advertising industry. With the advancement of promulgation techniques traditional advertisement design strategies have been on the wane. All this motivates us to define and consider the operation and development of advertisement design strategies as an integrated whole from a brand-new angle.As a sort of consumer values, consumer culture exerts a subtle influence on people's modes of thought, life and consumption. Being an inevitable accompaniment of commodity production and consumption, by nature, advertisements are closely connected with consumer culture. Modern society has entered a period of consumption characterised by the increasing personalization and diversification of the requirements of consumers.All this poses new challenges to the design and marketing strategies of network advertisements. What advertisement design strategies should be adopted to appeal to net surfers and motivate them to click on and browse network advertisements? This thesis makes a thorough and systematic study of the design strategies of network advertisements.Firstly, the author introduces the concept of consumer culture, analyses the characteristics of contemporary consumer culture, defines network advertisement and formulates its incomparable merits in promulgation as well as the influence of consumer culture upon network advertisement.Secondly, after discussing the complete transformation that the views on advertisement design undergo, the author explores the strategies concerning network advertisement design, analysing the visual strategies, mental strategies and promulgation strategies in detail.Lastly, based on the increasing personalization and diversification of contemporary consumer culture, the author takes a look at the tendency of the development of network advertisements in prospect.