Youth Subcultures Context Mobile Media Advertising Creative

Recent years have witnessed a boom in China Mobile network driven mainly by smart phones and tablets. As up and coming smart terminals, mobile phones demonstrate their preponderance in commercial input. This paper, therefore, based on theoretical analysis and case study, firstly studies youth sub-cultural and phone commercial characteristics and then further explores phone commercial in the context of youth subculture where major consumer group grow.This paper firstly analyses the background information and then states the two main themes: one represents youth subculture development by source analysis, manifests youth culture origin and its grow pattern, and codes and decodes commercial semiotics in the context of youth subculture so as to find the characteristics of youth subculture and extends another five domains, such as rebel and subversion, for phone commercial in the context aforementioned. The other theme is to find out phone commercial techno realization, forms of transmission, and audience distribution through analysing technological features of phone platform, mediaand audience features in the aim to find phone commercial extension. Finally, this paper summarizes creative and ideal ways to develop phone commercial in the context of youth subculture by case study.This paper's fruits boil down to the following points:1, it states youth subculture's development, manifestation and features;2, from semiotics theory it codes and decodes phone commercial in the context of youth subculture;3, source analysis represents the technological features of phone media, medium and target audience;4, it gives insight to phone commercial development by inductive and deductive method;5, it offers new inspirational ways based on inducing and deducing the features of phone platform, medium and target audience;6, it proposes ideal ways to develop phone commercial in the context of youth subculture by case study.