Analysis Of Creative Communication Strategy Of Dad, Where Are We Going

Based on the domestic and foreign research on the results of network creativecommunication, combined with the creative communication management theory(CCM), this paper analyzed the latest famous TV show Dad where are we goingfrom the creative view of communication, summarizes meme and creativecommunication strategy of Dad where are we going, and reviews the existingproblems in the process of the creative communication.Firstly, this paper summarizes the Creative Communication Management (CCM),clarifies the nature of Creative Communication Management connotation and creativeas the basis, and the characteristics of Creative Communication and crowdsourcing.At the same time, how Dad where are we going is introduced from abroad and whatinnovation dose this program make to adapt to local situation.The second part of the article spread from meme， the core of CreativeCommunication Management, and consider parent-child interaction as the meme ofDad where are we going. This meme can cause the audience emotional resonance,cater to the audience’s Exploring psychological, provide reference guide, and meettheir entertainment needs.In the third chapter and the fourth chapter, this paper expound the way ofadvertisement and promotion of Dad where are we going from the its own media andnetwork media, analysis how the program attract the viewers in the mind of CreativeCommunication Management.Finally, through the program Dad where are we going in promotional aspects,in-depth thinking on China’s reality TV show, consider there are lack of originality,difficult to attract the audience for a long time, excessive publicity and ignore theprogram content as the problems.