A Wechat Networking In The Perspective Of The Media Context Theory Research On The Alienation Of H5 Advertisement Page

In recent years, the society appeared a kind of new forms of advertising, in the micro channel and other social networks widely circulated, which is popular in the H5 advertisement of the advertising industry.As a new type of advertising, H5 advertising dependent in the Wechat networking to spread, the Wechat closed circle of friends and uniqueness makes H5 advertising can present viral expansion.H5 page with a novel way of interaction and the beautiful operation of the screen to stimulate the user’s nerve, "mobile + social" this unique form of transmission of the outbreak of a huge energy.But in the face of this new thing, many scholars at home and abroad have not carried out systematic theoretical research on it.This path, from Meyrowitz’s media scene theory of auxiliary to the dissemination of relevant theory, friends circle H5 advertisement present situation and the process of development on the micro channel of new point of view of the analysis, in view of the existing problems, especially micro circle of friends H5 advertising production problem of alienation phenomenon of students proposed unique insights, and strive to this kind of research breakthrough.The full text is divided into 5 parts. In the first chapter, explain the research background, research significance, theoretical innovation and other basic elements;In the second chapter, a comprehensive introduction to the H5 advertising and alienation and media context theory, analyzed the essence of the phenomenon of alienation, pointed out the starting point of media context miles;In the third chapter, it discusses the harm and reason of the micro channel circle of friends H5 advertising alienation. In the fourth chapter, it analyzes the solution to the problem of H5 advertising alienation;In the fifth chapter of H5 advertising in the future development trend are discussed. In general, study of micro channel friends circle H5 advertising pages and alienation phenomenon can the enterprise main in the micro channel platform release H5 advertising marketing and brand communication to provide reference to help enterprises set up a good brand image;The audience in the use of new media tools H5 web browsing can cause reflection, improve reading efficiency, avoiding spam and invalid content occupied too much time; the Internet culture to a warning, let mobile network technology the real service life, service to people.