Research On Expression Of Advertising Creative In Form Of Entertainment

In the era of attention economy dominant,based on this background,advertising continues to explore various paths for survival and development.Part of ads are displayed by form of entertainment.They are so likable that people would like to take the initiative to get close,participate,purchase and communicate with.They bring product and service with additional value,stimulate consumers to produce inner feelings and -buying behavior.This paper aims at inspiring creative staff.By studying recent advertising cases,I conclude the function and technique of entertainment expression of advertising creative,and concrete form and some notice with the do’s and don’ts.The latest form and trends of advertising will be presented to the creative staff to enable them to find inspiration in the creation,and deliver advertising messages to audience in effective and likable form. So the audience could experience more interesting ads and can interact with them to produce good advertising communication effect.This paper concludes three specific entertainment expression,using hot spot such as variety show,movie,gossip to build up the momentum for advertiser,using recreation experience such as H5 and interactive online game to attract people participating in,using innovative channel to enrich the communication. These aims at inspiring more effective and interesting expression form.In the end,I analyze some problems and notices that should be paid more attention. Do not separate the ads from the product.Do considering the differences between different culture. Be more suitable.I hope the creative staff could promote the creative practice ability,provide people with better advertising entertainment forms and promote the sound development of advertising.