The Advertisement Video Design Of Xiaoyi Sport Camera In The Network Subculture Context

This design topic is "The advertisement video design of Xiaoyi Sport Camera in the network subculture context" which is selected by self.The design services for Xiaoyi Sport Camera.The purpose is to promote the brand image transmission of the Xiaoyi Sport Camera and improve the brand cognition through the advertising video,which is based on the research of Network Subculture Theory.This design contains two videos and a html5 Ad with the theme of "What is youth ".By supplementing the theme with "zuo","gao" and "show” respectively,we want to convey the unique personality characteristics of the youth groups who dare adventure,love spoof and be happy to share.Demand research report.In order to highlight the characteristics of Xiaoyi’ brand image in the design,the research and analysis of target audience,brand foundation and market competition were conducted.Through the survey of targeted consumers,we have had a certain understanding of the audience’s product images and behavior characteristics.Through the actual experience of various competing products and data collection,I analyzed the differences in the overall strategy between Xiaoyi and competitive sports camera.The core purpose of Xiaoyi is to guide the user to generate value on the Internet through the hardware sales,thus realizing the co-profit software and hardware.Combined with the quantitative audience survey,I found the strong correlation between the users of the Xiaoyi with online social products,which proved the rationality of the network subculture as the theoretical point of entry.Literature research report.In view a high degree of consistency with the network subculture groups and Xiaoyi consumers,and the design theme " What is youth “,this paper summarizes and analyzes the comprehensive definition,performance characteristics and expression of network subculture by reviewing the related literature and theoretical analysis.Due to summarizing and abstracting the creativity of youth under the context of network subculture,it provides the theoretical support for the design.Design process report.According to the study of the network subculture context,and the theme of "What is youth",three pieces of advertising videos were produced.Through the addition of the core theme,three sub-themes were born.They are "Youth is zuo bravely and fearlessly ","Youth is gao things with a different angle ","Youth is doing everything possible to show out".Network buzzwords,network spoof and other forms were used in the two ad video works showing the behavioral characteristics of youth groups,which can be applied to the video site patch advertising,mobile client placement advertising,social media(mainly WeChat circle of friends)advertising.Through the combination of video material and production materials,Html5 video advertising provides a similar sensory experience with VR technology,which emphasis on interactivity.The overall design process has gone through the early content planning,sub-lens and interactive design,field shooting and post-packaging clips,and ultimately Ad videos and H5 pages are on display.The overall design takes the market demand of the Xiaoyi Sport Camera as the orientation,and takes the network subculture as the theoretical breakthrough point,and comprehensively produces the theme of "What is youth”.Through the "zuo","gao","show" three sub-themes,the design applied network buzzwords,network spoof,etc.to the creative content.At the same time in the video design process,the combine of video and Html5 pages emphasizes on the interactive experience,giving a certain form of advertising video innovation.And ultimately through the comprehensive performance of the content and form,the design conveys Xiaoyi’s brand image with a new idea and has made up for the lack of advertising forms in the field of sport cameras.