Research On Design Optimization Of Video Advertisement Based On Mobile Media

Mcluhan,the media master,expressed in his medium theory that “When a new medium appears,human beings will change the way of thinking and acting in order to adapt to the social communication activities,so the information dissemination would become reasonable and effective.” With the continuous development of communication technology and technology manufacturing,mobile phone has become one of the main tools of communication in the new era that has the characteristics of portability,interactivity and communication efficiency.As Mcluhan's theory of media,people begin to understand the characteristics of the mobile media and its audience to adapt to the way of mobile communication.Through this,they can create a suitable content in the mobile phone media to get a better user experience effect,and reduce the audience's disgust for advertising,to a certain extent,increase the acceptance rate of advertising.Smart phone has the advantages of huge user groups and specific audiences.At the same time,it's dissemination effect can be assessed.More and more people begin to pay attention to the huge potential of smart phones.In the context of the digital media era,films and television advertising gradually expand from TV,computer screen to mobile phone media.There are more video ads on mobile phone,but the quality varies greatly.Some of them set up a good brand image,thereby promoting the sales performance of the product and enhancing the user reputation.Some of them are unsatisfactory and even being disgusted by people.The transmission of video ads in the context of mobile media requires creative personnel to take characteristics of mobile media into consideration.They should make adaptive adjustment towards the form,content and communication planning of video ads.Marketing effect can be more effective if video ads can adapt to the communication mode of mobile media and works can satisfy the needs of mobile phone audience.This paper takes mobile media as the research object to analyze the characteristics of the media and its audience.This paper analyzes shortcomings of video ads on mobile phone through case characteristics of successful video advertising and audience's viewing experience of video ads.Then,it will summarize the optimization method for the creation of mobile video advertising from the aspects of form presentation,content organization,communication context and communication planning.Through this,it can reduce the interference of mobile video ads,so that more pleasant to watch,more suitable for mobile media to play.Finally,it puts forward some reasonable suggestions for relevant designers.