A Study On Mobile Media Advertising Creativity Under The Context Of Visual Culture

Nowadays,with extensive application of smartphones and rapid development of mobile terminal technology,the new advertising medium of mobile phones brings with it an immense space and potential for development and manifests unique advantages compared with traditional advertising media.The mobile media advertising has turned to competition of advertising creativity after undergoing the medium and marketing competitions.The core of advertising creativity lies in how to utilize media features and characteristics of the era to cater to the aesthetic needs of receivers.In the era of visual culture,our life is permeated with images in all aspects,and social culture is shifting from language-centered to image-centered.On this basis,mobile media advertising creativity should go with the times at both technical level and visual level.Only when it conforms to the trends of cultural development can it produce the best communication effect.However,mobile media advertising is started late in China and is now at a developing stage.In the process,some prominent problems have emerged in advertising creativity,such as blind imitation of traditional advertising mode,severe homogenization in design,lack of high-end works and inaccurate orientation.Hence,this paper observes the general direction of mobile media advertising and conducts an in-depth study on the creativity of mobile media advertising under the visual culture context.This paper is divided into four parts: chapter 1 is an introduction which analyzes the background and illustrates the purpose and significance of the paper;chapter 2 applies material analysis approach to elaborate concepts,discuss interaction between mobile media advertising and visual culture,and conclude how mobile media advertising is demonstrated in terms of visual technology,visual creativity and visual aesthetics under the context of visual culture;chapter 3 adopts a case analysis to sort out development bottlenecks facing China’s mobile media advertising creativity and summarizes causes for the dilemma;chapter 4 combines theoretical methods such as semiology and public aesthetic psychology to explore solutions for insufficient creativity of mobile media advertising in four aspects including training of creative thinking,application of visual symbols,precise analysis of big data and development & application of technology.The author attempts to provide a valuable theoretical reference for future efficient and rapid development of mobile media advertising.