On The Visual Expression And Visual Communication Research H5 Advertising

In recent years,with the rapid development of the mobile Internet,mobile advertising has also developed rapidly and it has begun to show a phenomenon of blooming flowers,especially the development of H5 advertising is the most prominent.As a new form of Internet advertising,H5 has received great attention from the industry and academic.At present,scholars at home and abroad research on H5 advertising has been increasing,but there are few study about the visual performance and the application of visual communication of H5 advertising.As early as 1972,the British art historian Gombrich issued this exclamation in his book “Image and Eyes”(2013): “Our era is a visual age,and we have received pictures from morning till night.Invasion." Vision has a great influence on people's consciousness and cognition.People also increasingly inclined to understand and understand the world.Visual images carry human thoughts and ideas.It conveys not only a symbol,but also a two-way emotional communication and communication with the audience.For communicators,proper use of visual information can achieve better communication effects.Therefore,visual language or images are more likely to produce persuasiveness in advertisements and an important means of attracting the attention of the audience.As the main mode of communication for H5 advertising,visual communication is also the best carrier for advertising information,and it has opened up an innovative mode of mobile advertising.In-depth analysis of H5 advertising visual performance and visual communication,not only can obtain relevant experience in H5 advertising visual performance,grasp its performance law,thereby enhancing the effectiveness of the communication,but also can supplement and enrich the relevant theory of H5 advertising communication,for the H5 Better dissemination of advertisements provides reference and reference.In the context of “Internet plus”,this article studies H5 advertising from the perspective of visual communication,and summarizes the visual performance features and visual communication applications in H5 advertising through classic case studies.First of all,the H5 advertising and its concept of visual communication are elaborated to clarify the development status of H5 advertising and visual communication.Secondly,the visual language and the three visual components of H5 advertising are analyzed in depth,interpreting the general rules and artistic features of visual expression through excellent H5 advertising cases;then,through the analysis of the H5 advertising visual communication process and the characteristics of visual communication,it sums up the application value of H5 advertising visual communication,discusses the important role of visual communication in H5 advertising;finally,after the above analysis and research have found that H5 advertising has the problem of visual homogeneity in visual communication,lead to aesthetic fatigue;and uneven design levels,ignoring aesthetic principles;and excessive visual creativity,reduce communicative conversion rate,etc,and put forward more feasible countermeasures against the above problems.The author uses the literature research method and the comparative analysis method to combine the research methods.Taking the H5 advertising as the research object,the author selects from the existing outstanding advertisement works the case with high page view value and representative in recent years to conduct a thorough and comprehensive comparative analysis.Compared with traditional media advertising,H5 advertising has novel visual forms and rich interaction types,which can well realize the user's personalized experience.In the aspect of visual performance elements,through the analysis of the three visual elements of H5 advertising,it is found that the text elements increase the interest of advertising works;the graphical elements eliminate the cognitive barriers generated by the communication of language and characters;the color elements are more visually attractive.In the aspect of visual performance,through the case analysis of excellent H5 advertisements,the following rules are summarized: First,the screen styles are set to be harmonized and unified;secondly,the visual elements are matched with each other;thirdly,the interactive experience forms are rich and varied;the fourth is the composition and color fully deductive;the fifth is the comprehensive use of audio-visual effects.The innovation of the article lies in the study of the changes and development of H5 advertising from the perspective of visual communication,and discovers that it has the advantages of cross-platform,low development cost,short cycle,rich interaction types,various manifestations,and personalized experience;The analysis of advertising visual communication explores the application value of visual communication,in order to make H5 advertising maximize the dissemination of advertising information,while also can improve the effectiveness of its visual communication,and contribute to the visual communication research of H5 advertising.