Research On Brand Image Building Of Video Advertisements On Homestays Platform From The Perspective Of Semiotics

Advertising is one of the main tools of brand image construction.Video advertising with its own audio-visual combination of multi-element,vivid and other characteristics in helping the brand to achieve the unique advantages of brand image building,which will be the focus of research.Based on the theory of advertising semiotics and brand image,and the video advertisement of the platform of the homestay and lodging as the material,this paper uses the methods of literature analysis,case analysis and in-depth interviews to explore and discuss the problem of building the brand image of the homestay platform.First of all,collect and sort out the video advertisements of domestic well-known homestay platforms,and Airbnb will be the main source of video advertisement materials in the study.In the part of analyzing the content of Airbnb video advertisement,the author analyzes it concretely by using semiotics.Firstly,it combs the symbol forms in the video advertisement from two aspects of visual symbols and auditory symbols.Secondly,when analyzing two concrete video advertisements,it presents the advertisement text by means of split-screen scripts.Then it explores the advertisement text from the composition of advertisement symbols: signifier,signifier and ideograph;the connotation and denotation of advertisement text;the meaning construction of advertisement symbols.The meaning of advertising text is interpreted from the aspects of horizontal combination and vertical aggregation.In the part of brand image building by video advertising symbols,the brand image is divided into brand visual image and brand psychological image,and the display of brand visual image's logo,color,font and brand image's function,emotion and culture are analyzed.Through the story presentation of audio-visual image of video advertisement,Airbnb uses emotional symbols such as family affection and friendship to add connotation meaning to its brand image on the cultural level,so as to accelerate the shift of brand meaning,which let consumers clearly understand a brand image of "people-oriented",“personal " and " sense of belonging”.Finally,the paper analyzes some problems that need to be improved,and based on the interview to put forward the optimization suggestions of Airbnb video advertising from the perspective of consumers.There are five main points: the symbol boundary localization regulation;The cautious operation of celebrity symbols;Memory innovation of auditory symbols;The refined integration of advertising elements;Three-dimensional construction of distribution channels.The operation of Airbnb building its own brand image in the video advertising of ebb platform is of great significance to other enterprises.Its use of various symbolic elements in video advertising can also provide some enlightenment for advertising practitioners in the aspects of advertising presentation and operation.In the process of brand image shaping,video advertising is achieved through the use and combination of symbol elements.Through the horizontal combination and vertical aggregation of a single symbol,the video advertising text realizes the transformation from the denotative meaning to the connotative meaning.Through the constant repetition of advertising and the constant sublimation of symbolic meaning,the brand visual image is gradually upgraded to the brand psychological image in the minds of consumers.Finally,the brand visual image and psychological image interact to form an integral brand image.