Research On Scene Type Advertisement Design Of Mobile Terminal HTML5

The innovation and progress of media technology play an important driving role in the transformation of advertising form in the mobile Internet era,mobile digital advertising based on HTML5 technology has emerged from numerous forms of mobile Internet advertising with its own technology and experience advantages,becoming one of the most expressive forms of advertising in this field,has attracted more and more advertisers and users of all ages,of which scene-type HTML5 ads attract the most attention.This topic takes the most popular scene-type advertisement in mobile HTML5 advertisements as the research object,and uses the literature research method to comb the concept,form classification,development status and application value of mobile HTML5 advertisement in detail.By comparing the two groups of researches with PC internet advertising and mobile APP advertising,the five layers of the HTML5 advertising are further analyzed in depth: Immersive experience,diversified interaction and expression,viral social communication,promotion of "light" advertising models,timely feedback tracking.Based on this,it deduces and demonstrates the special advantages and effects of scene-type design in mobile HTML5 advertisements,and attempts to define and classify the appearance of HTML5 scene-based ads for mobile terminals,based on its own advantages,it discusses the applicability of advertisement application and promotion,and strengthens the commercial communication value of scene-based HTML5 advertising.Secondly,we analyze and discuss the users' basic attributes,demand motivation,psychological and behavioral characteristics of mobile HTML5 audience.Digging deeper into the recognition,experience preferences and expectations of Internet users for mobile HTML5 scenario ads,and discovering the issues that affect the user's advertising experience in scenebased HTML5 ads,and enriching the design connotation of ads from the human-centered design principles.Finally,based on the analysis of the above research foundation and the typical case of mobile HTML5 scenario ads,six design principles are proposed from the perspective of design science,including interactive interaction principle,virtual reducibility principle,order and hierarchy principle,cognitive and easy to use principles,scene suitability principle,topicality principle.Then from the principle to the specific method,from the external sensory experience and the inner emotional experience of the two major aspects of the exploration of specific design methods,including the vision,sound,copywriting,content,plot,loading and so on.In order to enhance the creative space and the value of digital advertising,it can also provide a certain reference value for the comprehensive and systematic study of mobile Internet advertising,romote the deepening of the integration of multidisciplinary cross theory.