Research On Internet Short Video Advertising Design Based On Elaboration Likelihood Model

With the rapid development of China’s network information industry,the traditional media communication methods and social status are changing.With its openness and high information sharing,online media has gradually become the mainstream means of communication.At the same time,the scale of the mobile Internet terminal industry has expanded dramatically,and the rapid spread of various types of mobile terminals has further enhanced the convenience of Internet communication.As an economic means of external communication,commercial advertising activities depend on the media.The wave of Internet industry has profoundly changed various industrial structure systems.Video advertising is a form of advertising performance,and its future development trend and direction will also be integrated into Internet genes.In the Internet era,the Internet breaks the boundaries between geographical and social relations,and ultimately reflects the audience as the leader of information dissemination.Therefore,the short video advertisements relying on the Internet in the new media era will show a new development trend.At present,various creative expressions of film and television advertisements are emerging one after another.Its practical operation is ahead of theoretical development in a certain sense.Television advertisements are different from ordinary film and television works.In terms of guiding ideology,consumers should accept psychology as the core essence,while film and television advertisements are in the form of development.Gradually dilute the separation from the general film and television works.Therefore,for the unique creative expression of film and television advertising,the research based on ELM theory in consumer psychology has considerable academic significance and market value.With the audience attitude research theory as the design guiding ideology,the short advertising works with practical creation have higher content arrival rate and audience coverage in the perspective of communication.The creative design works integrate the current market environment characteristics and advertising psychology theory to improve the popularity of Huaiyang cuisine in the local and even the whole country,and has certain market utilization value in the practice process.