Research On The Design Of "One-Shot" Creative Form In H5 Advertising ——Take The H5 Publicity Advertisement Of Laobanzhang Village In Menghai As An Example

With the rapid development of science and technology,many traditional industries have been integrated with the Internet,so that the traditional industry has been optimized and upgraded.In order to catch the attention of the advertising audience in the era of "eyeball economy",the design of advertising must catch the interest of the advertising audience in a short time.H5 has attracted a lot of attention due to its low development cost,fast propagation and small volume,and many problems have been exposed.Although many professionals put forward many substantive views to optimize and upgrade many aspects of H5 advertising,few studies have detailed the design method of a certain creative form,and there are also few studies on the "one-shot" creative form of H5 advertising.Different creative forms of H5 ads will have their own different design priorities.The author divides the article into three parts for writing.The first part asks questions: analyze the related concepts of "one-shot" in film and television advertisements and "one-shot" in the x,y,and z axis directions in H5 advertisements.It is concluded that "one-shot" has a consensus on the visual performance level of film and television advertisements and H5 advertisements."One shot " is a visual creative form in H5 advertisements.It imitates the smooth feeling of "one shot" in film and television advertisements through screen design and other aspects.At the same time,there are many differences in the creative form and production technology behind the two.The second part analyzes the problem: extracting the three application skills of "scene design","mise-en-scine" and "perspective shift" in film and television advertisements,and analyzing the application of these three application skills in "one-shot" film and television advertisements and x,How to imitate the y and z axis H5 advertisements to create a sense of visual fluency.Analyze and summarize the design strategy of "one-shot" creative form in the x,y,and z axis directions.Analyzed user experience,user behavior,and the psychology of advertising audiences,and explored the principles and methods of "one-shot" H5 advertising design.The third part solves the problem: summarizes the design methods and ideas of "one-shot" in H5 advertisements,solves the existing lack of ethnic culture in Laobanzhang Village through field research and other methods,and uses "one-shot" H5 advertisements Creative expression to enrich the visual effects of the screen,improve and serve the actual case of Laobanzhang Village,serve users,and solve problems.At the same time,it responds to the rural revitalization strategy,awakens the missing national culture in Lao Banzhang Village,and solves some practical problems.