Visual Communication Analysis Of Public Welfare-Themed Short Videos On Douyin

The dissemination of public welfare continues to explore new forms with the update of the media,the birth and development of short videos have undoubtedly brought new driver to it.On Douyin,the highest broadcast volume of the collections of public welfare-themed short videos has reached 6 billion,which shows that public welfare communication in the form of public welfare-themed short videos is becoming a new direction for public welfare undertakings.In the visual age where video is the main form of reading,the perspective and theory of visual communication are becoming more and more important.As a form of propaganda,how to construct public welfare-themed short videos and make them achieve good communication effects in the era of visual communication is the focus of this article.Based on this,this article selects public welfare-themed short videos on Douyin as the research object.Through literature research,case analysis,questionnaires,and semi-structured interviews and other research methods,this article analyzes the basic concepts,communication status and communication elements of public welfare-themed short videos on Douyin to explore the current problems and give optimizing suggestions with the perspective and theory of visual communication.The article focuses on the analysis of the persuasive elements of the visual communication of the current public welfare-themed short videos on Douyin based on the visual persuasion theory,and analyzes the visual persuasion design of public welfare-themed short videos from the three aspects of the platform's communication environment,visual narrative and visual users.The research found that Douyin uses the mobile phone screen as the communication environment,and pays attention to the horizontal and vertical design of the screen and the rendering of the music;in the visual narrative,it is divided into the delayed purpose narrative and the immediate purpose narrative according to the strength of the publicity purpose;the overall user acceptance of public welfare-themed short videos is relatively high,and the persuasive effects produced are mainly concentrated on the level of cognition and attitude.It is found that the authenticity,sensationalism,and roughness of public welfare-themed short videos are important factors that affect the quality of public welfare-themed short videos.The full text is divided into four chapters.Chapter 1 is a summary of related concepts,clarifying the definition of public welfare-themed short videos,the overview of visual communication,the relationship between them and the publicity advantages of public welfare-themed short videos in the visual era.Chapter 2 analyzes the status quo of visual communication of public welfare-themed short videos on Douyin,finding that the current public welfare-themed short videos on Douyin reflect the status quo of diversified communication subjects,wide-ranging content themes,and various forms of visual presentation of narratives.Chapter 3 is the core paragraph of the article,focusing on the persuasive elements of the visual communication of the public welfare-themed short videos on Douyin.Combining the previous content,Chapter 4 puts forward the problems in the visual communication of public welfare-themed short videos on Douyin and proposes optimizing suggestions.