Research On The Application Of Interactive Narrative Theory In Video Advertising

With the progress of Internet communication technology,the transmission mode of video has gradually changed,and the Internet has developed from a text-based media into a new television.With the advent of 5G era,the limitation of video audiovisual experience will be gradually reduced,and participatory and immersive experience will be paid more attention to.In the field of video advertising,how to further enhance the sense of participation of video advertising audience and enhance the immersive experience of video advertising is an urgent problem to be solved.Article from the perspective of interactive narrative theory,studies how to use interactive narrative theory to make video advertising in the form of a further development,through the combing and analysis of present current situation of the development of video advertising,summarizes the development trend of video ads,to explore the advantages and the main characteristics of interactive narrative video ads,presents the design of interactive narrative video advertising strategy,and interactive narrative on the mobile end video advertising design strategy for further construction.This paper mainly adopts literature research,comparative analysis,questionnaire survey,interdisciplinary research and other methods to analyze and study the subject.First of all,this paper summarizes the relevant research situation of interactive narrative theory in the video field at home and abroad,and analyzes the current situation and development direction of video advertising,so as to determine the feasibility and value of the research.Secondly in the theory of narratology and interactive narrative more clear and in-depth understanding,through the interactive narrative video advertising compared with traditional video ads,to explore the advantages and the main characteristics of interactive narrative video ads,and analyzes the application of interactive narrative theory has the positive impact of video advertising propagation force.Thirdly,it studies and summarizes the interactive narrative design strategy of video advertisement from the four aspects of form,principle,content and means,and provides theoretical support for the design strategy research by combining the concepts of narrate,communication,psychology and other disciplines.The interactive narrative form of video advertisement is summarized into three progressive interactive forms: audio-visual interaction,emotional interaction and narrative participation.The design principles based on the audience's psychological and emotional experience are summarized from the perspective of instinct,behavior and reflection,combined with the theory of reception aesthetics and the theory of use and satisfaction,and the importance of audience's emotion in the communication process of video advertising is emphasized.Through the practical application of interactive narrative theory in other fields case analysis,and sums up the interactive video advertising design three kinds of narrative structure,narrative and according to the current level of development of technology,from the traditional media,mobile terminals,emerging equipment under different form three angles are summarized video advertising interactive narrative application environment.Finally,from the perspective of story design emphasizing emotional experience,video form close to the audience,and real-time operation and interaction,this paper focuses on the research and construction of interactive narrative design strategy based on mobile terminal video advertising,and carries out design practice for research verification under the guidance of design strategy.