Research On The Communication Effect Of Short Seauty Video

With the continuous development of science and technology,as a branch of the short video vertical field,short video of beauty evaluation has a huge number of audiences,and its influence on individuals and society can not be ignored.However,due to the continuous intervention of commercial marketing,the short video of beauty evaluation gradually develops to a pure business model,which affects the audience's video viewing experience,and there is a phenomenon of false propaganda in the communication content,thus leading to a bad product purchase experience.Therefore,this paper takes the short videos of the evaluation and evaluation as the research objects,and analyzes the communication effect of the cognitive,attitude and behavior of the short videos based on the 5W communication theory and the theory of use and satisfaction.It also constructs the framework from the four aspects of the main body,content,mode and audience of the communication process,and adopts the tiktok method.So as to put forward effective suggestions for the improvement of the communication effect of short video of beauty assessment.The results show that:In terms of the main body of communication,the affinity and professionalism of the publishers can significantly improve the communication effect of the audience on the cognitive level of the short videos;Its silent power and professionalism can significantly improve the audience's communication effect on the attitude level of evaluation beauty short video;Its professionalism,affinity and humor can significantly improve the audience's communication effect on the behavior level of evaluation beauty short video.In terms of communication content,the use of experiential vocabulary and intentional vocabulary has a positive impact on the communication effect at the cognitive level;The use of medical words,intention words and experience words can improve the communication effect of attitude level;The use of intentional vocabulary and experiential vocabulary has a positive impact on the communication effect at the behavioral level.In terms of communication mode,the length of video transmission and the large proportion of pictures have a positive impact on the audience's cognition,attitude and behavior of short beauty videos.In terms of audience,education level has a negative impact on the communication effect of cognitive level;Education level and age significantly inhibit the communication effect of attitude level;The age of the audience significantly inhibits the communication effect at the behavioral level.