Research On Narrative Communication Of H5 Advertising Design

The revolution of Internet new media technology in the 21 st century has brought tremendous changes to the advertising industry.The new media advertising represented by H5 advertising has shown a prosperous trend.From the initial stage of H5 advertising,creative gameplay is the main focus to the current content and form as the supplement.At this stage,H5 advertisements under this vision shifted from "innovative gameplay" to "narrative communication" of the fun and emotional interaction of brand stories.Marketing agencies use H5 technology and media characteristics to tell brand stories,and use the communication mechanism of "mobile + social" sharing to form a good communication effect.The purpose of this article is to explore the narrative communication strategy of H5 advertisements,so as to guide the design of H5 advertisements.Taking H5 advertisement design as an example,analyze its media characteristics and narrative characteristics.Explore how the H5 advertising planning team conducts H5 advertising creation from the two dimensions of narrative and communication,and how to create explosive H5 advertising.The research method is as follows.First,the author combs the H5 technology to comb the development and characteristics of H5 advertising,and analyzes the performance elements and the current situation of communication in the design of H5 advertising.Secondly,the author conducts case analysis on three different narrative H5 advertisements that are popular in the market,conducts research from two aspects of narrative strategy and advertising creativity,summarizes the advantages and disadvantages of them,and guides the design practice.Then,from the related theoretical system of narratology,construct the framework of H5 advertising narrative in the new media era,namely plot narrative,performance narrative and interactive narrative,and analyze the characteristics of H5 advertising in its presentation in combination with actual cases.Finally,the narrative design practice is carried out according to the audience survey and the narrative strategy and advertising design characteristics summarized in the previous article,and the four stages of the AIDA model of communication,namely attention,interest,desire,and action,are used to analyze the communication effect.The research perspective of this article is from narratology,with the aid of communication studies.Construct H5 narrative framework from traditional narratology.Combining the communication model to test the communication effect of the practical design,through the interviewee’s questionnaire evaluation and H5 background data analysis to analyze the communication effect of H5 advertising from both stereotypes and quantitative aspects,to ensure the communication effect of the media.The value of this article is to provide reference and reference for the design of H5 advertising narrative communication.