Research And Application On Advertisement Design Of Short Video Platform Based On HOOKED Theory

In the case of the increasingly mature development of short video platforms,advertising design in short video platforms has become increasingly important.It is not a simple transfer of traditional media advertising content,but a targeted special design according to its characteristics,in order to give full play to the maximum advantages of short video platforms.HOOKED theory is a psychological mechanism widely used to guide users to become dependent on the use of products.Its core content is to cultivate user habits through the four stages of triggering,action,changeable reward and input,which has been proved to have a significant effect.Firstly,the research status of HOOKED theory,short video platform and short video platform advertising at home and abroad was studied.Next,summarize the concept and mechanism of HOOKED theory,and analyze the relationship between the four stages of HOOKED theory and advertising design.Study the characteristics,functions and user psychology of short video platform,make horizontal comparison of short video platform,compare and analyze its differences with traditional TV media advertising,and dig deep into the characteristics of short video platform itself.This paper summarizes the advertising value,types and existing problems of short video platform.Questionnaires and user interviews were used to obtain first-hand information and data,analyze the data,find out the law behind the data,study users’ views,demands and expectations on short video platforms and advertisements on short video platforms,and describe users clearly through the establishment of user models,intention signage and other methods,so as to clarify the characteristics and demands of advertising design audiences.Using case analysis,the advertising elements are extracted into color,text,illustration,layout,dubbing and other major items,and the characteristics of advertising elements and the combination of visual presentation are summarized.The four stages of HOOKED theory are combined with the advertisement design:(1)In the trigger stage,various trigger mechanisms are used,which are combined with external trigger and internal trigger,to arouse the user’s interest in clicking and viewing,and lead the user to click and form an external trigger through eye-catching and conflicting titles and gorgeous picture effects.Then the internal trigger is carried out psychologically to stimulate the user’s pursuit of positive emotions such as beauty,positivity and pleasure,and avoid negative emotions such as pain and anxiety;(2)To facilitate action,the completion of action to have three basic conditions:ability,motivation and trigger.With the short video platform convenient shopping channel,minimize the user’s action difficulty,quickly promote consumption;(3)In the fundraising stage,various fundraising methods should be changed to let users have unexpected surprises and gain,and users’ curiosity and profit-seeking psychology should be used to give rewards in various ways to promote their continuous use,maintain participation enthusiasm,and strengthen the interaction and viscosity between the brand and users;(4)The investment stage determines whether the user is a one-time use or a key stage to develop habits.Through marketing skills,users are guided to continue to invest a lot of time and energy,form dependence on brands and products,and turn potential users into entry-level users until they become mature users.Finally,combining the research conclusion with a practical case,the paper verifies the applicability of HOOKED theory to advertisement design of short video platform.