Analysis Of The Audiovisual Performance Of Short Video Advertisements In The Style Of Guochao

With the rise of my country’s economy and the enhancement of national power,the cultural self-confidence of Chinese people has gradually increased,and the application and implantation of traditional culture has become one of the most popular consumer content.The term "Guochao" emerged.As a new term for fashion,this is by no means accidental,but an important epitome of the mutual penetration of Eastern aesthetic culture and international trends.Guochao is a product of national cultural selfconfidence.Because it carries Chinese cultural ideas,and has distinct visual characteristics such as trendy aesthetics and fashion avant-garde,it has become a visual design expression form that spreads traditional cultural ideas.This article attempts to explore the audio-visual strategy of Guochao’s expression style from the perspective of short video advertising,which consists of the following four parts:The first part of this article discusses in detail the background and significance of the topic selection,literature review and research methods.The focus is to explore the complementary relationship between Guochao style and commercial culture through the interpretation of Guochao style.In recent years,the in-depth penetration of commercial culture and traditional culture has promoted the development of Guochao style.Based on brand image theory and sales propositions in communication,this article summarizes and summarizes the image positioning of Guochao style and commercial short video advertising.The second part focuses on the visual performance of Guochao culture in short video advertisements,which is also the key chapter of this thesis.The analysis of short video advertising cases in recent years can be roughly divided into pre-production and post-production.Combining the characteristics of the trend of the times,expounds the various artistic expressions of post-modernization of the national trend style.From image selection to scene construction,from shooting scenes to montage editing techniques.The third part mainly analyzes the auditory elements in the short video advertisements in the style of Guochao.In the context of traditional culture,how does music shape the image of oriental aesthetics.Secondly,from the perspective of dissemination,analyze the unique auditory dissemination strategy of short videos in the style of Guochao.The fourth part elaborates and puts forward hopes for the homogeneity and lack of connotation existing in the style of Guochao.At the same time,through the study of the artistic expression of Guochao style in this article,the author will use the method of combining theory and practice to complete the design creation with Guochao as the design theme.