Research On Content Production Strategy Of New Year Advertisements In Mobile Scene Era

In 2014,for the first time in our country,the Internet ratio of mobile phone exceeded that of traditional PC,and mobile phone became the biggest network end equipment in our country.Professor Zhengrong Hu proposed that Web3.0 was an era of scene division,which was characterized by scene,division,vertical and individual service,indicating the arrival of the mobile scene era.The mobile scene was a part of the scene.It was based on the mobile Internet and mobile smart devices,and with the mobile media with social nature as the carrier.It was a marketing scene created by the advertising company and its relevant interest owners with various creative elements.The Spring Festival was the golden time for marketing every year.All the major brands seized the opportunity and launched various new year advertising and marketing activities.The appearance of mobile scenes provided a new breakthrough for the new year advertising idea,and presented new features in content production strategy and creative performance.After reviewing relevant documents and reading a large number of cases about new year’s day,this article had a preliminary understanding and understanding of mobile scenes and new year’s advertising,and then analyzed the current development and content production of new year’s advertising.First of all,with the background of mobile scenes,this article analyzed that the carrier of the new year advertisement was no longer single independent,but showing the feature of multiple media connection.Based on the analysis of Lasswell’s "5W model",it was found that the new year’s advertisement tended to spread in a scene.At the same time,the new year’s advertisement was no longer just a festival advertisement to convey information and blessings,but also an important part of the Spring Festival.Secondly,based on the theory of mobile scenes,the six elements of time,space,people,things,relationship and value of mobile scenes were supported.They thought that the audience could build a scene to improve the audience’s experience of the scene The three content production strategies of relationship and elements were used to discuss the six creative methods of the new year advertisement: combine the atmosphere of the Spring Festival,construct the brand story,use the geographical relationship to get close to the life scene,create the momentum of the early stage activities,detonate the sharing scene,focus on the audience,strengthen the connection between the scenes,use the advertising language,introduce the browsing scene,use the visual image,and construct the scene experience.At the same time,according to the structure of the new year advertisement,he found that the language and picture performance of the new year advertisement were endowed with new functions,and the scope of the advertising scenes was expanded.He had a new understanding of the new year advertisement in the mobile scene era.Finally,from the point of view of value,the new year advertisement in the mobile scene era used a large number of traditional cultural elements in the production process,which had a more far-reaching transmission value in enhancing the confidence of the festival culture,promoting the folk culture and spreading the national spirit.