抖音短视频广告的创意设计研究

广东东软学院本科生毕业设计（论文）AbstractWith the continuous update and vigorous development of Internet andthe rapid development of cloud computing and big data means,the advent of5G era.The Internet and traditional industries will be deeply integrated tocreate a new development ecosystem.As the pace of people's lives increases,new ways of mobile,fragmented entertainment and fragmented consumptionare becoming more acceptable.Douyin,as a short music video platform for young people,has a largeuser base.There are more and more douyin short video ads,and the dividendof douyin short video ads is getting higher and higher.However,the researchon douyin short video ads is not enough at present,and the practicalguidance to the advertising brand owners is limited.Therefore,the weakeffect of advertising is everywhere.On the basis of marketing and communication studies,this paperanalyzes the current situation and development trend of douyin short videoadvertising,the advertising characteristics of douyin,the user characteristicsof douyin,and the creative expression of douyin short video advertisingThrough the introduction of douy in short video advertising practice,thecreative design of douyin short video advertising is studied.It is concludedthat the advertising creative design of excellent douyin short video can attractthe attention of the audience,deepen the memory of the audience,andpossibly achieve the effect of secondary communication,reduce thecommunication cost,promote consumer consumption,and improve themarketing effect.Key words:Internet +Trill;Short video ads;Creative design;Advertisingeffectiveness