John Lewis 圣诞广告创意研究 摘 要随着新媒体的出现和传播方式的变革,以微时放映为特点的短视频广告日益成为广告的新趋势,短视频广告最大的特点在于其更大程度上实现了艺术性和商业性的融合,可在短时间内讲好一个品牌故事。而 John Lewis 在这方面树立了成功的典范,所以,本文基于 John Lewis 历年来的圣诞系列短视频广告,从故事内容和故事叙事两方面进行分析,以期探讨 John Lewis 的广告创意以及短视频广告如何以故事取胜,从而实现艺术性和商业性的完美融合。本文对短视频广告进行大体概述，同时通过 John Lewis 的广告创意分析 John Lewis 广告的优劣及其发展趋势的研究进行探讨，仅数个人观点。关键词：短视频广告；John Lewis 的广告创意；发展对策AbstractWith the emergence of the new media and the change of mode of transmission, the micro short video ads for the show features has increasingly become a new trend of advertising, short video advertising the biggest feature is its greater extent to achieve the fusion of art and business, in a short period of time to tell a good story of the brand. John and Lewis in this set a successful example, so this Christmas series of short video ads John Lewis over the years, based on the analysis from two aspects the content of the story and the story narrative, in order to explore how to win a short video advertising story, in order to achieve the perfect artistic and commercial fusion.In this paper, a brief overview of the short video advertising, and through the analysis of the advantages and the development trend of this kind of advertising form by John Lewis short video advertising, only a few personal views.Key words: Short video ads; John Lewis advertising creative; Development Strategies目 录摘 要......................................................... 1Abstract...................................................... 1目 录........................................................
