JohnLewis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JohnLewis在这方面树立了成功的典范,所以,本文基于JohnLewis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JohnLewis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JohnLewis的广告创意分析JohnLewis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；JohnLewis的广告创意；发展对策AbstractWiththeemergenceofthenewmediaandthechangeofmodeoftransmission,themicroshortvideoadsfortheshowfeatureshasincreasinglybecomeanewtrendofadvertising,shortvideoadvertisingthebiggestfeatureisitsgreaterextenttoachievethefusionofartandbusiness,inashortperiodoftimetotellagoodstoryofthebrand.JohnandLewisinthissetasuccessfulexample,sothisChristmasseriesofshortvideoadsJohnLewisovertheyears,basedontheanalysisfromtwoaspectsthecontentofthestoryandthestorynarrative,inordertoexplorehowtowinashortvideoadvertisingstory,inordertoachievetheperfectartisticandcommercialfusion.Inthispaper,abriefoverviewoftheshortvideoadvertising,andthroughtheanalysisoftheadvantagesandthedevelopmenttrendofthiskindofadvertisingformbyJohnLewisshortvideoadvertising,onlyafewpersonalviews.Keywords:Shortvideoads;JohnLewisadvertisingcreative;DevelopmentStrategies目录摘要.........................................................1Abstract......................................................1目录............................................................2诸论.............................................................3一、关于短视频广告............................3（一）短视频广告产生的社会背景..........................3（二）广告受众的心理解读................................3二、JohnLewis圣诞广告及成功原因................................4（一）JohnLewis圣诞广告及其概况...............................4（二）JohnLewis圣诞广告的成功原因.............................5三、JohnLewis圣诞广告的创意分析.............................6（一）JohnLewis圣诞广告对我国广告业的可取部分..................6（二）JohnLewis圣诞广告启示................................6四、JohnLewis圣诞广告的借鉴及启示.............................6（一）JohnLewis圣诞广告对我国广告业的可取部分..................6（二）JohnLewis圣诞广告启示................................6五、对JohnLewis的思考...........................7（一）故事性和商业性的侧重点....................................7（二）需要被放大是什么................................7（三）如何才能获取更多受众.....................................8（四）需如何规范.............................................8六、发展对策...........................8结语.............................................................9参考文献...........................................................9谢词.............................................................10绪论新媒体下“万物皆媒”的环境中，以JohnLewis的圣诞广告为代表的短视频广告微时放映为特点，日益成为广告的新趋势,促使近几年网络广告的发展和成长。JohnLewis历年来的圣诞系列广告以极高的创意完美的融合广告的艺术性和商业性，走暖心路线，一时之间爆红于各大网站。而JohnLewis为首的此种商业视频广告日后以必将成为传播的一大媒介。所以对于此类广告的借鉴和使用必须趋于规范化和专业化。一关于短视频广告（一）短视...
