基于受众心理的微信H5广告内容传播策略

On Content-based Communication Strategies of WeChat H5 from the Perspective of Audience Psychology

"微信+H5"突破了以往广告在移动端投放的技术短板,将技术优势与平台优势相结合,使微信H5广告逐渐成为广告界新宠。针对微信广告受众的接受心理、期待心理及逆反心理,微信H5广告以应景式、搭车式、情怀式确定广告主题,从策划、内容和体验三个层面进行广告创意,对微信H5广告的内容传播实践及未来发展具有现实意义和参考价值。

Combining the technical advantages and platform advantages, the WeChat+H5 has broken through the technical weaknesses existing in the mobile advertising end and gradually become the new favorites of the advertising industry. Aiming at the acceptance psychology, expectation psychology and reverse psychology of the WeChat advertising audience, the WeChat H5 advertising determines the theme of advertising with scene type, car-sharing type and sentiment type, and carries out advertising creativity from three levels of planning, content and experience, which has practical significance and reference value for the content of communication practice and future development of the WeChat H5 advertising.