JohnLewis圣诞广告创意研究摘要HYPERLINK"javascript:;"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。HYPERLINK"javascript:;"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AbstractHYPERLINK"javascript:;"Withtheemergenceofthenewmediaandthechangeofmodeoftransmission,themicroshortvideoadsfortheshowfeatureshasincreasinglybecomeanewtrendofadvertising,shortvideoadvertisingthebiggestfeatureisitsgreaterextenttoachievethefusionofartandbusiness,inashortperiodoftimetotellagoodstoryofthebrand.JohnandLewisinthissetasuccessfulexample,sothisChristmasseriesofshortvideoadsJohnLewisovertheyears,HYPERLINK"javascript:;"basedontheanalysisfromtwoaspectsthecontentofthestoryandthestorynarrative,HYPERLINK"javascript:;"inordertoexplorehowtowinashortvideoadvertisingstory,HYPERLINK"javascript:;"inordertoachievetheperfectartisticandcommercialfusion.HYPERLINK"javascript:;"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）Joh