Feature-based H5 Advertising Research
Abstract: With the rapid adoption of smart phones, the rapid development of digital transmission technologies, and the cross-platform application of HTML5, this vehicle is equipped with WeChat.
H5 ads quickly became a hot form of advertising. Through this feature, the H5 commercials on the market are classified and the design of H5 ads
Provided help.
Keywords: H5; advertising; text; HTML
CLC number: TP311.56 Document code: A DOI: 10.15913/j.cnki.kjycx.2017.08.057
一、 HTML5 and H5 Ads
1.1 HTML5
HTML is an abbreviation for Hyper TextMarkup Language, translated in Chinese as 'Super Text Markup Language, an Internet-based web programming language, from 1994 Since its inception in the World Wide Web, it has gradually become an industry standard for web programming. HTML has undergone five major changes and HTML5 is designed to be Support multimedia on mobile devices.
1.2 H5 Advertising
Most people think that H5 is an abbreviation of HTML5. In fact, H5 is within the scope of our country. Original concept, which refers to the special effect and interactive experience that is transmitted in the mobile terminal. Web pages with sound effects are different from the HTML5 concept. H5 advertising basics Specifically refers to the collection of text, animation, audio, video, pictures, charts and other media table It is now a way to use the WeChat circle of friends for marketing media. Because HTML5s cross-platform features, PC, Mac, iPhone, iPad, Android The support of other mainstream platforms, along with the improvement of network speed and user equipment performance, make H5 advertisements are rapidly developing and spreading.
2 Feature-based H5 Advertising Design
For the application of H5 in the advertising industry, because of the rich interaction and immersion The embodiment of the formula gives people a better experience, but the nature of the advertisement has not changed. Or use 'creativity copy design emotion' to impress users and create products and users The benefit and emotional connection to promote sales or increase usage. So, wide The purpose of the report has not changed. For the production of a H5 ad, it must be clear that the purpose of the H5 ad is What is for brand promotion, event promotion, or platform drainage, etc. Style tone, selection and processing details. From the perspective of features and design goals, H5 ads mainly have the following 6 categories.
2.1 Brand Promotion
Brand promotion H5 advertising is equivalent to a brands brochure In the shaping of brand image, brand culture is passed to users. The design needs to use the operator The brands visual language allows users to impress the brand. such as, Tmallrsquo;s “The First Mobile Phone Drama Debuted” adopted the first-person view. Bringing the user into a dreamlike circus, the beginning of the blinking loads with the first part The video is seamlessly connected, very clever, and then through a cross-gate effect, make the view The crowd came before a large humanoid puppet. At this point, the user is prompted to click on an organ Parts, to see the corresponding 'play.' At present, there are 3 parts, namely brain, heart, Eyes, performance venues are in the corresponding organs. There are different stories in different organs. However, the plots are combined with services such as “Going back and forth” and “Speedy refund”. The ending page can be jumped to the outer chain by clicking on the “Worry-free Channel”, and the design style is very magical. The entire story has been running through Tmalls brand services, reaching an unexpected announcement Transmission effect.
2.2 Product Promotion
Utilize H5 to demonstrate product appearance and function of technology through interaction, 3D, etc. Inducing users to purchase, to achieve the conversion of traffic, the manifestations are mostly WeChat graphic simulation, Product 3D model and story game. For example, the 'Gionee S6 Pro will be a quick release conference,' H5 advertising, its use of products The 3D model accurately shows the appearance and configuration information of the new product, through the characters and The application scenarios between mobile phone application interfaces are interspersed and intuitively illustrate the work of new products. Can, using the WeChat friends circle graphic simulation, increase the user familiar with the use of the scene The sensation also fully explained the features of the new product in the camera function. The entire H5 The advertisement introduced the function of the new product well.
2.3 Activity Promotion
H5 ads designed to promote operations are the most common type, content shape Variety, including invitations, games, greeting cards, test questions and other forms. Through fun Interactive, more topical, or designed to give the audience benefits Share and spread. Continuity of the screen allows users to focus on this type of activity A wide range of H5 ads have a strong timeliness and are integrated with the companyrsquo;s recent activities. To achieve the purpose of promotion planning. Unusual 'Taobao Creativity Festival Invitation' Using VR and Gravity Sensing Technology In the three thematic sections around “T⋯ A⋯O”, the technique of Taobaorsquo;s avant-garde was demonstrated. Cool trendy fashion culture and original ideas of whimsy. Gravity inductive branch The VR panorama, the music arranged for this purpose, and exquisite illustrations are all The strategy of Taobao Creativity Festival for young consumers is consistent.
2.4 Corporate Recruitment
Corporate recruitment is often used in such forms. The advantage lies in the low cost of publicity and dissemination. Efficient, design-o
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基于功能的 H5 广告研究
摘 要：随着智能手机的迅速普及、更快速的数字传输技术的发展以及 HTML5 的跨平台适用，搭载着微信这辆顺风车
的 H5 广告迅速成为炙手可热的一种广告形式。通过功能这一要点，对市面上的 H5 广告进行了分类，对 H5 广告的设计
提供了帮助。
关键词：H5；广告；文本；HTML
1 HTML5 与 H5 广告
1.1 HTML5
HTML为Hyper TextMarkup Language的缩写，中文译为“超级文本标记语言”，是一种基于互联网的网页编程语言，从 1994年由万维网发明至今，已逐渐成为了网页编程的行业规范。
HTML 目前已历经了 5 次重大修改，HTML5 的设计目的是为了在移动设备上支持多媒体。
1.2 H5 广告
多数人认为 H5 是 HTML5 的缩写，其实 H5 是我国范围内独创的一个概念，泛指在移动端中传播的带有特效、互动体验与声效的 Web 网页，与 HTML5 的概念已经不同。H5 广告基本特指集合文字、动效、音频、视频、图片、图表等各种媒体表现方式于一体，利用微信朋友圈进行传播的营销媒介。因为HTML5 的跨平台特性，受到了 PC、Mac、iPhone、iPad、Android等主流平台的支持，随着网络速度和用户设备性能的提升，使H5 广告这一广告形式快速发展和传播。
2 基于功能的 H5 广告设计
对于 H5 在广告行业的应用，因为丰富的交互形式与沉浸式体现，给人们带来了更好的体验，但广告的本质没有改变，还是用“创意 文案 设计 情感”打动用户，进而建立产品与用户的利益和感情上的联系，以促进销售或提高使用率。所以，广告的目的也没有变化。
一款 H5 广告的产生，要明确其目的，即 H5 广告的功能是什么，是为了品牌推广、活动推广，还是平台引流等，并选择风格基调、选择内容和处理细节等。从功能和设计目标来看，H5 广告主要有以下 6 类。
2.1 品牌推广类
品牌推广类的 H5 广告等同于一个品牌的宣传册，更倾向于品牌形象的塑造，向用户传递品牌文化。在设计上需运用符合品牌形象的视觉语言，让用户对品牌留下深刻印象。比如，
天猫推出的《首个手机话剧团开张了》采用了第一人称视角，使用户进入一个梦境般的马戏团，开头的眨眼载入与第一部分视频无缝连接，十分巧妙，接着通过一个穿越门的效果，使观众来到一个很大的人形木偶前。此时，提示用户点击一个器官部位，来观看对应“话剧”。目前，有 3 个部位，即大脑、心脏、眼睛，演出场地就在对应的器官内。不同器官里有不同的故事，但剧情都结合了“天猫无忧购”的“上门取退”“极速退款”等服务，结尾页可以通过点击“无忧通道”跳转外链，设计风格十分魔幻，整个剧情都一直在贯穿天猫的品牌服务，达到了意想不到的宣传效果。
2.2 产品推广类
利用 H5，通过互动、3D 等展现产品外观、功能的技术吸引用户购买，达到流量的转化，表现形式多为微信图文模拟、产品 3D 模型和剧情游戏。比如《金立 S6 Pro 就耀快发布会》H5 广告，其利用产品3D 模型，精准地展现了新产品的外观、配置信息，通过人物与手机应用界面之间的应用场景穿插，直观地说明了新产品的功能，利用微信朋友圈的图文模拟，增加了用户使用场景的熟悉感，还更充分地说明了新产品在拍照功能上的特点。整个 H5广告很好地介绍了新产品的功能。
2.3 活动推广类
为了推广运营而设计的 H5 广告是最常见的类型，内容形式多变，包括邀请函、游戏、贺卡、测试题等形式。通过有趣的互动、更具话题性或可以给受众带来优惠的设计来促成用户
的分享与传播。连续性的画面能让用户集中精力，这类活动推广类 H5 广告具有很强的时效性，与企业的近期活动相互结合，以达到推广策划的目的。异常火爆的《淘宝造物节邀请函》利用 VR 和重力感应技术，围绕“T⋯ A⋯ O”三个主题板块，展示淘宝上前卫的科技、
炫酷的潮流时尚文化以及奇思妙想的原创思想。在重力感应支持下的 VR 全景、为此专门编曲的音乐、精美的插画，无不与淘宝造物节针对年轻消费者群体的策略相吻合。
2.4 企业招聘类
企业招聘经常用到此类形式，优点在于宣传成本低、传播高效，在设计上，开门见山，目的明确，在有限的篇幅内，高效地介绍企业文化和招聘信息，切勿让其他因素干扰。优秀的排版是信息表达的基础，在表现形式上，根据企业文化选择合适的形式，比如插画、交互的动画或虚拟场馆等。《快到ELLOWORLD怀里来》是艾洛互动的招聘H5广告，明亮的黑白黄配色，动感、调皮的音乐，包含团队每个成员特点的插画形象，简单的交互方式，充分表现了公司的人员配置情况和充满创意的团队文化；明了的排版方式，清晰地展现了公司的基本信息、服务对象和招聘情况，使应聘者一目了然。
2.5 数据展示类
内容至上，排版清晰、规整，一切为了数据展示服务，根据展示内容，可在图文展示的基础上加入小的交互动画，从而避免数据、文字或图表变得枯燥。TGideas 出品的《移动页面用户行为报告第二期》配色明亮，关键词或数字的字号加大，配以直观的图表和立体图标，突出了主要信息。
3 结束语
表面活性剂一直都有着“工业味精”之称，我国的表面活性剂生产起步于 20 世纪 50 年代，经过半个多世纪的发展，我国已经跃居世界第二大表面活性剂生产国。但是在市场上我国的
表面活性剂仅仅依靠产量而不是质量赢取市场，市场上种类繁多的表面活性剂更是给生产者带来了极大的困扰。因此，本文对当前应用范围比较广泛的非离子表面活性剂进行了探讨，对市场上一些功能、性价比较高的非离子表面活性剂的特点以及在生产中的应用进行了梳理，以期对生产者、表面活性剂的开发和研究提供一定的借鉴。
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