An Analysis of Narrative Strategies in Short Video Advertising and Their Impact on Brand Communication: A Case Study of Huawei Terminal's Douyin Account

Zixuan Huang

doi:10.47297/wspciWSP2516-252725.20250902

PDF
Export
Share
Collection
Album

Volume 9, Issue 2

Views: 0 Downloads: 0

An Analysis of Narrative Strategies in Short Video Advertising and Their Impact on Brand Communication: A Case Study of Huawei Terminal's Douyin Account
An Analysis of Narrative Strategies in Short Video Advertising and Their Impact on Brand Communication: A Case Study of Huawei Terminal's Douyin Account
School of Art Huang and Design,Guangdong University of Technology, Guangzhou, 510000, China
Vol. 9, Issue 2, Pages: 130-134(2025)
Published：23 April 2025
DOI：10.47297/wspciWSP2516-252725.20250902
Accepted：

Scan QR Code

Huang Zixuan.An Analysis of Narrative Strategies in Short Video Advertising and Their Impact on Brand Communication: A Case Study of Huawei Terminal's Douyin Account[J].Creativity and Innovation,2025,09(02):130-134.
DOI：

Huang Zixuan.An Analysis of Narrative Strategies in Short Video Advertising and Their Impact on Brand Communication: A Case Study of Huawei Terminal's Douyin Account[J].Creativity and Innovation,2025,09(02):130-134. DOI： 10.47297/wspciWSP2516-252725.20250902.

摘要

Abstract

Under the support of big data technology and algorithmic mechanisms

short video ads

with their precise user data analysis and distribution strategies

have become the core battlefield for brand marketing. This paper takes the "Huawei Terminal" account on Douyin as a case study to analyze the narrative strategies of short video ads and their brand communication effectiveness. It explores how these strategies enhance brand influence in the rapidly changing market environment and provides actionable advertising and marketing strategies for brand owners.

关键词

Keywords

references

Li, R., & Xu, Y. (2022). Analysis of the characteristics and communication strategies of short video ads: A case study of Douyin effect ads and Kuaishou brand ads. Television Research, 2022 (05), 29-31.

Wang, T., Zhou, L., Peng, C., et al. (2011). Storytelling to build a brand: The brand narrative theory of constructing and communicating stories—A case study of the Daphne brand. Management World, 2011 (03), 112-123. https://doi.org/10.19744/j.cnki.11-1235/f.2011.03.012.

He, Y. (2023). A study on brand narrative in Li Ning's Douyin short video ads (Master's thesis). Chongqing University of Commerce. https://doi.org/10.27713/d.cnki.gcqgs.2023.000447.

Li, K. (2021). Analysis of brand narrative strategies in the context of visual culture: A case study of Coca-Cola. Modern Marketing (Business Edition), 2021 (09), 172-173. https://doi.org/10.19921/j.cnki.1009-2994.2021-09-0172-084.

Green, M. C., & Garst, J. (2006). The transportation scale: A measure of the emotional transportation into a story. Human Communication Research, 32 (3), 403-425. https://doi.org/10.1111/j.1468-2958.2006.00272.x

Vincent, L. (2018). "Brand Narratives: How Engaging Stories Shape Consumer Perceptions." Journal of Marketing Theory and Practice.

Lundqvist, A. (2013). "The Impact of Brand Storytelling on Consumer Brand Experience." Journal of Brand Management.

Moin, S. M. A. (2020). "Brand Narratives and Consumer Engagement: Exploring the Emotional Resonance in Brand Storytelling." Journal of Consumer Research.

Alert me when the article has been cited

Submit

Study on the Emotional Communication of Old National Product Brands--Taking the Bee & Flower Out of Circle Phenomenon as an Example

Research on the Influence of Festival Activities on Brand Communication Intention under the Experience Economy

Related Author

Siyu Fan College of Literature and Journalism, Jishou University, Jishou

Baoyin Hu Qilu Institute of Technology

Related Institution

College of Literature and Journalism, Jishou University, Jishou

Qilu Institute of Technology

⁰