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In order to explore the creative characteristics of short video advertisements in the field of fashion and beauty on Weibo, this study uses short videos containing advertisements as sample materials. Based on literature review, it establishes classification indicators for short video advertisements, which are categorized into Unboxing review, Product placement, Item recommendation, and Brand customization. Based on the above classification, this study employs content analysis method to explore the creative patterns and underlying reasons of short video advertisements in the field of fashion and beauty on Weibo from four dimensions: Product information, Video information, Advertisement design, and Appeal strategy. Two creative recommendations for short video advertisement creation are proposed: (1) Mining brand concepts and product characteristics to craft comprehensive short video advertisements. (2) Creating innovative short video advertisements through refined narrative strategies.
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Liu et al. (2024) studied this question.
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