The Communication Errors of Short-video Advertising: Taking the Ad of Yihetang and Rolls-Royce in 2021 as an Example

With the continuous development of new media platforms in recent years, short-video advertising has gradually become mainstream form communication by virtue its advantages simple production, accurate audience and significant market driving. However, order to win a place, some brands have created breaking circle effect openly using various means that take advantage loopholes polices carry out vulgar malicious marketing. This not only backfires on brand image, but also challenges public bottom line social ethics. Taking advertisements Yihetang Rolls-Royce 2021 as examples, this paper aims explore errors today's short video advertisements, provide valuable reference for how make more competitive advertisements.