Content and Advertising in the Short-Form Era
 |
Description
Book Introduction
We live in an age of unprecedented speed and rhythm.
From the moment we open our eyes in the morning until we go to bed, our fingers are constantly scrolling through our smartphone screens, consuming short videos lasting between 15 and 60 seconds.
Even in the noise of the subway, in a quiet cafe on an afternoon, or even in a bathroom where we take a break, we are immersed in the world that these short videos unfold.
Short-form content, represented by YouTube Shorts, Instagram Reels, and TikTok, has gone beyond being the exclusive domain of a specific generation and has become the most common form of communication and a new grammar of media consumption in our time.
This book, "Content and Advertising in the Short-Form Era," began right in the midst of this massive change.
This is the result of deep reflection and academic inquiry into what the new media phenomenon of short-form content means for our daily lives, society, and even business and communication methods, and how we should understand and navigate this wave of change.
Our writers wanted to show that short-form is more than just a short video; it's a new video grammar and communication order for the digital age.
A new era always poses new questions to us.
In a world opened up by the speedy aesthetics of short-form content, what should we see, what should we learn, and how should we communicate and build relationships? What conditions are necessary for technological advancements to enrich human lives? How can we find a balance between personalized experiences designed by algorithms and human autonomy? The answers to these questions are not just for technology developers or platform companies, but for all of us who create and consume content.
I hope this book will be the first step in a meaningful journey to find the answer to that question together with you, the readers.
From the moment we open our eyes in the morning until we go to bed, our fingers are constantly scrolling through our smartphone screens, consuming short videos lasting between 15 and 60 seconds.
Even in the noise of the subway, in a quiet cafe on an afternoon, or even in a bathroom where we take a break, we are immersed in the world that these short videos unfold.
Short-form content, represented by YouTube Shorts, Instagram Reels, and TikTok, has gone beyond being the exclusive domain of a specific generation and has become the most common form of communication and a new grammar of media consumption in our time.
This book, "Content and Advertising in the Short-Form Era," began right in the midst of this massive change.
This is the result of deep reflection and academic inquiry into what the new media phenomenon of short-form content means for our daily lives, society, and even business and communication methods, and how we should understand and navigate this wave of change.
Our writers wanted to show that short-form is more than just a short video; it's a new video grammar and communication order for the digital age.
A new era always poses new questions to us.
In a world opened up by the speedy aesthetics of short-form content, what should we see, what should we learn, and how should we communicate and build relationships? What conditions are necessary for technological advancements to enrich human lives? How can we find a balance between personalized experiences designed by algorithms and human autonomy? The answers to these questions are not just for technology developers or platform companies, but for all of us who create and consume content.
I hope this book will be the first step in a meaningful journey to find the answer to that question together with you, the readers.
index
preface
Chapter 1 What is Short Form?
1.
Short-Form: A New Video Grammar That Masters the Moment
2.
Definition and Characteristics of Short-Form Content: The Aesthetics of a Brief but Intense Moment
3.
The Evolution of Short-Form Content
4.
The Marketing Value of Short-Form Advertising
5.
The transformation of advertising communication brought about by short-form advertising: short, powerful, and together!
6.
Short-form, Beyond Trends, A New Order in Digital Communication
Chapter 2: Short-Form Content and the Attention Economy
1.
Get the attention of your content users!
2.
Economics of Attention
3.
How does short-form content capture audience attention?
4.
Attention Economy in Practice: Advertising with Short-Form Content
5.
The trap of shortening attention spans
6.
Short-Form Content and the Future of the Attention Economy
Chapter 3: Analysis of Short-Form Content Trends by Platform
1.
The New Power of Digital Media: Short-Form
2.
Key Characteristics of Short-Form and Consumer Psychology
3.
Analysis of the Top 3 Short-Form Platforms: YouTube Shorts, Instagram Reels, and TikTok
Chapter 4: Characteristics and Success Stories of Short-Form Advertising
1.
Short-Form Advertising: Messages That Move Digital Consumers
2.
Theoretical Foundations of Short-Form Advertising: Attention, Memory, and Diffusion
3.
Formal Characteristics of Short-Form Ads: Compression, Provocation, Repetition, and Platform Optimization
4.
Strategic Characteristics of Short-Form Advertising: Engagement, Targeting, and Collaboration
5.
Short-Form Advertising Case Studies: Types and Analysis of Representative Cases
6.
The Short-Form Advertising Outlook: At the Center of a Shifting Advertising Paradigm
Chapter 5: Brand Message Strategy in Short-Form Advertising
1.
The proliferation of short-form content and the shift in the advertising paradigm
2.
Strategic Features of Short-Form Advertising Messages
3.
Strategies and Expression Methods for Each Type of Short-Form Advertising Message
4.
Short-Form Advertising Message Strategy Using Employers
5.
Conclusion: Reimagining Brand Message Strategy in the Short-Form Era
Chapter 6: Emotions and Short-Form Advertising: The Art of Their Intertwining
1.
Why Short-Form Ads Target Emotions
2.
The Strategic Evolution of Emotion-Driven Short-Form Communication
3.
From Emotion to Action: The Emotional Mechanisms That Drive Transition
4.
The Science of Empathy: Emotional Contagion and Diffusion
5.
Short-form planning method that designs emotions
6.
Ethical Questions about Designing Emotions
Chapter 7: The Advertising Effects of Visual and Auditory Elements in Short-Form Content
1.
Short-form visual elements and advertising effectiveness
2.
Auditory elements and advertising effectiveness in short-form content
3.
Audiovisual integration and advertising effectiveness in short-form content
Chapter 8: Interaction and Experience Design Algorithms for Short-Form Advertising
1.
Introduction: Why am I seeing this short-form thing on my feed?
2.
"Why Am I Seeing This Ad?": The Power and Limits of Algorithmic Explainability
3.
"I'll Stop Seeing These Short-Form Ads": The Fantasy and Reality of Algorithmic Control
4.
Seeing is Seeing: The Importance of Algorithmic Literacy
5.
The Future of Advertising Algorithms: The Light and Shadows of Generative AI and the Era of Hyper-Personalization
6.
Finding a new balance for short-form advertising in the algorithmic age.
Chapter 9: Measuring the Performance of Short-Form Advertising and Key Indicators
1.
The Shift in Advertising Performance Measurement in the Short-Form Era
2.
Consumer Response Mechanisms to Short-Form Advertising Platform Algorithms
3.
Performance Metrics for YouTube Shorts Ads
4.
Instagram Reels Ad Performance Metrics
5.
TikTok Ad Performance Metrics
6.
Strategic Implications of Interpreting Short-Form Advertising Performance
Chapter 10: Ethical Challenges and Sustainability of Short-Form
1.
The concept of short-form content and the changing digital media environment
2. Media Consumption Characteristics of Generation MZ and Acceptance of Short-Form Content
3.
The addictive use of short-form content and its impact
4.
The Social Impact of Short-Form Content Addiction
5.
Self-regulation and control strategies for short-form content users
6.
Social and policy discussions for responding to addiction
7.
Conclusion and Recommendations: Towards Ethical Sustainability in the Short-Form Content Ecosystem
Search
Chapter 1 What is Short Form?
1.
Short-Form: A New Video Grammar That Masters the Moment
2.
Definition and Characteristics of Short-Form Content: The Aesthetics of a Brief but Intense Moment
3.
The Evolution of Short-Form Content
4.
The Marketing Value of Short-Form Advertising
5.
The transformation of advertising communication brought about by short-form advertising: short, powerful, and together!
6.
Short-form, Beyond Trends, A New Order in Digital Communication
Chapter 2: Short-Form Content and the Attention Economy
1.
Get the attention of your content users!
2.
Economics of Attention
3.
How does short-form content capture audience attention?
4.
Attention Economy in Practice: Advertising with Short-Form Content
5.
The trap of shortening attention spans
6.
Short-Form Content and the Future of the Attention Economy
Chapter 3: Analysis of Short-Form Content Trends by Platform
1.
The New Power of Digital Media: Short-Form
2.
Key Characteristics of Short-Form and Consumer Psychology
3.
Analysis of the Top 3 Short-Form Platforms: YouTube Shorts, Instagram Reels, and TikTok
Chapter 4: Characteristics and Success Stories of Short-Form Advertising
1.
Short-Form Advertising: Messages That Move Digital Consumers
2.
Theoretical Foundations of Short-Form Advertising: Attention, Memory, and Diffusion
3.
Formal Characteristics of Short-Form Ads: Compression, Provocation, Repetition, and Platform Optimization
4.
Strategic Characteristics of Short-Form Advertising: Engagement, Targeting, and Collaboration
5.
Short-Form Advertising Case Studies: Types and Analysis of Representative Cases
6.
The Short-Form Advertising Outlook: At the Center of a Shifting Advertising Paradigm
Chapter 5: Brand Message Strategy in Short-Form Advertising
1.
The proliferation of short-form content and the shift in the advertising paradigm
2.
Strategic Features of Short-Form Advertising Messages
3.
Strategies and Expression Methods for Each Type of Short-Form Advertising Message
4.
Short-Form Advertising Message Strategy Using Employers
5.
Conclusion: Reimagining Brand Message Strategy in the Short-Form Era
Chapter 6: Emotions and Short-Form Advertising: The Art of Their Intertwining
1.
Why Short-Form Ads Target Emotions
2.
The Strategic Evolution of Emotion-Driven Short-Form Communication
3.
From Emotion to Action: The Emotional Mechanisms That Drive Transition
4.
The Science of Empathy: Emotional Contagion and Diffusion
5.
Short-form planning method that designs emotions
6.
Ethical Questions about Designing Emotions
Chapter 7: The Advertising Effects of Visual and Auditory Elements in Short-Form Content
1.
Short-form visual elements and advertising effectiveness
2.
Auditory elements and advertising effectiveness in short-form content
3.
Audiovisual integration and advertising effectiveness in short-form content
Chapter 8: Interaction and Experience Design Algorithms for Short-Form Advertising
1.
Introduction: Why am I seeing this short-form thing on my feed?
2.
"Why Am I Seeing This Ad?": The Power and Limits of Algorithmic Explainability
3.
"I'll Stop Seeing These Short-Form Ads": The Fantasy and Reality of Algorithmic Control
4.
Seeing is Seeing: The Importance of Algorithmic Literacy
5.
The Future of Advertising Algorithms: The Light and Shadows of Generative AI and the Era of Hyper-Personalization
6.
Finding a new balance for short-form advertising in the algorithmic age.
Chapter 9: Measuring the Performance of Short-Form Advertising and Key Indicators
1.
The Shift in Advertising Performance Measurement in the Short-Form Era
2.
Consumer Response Mechanisms to Short-Form Advertising Platform Algorithms
3.
Performance Metrics for YouTube Shorts Ads
4.
Instagram Reels Ad Performance Metrics
5.
TikTok Ad Performance Metrics
6.
Strategic Implications of Interpreting Short-Form Advertising Performance
Chapter 10: Ethical Challenges and Sustainability of Short-Form
1.
The concept of short-form content and the changing digital media environment
2. Media Consumption Characteristics of Generation MZ and Acceptance of Short-Form Content
3.
The addictive use of short-form content and its impact
4.
The Social Impact of Short-Form Content Addiction
5.
Self-regulation and control strategies for short-form content users
6.
Social and policy discussions for responding to addiction
7.
Conclusion and Recommendations: Towards Ethical Sustainability in the Short-Form Content Ecosystem
Search
GOODS SPECIFICS
- Date of issue: October 30, 2025
- Format: Paperback book binding method guide
- Page count, weight, size: 304 pages | 153*225*12mm
- ISBN13: 9791193667200
- ISBN10: 1193667208
You may also like
카테고리
korean
korean
![ELLE 엘르 스페셜 에디션 A형 : 12월 [2025]](http://librairie.coreenne.fr/cdn/shop/files/b8e27a3de6c9538896439686c6b0e8fb.jpg?v=1766436872&width=3840)
