【摘要】：原生廣告是以維護(hù)用戶(hù)體驗(yàn)為中心,以適配媒體表現(xiàn)形式和內(nèi)容風(fēng)格的方式融入媒體環(huán)境,為用戶(hù)提供有信息價(jià)值的廣告內(nèi)容的新型廣告形式,其以低侵?jǐn)_度、強(qiáng)效果的特點(diǎn)為突破互聯(lián)網(wǎng)廣告發(fā)展瓶頸提供了解決途徑。以原生廣告這一主體為研究對(duì)象,立足于發(fā)展的視角,用理念生成、市場(chǎng)實(shí)踐、實(shí)踐反思的研究思路,通過(guò)文獻(xiàn)研究、問(wèn)卷調(diào)查和案例分析等研究方法,對(duì)原生廣告理念和實(shí)踐發(fā)展過(guò)程進(jìn)行梳理。首先明確了原生廣告理念的生成是廣告理念內(nèi)在演進(jìn)的必然結(jié)果,是新技術(shù)和新媒體革新的現(xiàn)實(shí)產(chǎn)物,是應(yīng)對(duì)廣告市場(chǎng)巨變的積極選擇。隨后在借鑒國(guó)內(nèi)外原生廣告分類(lèi)方法及分析原生廣告案例的基礎(chǔ)上,歸納總結(jié)原生廣告的創(chuàng)作特征和表現(xiàn)形式。在原生廣告效果層面,采用問(wèn)卷調(diào)查的方式把握消費(fèi)者對(duì)原生廣告的接受度情況為:消費(fèi)者對(duì)原生廣告感知敏感度較高,對(duì)符合自身興趣和需求的原生廣告接受度更高;消費(fèi)者行為意愿不強(qiáng),整體上接受度一般;與傳統(tǒng)網(wǎng)絡(luò)廣告相比,原生廣告的接受度更高。對(duì)原生廣告理念生成和市場(chǎng)實(shí)踐發(fā)展過(guò)程進(jìn)行反思可以發(fā)現(xiàn),原生廣告市場(chǎng)發(fā)展主要存在三個(gè)方面的困境。第一,傳播倫理失范方面,存在定制化品牌新聞與新聞倫理規(guī)范的沖突、精準(zhǔn)定位用戶(hù)與用戶(hù)隱私保護(hù)的對(duì)立、創(chuàng)作主體泛化誘發(fā)的對(duì)社交媒體資源的濫用、原生廣告的隱匿性與廣告必須可識(shí)別的對(duì)立等問(wèn)題;第二,創(chuàng)作實(shí)踐方面,存在創(chuàng)作主體的創(chuàng)作水平良莠不齊、創(chuàng)意和形式的規(guī)�；m配難等問(wèn)題;第三,效果監(jiān)測(cè)方面,存在原生廣告效果監(jiān)測(cè)評(píng)價(jià)體系不成熟、效果監(jiān)測(cè)數(shù)據(jù)的公正性存疑、缺乏專(zhuān)業(yè)的認(rèn)證機(jī)構(gòu)對(duì)第三方監(jiān)測(cè)平臺(tái)的數(shù)據(jù)進(jìn)行審核等問(wèn)題。進(jìn)而相應(yīng)地提出針對(duì)性應(yīng)對(duì)策略,如健全原生廣告立法規(guī)范和監(jiān)管機(jī)制,調(diào)動(dòng)行業(yè)自律和媒體、消費(fèi)者積極發(fā)揮輿論監(jiān)督職能,建設(shè)專(zhuān)業(yè)創(chuàng)意團(tuán)隊(duì)和開(kāi)發(fā)程序化購(gòu)買(mǎi)平臺(tái)雙管齊下,構(gòu)建原生廣告效果評(píng)價(jià)體系以及完善監(jiān)測(cè)機(jī)制和發(fā)展監(jiān)測(cè)技術(shù)等。
[Abstract]:Native advertising is a new type of advertising which is centered on the maintenance of user experience and integrates into the media environment in a way that adapts to media expression and content style, and provides users with informative advertising content, which has a low degree of intrusion. The characteristic of strong effect provides a solution for breaking through the bottleneck of Internet advertising development. Taking the primary advertisement as the research object, based on the perspective of development, using the idea of generation, market practice, practical reflection of the research ideas, through literature research, questionnaires and case analysis, and other research methods, Combing the development process of the original advertising idea and practice. First of all, it is clear that the formation of the original advertising idea is the inevitable result of the internal evolution of the advertising idea, the realistic product of the new technology and new media innovation, and the positive choice to deal with the huge changes in the advertising market. Then on the basis of studying the classification methods of native advertisements and analyzing the cases of native advertisements, the author summarizes the creative characteristics and forms of native advertisements. In the aspect of the effect of native advertising, the way of questionnaire survey is as follows: the consumers have a higher sensitivity to the original advertising, and a higher acceptance of the original advertisements that meet their own interests and needs; Consumer behavior is not strong, the overall acceptance is general; compared with traditional online advertising, the acceptance of native advertising is higher. It is found that there are three main difficulties in the development of primary advertising market. First, in the aspect of communication ethics anomie, there are conflicts between customized brand news and news ethics norms, precise positioning of user and user privacy protection, and the abuse of social media resources induced by the generalization of creative subjects. The occult nature of the original advertisement and the contradiction between the advertisement and the advertisement must be identifiable. Second, in the aspect of creative practice, the creative subject's creation level is uneven, the creativity and form are difficult to adapt to on a large scale, and the third, the effect monitoring aspect, There are some problems such as immaturity of primary advertising effect monitoring and evaluation system, doubt about the fairness of effect monitoring data, lack of professional certification organization to audit the data of third party monitoring platform, etc. Accordingly, it puts forward corresponding countermeasures, such as perfecting the primary advertising legislation, regulating and supervising mechanism, mobilizing industry self-discipline and media, and giving full play to the function of public opinion supervision by consumers. Constructing professional creative team and developing program purchasing platform, constructing the evaluation system of original advertising effect, perfecting the monitoring mechanism and developing monitoring technology, etc.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.8

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