【摘要】：原生廣告是以維護用戶體驗為中心,以適配媒體表現(xiàn)形式和內(nèi)容風格的方式融入媒體環(huán)境,為用戶提供有信息價值的廣告內(nèi)容的新型廣告形式,其以低侵擾度、強效果的特點為突破互聯(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象,立足于發(fā)展的視角,用理念生成、市場實踐、實踐反思的研究思路,通過文獻研究、問卷調(diào)查和案例分析等研究方法,對原生廣告理念和實踐發(fā)展過程進行梳理。首先明確了原生廣告理念的生成是廣告理念內(nèi)在演進的必然結(jié)果,是新技術(shù)和新媒體革新的現(xiàn)實產(chǎn)物,是應對廣告市場巨變的積極選擇。隨后在借鑒國內(nèi)外原生廣告分類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,采用問卷調(diào)查的方式把握消費者對原生廣告的接受度情況為:消費者對原生廣告感知敏感度較高,對符合自身興趣和需求的原生廣告接受度更高;消費者行為意愿不強,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。對原生廣告理念生成和市場實踐發(fā)展過程進行反思可以發(fā)現(xiàn),原生廣告市場發(fā)展主要存在三個方面的困境。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、精準定位用戶與用戶隱私保護的對立、創(chuàng)作主體泛化誘發(fā)的對社交媒體資源的濫用、原生廣告的隱匿性與廣告必須可識別的對立等問題;第二,創(chuàng)作實踐方面,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配難等問題;第三,效果監(jiān)測方面,存在原生廣告效果監(jiān)測評價體系不成熟、效果監(jiān)測數(shù)據(jù)的公正性存疑、缺乏專業(yè)的認證機構(gòu)對第三方監(jiān)測平臺的數(shù)據(jù)進行審核等問題。進而相應地提出針對性應對策略,如健全原生廣告立法規(guī)范和監(jiān)管機制,調(diào)動行業(yè)自律和媒體、消費者積極發(fā)揮輿論監(jiān)督職能,建設(shè)專業(yè)創(chuàng)意團隊和開發(fā)程序化購買平臺雙管齊下,構(gòu)建原生廣告效果評價體系以及完善監(jiān)測機制和發(fā)展監(jiān)測技術(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.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.8

【相似文獻】

相關(guān)期刊論文 前10條

1 胡智琴;;網(wǎng)絡(luò)成為吸引“青年族群”的第二大粘性媒體[J];大市場(廣告導報);2004年11期

2 張艷;21世紀大眾媒體競爭力評價指標體系[J];現(xiàn)代企業(yè);2005年07期

3 沈穎;;洞察“新媒體”[J];廣告大觀(媒介版);2006年05期

4 ;新媒體——未來發(fā)展的趨勢[J];廣告大觀(媒介版);2006年05期

5 ;2008媒體信息[J];集成電路應用;2007年Z2期

6 戚建國;;探求企業(yè)與媒體的公關(guān)合作戰(zhàn)略[J];公關(guān)世界;2008年01期

7 王瑜;;媒體與被動旅游關(guān)系探析[J];新聞傳播;2008年07期

8 婷婷;;數(shù)字時代媒體如何變革?——與馬丁·索羅爵士對話[J];中國廣告;2008年11期

9 蒼立新;;傳統(tǒng)媒體有效轉(zhuǎn)型的實現(xiàn)路徑[J];中國報業(yè);2011年17期

10 吳春磊;劉鵬舉;;網(wǎng)絡(luò)媒體對體育發(fā)展的作用探討[J];中國報業(yè);2012年02期

相關(guān)會議論文 前10條

1 曹冰濤;;如何看待新媒體對傳統(tǒng)媒體提出的挑戰(zhàn)[A];第十一屆中國科協(xié)年會第33分會場新媒體與科技傳播研討會論文集[C];2009年

2 曹冰濤;;如何看待新媒體對傳統(tǒng)媒體提出的挑戰(zhàn)[A];自主創(chuàng)新與持續(xù)增長第十一屆中國科協(xié)年會論文集（4）[C];2009年

3 陳現(xiàn)朝;;新媒體下黨建工作的思考[A];2014年優(yōu)秀論文研究成果集[C];2014年

4 譚泓;;加強國民“媒體素養(yǎng)教育”——建設(shè)社會主義核心價值體系的重要途徑[A];建設(shè)經(jīng)濟文化強�。禾魬�(zhàn)·機遇·對策——山東省社會科學界2009年學術(shù)年會文集（3）[C];2009年

5 趙文君;;新媒體發(fā)展與傳統(tǒng)媒體變遷趨勢研究[A];快門，為構(gòu)建和諧社會奏響——第十一屆全國新聞攝影理論年會論文集[C];2006年

6 張金明;;略論新媒體與反腐倡廉建設(shè)[A];教育系統(tǒng)廉政探索（第四卷）[C];2012年

7 李勃q，

本文編號：2159090