Research On The Communication Of Native Short Video Advertising From The Perspective Of Scene Theory

In the scene communication environment,the competition for the scene is the competition for the user.As a new theory of communication,scene theory opens up new research horizons for the spread of the mobile internet era.Short video is one of the fastest growing mobile platforms.As the latest advertising concept,the native advertising is infinitely close to the user's psychology and highly integrated media environment.It is more and more favored by brands and advertisers.Its communication optimization problem has also received more and more attention.Therefore,this thesis uses scene theory to study the spread of short video native advertising.This thesis takes the short video native advertising as the research object.From the perspective of scene theory,this paper uses the literature research method and the case study method to study the short video native advertising communication.Firstly,Merovitz's media scene theory and Robert Scober's Scene Five Forces theory are expounded.Based on Scene Five Forces,an analysis model of scene propagation composed of scene insight,scene connection and scene service is proposed.This model is applied to the analysis of the scenes of the short video native advertising Airbnb,Chevrolet Malibu XL and Harbin Beer.It is found that the current brand is mainly from the space and environment where the user is located,the real-time status,life,habits and social atmosphere of user to gain insight into user scenes and form user portraits;The brand and the platform are combined to use multiple creative concepts to divide the time,sub-region and sub-path,then connect with the user scene through sensors and multi-terminal devices;The brand and platform use personalized recommendation technology to integrate users into the scene,provide users with information services that adapt to the scene and the scene communication is transformed from virtual to reality to realize the user's scene service experience.The research in this paper finds that the short video native advertising scene spread has insufficient accuracy of user scene insight,poor user interface connection,insufficient adaptation service and infringement of user privacy.The short-video native advertising scene propagation optimization strategy proposed for the problem includes: segmenting the user scene to improve the accuracy of the user scene insight;improving the media intelligence to strengthen the user scene connection;integrating the scene data to optimize the scene adaptation service;establishing perfect information mining management mechanisms to protect user privacy.