The Research Of Video Advertisement Launching In The Environment Of Media Integrity

In the 21st century, as the development in the fields of broadcasting, communication, digital and internet technology has been maturing day by day, and the demarcation between traditional and modern media has been faded, nowadays more and more new media are coming out, the'media integrity'has become the most popular issue. Moreover, the development of social economy and culture has caused fragmentalization of stratum and result in the fragmentalization of market and target audience, which caused the transition of massive public to individual. The huge influence that can be caused by a simple advertisement in China Central Television or traditional media no longer exists, and in turn the target audience has changed from the original single ones into the consumers that need to be finely classified according to different service and product information. The interaction of media and target audience is more and more of significant meaning.The development of video advertisement is progressed with every passing day, so is its launching and creation. Though the grade influence of media integrity and the research of it are so impressing and important, there is not an authorized definition of video advertisement and people have limited understanding of the launching of video advertisement. Therefore, the author need analyze the current situation of media integrity and development tendency of video advertisement, the changes of market and target audience, media technology, the contents of the broadcasting, and set an objective definition of the launching of video advertisement more objectively. This paper discusses the positive and negative influence media integrity is upon the launching of video advertisement, stated the traditional theories for the launching of video advertisement and further proposes the measurement to the video advertisement launching in the environment of media integrity based on the conclusion on the choice of media, the orientation of target audience, contents, the time and the place.The aims of this paper, on the one hand, the author try to make the launching theory of video advertisement used in the Chinese advertising industry more maturely, broadly and effectively. On the other hand, the author hope this research can arouse a wider recognition and inspire more experts and scholars devote to the video advertisement research, and thus to form a more mature theory.