Research On The Communication Of The Video Ad In The Social Media Under The Theory Of Interactive Ritual

Along with the constant update of Internet technology, the social media with high involvement and the interactive dialogue has become the representative among the network applications of new generation. The social media reshapes the information propagation model with its inherent media characteristics, which bring earth-shattering changes to the traditional media in aspects of information content production, information dissemination way and information reception mode.Different from the traditional media, video ads rely on the user's active click and share to achieve communication, instead of mandatory viewing and one-way communication by film and television advertising. Instant interactive features of social media also allow users to comment on and forward the video ads. During the process, users achieve mutual exchange of comments and share feelings. The media and social attributes of social media form the interaction ritual, in which the video advertising value can be realized. Based on the interaction ritual theory, this paper indicates that social media meet the formation conditions of the Collins interaction ritual via providing users virtual platforms, the way of emotional sharing and exchange and the focus of common concern. Then the forming factors, process and final effect of the interactional ritual in video advertising are analyzed in this paper.This paper consists of seven parts. The introduction part introduces the background, purpose of the selected topic, retrospect the interactive ritual theory and summary the research of the interactive ritual theory at home and abroad. The second part mainly discusses the definition of the concept of social media, the development status and the definition and characteristics of video advertising. The third part analyzes the key elements of the interactive ritual theory, that is, emotional energy, symbolic capital, the market of interactive ritual, and how to construct social media interactive platform. In the fourth part, how to form the interactive ritual of the video advertising in social media, the elements and affection of the formation would be discussed from the perspective of the interactive ritual theory. At the end of the chapter, three strategies, which can be used by brand advertisers to make the video ads more successful, are discussed. The sixth chapter looks forward to the possible impact of the mobile Internet era of interactive video advertising on the formation of the interactive ritual in social media.The results of the study shows that the media and interactive attributes of social media satisfies the forming conditions of interaction ritual, and the interaction between video advertising brands and viewer can be formed. The successful interaction ritual of video advertising can realize the virus-spread model of video ads, strengthen the fan base of the bands and promote the convey of brand connotative meaning.