Study On Native Advertising In The Form Of Programs Communication Model Under The Background Of Entertainment Ecomomy

Under the background of entertainment economy,people's pursuit of life is not just to stay in basic material needs,but also to pay more attention to whether their physical and mental pleasure.In the face of changes in consumer attitudes,advertisers are looking for a new type of entertainment-oriented advertising that allows consumers to enjoy information while receiving messages from advertisements.Coupled with the Internet update rate is so fast,so that traditional advertising had to optimize and upgrade.It is based on this situation that the original form of the program form native advertising is deduced from many forms of native advertising,and is highly sought after by advertisers and audiences.The originality and entertainment of the program form native advertisement satisfy the advertisers' information dissemination to their products or brands to a certain extent,and also satisfy the needs and desires of the audience with the “entertainment factor” as the core.At present,the research on native advertising in China is still in its initial stage and has not yet become systematic.This article takes the program form native advertising as the research object,and sums up the definition and characteristics of the native advertising of the program form.Through the key points of advertisers,service providers,platform media,and audiences in the process of dissemination,the mode of transmission of native advertising of program genres is proposed.And through the combination with actual cases,it explains how the native advertising of the program form is used in the specific programs.