Interest Conflicts Of Native Advertising

Native advertising is a form of advertising that has appeared in Internet communication since 2012.It is closely related to the content of the page and is integrated into the overall design and is consistent with the platform's behavior.Wechat,as the country's most extensive social media platform,has penetrated into people's Daily life,Wechat subscription account' advantages attracted a lot of advertising,because of the rapid development of native advertising platform,the rights and interests of users,advertisers conflict more obviously.In Nightfall Read JinYong,Mimeng,New Itself, which native advertising articles of three WeChat subscription as analysis object,we set up the questionnaire,the user number of WeChat public native advertisement of cognitive and behavioral choice.The methods of case study are text analysis and questionnaire survey which are adopted to explore the conflict of rights and interests of WeChat's native advertising.Study finds that native advertising platform,advertisers,and users are the demands of three parties.As a result,the relationship is a kind of rights and interests of game at the same time,mainly manifested in the following three aspects:(1)in the dissemination of information,the Wechat public account can't practice well informed,its work and guide public opinion correctly contradiction,Wechat public platform,is a kind of form of the media,and the existe process.(2)Audience's status from the standard to the audience standard,to the present and the future of the whole society should be vigorously advocated the transformation of public place,the audience of the native advertisement campaign has been the rights and interests of advertisers and public agents,infringement on deception,intrusion,and the audience to the abuse of advertising.(3)China's online advertising market tends to be stable,and the advertising effectiveness evaluation system is very important for advertising.The traditional quantitative evaluation has not adapted to the characteristics of Internet advertising,and the qualitative assessment is beneficial to the advertisers to correctly understand the advertising effect and to carry out the evaluation and adjustment of advertising.The development of network technology expands the communication channel of information,and native advertising is an effective advertising form.And the rights and interests of three parties are not mutually conflict,but be short.