Research On The Scenarized Communication Of Implantable Advertising In Network Variety Show

With the development of mobile internet technology,the media contact environment and the behavior of the audience have undergone great changes.The context has become the focus of attention of major advertising practitioners and academia,and the scenarized has become more and more popular among advertisers.This paper applies literature research method and case analysis method.Firstly,the research status of scene theory and implantation is analyzed,and the development,forms,characteristics and motivations of the scene communication of network variety implantation are analyzed.Secondly,based on the "5W" mode of laswell,this paper focuses on the analysis of the innovation and characteristics of various links in the scene-based communication of network variety shows that the advertising thinking of the communication subject is innovative,the communication channel breaks the limitation of time and space,the advertising and program are integrated in the communication content,the audience has frequent role exchange,and the communication effect is short term and long term.Finally,from the multi-dimensional construct scenarios,the creative content of improving scene experience,to the scene based on social strengthening links three angles,the progressive step by step,the proposed network variety of advertising scene spread strategy,including fusion program built into the scene,fancy mouth broadcast to enhance the scene association,real-time interactive communication effect and so on nine specific methods.At the same time,this paper analyzes the significance of the scene-based communication of the implantation of network variety advertisements,and holds that after the advertising content of the scene-based communication of network variety advertisements becomes the service content,it is more valuable and can meet the psychological needs of the audience.The social attribute of scene communication contributes to the secondary communication of the implantation advertisements of network variety shows and expands the communication scope.The significance of the scene itself is strengthened,which enhances the persuasive power of the implanted advertisements of network variety shows.