The Creative Communication Research Of Advertising Placement In Domestic Vlogs

In recent years,the continuous development and advancement of the Internet has made the network environment constantly iteratively updated.After the text era and graphic era,now we have entered the video era.Due to the young netizens' demand for personalized self-expression,the video-based UGC has become more and more powerful,which is an important manifestation of network information.Under this condition,brands and advertisers are increasingly interested in combining brand and product information with video-based UGC to create a way that does not interfere the audience experience while allowing deep interaction.Therefore,VLOG(Video Blog),which means creators record personal life from the first person perspective and features in strong content authenticity,personality,aesthetics and storytelling,is becoming popular in China since 2017.Nowadays,it has gradually revealed a business model based on product placement.Originated from abroad,although vlog is still in the early stage in China,more and more brands regard it as a new and promising opportunity under the condition of the market saturation of short videos and live broadcast.This paper focuses on the research methods of qualitative analysis,including literature research,comparative analysis and content analysis.The research focuses on: 1.Based on UGC Integration Framework,exploring the influence of attributes and characteristics of vlog on the advertising placement mode and effect from four aspects: content productivity,user(creator)intensity,process persistency and efficiency;2.Measuring the creative communication process in the domestic and international vlogs,through the comparative analysis of two representative cases-Casey Neistat and “Jingyue” – from five aspects including Sei-Katsu-Sha,content,Meme,platform and effect.Based on the above analysis,this paper proposes the existing problems of embedded advertising in domestic vlogs: content management lacks strong content and Sei-Katsu-Sha data;brand communication strategy is not clear;lacking effective use of various communication resources.Based on these three questions,the author proposes corresponding strategies and recommendations.Brands need to focus on the needs of Sei-Katsu-Sha,and constantly explore the vloggers with high content productivity,high intensity,strong persistency,and high efficiency to achieve better creative communication effect.