The Communication Strategy Of Inserting Advertisements In The Web Series Based On 5W Mode

Under the intense competition of homogeneous products,as well as the rapid development of online dramas and the increasing number of users of network video platforms,creative insertion advertising has not only attracted the attention of fans,but also attracted the attention of advertisers.More and more creative plug-in ads appear in the online series,2018 can be said to be a burst of creative plug-in advertising.Under such a background,creative insertion advertising has become a hot topic,but at present,academic research on creative insertion advertising is less and is not comprehensive enough.On this basis,the author uses the case analysis method from Lasswell's 5w transmission mode.Through analyzing the communication mode of the inserted advertisement in the creative idea,and then studying the communication strategy of the inserted advertisement in the creative idea,in order to promote the better development of the inserted advertisement in the creative idea,this paper analyzes the communication mode of the inserted advertisement in the creative idea and finds out the communication strategy of the inserted advertisement in the creative idea.At present,there is not a unified definition in the field of creative insertion advertising.The author combs and generalizes the definition of creative plug-in advertisement based on different research perspectives,and sums up the development and present situation of creative plug-in advertising.And analyzes the characteristics of the creative plug-in advertising video platform.In the study of the communication mode of the inserted advertisement in the creativity,the communication mode of the inserted advertisement in the creative idea is analyzed from five aspects: the communicator,the channel,the content,the audience and the communication effect of the 5w theory put forward by Laswell.The main communication subject of the advertisement in the creative idea is the actor in the play,the actor is not only the actor or the propagator of the advertisement information,but also has the dual identity;Creative plug-in advertising has changed the original way of information dissemination: creative plug-in advertising with the help of the scene in the play for advertising information dissemination,the form is relatively novel,innovative;Changed the original channel of information transmission: the rise of the network video platform and the online drama,the OTT turn-to-screen broadcast Play function and cross-terminal playback can transmit creative advertising information to the audience who watch the online drama;For the audience who watches the show,you can use the screen to evaluate or complain about the ads while you are watching the ads in the creative,and in the process,you can interact with the audience in real time.So that the audience can immerse themselves in the advertisement while watching the advertisement and form the deep interaction of personal perception and scene fusion.Only in this environment can the audience's impression of advertising products be strengthened easily.The communication effect of the inserted advertisement in the creative idea is as follows: the inserted advertisement in the creative can shape the brand image in the information communication,enable the audience to communicate with the advertisement,and upgrade the audience to the advertisement.Product awareness.Based on the communication mode of the inserted advertisement in the creative idea,the communication strategy of the inserted advertisement in the creative idea is studied,starting from the communication mode of the Lasswell 5w theory: on the communication subject,the main body of the advertisement inserted in the creative advertisement is the actor in the play.In this process,we should improve the fit between the actor and the brand in the advertisement,and use the opinion leader,that is,the actor in the play to promote the dissemination of advertising information;For the audience,the advertisement should accurately locate the audience group,segment the market,find the target customers,apply for the advertising information,and in the process of communication of the advertising information,take the audience as the center to create the audience's thinking;In advertising,Video technology can be used to accurately test the peak of each episode,using the climax part of the plot to insert the creative advertising,which can attract the eyes of the majority of the audience,while also controlling the number of implants in each episode of the creative plug-in advertising,but also to control the number of times that the creative plug-in ad is implanted in each episode.So as to improve the acceptance of the audience.In addition,in the content of advertising,in accordance with the plot set in the scene of communication,through strengthening the stickiness of advertising products and plot,improve the user's experience,grasp the eyes of potential audiences.Through the suspense advertising strategy,the audience can associate with the scene,the advertisement information and the next advertisement.The plot has the expectation,along with the advertisement plot unceasing development,the curiosity is satisfied a bit,thus deepens the audience to the advertisement information the impression;Finally,creative insertion advertising should also improve the quality of creative inserted advertising,optimize placement,so that the creative insertion advertising and plot to achieve a win-win situation.