Research On The Advertising Comnumication Strategy Of "Creative Inseil" In Network Drama

Since 2014,China's online drama has entered a high-speed development stage,advertising as the main way to realize its content value,has become increasingly rich.However,the traditional embedded advertising is difficult to meet the advertising needs of the current network drama.To maximize the brand value in the form of creative advertising has become the expectation of advertisers for the video platform.As a new form of advertising,creative interpolation can not only be highly related to the plot,but also ensure the brand exposure rate,is favored by advertisers.Firstly,this paper explores the development trend of advertising in creativity by combing and analyzing the reasons for the rise and development process of advertising in creativity of network dramas.Then based on the analysis and thinking of advertising examples in each stage of creativity,this paper analyzes and summarizes the existing communication strategies of advertising in network dramas from the perspectives of the main body,content,scene and audience.At the same time,it compares with traditional product placement to explore the uniqueness of its communication strategy,and compares its advantages and disadvantages with other emerging types of advertising communication strategies in network dramas.Then,the paper further analyzes the new problems of creative interpolation in terms of the current market situation,business model,communication content,regulatory system,audience acceptance and other aspects.Combined with the new policy environment and user demand,this paper proposes practical and meaningful optimization strategies for creative advertising,and forecasts the future development trend of creative advertising.It provides theoretical and practical guidance and support for the development of creative intermediation,so as to make creative intermediation better serve the advertising market.In this paper,the author thinks that the effective dissemination of "creative interposition" in network plays can't simply aim at the audience's entertainment needs,it should pay attention to the feasibility of content intelligence,interactive experience,communication circle and value effectiveness persistence.