| 2018 was hailed as the first year of China's "Vlog development" by a great number of media,when the information dissemination mechanism and morphology have a disruptive change.There is a whole,holographic,full and full effect for the connotation of the media forms-Vlog,is Video blog,it has "life,real,empathy" the three major characteristics,with significant social and personal attributes,provides a strong relationship between audience and links.Vlog is not only the innovative form of blog development,but also the present and future of blog "writing".This paper uses literature research,case analysis and other research methods to learn from previous research results on Vlog advertising.From the perspective of communication,this paper applies disciplinary related theories to observe and analyze Vlog advertising cases.Through the analysis of the past literature,this paper proposes that Vlog advertising is the extension of short-sighted frequency goods,and explores the characteristics and communication value of Vlog advertising and the marketing value of Vlog as a new network advertising medium.However,there is still a lack of Vlog advertising in the field of its influence and role in mass media,which is also the innovation of this paper.This paper firstly defines Vlog advertising related concepts,then analyzes the status quo,characteristics and advantages and disadvantages of Vlog advertising,and analyzes the composition and structure of Vlog advertising using the 5W theory.Based on the above points,this paper draws the conclusion that the marketing strategy of recessive implantation and the communication strategy of high frequency and strong interaction are commonly used in Vlog advertising at the present stage.The final goal of this study is to propose the optimization proposal of Vlog advertising,which proposes that Vlog advertising should construct consumer portraits to improve marketing accuracy.Vlogger should strengthen creative optimization,and achieve a balance between personal expression and commercial elements in communication under the driving of "platform + channel",so that more ordinary people can join in Vlog creation,gain spiritual satisfaction from creation,and at the same time try their best to offset the creation cost materially. |
