| Today,native advertising has become a new trend of advertising development,various new forms of native advertising have emerged,native video advertising is regarded as one of the most potential native advertising.In-Feed Video Ads of WeChat Moments,with native advertising and the inherent advantages of the platform to become the backbone of the development of native video advertising.Its advertising effect has also become a common concern of the industry and academia.In-Feed Video Ads of WeChat Moments takes one kind of original advertisement,the content is the advertisement,the advertisement is the content.Its advertising content is often accepted and recognized by the audience as a kind of information.At the same time,unlike traditional graphic or video ads,friendster's message stream video ads are not only original,but also can transmit the content of the ads by "telling a story." With the obvious narrative transmission characteristics of the traditional film and television advertisement.Therefore,from the perspective of the audience,this paper takes the relevance of information as the starting point and combines the narrative transmission theory to screen out the elevance of content,situation relevance and emotional relevance,which are the most closely related to the audience,and specifically explore their relationship with the flow of information video advertising effect.Using L&S Model for reference,this paper divides the psychological effect of the message-stream video ads in friendagenda into three dimensions: cognition,emotion and behavior.SPSS20.0 data analysis found that Relevance of content,situational relevance and emotional relevance and the advertising psychological effect of In-Feed Video Ads of WeChat Moments were significantly positive correlation,positive impact on friends' stream video advertising cognition,emotion and behavior.In addition,the study also found that: the quality of the story affects the audience's perception of the friends stream video ads;user behavior affects the audience's participation in the friends stream video ads;The way of information processing affects the audience's attitude towards advertisements.Therefore,based on the research results and findings,this paper puts forward three practical suggestions from the three levels of audience-related content,situation and emotion: customizing advertising content to improve the quality and attractiveness of the story;and creating a true "circle of friends" feeling,enhance the interaction and sociability;pay attention to the emotional experience,arouse the emotional resonance. |
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