Research On Native Advertising From The Perspective Of Communication Studies

With the development of the times,consumers are becoming more and more critical about advertising,and the effect of advertising is becoming weaker and weaker.Therefore,native advertising has emerged.However,how to find a better development path for native advertisements,improve the communication effect of native advertisements,and get rid of the development dilemma of native advertisements is a problem that most scholars pay attention to and discuss.Therefore,based on domestic and foreign research,combined with the latest practice in the industry,this paper systematically sorts out the definition and characteristics of native advertisements,and through the arrangement of fresh cases,the five elements of communication science as the research path,meticulously spread the original advertisements.The key nodes have been sorted out.Finally,the author also sets out the development dilemma of the original advertisement from the five elements of communication.The advertisers and media who hope to make the original advertisement can face these difficulties and constantly reflect and re-explore in the process of making the original advertisement.Ways and means to solve the dilemma,find a better development path for native advertising,and maximize the effect of communication.