The Research On The Creativity And Performance Of Oral Advertising In Variety Shows

Variety shows have always been popular with audiences for their entertainment and flexibility,It shows a trend of diversification in its development,the development of the Internet has led to the emergence of the network's homemade variety show,the Internet homemade variety show is a breakthrough in the development of our nation's variety,and it has made a big difference in the development of the variety show.The healthy development of the synthetic program brings about the reform of the program implantation advertisement.The media changes,traditional advertisements surround the audience overwhelmingly,making the audience feel disgusted with them,avoid advertising by all means.To adapt to the development of the world,to meet the needs of the audience,the dominant feature of the variety show,It has played an important role in building brand image,enhancing brand awareness and reputation by capturing the audience's attention and attracting their attention with its diversity and innovation.It is that advertiser continuously explore the form of advertisement presentation of the comprehensive art program port,to reduce the audience's contradiction to the advertisement in the form of a novel advertisement,to improve the advertising effect.It use that creative and expression pattern of the comprehensive variety program port advertisement as the research object,using the method of literature analysis and content analysis,explore the creative principle and creative thinking of variety show oral advertising,To select a representative variety show,analyzing the diversity of advertising,it analyze that advantages and disadvantage,and puts forward corresponding suggestions.By sorting out the development vein of TV variety shows and network variety shows,making a systematic summary of the development status and trend of variety shows and oral advertisements.Analyze the creative performance of oral advertising in variety shows,In variety shows,oral advertising follows certain creative principles,including scene design,precise planning and original biochemical expression.It can be use to suit that scene of the comprehensive arts program and select the appropriate comprehensive program for advertisement,based on the features of the show,Advertising is a way of creating a story atmosphere that appeals to audiences,and the advertising content is integrated with the program content to reach the original biochemistry of the advertising and program content.According to content marketing theory and conceptual metaphor theory,this paper analyzes the performance of oral advertising in variety shows from three aspects: the media,the main body of communication and the forms of oral advertising.Content marketing proposes various forms of advertising marketing,which is devoted to proposing valuable content to the audience,communicating with the audience and getting feedback from the audience.The relationship between advertisers and the audience is interactive communication.The brand is consistent with the location of the show,the content of the show,and the audience of the show,and using the diversity of the subject,it's the advertiser's audience,and it's the person that's providing the audience with the content and the planning.Conceptual metaphor theory points out that metaphor is not only a linguistic activity but also a thinking activity.It insinuates the fields that the audience is familiar with to the fields that the audience does not understand so as to influence the audience,it defines the whole process as "source domain--cognitive experience--mapping--target domain",the source domain is the concept that the audience is familiar with,while the target domain is the concept that the advertiser wants the audience to understand.The concept that the audience is familiar with is used to map the concept that the audience is not familiar with,thus changing the audience's cognition.The advertising language used in the mouth broadcast advertisement USES the theory of conceptual metaphor to convey the brand image.There are four kinds of forms of expression: the arrangement,the melodrama,the feign expression and the program,different forms of expression are used to express the target product with clear and understandable concepts that are understood by the audience,so that the brand image can influence the audience imperceptibly and change the audience's cognition so as to promote the purchase behavior.Analysis of creative expression forms of oral advertising in variety shows,To sum up the export of advertising many advantages,but,things have two sides.It can also be seen that that advertisement of the whole variety of the comprehensive arts program has a short time,the difference of the depth persuasion and the difficulty of the program and the advertisement are difficult to distinguish,affect the program effect,the scale is difficult to grasp,the effect is not stable enough.According to the shortcomings of the proposed targeted Suggestions,constantly innovate new model of oral advertising,choose the right time to implant,grasp the implant scale,in order to variety show oral advertising more long-term and stable development.