Research On Artistic Features And Communication Strategies Of Endogenous Advertisements In Network Dramas

With the rapid development of video media and the fierce competition in the network video industry,network drama heat rising,advertisers also began to explore new advertising mode,due to the relevant regulations of TV advertising,in the new media environment,appeared a new form of the new generation of Internet advertising-endogenous advertising,through network drama content advertising create cash,realize the further expansion of advertising type market.In recent years,the number of online dramas began to increase sharply,and more and more online dramas began to appear endogenous advertisements,but the current research of endogenous advertisements in the academic circle is not comprehensive.Based on the basis of the existing research,the author will take the endogenous advertising in network dramas as the research object to sort out the artistic characteristics and communication strategies of endogenous advertising in network dramas.Through literature analysis method summarizes the definition and development of endogenous advertising,using case analysis further analysis of endogenous advertising audio-visual art characteristics and communication strategy,and summarizes the problems in the development process,and the endogenous advertising in the network in the further development of the feasible proposal,to promote the better development of endogenous advertising in the future.With the improvement of the public’s aesthetic ability,the lack of creative advertising has not attracted the interest of the audience,and only the artistic advertising will be accepted by the public.However,these endogenous advertisements,which lack creativity,divorced from the plot,boring and lax supervision,have deviated from the original intention of endogenous advertisements.They should not repeatedly passively innovate in the pursuit of interests.On the contrary,they should think about how the endogenous advertisements that really attract the audience are formed.Although endogenous advertising as a new advertising force,its development potential is immeasurable,but if let it continue to spread,I am afraid it will backfire.At the same time,relevant departments and video websites should work together to ensure the healthy development of the endogenous advertising market.