Construction And Problems Of The Interactive Ritual Chains In The Little Theater Advertisement

With the rapid development of the network video platform,the little theater advertising started,with a strong capacity of network flow conversion to attract advertisers to settle in this new field.It takes the advantages of scene marketing,star endorsement and creative performance to the extreme,breaks the barriers between brand and audience in the traditional advertising through the bullet screen comments mechanism,and realizes high-quality interaction between brand and audience,which belongs to the category of interactive advertising and needs to be explained by interaction theory.The theory of interactive ritual chains was put forward by Randall Collins,a famous sociologist in the United States.It focuses on the sociological study of human daily interaction and behavioral motivation.It points out that a single interactive ritual can be connected through three core mechanisms: emotional energy,ritual situational stratification and interactive market to form an interactive ritual chains.At present,this theory is closely related to the advertising industry,and is widely used in the interactive forms of advertising such as TikTok and vertical screen,to explore the deep interaction between advertising brand and audience.However,In the tide of interactive advertising,the industry still focuses on the creativity of the development of the little theater advertising,lack of rational development and utilization of interactive,so that it is still regarded as a "passive acceptance" by the audience.In order to solve the above problems,this paper will take the interactive ritual chains as the theoretical support,analyze the interactive ritual chains mechanism in the little theater advertising,point out the problems faced by the current he little theater advertising in the construction of the interactive ritual chains,and provide relevant optimization strategies.In this paper,through "literature analysis" "case analysis" "questionnaire survey" and "interview",the interactive ritual chains theory is used to analyze the interactive ritual chains mechanism of the little theater advertising in detail.The first part of this paper combs the development process and delivery mode of the little theater advertising,and introduces the related theoretical views of the interactive ritual chains.It puts forward that there are three mechanisms in the interaction of small theater advertising: emotional energy,situation stratification and interactive market,as well as the view that multiple advertisements can realize the continuation of interactive situation,which leads to the high adaptability between the interactive ritual chains and the little theater advertising.The second part constructs the interactive ritual chains of the little theater advertising around the three key mechanisms of the formation of interactive ritual chain: emotional energy,ritual situation stratification and interactive market,which shows that the audience can achieve the accumulation and survival of emotional energy in the advertising interaction,and complete the repeated interaction based on symbolic capital in the star chasing,drama chasing and marketing situations,and drag the progress bar to skip the advertising as well as maintain their own interactive market in the process of reporting.That is to say,the little theater advertisement has the conditions of the interactive ritual chains,which can be constructed and operated in the little theater advertisement.The third part reveals the shortcomings of the current little theater advertising industry in the construction of the interactive ritual chains by means of questionnaire,interview presentation and case evidence,including: the lack of interaction conditions and interactive atmosphere leads to the inability of the audience to accumulate emotional energy;the absence of stars and plots leads to the loss of effectiveness of the ritual situational stratification;the improper insertion of advertisements leads to the audience's choice to skip advertisements,etc.These factors make it difficult to establish the interactive ritual chains of the little theater advertisements,which makes the interactive development of advertisements stagnate.The fourth part puts forward the construction strategy of interactive ritual chains.The author thinks that only by paying attention to the development of interactive capital,the construction of interactive atmosphere and interactive situation,and the incubation of interactive market,can the audience accumulate emotional energy,promote the continuity and circulation of interactive ritual,and form the interactive ritual chains of the little theater advertising,so as to promote the development of the little theater advertising.The interactive development of the little theater advertisement enables the real interaction between advertisement and audience.