| Since 2017,the rise of Douyin,Kuaishou and other short video platforms has spawned different forms of media cultural phenomena,which are constantly spreading to every corner,shaping a new content ecology and becoming a hot direction of academic discussion and industry practice.As an important pole of content ecology,"cheesy style" carries out diversified meaning construction and interpretation among different groups.Different "cheesy style" contents,such as cheesy pick-up lines ","Cheesy quotes "," cheesy video",are all the rage on short videos and social platforms.At the same time,with the development of short video marketing and content e-commerce,"cheesy style" has been not limited to the content field,but as a creative element in short video marketing has been applied in practice.For example,in March 2020,the dissemination of Lao Xiang's "cheesy style" strategic press conference has become the marketing explosive point of the whole year.And in the short video platforms,social platforms and drama patch advertisements,we can also see some absurd plots,exaggerated inversion,magic humor and other advertising films.They are not well made,but they are full of the whole Internet.At present,the "cheesy" advertising marketing is still in the practice stage where the phenomenon is more than the significance.The existing research on the"cheesy" advertising marketing content is almost very few,and the only literature is mainly from the point of view of case study.Therefore,this research takes the user participation behavior in the short video "cheesy" ads as the research object.The research mainly includes two aspects.One is to analyze the content of the short video "cheesy" ads and comb out its communication elements and communication elements to establish a relationship with users.The second is to understand the motivation,attitude and influencing factors of users' participation in advertising through the content analysis of the comment area of short video "cheesy"advertising and the in-depth interview of heavy users of short video "cheesy"advertising.Considering the feasibility of the operation and the scientific nature and representativeness of the research,the author mainly selects 8 bloggers(with"cheesy style")from the short video platform Tik Tok,which has the highest monthly activity,167 short video "local flavor" advertisements and the first 300 comments of each advertisement as the samples for content analysis and research,and strives to conduct rigorous and objective research.On the Douyin short video platform,the existing interactive participation functions of users include watching,commenting,thumb up,collecting,sharing,purchasing,brand challenges,interactive stickers,topic participation,and co-shooting.From this perspective,user participation can be generally divided into"diving" participation behavior,negotiation derivative behavior,preference expression behavior and marketing transformation behavior.However,based on the users' participation in the "cheesy" communication element,the collaborative derivative behaviors can be further subdivided into original collaboration,dynamic transformation,and "destructive" innovation and redissemination.The motivation of the users' participation behaviors is mainly the perception of value.It is found that there are still many problems between the application of the"cheesy" communication element and the participation of users in the short video"cheesy" advertisement,the core performance is the contradiction between the communication element and the user impression decoration,the use of the communication element deviation,the interaction line is relatively single,the use of communication resources is insufficient and other problems.Based on the consideration of these problems,the author puts forward strategies and suggestions for the application of short video "cheesy" advertisements from the perspective of collaborative creativity. |
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