Research On The Emotional Communication Of Native Video Ads Under The Symbolic Interactionism

The rapid development of network communication technology and the popularization of mobile terminal equipment have accelerated the changes in modern people's production and lifestyle,especially in terms of information dissemination,which has created a new information environment for human beings.With the deepening influence of the Internet,cross-border integration has become a new direction for all walks of life to seek development.During the Internet penetration process,the advertising marketing environment also changed dramatically.Native video advertising is a new form of advertising under digital marketing trends that has spawned in this context.However,native video ads as a member of the information flood still face the question that effects are doubt in the era of scarce attention.Emotional communication has become a new fulcrum to leverage native video ads.Actually,the driving force of native video ads is emotional interaction,which uses symbolic methods to transform emotional content into audiovisual forms.In order to understand the reproduction of ads' meaning through context.This article is based on the theory of symbol interaction and analyzes the basic prototype of emotional content from the perspective of native video advertising content.This article based on the theory of symbol interaction,which analyzes basic prototypes of emotional content through native video ads,exploring the symbolic meaning of situations by the presentation of emotions.It explains that what is the interaction's mechanism between symbols and individuals.While,it also illustrates the propagation path of emotion from the elements of communication.And the propagation path of emotional content.Emotional communication is the interaction of symbolic meaning from the perspective of symbolic interaction in the end.It is the self-satisfaction of the emotional individual to seek the emotional meaning and needs.This article based on the perspective of emotional communication and guided by the symbolic interaction theory,through analysis of the symbolic presentation methods,interaction mechanism and communication paths of native video ads.It is found that there are issues such as thin emotional content,not prominent native differences and the doubts about scale communication.It proposes countermeasures to dig deep into emotional connotation,optimize experience and standardize mode.Finally,it explains the positive significance of emotion transmission of native video ads to social and cultural construction.I hope that the article can provide useful reference for internet advertising.