Research On The Communication Of Advertisement Scene In Slow Variety "Life Of Yearning 4"

With the arrival of the Internet era,the information dissemination environment and the needs of the audience have undergone tremendous changes.The appearance of slow variety show provides a new opportunity for advertising placement and is favored by many advertisers.In the past,keywords such as "traffic,portal,platform,user" were gradually replaced by "scene".The scene has gradually evolved into a way of thinking in the Internet era,affecting the current advertising communication.From the perspective of "scene ",this paper takes " Life of Yearning 4" as an example to carry on the case study,using the literature research method,the case study method,and the text analysis method to explore the development and innovation path of slow variety shows implanted in advertising scenarios.This article mainly draws on the constituent elements of scene theory and the relationship between the ideological level of advertising semiotics theory,analyzes the rich and colorful forms of advertising implanted in "Life of yearning ",and summarizes its characteristics: the natural scene,the hidden fusion of advertising content and program scene,and the time limit of advertising scene.At the same time,according to the three dimensions of scene communication theory,the corresponding conclusions are drawn: the natural scene environment helps the production of unique advertising content and conveys culture and values while expressing advertising information.The support of interactive technology connects the real world and the virtual world and gives the audience a new interactive experience.Finally,based on the analysis of three dimensions of advertising scene communication,this paper puts forward that the main value of advertising scene communication is to use life aesthetics to empower culture,real scene to empower brand,and interactive mechanism to enable user communication.