The Communication Strategy Of Native Advertising Of Network Variety Show From The Perspective Of Scene Theory

Under the audience-centered communication pattern,the indoctrination communication of traditional advertising is declining day by day,and advertisers are constantly looking for advertising forms that can give consideration to both advertising effect and audience experience.Under this circumstance,native advertising,a new form of advertising,has entered the public field of vision.It has the characteristics of the value of advertising content,the originality of advertising form,and the interactivity of advertising communication.It takes the advertising audience as the center,and can balance the relationship among the advertiser,the media,and the audience.Therefore,it is constantly used in various advertising practices.In recent years,the development trend of network variety show is good.It not only gains a large number of audience,but also is favored by many advertisers.It also keeps innovating in the use of native advertising.The original advertisement in the network variety show not only has various forms,but also highly matches the content of the program and the media environment.It not only reduces the audience's rejection of the advertisement,but also does not lose the advertising effect,and has become an important form of native advertising.From the perspective of the practice of native advertising in online variety shows,the original forms of advertising,such as fancy oral broadcasting,creative plug-in,and advertising content programming,not only have the original form and content,but also show the characteristics of scene,but at the same time,there are also problems such as the mismatch between the advertising scene and the user scene,destroying the user's viewing experience,and so on,which affect the further realization of the original advertising communication effect.In the context of mobile Internet,it is more and more important for the native advertising in online variety show to make the advertising scene meet the needs of user scene,match the user's willingness,and realize the accurate communication of user scene.As an important academic basis for the academic community to investigate the scene problems in communication,the scene theory is also applicable to the strategy research on the scene communication of online variety show native advertising.It can provide theoretical and practical guidance for discovering the rules of the original advertising communication of online variety show,exploring and solving related problems.This paper takes the native advertising in the network variety show as the research object,takes the scene theory as the research basis,and mainly uses the literature research method,case analysis method and comparative research method,and combines with the practice of original advertising in online variety show,such as "Weirdo","Star Detective","Mars Intelligence Agency",and so on,studying the communication strategy of the original advertising of online variety show.First of all,this paper discusses the original advertising of online variety show and scene theory.This part mainly analyzes the concept of native advertising,the characteristics of native advertising,the development motivation of native advertising of online variety show,and the main forms of native advertising of online variety show,in the last section of this chapter,scene theory is introduced to analyze the core elements of scene theory and the applicability of scene theory to native advertising of online variety shows.Secondly,this paper discusses the communication strategy of the original advertising of online variety show,which is the key part of this paper.This part first discusses the external factors of the formation of scene based communication of online variety show native advertising,including big data assisted scene content design,social media assisted scene connection,mobile devices assisted scene service,etc,then combining with specific practical cases to study the scene communication strategy of online variety original advertising.Specifically,it includes the research of communication strategies such as insight into audience needs,creating scene content;stimulating audience interaction and realizing scene connection;paying attention to audience experience and providing scene services and so on.Finally,this paper summarizes the shortcomings of the scene based communication of the original advertising of online variety show,and puts forward some optimization suggestions.It advocates to strengthen the communication effect of the original advertising of online variety show from accurately grasping the audience's needs and improving the scene content;deep interaction between the advertising and the audience and strengthening the scene connection;optimizing the scene experience and improving the scene service.