| The development of the Internet has changed the traditional way of information dissemination,and the advertising industry is also constantly pushing the boundaries,gradually transitioning from the old "hard" to "soft" advertising.News feed ads have emerged in this context,and are favored by more and more advertisers for their features such as active push,accurate delivery,native presentation,and circle diffusion,becoming one of the popular forms of advertising in the new media era.At the same time,along with the rapid rise of mobile short-form video and electricity live,news feed ads are no longer limited to text and images but have incorporated "video streaming" and "live streaming" into advertising and marketing.The establishment of new media platforms has reinforced the importance of audiovisual communication,which is more easily received and understood in the age of fragmentation than in-depth reading,which requires thought and transformation.This article takes audiovisual communication as the perspective and takes the communication effect and optimization path of news feed ads as the research object,using questionnaire survey method,literature research method,case study method,comparative research method,and other research methods,aiming to investigate the intrinsic factors affecting the communication effect of news feed ads,clarify the development rules and problems of news feed ads in practice,and summarize the optimization suggestions for different problems.In this way,we explore ways to improve the communication power of advertising and provide theoretical basis and reference for the development of practice.The paper begins with a brief overview of the background,purpose and significance of the research,and identifies the subject of the research.The paper then organizes and summarises the literature on "news feed ads" and "audiovisual communication in advertising",identifies the innovative points of the thesis,and proposes research questions.Secondly,this paper provides an overview of the concepts and development status of news feed ads,to pave the way for further theoretical and empirical research below.Again,by analyzing the existing literature and combining it with its own research objectives,this paper divides the factors influencing the audiovisual communication of news feed ads into four dimensions: visual,auditory,content,and privacy,based on the user's perception,and conducts an online questionnaire survey and analyses the results of the data.Based on the results of the survey,we then deconstructed the factors affecting the audiovisual communication effectiveness of news feed ads and proposed a path to optimize the communication effectiveness of ads from three aspects: controlling the frequency of placement and strengthening content regulation;collaborating with multiple parties to break through the bottleneck of privacy protection;exploring niche markets to find growth points on the demand side.Finally,the conclusions drawn are summarised in the context of the analysis and problem solving,and an outlook on the future development of news feed ads is presented. |
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