摘要
近年来,原生广告凭借其独特的嵌入式宣传效果,在新媒体市场脱颖而出,取得了骄人的成绩。新媒体环境下原生广告能够实现广告主、受众以及媒介这三者之间的关系重构,实现点对点的交流,对用户的定位有较强的针对性,但是从内容来看,原生广告与新媒体信息之间的同质性较高,且其内容及传播过程难以被监管。原生广告可以从注重内容的精准性、严格内容把关等几个方面进行提升,实现我国广告行业的有序发展。
In recent years,the original advertising has achieved outstanding results,with its unique embedded publicity,in the new media market.Native advertising can achieved reconstruction of the relationship betweenadvertisers,audience and mediaunder the new media environment,realize the point-to-point communication,and has strong pertinence on the user's location,but look from the content,there exists higher homogeneity between the nativeadvertising and new media information,and its content and communication process are difficult to be regulated.We can pay attention to promote the precision of the content,strict content control etc several aspects of native advertising,and realize the orderly development of China's advertising industry.
作者
马瑞
王邺
Ma Rui;Wang Ye(School of Culture and Communication, Hebei University of Economics and Business, Shijiazhuang, Hebei 050061, China)
出处
《河北经贸大学学报（综合版）》
2018年第4期13-17,共5页
Journal of Hebei University of Economics and Business(Comprehensive Edition)
关键词
原生广告
新媒体环境
互动营销
差异化营销
native advertising
new media environment
interactive marketing
differential marketing
作者简介
马瑞(1968-),女,河北冀州人,河北经贸大学文化与传播学院教授,研究方向为传播学;王邺(1994-),女,河北沧州人,河北经贸大学文化与传播学院硕士研究生,研究方向为广告学。
