Back To Basics

With coming of the information age, the influence of existing traditional advertising is declining, Native advertising try to awake the consumers’ attention by the unique perspective of integration of media environment and advertising. In the past advertising creative design, media environment is often ignored, and in the native advertising concept, the environment is not just to create an atmosphere for advertising, and become a part of the advertising, become a place for the consumer experience information, and generated various influences and effects for advertising emotional transmission. This article has explored the essence and definition of Native advertising, expand the category of native advertising, using " media ecology " theory analyzed the integration of original advertising and media environment, led the Schmidt experience model to study the experience of original advertising. Finally, exploratory putted forward the creative principle of native advertising.