Brief Study On Online Video Advertising In The Context Of Popular Culture

As a new way to advertise, online video ads have obtained extensive concernfrom various business players and scholars for its unique advantages. Informationoverload has become an important problem in the internet, so how to get theaudience`s attention to make the ads effective will be a challenge for online video ads.And then popular culture provides an extremely important context for the spread ofonline video ads. First, popular culture has popular support that pandered toconsumer`s lifestyle and habits. Second, popular culture provides a rich, effective andcreative material and the direction of development for online video ads. Based on theads which meets the context of popular culture will get strong advertising effects, thepaper discussed the effects of popular culture on the spreading of online video ads.The paper is divided into six parts. The first chapter is an introduction. Itsummarized the background and significance of the research and also has a briefintroduction for main concerns and methods. And then it reviewed the researchpublications home and abroad.The second chapter is an overview of the concept and development of popularculture and online video advertising. And it try to define the meaning of two. It alsobriefly describes the relationship, especially the cooperation for common developmentbetween the two.The next two chapters are the emphasis of the paper. It explore the spreadingcharacteristics of online video ads in the context of popular culture including thecommunicators, the audiences and the media; and it explore the characteristics of thecontent of the online video ads. It holds that ads must be able to use the popularculture’s characteristics for development.The fifth chapter analyzed HEDY series of online video advertising from severalaspects: propagation process, contents and effects. And then it described thesignificance of popular culture used in ads, which is an important factor leading to thesuccess of the ads. The last part is the concluding part, it explain the author`s ideas about how onlinevideo advertising can use elements of popular culture to get the strong effects. Notonly to use, but also to be wise.