| According to the 41 th Survey Report on Internet Development in China published by China Internet Center(CNNIC)in Beijing on January 31 st,2018,at the end of 2017,the scale of Chinese Internet users reached 751 million,accounting for 1/5 of the total world,the Internet penetration rate reached 54.3%.Among them,the number of video users in China reached 514 million,and the usage rate of network video users was 72.4%,which fully showed the huge market of video.Nowadays,online video has gradually become a new platform for people to obtain a large amount of advertising information.According to IResearch series research report(2017),data by the end of 2016,China's online video market size is 60.9 billion yuan,up 56% from a year earlier,with the continuous expansion of the users,the users use-viscosity has increased,is expected to reach to 2019 billions.Video website advertising,as one of the mainstream Internet advertising models,has become the main revenue source of video website.Since Tudou as China's first online video website was published in May 2005,the explosive tendency of video website in our country has achieved continuous development and improvement.With the rapid development of the online video industry,watching online video has become a common hobby of majority of Internet users.Video website advertising,as one of the mainstream Internet advertising models,has become the main revenue source of video website.Video website advertising is combined with advanced streaming media technology,to realize the integration of the dynamic and static advertisement,making advertising more vivid and varied forms,thus getting a lot of advertising audience's attention and favor.Meanwhile,the Internet technology brings advertising problems such as low barriers to entry and publishers identity diversification,making the video website advertising in the dissemination.It also makes the corresponding measures to regulate advertising a difficulty situation.Issued on April 24,2015,and formally come into effect on September 1,"the advertisement law of the People's Republic of China"(hereinafter referred to as "new" advertisement law "),though its innovation on the Internet has played a certain role in promoting regulation and specification,in the real execution of hysteresis,the intention of its regulations is still hard to implement.So in this article,through analysis of the transmission of video website advertising,based on the context of the new "advertisement law",the author uses the combination of qualitative and quantitative way,studies the transmission of video website advertising effects;To explore the existing problems in current video website advertisement and its regulatory difficulties,the author analyses the reason of its regulatory difficult,and then puts forward the improved thinking and countermeasures,in order to effectively use the new "advertisement law" to provide reference to monitor video website advertising,optimizing the environment of Internet advertisement.In terms of research methods,literature research,case analysis,questionnaire survey,and interview method were used.Firstly,carrying on the literature research,the author accesses to the collection and video website advertising and new "advertisement law" the relevant journal articles and academic works,such as data,including communication,advertising,marketing,law and other related disciplines in the field of monographs,and related areas of academic journal articles,and at the same time to borrow a lot of video website advertising development report,the collected data are carefully read,sum up,combing and analysis of the predecessors' research results,looking for rich writing material for writing papers and theoretical support.Secondly,case analysis,through a diachronic and synchronic analysis of the develop of the video website in recent years,accordingly to the study of a lot of samples detailed statistics and classification,this paper discusses the transmission of video website advertising effects and the influence,finds out the existing problems and regulatory difficulties,and proposes the corresponding integrated,guiding countermeasures,so as to formulate scientific and reasonable video website advertising regulatory policy guidance,thus to promote new "advertisement law" really play its regulatory effect on Internet advertising,to achieve the purpose of optimize the environment of Internet advertisement.Thirdly,questionnaire survey and interview method were used to evaluate the communication impact of video website advertising,analyzing from the audience,cognition,emotion,behavior and other factors.The main points of this paper are as follows:First,at present,video website advertising in the spread of content,form,technique,communication effect all have negative effect on the audience,they are also the regulatory difficulties of video website.Second,the new advertising law has limitations on the supervision of video website advertising,and it is difficult to effectively supervise the advertisement of video website in practice.Third,the current national macro regulation system,the traditional media platform regulatory model,fusion status complex advertising communication subject and lack of media literacy in the advertising audience,are the important reasons for the video website advertising regulatory difficulties.Fourth,the reform to improve the oversight system for advertising,refine media platform regulatory model,increase the advertisement main body of the faithless restriction system and further develop advertising audience of media literacy,are the important countermeasures for video website advertising regulation under the context of new “advertisement law”.The important value of this paper is mainly reflected in the following aspects:First,the paper is a research in the context of the new "advertisement law",the research conclusions from the questionnaire survey and quantitative analysis,the study of data statistics and a large number of statistical samples,all can provide a reference for related research.Second,the thesis by studying the negative impact of video website advertising communication,finding out the video website advertising regulatory difficulties and reasons,and proposing the corresponding regulatory measures,so that they can play a new "advertisement law" regulation on video website advertising effect,achieve the real purpose of optimizing the environment of Internet advertisement.Based on the research idea,this paper is divided into the following parts:Chapter1: preface.This chapter is related to the study of the background of the study and the research value of the discussion,also the theoretical and practical significance of the research;the relevant literature both at home and abroad,which are about the new "advertisement law",the video website,video website advertising,the essay discusses the related research of development and analysis of the excavated the lack of research perspectives and research content at home and abroad,to find a breakthrough point in this paper;Through literature review,this paper presents the research ideas and research contents of this thesis.On this basis,the innovation points,emphases and difficulties are analyzed.And some research methods are put forward.Chapter2: the advertisements of video are summarized in the context of the new advertising law.Firstly,an overview of the new advertising law context is given.Secondly,it summarizes the development of video website advertising,including its concept definition,development status,characteristics and classification,etc.Again on the context of the new "advertisement law" video website advertising development overview,the assessment of the impact of video website advertisement language that plays an important role,is advantageous to the in-depth discussion and analysis of the problem.Chapter3: the influence of video advertising.Based on the form of questionnaire and interview,combining with the audience and video website advertising communication subject to get the data,discusses both positive influence and negative influence of video website advertising.Chapter4: the regulatory dilemma of video website advertising and its causes.This paper makes a detailed analysis on the advertising regulation of video website and video website,and analyzes the reasons.Chapter5: the advertising supervision mechanism and strategy of video in the context of the new advertising law.This paper puts forward some scientific suggestions and countermeasures to the supervision mechanism and strategy of video advertisement in the context of new “advertising law”.Chapter 6: the advertising development trend and regulatory revelation of video in the context of the new advertising law.On the premise of the continuous development of the Internet,a certain outlook is made on the development trend of video website advertising.On the basis of this,relevant suggestions are proposed for the supervision of video website advertising.Chapter7: conclusion.This paper summarizes several parts of the whole paper and sums up the influence of video advertisement in the context of the new advertising law and its regulatory strategy,which reaches the target of this research. |
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