An Analysis Of Creative Characteristics Of Native Drama Advertisements In Online Drama

The new media environment make it difficult for traditional advertising forms and advertising concepts to reach the audience's heart.In the field of advertising,especially online advertising,there is a pressing need to retain consumption of the attention of people,improve advertising effectiveness,out of development difficulties.Native ads came into being under this kind of background.It is based on the maintenance of user experience and adapts to the media environment in a way that adapts to media expression and content style.It is a new type of advertising that provides users with informational value advertisement content.It has provided a solution with a low degree of intrusiveness and strong features for the breakthrough Internet advertising bottlenecks.Lead the development of native ads is video,it has sound,pictures,dynamic,creative advertising to play with unlimited possibilities.This article takes the native dramatic advertisement as the research object,and combines with the classic primary story advertisement case to deeply analyze its creative features by focusing on the relevance,originality,impact,and integrating the interaction.First of all,relevance is the foundation of creative storytelling for native storytelling.The so-called relevance that is the theme of creative advertising and products and consumers must be closely related.As native dramatic ads are rooted in online plays and are played by people in the show,it is important to consider the connection between ad products and online plays,including the link between ad storyline and online drama,as well as the relationship between ad characters and online play The connection between people.Second,the originality is the principle of creative advertising story.Originality refers to the creative advertising should be innovative,distinctive,its creative thinking feature is to "find differences",of course,this difference thinking must be based on the relevance of the premise.Native story ads pioneered the combination of advertisements and online drama plot,the use of network drama characters,props,scenes creative advertising story,a separate shot into a video clip in the network drama.Third,the impact is the goal of creative advertising story.Shocking refers to the advertising work has the ability to cause the audience in an instant attention and vibration in the depths of the soul.An advertisement can only produce the desired effect only if it is visually or audacious or even psychologically shocked to the audience.In addition,in the Internet era,the interactive nature of advertising cannot be ignored.It is an upgrade of original story advertising creativity.Interaction further reflects the maintenance of user experience,the Internet era advertising is no longer one-way communication,The audience in internet age is no longer satisfied with passive acceptance,they are eager to participate,eager to express.Native dramatic ads on the interactive highlights the full respect of the rights of the audience,maintaining the user's experience.