Research On Advertising Acceptance Of Creative Interpolation In Network Self-made Dramas

Creative interpolation,based on a particular scene design,uses the role of the drama to play the "scene drama" to interpret the advertising with a warmth,funny or brainwashing way to point out the selling point of product,so as to launch the commercial form of goods.This form of advertising is rooted in the content,advertising roles and scenes are based on the original drama.Creative interpolation co-exists with the dramas and begins widely used in network self-made plays in various platforms.However,the gradually exposed problems such as rigid insertion,lack of creativity and rampant spoofing influence the audience's acceptance of this emerging advertising form.How to optimize the creative interpolation from the perspective of the audience to improve the acceptance is the premise of its continued development.Based on the psychology of the audience and combining with stimulus-organism-response(SOR)theory,acceptance model and perceived risk theory,this paper constructs a research model,which is divided into two stages to examine the audience's psychology path of accepting creative interpolation.First of all,we consider the impact of entertainment,visualization and fitness of creative interpolation on advertising cognition,and then examine the impact mechanism of advertising cognition and perceived risk on advertising acceptance.This study uses interview and questionnaire research methods.Based on the collected 414 valid questionnaires,we conducted descriptive statistical analysis,reliability analysis,validity analysis and structural equation model validation.Finally,it is concluded that entertainment,visuality and fitness have an impact on advertising cognition.Advertising cognition has an impact on advertising acceptance while perceived risk has not.Creative interpolation advertising has entertaining nature.