The Influence Of Native Advertising In Brand Communication Under The New Media Environment

Native advertising which is a new advertising model was launched in 2013.With the development of the new media,the emergence of WeChat,Weibo,Micro video and Applications which called "Three micro&Apps" announced that China has entered a popular environment of new media.The rapid and huge amount of information makes people become more sensitive when they faced with brand advertising.Various forms of advertising appeared.Native advertisements are concentrated on consumers and often exist as an additional form of media platform.Integrating people's lives on the basis of not destroying the experience,to a certain extent,native advertisements have weakened people's vigilance against advertisement placement.From the"new media" and "native" as the starting point,the author discusses the forms of the native advertising in the "Three micros&Apps" platform with case,and explores the transmission mechanism of the native advertising which based on the AISAS model.Through the questionnaire survey and in-depth interviews of the audience,from the respect of media,advertising and users,to summarize the impact of native advertising in brand communication,including customized content to achieve precision marketing,use the creative ideas to absorb people's attention,make context weak to enhance user's experience,and integrate the media to enhance the communication effect.At the same time,the negative effects of native advertisements have gradually emerged.Datatrap infringes on user's privacy,invisible "fraud,"challenges the ethical boundaries,media flooding accelerates industry imbalances,and unclear subjects make the information difficult to distinguish.All the evidences show the new demands on industry and the audience.