Research On "Original Posts" Advertising From The Perspective Of Scene Theory

In the context of the increasing cost of advertising media and the gradual fragmentation of consumer touch points,the development of traditional patch advertisements and implantable advertisements has gradually reached the bottleneck period.In order to meet the requirements of the advertising market in the "Internet+" era,advertisements The Lord is in urgent need of finding new media forms and content.Throughout the recent years,online video platforms have launched a large number of popular IP network dramas.The billions of online broadcasts have quickly attracted a large influx of capital in the advertising market.The new forms of advertising represented by "original stickers" have been accepted.The attention of many advertisers and audiences.However,this form of advertising has a short time and the development model is still immature.The research on "original stickers" in the academic circles mostly stays on the surface and has not been studied in depth.Therefore,this article takes "original paste" advertisement as the research object,analyzes the scene construction of "original paste" advertisement from the perspective of scene theory,and hopes to provide theoretical basis and practical guidance for the development of "original paste" advertisement.Based on Merovitz's theory of media scenes and the theory of "Scene Five Forces",this paper combines the relevant theories of sociology,communication and advertising,and adopts the methods of literature research and case analysis to promote "original stickers".Conduct systematic research,sort out the development process of this advertising form,and summarize the reasons for its rise,the type of scene and the characteristics of the scene.At the same time,from the core elements and construction methods of the "original stickers" advertising scene construction,it analyzes how the "original stickers" advertisements construct new scenes through the three elements of mobile devices,social media and big data,as well as story scenes and mimic scenarios.And the three new scenarios of task scenarios are how to promote the formation of new behaviors.In the end,the "original stickers" advertisements have some problems in the scene construction,such as limited theme of the drama,lack of creative scenes,poor performance of the drama,low participation,limited number of advertisements,and insufficient effective communication.Content,marketing and regulatory perspectives propose relevant optimization strategies,and hope to promote the long-term development of "original stickers" advertising in the future.