Research On Native Advertising Persuasion Based On Elaboration Likelihood Model

Since the introduction of native advertisements in China in 2012,with the diversified presentation of advertising content and the matching of advertising formats,native advertising has received extensive attention and recognition in both theoretical and practical fields.However,whether it is the theoretical or practical circles,the concept of native advertising is not clear at present,and the discussion of the mode and path of persuasion advertising needs to be clear.This article is based on a Elaboration Likelihood Model,On the basis of clarifying the concept of native advertisement,this paper systematically expounds the persuasion unit and mechanism of the original advertisement,outlines the persuasive path of the original advertisement,and proposes a strategy to enhance the persuasive effect of the original advertisement.This paper believes that native advertising as a form of advertising and media environment,advertising information and media content in the form of advertising,organic integration of audience,transmitter,information,channels and other communication elements,form three major units of scene,communication and narrative.And the interaction of various elements The mechanism of the media environment and the form of advertising that form the original advertisement,the resonance of the audience's emotion and the content of the advertisement,and the connection between the user's behavior and the advertising goal.Based on the Elaboration Likelihood Model,this paper analyzes the factors that influence the path of persuasion of the original advertisement,including the motivation of contacting the advertisement,the ability to decode the advertisement,and the opportunity of the advertisement penetration.On this basis,we will further build a three-stage original advertising persuasion path,including the emotional connection of the audience,the reinforcement of the mobile experience,and the construction of value identity.Combined with the data of questionnaires and in-depth interviews,it is pointed out that excessive communication causes the audience to be disgusted,improper exposure to weaken the communication effect,and the lack of explicit advertising information violates the legal principle is t he obstacle to the persuasion of the original advertisement.This paper believes that setting the empathy of the original advertisement,strengthening the interactive participation mechanism of the original advertisement,and creating the intertextual native advertisement delivery mode are the core strategies to enhance the persuasion effect of the original advertisement.Based on the above-mentioned native advertising persuasion optimization strategy,the original advertising scene,communication and narrative unit can be connected,which not only contributes to the improvement of the reputation of the original advertisement,but also contributes to the spread of the advertisement popularity.This will help boost the effectiveness of native advertising.