| The rapid development of the Internet has made the network environment constantly updated.We have came into the video era from graphic era.Due to the video can provide the young netizen new experience,they can show themselves,the video-based UGC has gradually become an important expression carrier of network information.Under the above circumstances,more and more advertisers and brand owners turn their attention to this,hoping that their products can be combined with video-based UGC to form a new communication mode.After live broadcasts and short videos,The video blog originated overseas and is in a period of development in China.At present,the live broadcast market is becoming saturated,and this method has been favored.Therefore,the research on video log ads is very necessary.Through literature research method,content analysis method and comparative analysis method,etc.Research mainly focuses on:1.By sorting out video logs,video log advertisements and media marketing literature,we have a certain grasp and understanding of the relationship between them.2.Through two representative cases,"zhuzi" and kakakaoo,we sorted out the video samples containing advertisements in their video logs,and analyzed from the aspects of content,interaction,platform,crisis management,and communication language.In addition,take the perfect diary as a case to analyze from the perspective of the brand.Based on the above analysis,this article proposes the existing problems in the dissemination of video log ads:Single theme of video content;Inappropriate language;product background is not rigorous;the platform is single,unable to take care of all kinds of communication resources.Finally,the author puts forward corresponding optimization suggestions,For video log ads to spread effectively,they need to attract the attention of fans on content topics,do adequate investigation and experience when choosing advertising products,strictly check before video is released,integrate platform resources,and expand video influence and product awareness.Analyzing the video log advertisement from the case study Meet the requirements of socialist core values,From the macro perspective,it can promote the Socio-economic development.Specifically,it has certain practical significance.For the vlogger,they can output more excellent content.For the brand owners and advertisers,it is conducive to a better understanding of the video log advertisement.At the same time,for the audience,it can help identify relatively inconspicuous advertisements in videos and develop good consumption habits. |
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