| With the continuous growth of the network video user and the network video paying user,the creative insert advertisement emerges creative infomercials are inserted into a show or episode so that the user can control the progress of the ad through a progress bar,not only to reach large online video users,including paying users,but also to minimize the disruption of the ad traffic.The research on the influencing factors of the audience’s reaction to the advertisement inserted in the originality of the network show is of practical significance to the advertiser’s delivery.In this study,the relationship between advertising and program(relevance,significant personas,advertising position)and brand/product difference(brand familiarity,product involvement)were taken as independent variables.The dependent variable is audience response(response to advertisement,cognitive response,emotional response,voluntary response,positive response,neutral response,negative response).This paper uses content analysis to study the advertisement in the network variety show and the bullet screen during the advertising period to explore the relationship between the two.The results show that:there is a correlation between the relevance of the program and the response of the audience to the advertisement,and the higher the relevance of the program,the higher the response rate;Brands with high familiarity and brands with low familiarity had higher response rates than those with medium familiarity;there was no correlation between the presence of significant characters on the show and audience response rates to the ads,however,there is no correlation between the audience’s response rate to the advertisement and the position of the advertisement in the program,however,there is no correlation between the product involvement and the response rate of the audience to the advertisement,but it is related to the audience’s cognitive reaction,emotional reaction,voluntary reaction,positive reaction,neutral reaction and negative reaction. |
