Analysis On The Communication Strategy Of Advertising Insertion In The Creation Of Network Self-produced Drama

In 2011,China issued an order restricting the broadcasting of TV dramas,forbidding the insertion of advertisements during the broadcasting of TV dramas.In 2014,China’s online home-made dramas entered the exploration period and have developed so far.A relatively mature production system has been formed.With the emergence of portable devices such as tablets and mobile phones,the development of video APPs such as i QIYI,bilibili and Youku has sprung up.Advertising,as the most important way to realize content,has also been changing in form,The traditional product placement has been difficult to win the audience’s favor.The creative advertising has been highly discussed because of its high degree of fit with the advertising story and TV series,and its novel form.It has also become another way for online home-made dramas and advertisers to obtain investment and income.This paper first sorts out the development process of the concept of online home-made dramas and advertising in creativity.Based on i QIYI’s independent home-made dramas,it analyzes and summarizes the existing communication strategies of advertising in the creativity of online home-made dramas from five aspects: communicators,communication channels,content analysis,effect analysis and audience,and makes a comparative analysis with other platforms’ online home-made dramas.Through brand selection,In terms of content,this paper analyzes the advantages and disadvantages of advertising in the creativity of i QIYI’s online home-made dramas,raises the problems existing in the development of advertising in the creativity of online home-made dramas at the present stage,and proposes corresponding optimization solutions from the aspects of content,cost,etc.,to provide new ideas for advertising in the creativity of online home-made dramas,and hopes that advertising in the creativity can better serve the audience and advertisers.This paper believes that advertising in the creation of network home-made dramas is not only for advertisers,but also for the survival of advertising in the creation of home-made dramas by combining it with the content of network home-made dramas,attaching importance to the innovation of advertising forms,and strengthening the supervision system of network home-made dramas.