原生广告的创意与反思——以凤凰网为例  

Creative Ideas of and Reflections on Native Advertising ——Taking Pheonix Net as a Case Study

作　　者：李德团[1] 周嘉宁[1] 肖夕鹃 

机构地区：[1]湖南科技学院传媒学院,湖南永州425199

出　　处：《特立学刊》2015年第2期60-64,共5页Teli Journal

基　　金：湖南省大学生研究性学习和创新性实验计划项目“新媒体语境下原生广告的创意思考--以风凰网原生广告为例”（编号：468）

摘　　要：凤凰网于2013年率先引入原生广告，形成了以内容营销为内核的运作模式，推出原生品牌新闻、视频、栏目、专题、频道等五大类原生广告。凤凰网原生广告的创意源于两个方面：一是按广告主的需求定制，以新闻化的方式运作广告；二是以新媒体为平台全息化塑造品牌，建立与消费者的关系。原生广告的创意本质是通过新媒体平台的内容生产与传播，实现媒体的新闻性与广告的商业性融合。Pheonix net took the lead in introducing native ads in 2013, and created content marketing operation mode as the core of native marketing. There are five types of native ads , including native brand news report, native videos, native columns and native channels. The creative ideas of pheonix native ads come from the following two aspects. One is that it operates as journalism management meeting advertiser＇s needs. The other is that establishing brand in new media terrace and building relationship with consumers. The essence of native advertising is making news publicity and advertising of commercial as convergence through content production and dissemination of new media. A new relation between new media and advertising is hidden.

关 键 词：原生广告 媒体创意 凤凰网 品牌 新媒体 

分 类 号：G22[文化科学]