原生广告的创意与反思——以凤凰网原生广告为个案  

Creativity and Reflection of Native Advertising: Taking Ifeng Net as the Case

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：《成都师范学院学报》2015年第8期117-120,共4页Journal of Chengdu Normal University

基　　金：湖南省大学生研究性学习和创新性实验计划项目研究"新媒体语境下原生广告的创意思考--以凤凰网原生广告为例"(湘教通〔2014〕98号;项目编号468号)

摘　　要：国内凤凰网于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。简言之,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,其背后隐含的是新媒体与广告的全新关系。Ifeng Net took the lead in introducing native adverting in 2013,creating an operation mode taking content marketing as the core. There are five types of native advertising,including native brand news report,native video,native column and native channel. The creativity of Ifeng Net＇s native advertising comes from two aspects： operating advertising with news- orientation on the basis of advertisers＇ needs; establishing brand with new media as the terrace to build relationship with consumers. In short,the essence of native advertising is achieving the integration of media＇s news orientation and advertising＇s commercial orientation through content production and dissemination of new media,and a new relation between new media and advertising is implied.

关 键 词：原生广告 媒体创意 凤凰网 品牌 新媒体 

分 类 号：F713.8[经济管理—广告]