试析UGC模式下网络直播植入广告的失范与规范——以第一矩阵直播平台为例  

Analysis of the Anomie and Standardization of the Implant Ads in the Webcast under UGC Model——A Case Study of the First Matrix Live Broadcast Platform

作　　者：宋可[1] 郑广嘉 SONG Ke;ZHENG Guang-jia(Guangdong Peizheng College, Guangzhou, 510830, China)

机构地区：[1]广东培正学院人文学院,广东广州510830 [2]广东培正学院,广东广州510830

出　　处：《扬州职业大学学报》2020年第4期25-29,共5页Journal of Yangzhou Polytechnic College

基　　金：广东省高校重点平台与重大科研项目之青年创新人才类项目(人文社科)(2017WQNCX149);广东培正学院科研项目(18pzxmyb13)。

摘　　要：通过近三年的跟踪研究,综合运用多种研究方法,深入分析直播平台的广告植入。重点从表现力、传播力、营销力这三个角度分析UGC模式下网络直播植入广告的失范表现,并从政府他律、平台自律两个层面有针对性地进行总结并提出规范措施。Based on nearly three years of follow-up research and a comprehensive use of a variety of research methods,this paper makes an in-depth analysis of the advertising placement of live broadcast platform,with focus on the anomie performance of webcast implanted ads under the UGC model from the perspectives of expressiveness,dissemination,and marketing.Then it gives a targeted summary from the two levels of government heteronomy and platform self-discipline.Meanwhile,it proposes the standardized measures.

关 键 词：UGC模式 网络直播广告植入 失范 规范 表现力 传播力 营销力 

分 类 号：F713.8[经济管理—广告] F203[经济管理—产业经济]