浅析短视频中软广告的传播方式转变  

Change in Communication Mode of Short Video Soft Advertisement

作　　者：刘婷 冯聆萱 LIU Ting;FENG Ling-xuan(School of Journalism and Communication,Hubei University of Education,Wuhan 430205,China)

机构地区：[1]湖北第二师范学院新闻与传播学院,武汉430205

出　　处：《湖北第二师范学院学报》2022年第10期97-102,共6页Journal of Hubei University of Education

基　　金：2019年国家社科基金后期资助项目“互联网时代的社会诚信建构”(19FXWB027)。

摘　　要：随着新媒体行业的迅速发展,和人们对于互联网媒介越来越广泛的接触,消费者对于短视频广告的了解更加深入,抵触性和防备心也随之增强。短视频广告必须通过消费者心理的转变,不断转换其呈现形式,以达到更好的传播目标。“软广告”作为广告中的一种隐蔽的“渗透式”营销,逐渐受到了广告主们的青睐和重视,这也使得“短视频软广告”的边界更加模糊。本文以短视频软广告为例,系统归纳和分析消费者心理的转变和短视频平台广告的发展,探究其未来的发展方向。With the rapid development of the new media industry and people’s increasingly extensive contact with the internet media,consumers have a deeper understanding of short video advertisement.So are their resistance and caution about it.The short video advertisement must change its form according to the change of consumer psychology in order to achieve better communication target.As a hidden infiltration marketing advertisement,soft advertisement gradually receives advertisers’favor and attention,making the boundary of“short video soft advertisement”more blurred.This paper systematically summarizes and analyzes the development of short video platform advertising according to consumer psychology.It aims to provide constructive ideas for its future development.

关 键 词：新媒体 短视频软广告 消费者心理 传播方式 

分 类 号：G222.3[文化科学]