触手可及的神话——视链广告的神话性解读

Mythology Within Reach： Analysis on Hypervideo Ad＇s Mythological Significance

视链广告是指当视频播放到某一剧情时，屏幕中会出现5秒商品浮层广告，点击浮层可进入商品官网直接购买的一种新兴网络广告形式，自推出以来得到了广泛应用和关注。本文以神话理论为框架，分析了视链广告取得成功的内在原因。主要是：一、视链广告抓住了观众的高度注意力，让广告主更容易建构品牌神话。二、视链广告具有强大的互动性，让消费者更容易接触品牌神话。

Hypervideo ad is a new form of online advertising. When the video image is moving, a 5 seconds ad will appear in the screen, so viewers can click on the logo to call up a related webpage and buy the goods. Since hypervideo ad turned up, it has been widely used, This paper makes an analysis on the inner cause of the success of hypervideo ad with the frame of mythology theory. The main conclusions are： 1. Hypervideo ad catches the highly concentrated attention of viewers, thus making the brand owner construct brand mythology easier.2. Hypervideo ad has a strong interactional function, making the customer consume brand mythology easier.