摘要
原生广告实现了品牌内容与媒体编辑内容的自然衔接,传统媒体与社交媒体呈现一派原生"狂欢"景象。"原生"不是偶然,而是媒介技术的达尔文式进阶推动下的结果,由原生广告带来媒体广告终端、内容与模式的变化,挑战了媒体的权威性,而为了避免这场"浮士德的交易"带来的负面效应,加强原生广告的监管成为美国市场媒体广告持续发展的选择。
The arrival of native advertising, branded content and media editorial content to achieve a natural convergence. So ＂carnival＂ scene appears on the traditional media and social media. Native advertising is not accidental thing, which is the result of media technology of Darwinian advanced. It changes media advertising terminal, content and mode, challenges the media authority. In order to avoid the negative effects caused by ＂Faustian deal＂, we should strengthen the supervision of native advertising which becomes the choice to guarantee the sustainable development of media advertising market in America.
出处
《编辑之友》
CSSCI
北大核心
2016年第12期98-103,共6页
Editorial Friend
基金
广东高校哲学社会科学重点试验项目"广东省新媒体与品牌传播创新应用重点实验室"(2013WSYS0002)
关键词
原生广告
媒体运作广告规制信任危机
native advertising
media operation
advertising regulations
crisis of confidence
