美国经验:原生广告的原罪与规制

The Original Sin and the Regulation of Native Advertising from the U.S. Lessons

原生广告始于美国,原生广告的兴盛与美国广告环境的变化、受众信息接收方式改变以及营销理念的更迭密不可分。这一"去广告化"、迂回式表现、具有原生性的广告,其真实的"面目"仍旧无法摆脱作为广告的营销本质和与生俱来的诱导性行为特质。理清广告始终区别于新闻,原生广告不是简单的新旧交替,认识原生目前存在的一些疑惑,解密美国裹挟着原罪的规制经验,对于原生广告未来发展具有一定的意义。

Originated in the United States,native ads change with the rise of American advertising environment,following the way the audience receives information and the change of marketing concept.Though native ads are featured with ＂de-advertising＂,circuitousness and originality,as a kind of ads,they cannot separate themselves from the nature of marketing and the intrinsic seductive behavior characteristics in terms of its real ＂face ＂. We should bear in mind that advertising has always been different from news,and native advertising is not a simple transition from the old product. Understanding some of the doubts existing in native ads and decoding the regulatory experience involving the original sin in the advertising industry in the United States have a certain significance for the future development of native ads.