“媒介奇观”下的广告传播——以《县委大院》植入广告为例

Advertising Communication under the “Media Wonder”——Taking the Implanted Advertising in the County Party Committee Courtyard as an Example

新媒体竞争的实质转向了对用户注意力占有的时长,这一变化起源于短视频,但也深刻影响了传统视频的表达习惯,作为媒体主要收入来源的广告受其影响较深,最典型的便是艺术化、隐匿化植入广告的出现和使用。以正剧《县委大院》中植入广告为缩影,分析新媒体环境下广告植入经验与表达误区,通过对其中“硬广”与植入广告的梳理,归纳受“媒介奇观”影响和传播伦理法规约束的广告传播现象,总结创新广告生产、制作、发布的界限和表达方式。

The essence of new media competition has shifted to the duration of users' attention,and this change originated from short videos,but it has also profoundly affected the expression habits of traditional videos,and advertisements,which are the main source of income for the media,have been deeply affected by it,and the most typical is the emergence and use of artistic and hidden implanted advertisements.Taking the implanted advertisements in the drama County Party Committee Compound as a microcosm,we analyze the experience of advertisement implantation and the misunderstanding of expression in the new media environment,and summarize the phenomenon of advertisement dissemination under the influence of “media spectacle” and the constraints of ethical rules and regulations of communication by sorting out the “hard advertisements” and implanted advertisements,and summarize the innovative advertisement production,production,and expression habits of traditional video.We will summarize the phenomenon of advertisement communication under the influence of “media spectacle” and the constraints of communication ethics and regulations,and summarize the boundaries and expressions of innovative advertisement production,production and distribution.