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| 引用本文: | 邵文森,万萱.针对信息流广告原生性调节方法的设计研究[J].包装工程,2022,43(16):233-242. |
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| 针对信息流广告原生性调节方法的设计研究 |
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邵文森,万萱
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西南交通大学，成都 610041
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| 摘要: |
| 目的 通过对信息流广告原生性的影响因素进行分析，得到可以调整原生性强弱的广告设计方法，从而达到既满足用户体验又提升广告传播效果的目的。方法 通过文献研究法，得到信息流广告本身的影响因素，并对其进行简要分析说明。对信息流广告在国内主流社交媒体软件上的投放情况进行分析，并发现其他的影响因素，得到广告推送频率与广告面积因素的研究价值并提出相应的解决方法。结果 针对信息流广告原生性的影响因素，提出广告包含广告标签、形式原生、内容原生3个因素，在广告投放中存在的因素有推送频率与广告面积，并总结了各个因素的调节方法。结论 基于信息流广告的原生性，为广告设计提供理论依托，从而更好地为设计师在权衡用户体验与广告商利益时提供解决方法。 |
| 关键词: 信息流广告 原生性 影响因素 调节方法 |
| DOI：10.19554/j.cnki.1001-3563.2022.16.026 |
| 分类号:TB472 |
| 基金项目: |
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| Original "Win-win" Effect of News Feed Ads |
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SHAO Wen-sen, WAN Xuan
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(Southwest Jiaotong University, Chengdu 610041, China)
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| Abstract: |
| Through the analysis of the factors affecting the originality of news feed ads, the paper aims to obtain the advertising design method which adjusts the original strength and weakness, so as to satisfy the user experience and improve the effect of advertising communication. Through the method of literature research, the influencing factors of information flow advertising itself are obtained and briefly analyzed; According to the analysis of news feed ads in the domestic mainstream social media software, other influencing factors are found, the value of the research is got, and the corresponding solutions are put forward. In view of the influence factors of the originality of information flow advertising, this paper puts forward three factors in the advertising itself:advertising label, original form, and original content. The factors existing in the advertising are push frequency and advertising area, and the adjustment methods of each factor are summarized. Based on the originality of news feed ads, it can provide a theoretical basis for advertising design, and also provide a better solution for designers when weighing the user experience and the interests of advertisers. |
| Key words: news feed ads originality influence factor adjustment method |
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