商务传媒学院知识库

2011年我国发布限广令，禁止在电视剧播出中途插入广告，2014我国网络自制剧进入探索期并发展至今，已经形成了较为成熟的制作体系，随着平板和手机等便携式设备的出现，以爱奇艺、bilibili、优酷等视频APP的发展异军突起，广告作为内容变现的最主要的途径，形式也不断变化，传统的植入式广告已经难以获得受众的喜爱，创意中插广告以其与广告剧情与电视剧贴合度较高，形式较为新颖等特点获得较高的讨论度，也成为网络自制剧和广告主获得投资和收益的另一种方式。

本文首先分别对网络自制剧和创意中插广告的概念发展历程进行梳理，基于爱奇艺独播自制剧，从传播者、传播渠道、内容分析、效果分析和受众5个方面对网络自制剧创意中插广告现有的传播策略进行分析和总结，并与其他平台的网络自制剧进行对比分析，通过品牌选取，内容方面等浅析爱奇艺网络自制剧创意中插广告的优缺点，提出现阶段网络自制剧创意中插广告发展中存在的问题，并从内容，成本等方面提出相应的优化解决措施，为网络自制剧中创意中插广告提供新思路，并希冀创意中插广告能更好的服务于受众和广告主。

本文认为，网络自制剧创意中插广告不仅仅只为广告主服务，要与网络自制剧的内容相结合，重视广告形式创新，加强网络自制剧的监管体系，才是创意中插广告的生存之道。

In 2011, China issued an order restricting the broadcasting of TV dramas, forbidding the insertion of advertisements during the broadcasting of TV dramas. In 2014, China's online home-made dramas entered the exploration period and have developed so far. A relatively mature production system has been formed. With the emergence of portable devices such as tablets and mobile phones, the development of video APPs such as iQIYI, bilibili and Youku has sprung up. Advertising, as the most important way to realize content, has also been changing in form, The traditional product placement has been difficult to win the audience's favor. The creative advertising has been highly discussed because of its high degree of fit with the advertising story and TV series, and its novel form. It has also become another way for online home-made dramas and advertisers to obtain investment and income.

This paper first sorts out the development process of the concept of online home-made dramas and advertising in creativity. Based on iQIYI's independent home-made dramas, it analyzes and summarizes the existing communication strategies of advertising in the creativity of online home-made dramas from five aspects: communicators, communication channels, content analysis, effect analysis and audience, and makes a comparative analysis with other platforms' online home-made dramas. Through brand selection, In terms of content, this paper analyzes the advantages and disadvantages of advertising in the creativity of iQIYI's online home-made dramas, raises the problems existing in the development of advertising in the creativity of online home-made dramas at the present stage, and proposes corresponding optimization solutions from the aspects of content, cost, etc., to provide new ideas for advertising in the creativity of online home-made dramas, and hopes that advertising in the creativity can better serve the audience and advertisers.

This paper believes that advertising in the creation of network home-made dramas is not only for advertisers, but also for the survival of advertising in the creation of home-made dramas by combining it with the content of network home-made dramas, attaching importance to the innovation of advertising forms, and strengthening the supervision system of network home-made dramas.