摘要：在web3.0时代，消费者不再是只能被动接受信息的主体，他们更愿意主动寻求信息，追求价值认同，注重用户体验。在这种背景下，内容具有价值性，形式上不破坏用户体验，具有互动性的原生广告越来越受到广告主和用户的喜爱。原生广告形式多样，笔者根据原生广告执行主体的性质将其分为了四种类型，并总结了原生广告的特征。本文从传播学视角出发，研究原生广告的传播模式，并基于问卷调查切实了解用户的体验感受，评估传播效果。由于原生广告还处在发展的初期，存在形式上还不够成熟，对平台要求高、难以规模化发布，具有隐私争议，监管难度大等问题。针对以上问题，本文提出了解决对策。

关键词 原生广告 传播模式 传播效果 问题对策

Title Research on the Native Advertisement from the：Perspective of Communication

Abstract：In the web 3.0 era, consumers are no longer only passive to accept the main information, they are more willing to take the initiative to seek information, pursuit the value of context, focus on user experience. In this background, interactive native advertisement becomes more and more popular among the advertisers and users while the content is valuable, the form does not undermine the user experience. native advertisement has various forms. the author pides it into four types according to the nature of the native advertising executive, and summarizes the characteristics of the native advertisement. In this paper, the author will study of the mode of transmission of native advertising from the perspective of communication, and understand the user experience based on the questionnaire to assess the effect of communication. As the original advertising is still in the early stages of development, there are many problems such as not yet mature enough form, the platform requirements are high, difficult to scale release, with privacy disputes, regulatory difficulties and other issues. In view of the above problems, this paper puts forward the countermeasures.

Keywords Native advertising Mode of transmission Spread effect Countermeasures of problems

目 次

1 绪论 1

2 原生广告形式与特点 2

2.1 难以定义的原生广告 2

2.1.1 关于原生广告定义的讨论 2

2.1.2 六个维度识别原生广告 4

2.2 形式多样的原生广告 5

2.2.1基于主动搜索的搜索竞价类广告 5

2.2.2高度整合的视频广告 5

2.2.3 最受好评的信息流广告 6

2.2.4 五花八门的APP类原生广告 7

2.3 原生广告的特征 7

2.3.1 内容的价值性 7

2.3.2 形式的无干扰性 传播学视角下原生广告研究:http://www.chuibin.com/xinwen/lunwen_205268.html