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- 2018
美国经验:原生广告的原罪与规制
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Abstract:
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。
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