美国经验:原生广告的原罪与规制
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摘要
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。
Originated in the United States,native ads change with the rise of American advertising environment,following the way the audience receives information and the change of marketing concept.Though native ads are featured with "de-advertising",circuitousness and originality,as a kind of ads,they cannot separate themselves from the nature of marketing and the intrinsic seductive behavior characteristics in terms of its real "face ". We should bear in mind that advertising has always been different from news,and native advertising is not a simple transition from the old product. Understanding some of the doubts existing in native ads and decoding the regulatory experience involving the original sin in the advertising industry in the United States have a certain significance for the future development of native ads.
Originated in the United States,native ads change with the rise of American advertising environment,following the way the audience receives information and the change of marketing concept.Though native ads are featured with "de-advertising",circuitousness and originality,as a kind of ads,they cannot separate themselves from the nature of marketing and the intrinsic seductive behavior characteristics in terms of its real "face ". We should bear in mind that advertising has always been different from news,and native advertising is not a simple transition from the old product. Understanding some of the doubts existing in native ads and decoding the regulatory experience involving the original sin in the advertising industry in the United States have a certain significance for the future development of native ads.
引文
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[42]WATSON GR.Comment:Zauderer v.Office of Disciplinary Counsel[A].Supreme Court of Ohio.1985,99(120):193-201.
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[52]BABU A,GHANNAD L,BURURNSTINE R.Poster 81 Unusual EMG Findings Associated with Colchicine Neuromyopathy:A Case Report[J].Pm&R,2014,6(9):S210-S211.
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(2)JOEY F.Table 1.1.5 Gross Domestic Product.Bureau of Economic Analysis,2012
(1)President E O.Big Data:Seizing Opportunities,Preserving Values.2014.
(1)BACHMAN K.Native Ad Workshop Leaves FTC Perplexed Next enforcement steps unclear.Advertising&Branding,2013.
[2]BIA/Kelsey.BIA/Kelsey Forecasts U.S.Social Media Ad Spending to Reach$9.8 Billion by 2016[DB/OL].(2013-12-18)[2017-07-11].https://w w w.prnew sw ire.com/new s-releases/biakelsey-forecasts-us-social-media-ad-spending-to-reach-98-billion-by-2016-151489335.html.
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[4]SWANT M.Publishers Are Largely Not Following the FTC's Native Ad Guidelines[J].Adweek,2016(4):13-14.
[5]JAMES V.Seeking an Online Social Media Radar[J].Proquest Llc,2014(3):127-128.
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[7]LOSEE S.Dell Shares Best Practices in Native Advertising[DB/OL].(2015-01-23)[2017-07-11].http://www.emarketer.com/Article/Dell-Shares-Best-Practices-Native-Advertising/1011888.
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[9]Advertising,Marketing.Will Retailers See Success with Mobile Native Ads?[DB/OL].(2015-04-10)[2017-07-10].http://w w w.emarketer.com/Article/Will-Retailers-See-Success-w ith-M obile-Native-Ads/1012340#sthash.M UCfpR3t.dpufz.
[10]IAB,Pwc.IAB Internet Advertising Revenue Report 2015 Full Year Results[R].New York:Pw C and the Interactive Adertising Bureau(IAB),2016.
[11]CHANNICK T.Infographic:The History of Native Advertising[EB/OL].(2014-10-07)[2017-07-11].http://nativeadvertising.com/infographic-native-advertisings-3rd-birthday-something-celebrate/.
[12]POLLOTT.Everything You Need to Know About Sponsored Content[EB/OL].(2015-01-20)[2017-07-11].https://moz.com/blog/everything-you-need-to-know-about-sponsored-content.
[13]PRWEB.Placeable Named as a Finalist for BIA/Kelsey's GOLOCAL Awards[EB/OL].(2015-03-27)[2017-07-11].http://w w w.prw eb.com/pdfdow nload/12591841.pdf.
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[15]金玲.原生广告是品牌营销大势所趋[J].声屏世界:广告人,2013(9):59-60.
[16]殷鹏.原生广告:有看头不扰民[EB/OL].(2015-03-25)[2017-07-11].http://www.tuicool.com/articles/q I7fuqu.
[17]ZUCKERMAN E.The Internet's Original Sin[EB/OL].(2014-08-14)[2017-07-11].http://www.theatlantic.com/technology/archive/2014/08/advertising-is-the-internets-original-sin/376041/.
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[19]OGILVY D.Confessions of An Advertising Man[J].Journal of Marketing Research,2004,1(1):80.
[20]代夏.浅析软文广告的传播效果[J].新闻爱好者月刊,2012(7):81-82.
[21]翟红蕾,陈夕林.原生广告的传播伦理分析[J].新闻前哨,2014(4):23-25.
[22]李曼玲.“燃”起来的原生广告:落英缤纷or落红无数?[EB/OL].(2016-01-12)[2017-07-11].http://www.jzwcom.com/jzw/1c/12539.html.
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[24]东东枪.炮弹与糖衣[J].视野,2015(4):10-11.
[25]SEBASTIAN M.WHO'S BEHIND ALL THAT SPONSORED CONTENT?[J].Advertising Age,2013,36(84):27-28.
[26]HONNETH A.The Possibility of A Disclosing Critique of Society:The Dialectic of Enlightenment in Light of Current Debates in Social Criticism[J].Constellations,2010,7(1):116-127.
[27]NELSEN B.“Is It an Ad?”Native Advertising and the Digital Landscape[EB/OL].(2016-01-08)[2017-07-11].http://w w w.linkedin.com/pulse/new-rules-digital-marketing-brandon-nelsen.
[28]GREENBERG D,NAVIN J.Where You Can Go Right,and Wrong,with Native Ads[EB/OL].(2013-02-17)[2017-07-11].https://techcrunch.com/2013/02/17/the-native-ad-movement-and-the-opportunity-for-w eb-publishers/.
[29]LIEB R.Defining and Mapping the Native Advertising Landscape[J].Mendeley,2013(9):34.
[30]周艳.解析互联网媒体的内容运营和广告营销新模式[J].现代传播(中国传媒大学学报),2011(12):105-109.
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[32]RTBChina.移动原生广告是否会实现程序化?[EB/OL].(2014-10-30)[2017-07-11].http://www.rtbchina.com/willmobile-native-be-more-programmatic.html.
[33]WEMPLE E.The Atlantic's Scientology Problem,Start to Finish Washington Post Blog[EB/OL].(2013-01-15)[2017-07-11].http://w w w.w ashingtonpost.com/blogs/erik-w emple/w p/2013/01/15/the-atlantics-scientology-problem-start-to-finish/.
[34]KELLY B,THOMAS B.The New Ethics of Journalism[R].Washington:CQ Press,2013.
[35]MALYAROV N.Editorial or Native Advertising:The key to Success Is to Be Reader-centric[EB/OL].(2015-12-10)[2017-07-10].http://w w w.fipp.com/new s/opinion/editorial-or-native-advertising.
[36]Federal Trade Commission.Division of Advertising Practices[EB/DL].(2014-09-03)[2017-07-11].https://www.ftc.gov/about-ftc/bureaus-offices/bureau-consumer-protection/our-divisions/division-advertising-practices.
[37]Federal Trade Commission.Blurred lines:Advertising or content?An FTC Workshop on Native Advertising[EB/OL].(2013-12-4)[2017-07-11].http://www.ftc.gov/news-events/events-calendar/2013/12/blurred-lines-advertising-or-content-ftc-workshop-native.
[38]IAB.Native advertising playbook[R/OL].(2013-12-4)[2017-07-11].http://www.iab.net/media/file/IAB-Native-Adve rtising-Playbook2.pdf.
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[41]HUDSON D L.Drastic Change Needed in‘outdated and Unworkable’lawyer Advertising Rules,Says Report[J].ABA Journal,2015(12):1.
[42]WATSON GR.Comment:Zauderer v.Office of Disciplinary Counsel[A].Supreme Court of Ohio.1985,99(120):193-201.
[43]NEIL O,ROBERT M.Nike v.Kasky-What Might Have Been[J].Case Western Reserve Law Review,2004,54(4):1259.
[44]秦先普,王叔良.把每一条信息,投给需要的人——原生广告的“今天与明天”[J].中国广告,2016(4):130-132.
[45]FINK E M.Post-Realism,or the Jurisprudential Logic of Late Capitalism:A Socio-Legal Analysis of the Rise and Diffusion of Law and Economics[J].Social Science Electronic Publishing,2007,55(4):931.
[46]KAUFER D.5 Key Marketing Takeaways From New FTC Social Media Guidelines[EB/OL].(2015-06-30)[2017-07-11].http://w w w.linkedin.com/pulse/5-key-marketing-takeaw ays-from-new-ftc-social-media-david-kaufer.
[47]CARLSON P,SACKS I.The 2015 FTC Policy Statement:An Advertisement Can Be Deceptive Based On Its Formatting[EB/OL].(2016-06-06)[2017-07-11].http://www.jdsupra.com/legalnews/the-2015-ftc-policy-statement-an-91584/.
[48]TERRI J.United States:Native Advertising:The Old Is New Again[DB/OL].(2016-06-07)[2017-07-11].http://aw w w.mondaq.com/unitedstates/x/409402/Social+M edia/Native+Advertising+The+Old+Is+New+Again.
[49]Advertising Practices.FTC Consumer Protection Staff Updates Agency's Guidance to Search Engine Industryon the Need to Distinguish Betw een Advertisements and Search Results[EB/OL].(2013-06-25)[2017-07-11].http://w w w.ftc.gov/opa/2013/06/searchengine.shtm.
[50]FAIR L.FTC's Lord&Taylor Case:In Native Advertising,Clear Disclosure Is Always in Style[EB/OL].(2016-03-15)[2017-07-11].https://w w w.ftc.gov/new s-events/blogs/business-blog/2016/03/ftcs-lord-taylor-case-native-advertising-clear-disclosure.
[51]EVERTS G,MURRAY N.Navigating the FTC's Endorsement Rules[J].Inside Counsel,2015(12):3.
[52]BABU A,GHANNAD L,BURURNSTINE R.Poster 81 Unusual EMG Findings Associated with Colchicine Neuromyopathy:A Case Report[J].Pm&R,2014,6(9):S210-S211.
[53]TERRI J.United States:Native Advertising:The Old Is New Again[DB/OL].(2015-06-07)[2017-07-07].http://aw w w.mondaq.com/unitedstates/x/409402/Social+M edia/Native+Advertising+The+Old+Is+New+Again.
(1)MEADE B,RICH B.The Little Black Book of Billionaire Secrets A Death,and A Birth.Business Journalism.2013.
(2)JOEY F.Table 1.1.5 Gross Domestic Product.Bureau of Economic Analysis,2012
(1)President E O.Big Data:Seizing Opportunities,Preserving Values.2014.
(1)BACHMAN K.Native Ad Workshop Leaves FTC Perplexed Next enforcement steps unclear.Advertising&Branding,2013.
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