Despite changes in advertising platforms and content over time and cultures, the aim remains to reach out to consumers with a brand benefitting message. This study deals with a new type of advertisement produced and distributed on the new media – web-series ads. Web series advertisements are unique as they present an alternative and independent digital cultural field. This study examines the main structural and narrative features of web-series ads, and how viewers respond to them. Using three qualitative research methods, the study shows how marketers convey persuasive content by introducing a new digital and independent platform. First, thematic, and narrative-structural analysis was performed on the features of the web-series ads, then textual analysis was conducted. Third, the viewers' responses (using the "comment" option) are presented in relation to the themes that reveal the characteristics of the web-series' advertisements. Findings show the tension created between web-series as independent, amateur content free from constraints and censorship, and commercial entities which pursue brand value. This combination is found to be well received by consumers, who identify web-series as advertisements, and in keeping with congruence theory, incorporate them as part of the web culture.

Authors:
Osnat Roth-Cohen, Ariel University, Israel
Matan Aharoni, Ariel University, Israel

About the Presenter(s)
Dr OSNAT ROTH-COHEN is a University Associate Professor/Senior Lecturer at Ariel University in Israel

See this presentation on the full schedule – Saturday Schedule

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