共情传播视角下短视频广告的数字化叙事——以百万粉丝博主“米雷-RayDog”广告合集为例

Digital Narratives in Short-Form Video Advertising from the Perspective of Empathetic Communication—A Case Study of the Advertising Portfolio of Million-Follower Creator “Milei-RayDog”

摘要: 短视频平台的发展方兴未艾，短视频广告依然在数字出版中占有重要的价值地位，但随着广告创作的主体泛化和平台管理不善，低质的广告往往给用户带来不好的体验。而广告结合数字技术创新广告叙事方式，能够提升用户体验感，实现较好的广告传播效果。因此，本文基于共情传播的理论基础，选取短视频平台内实现数字化叙事的优秀广告案例，对案例使用内容分析法进行数据分析处理，进而具体分析其数字化叙事表现及其传播效果，并总结提出短视频广告的数字化叙事策略。

Abstract: The development of short video platforms is flourishing, and short video ads still hold an important value position in digital publishing. However, with the generalization of ad creation subjects and inadequate platform management, low-quality ads often bring poor user experiences. Integrating digital technology to innovate ad narration can enhance user experience and achieve better advertising communication effects. Based on the theoretical foundation of empathetic communication, this paper selects excellent short video ads with digital narration, adopts content analysis and data processing methods to specifically analyze their digital narrative expressions and communication effects, and finally summarizes the digital narrative strategies for short video ads.