Research on Video Content Presentation with Commercial Advertisements in Bilibili from the Perspective of Creators

Abstract

As a kind of network video in the new media environment, videos with commercial advertisements are developed on the Bilibili video platform, which mostly refers to a series of actions taken by Uploader for livelihood (This kind of advertisement is specially named as "Qiafan" video). It is the transformation of video creators from pure interest in making video to actual profitable work. This paper focuses on the presentation of video content with commercial advertisements in Bilibili, from the creator's perspective, through typical case studies and content analysis, it is found that this type of video has the characteristics of originality, stratification (Circle nature) and perceptual similarity. According to the video construction and expression strategy, it can be divided into six content presentation methods. Different ways will directly affect the user ' s sensory and communication effect of video advertising.