Native Advertising in Video Blogs: Language and Genre Specificity

Abstract

The article studies the formats of advertising integration into video blogs, the advantages of video blogging as a way for promotion of advertising information. Special attention is paid to verbal and non-verbal elements of speech behavior of video bloggers in the process of advertising integration. The relevance of studying the main formats of advertising integration into video blogs is due to a number of the following circumstances. Firstly, it is the growing popularity of advertising in video blogs: taking into account the popularity of video blogging, modern commercial companies turned their attention to communication with video bloggers in order to use the popular media resource for advertising and marketing purposes. At the same time, it should be noted that the communication resource of video blogging in Russia has been discovered relatively recently and it is quite a new object of research. Secondly, despite the popularity of video blogging, many companies still do not trust bloggers and do not have the technology to build effective communication with the audience. Moreover, correctly placed advertising can become quite effective: advertiser, who actively use this format of interaction, note the success of the implemented advertising integrations.