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 senior lecturer (Associate Prof.) at Ariel University in Israel. Her research interests are digital advertising and social media and its impact on consumers, PR in new media. Her work has been published in leading journals.

Connect on Linkedin
https://www.linkedin.com/in/osnat-roth-cohen-80130328/

Connect on ResearchGate
https://www.researchgate.net/profile/Osnat-Roth-Cohen

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