Native advertising is a persuasive strategy that is on everyone’s lips these days (Evans and Wojdynski, 2020). In general, the term is used to describe a variety of advertising formats online. More specifically, the concept of native advertising is based on the idea of inserting persuasive messages in the flow of the consumers’ online experiences. One way to achieve this goal is to atune the persuasive message to the personal relevance of the online user. Another way is to model native advertising to its surrounding content (Kim, Pasadeos, and Barban, 2001). This practice is also known as an ‘advertorial’, a format familiar from traditional print media that describes the practice of using an advertisement that mirrors the context in which it is placed (Carlson, 2015). Wojdynski and Evans (2016) hence describe native advertising as “any paid advertising that takes the specific form and appearance of editorial content of the publisher itself” (p. 157). Native advertising goes beyond the presentation of persuasive content within an editorial content as do other known embedded advertising techniques such as product placement. Product placements are characterized as brand presentations embed-

中文翻译：

---

原生和嵌入式广告格式：利润丰厚的营销策略与消费者公平之间的张力

原生广告是一种具有说服力的策略，如今这些策略已广为人知（Evans和Wojdynski，2020年）。通常，该术语用于描述各种在线广告格式。更具体地说，原生广告的概念基于在消费者的在线体验流中插入有说服力的消息的想法。实现此目标的一种方法是将说服性消息与在线用户的个人相关性进行调整。另一种方法是根据其周围的内容对本地广告进行建模（Kim，Pasadeos和Barban，2001年）。这种做法也称为“广告”，这是传统印刷媒体所熟悉的一种格式，它描述了使用广告来模仿其所处的环境的做法（Carlson，2015年）。Wojdynski和Evans（2016）因此将原生广告描述为“任何采用特定形式和外观的出版商本身的付费广告”（第157页）。与其他已知的嵌入式广告技术（例如产品放置）一样，本地广告超越了社论内容中具有说服力的内容的呈现。产品展示位置的特征是嵌入了品牌展示-