目录摘331.1研究背景.…31.2研究目的及意义1.3国内外研究现状31.4研究的内容和方法...2.2短视频应用诞生的源头..2.3短视频应用的用户群体3短视频应用的广告形式的分析..73.2植入广告83.3贴片广告…4抖音的广告价值分析..4.1抖音的发展现状.94.2品牌传播能力..104.3渗透引导能力...5短视频广告传播的发展前景与不足5.1短视频广告传播的发展前景.……12126结论13参考文献.13短视频的广告价值分析一以抖音为例摘要：随着短视频平台的飞速发展和用户人数的不断攀升，不少人都加入了短视频广告市场，那么，这一市场是否具有发展前景，短视频广告的价值又体现在何处。本文以抖音短视频APP为主要研究对象，通过运用文献收集法、数据分析法、案例分析法、问卷调查法和讨论法来分析短视频的走红原因、用户群体和短视频广告的广告形式和广告价值等方面的内容。旨在分析短视频广告的实际商用价值，对短视频广告市场下一步的发展和规范做出预测和建议，希望能研究出最适合短视频广告投入的方式和产品，有效地促进短视频广告的实际商用价值，对短视领广告市场下一步的发展和规范做出预测和建议，希望能研究出最适合短视频广告投入的方式和产品，有放地促进短视频广告市场的发展并提出对短视频广告的规范以整治当今短视频广告市场的乱象。关健词：短视频：广告价值：抖音：发展An analysis of the advertising value of short video--a dither as an exampleAbstract:With the rapid development of short video platform and the increasing number of users,manypeople have joined the short video advertising market,then,whether this market has development prospects,and where the value of short video advertising.This paper takes short video APP of Douyin as the mainresearch object,through the use of literature collection,data analysis,case analysis,questionnaire survey anddiscussion to analyze the reasons for the popularity of short video,user groups and short video advertisingform and advertising value.The purpose of this paper is to analyze the practical commercial value of shortvideo advertising,make predictions and suggestions for the next development and standardization of shortvideo advertising market,and hope to find out the most suitable ways and products for short video advertisinginvestment,to effectively promote the practical commercial value of short video advertising,to makepredictions and suggestions on the next development and standardization of short video advertising market,and hope to study the most suitable ways and products for short video advertising investment,to promote thedevelopment of short video advertising market and put forward the regulation of short video advertising torectify the disorder of short video advertising market.