Internet-celebrity-endorsed Government Ads vs. Traditional Government Ads – A Research on the Volume of the Internet of 2017 Summer Universiade YouTube Ads

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In 2017, Taipei City Government cooperated with YouTubers to produce government advertisements that promoted 2017 Summer Universiade. These advertisements not only caught people’s eyes but also created a huge volume of the Internet in social media. This exploratory research divided advertisements of 2017 Summer Universiade into two types. One is traditional government advertisement, including Mascot, City Images and Narrative advertisement. The other is innovative government advertisement, which is also called Internet-celebrity-endorsed government advertisement. This research discusses two types of government advertisement, traditional and innovative, of positive and negative mentions on the Internet.Whether Innovative government advertisement is more popular and influential by netizen than traditional government advertisement. Whether the “balance theory” can be verified in the reception of Internet-celebrity-endorsed government advertisement by further tests. Additionally, it can verify the relations amongst the public, Summer Universiade and the advertisements with or without Internet-celebrity-endorsed government advertisement. In this study, the big data analysis and the content analysis are applied to find out how the public attitude reflects after watching the various advertisements of the Universiade. The results show that（1）Internet-celebrity-endorsed government advertisements has more positive mentions on Internet than traditional government advertisements. Internet-celebrity-endorsed government advertisement has less negative mentions on Internet than traditional government advertisement.（2）In big data analysis, Internet users prefer Internet-celebrity-endorsed government advertisement more than traditional government advertisement. Otherwise, Internet-celebrity-endorsed government advertisement is more influential than traditional government. （3）“The balance theory” can be verified in the reception of Internet-celebrity-endorsed government advertisement. It can also verify the relations amongst the public, Summer Universiade and the advertisements with or without Internet-celebrity-endorsed government advertisement. The results of above researches correlate with the conclusion of relevant researches in the past.