微媒体语境下的中国微电影广告传播特征-研究

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1、AbstractResearchontheChina’SMicro—filmAdsPropagationCharacteristicsintheContextofMicroMediaChenYuanyeSchoolofJournalismandCommunicationStudies，SouthwestUniversity,Chongqing400715，ChinaAbstractWiththerapiddevelopmentofnewmediaaswellasthefastpaceoftheaudien

2、ceaccesstoinformation，theirlifestylechanges．Coupledwithmediatechnologycontinuousdevelopment，thentheSO—caHed”micro”mediacameintobeing．Themagicappearance，bothforadvertisingandmarketing，openedupanewcommunicationspositions，butalsoforthespreadofaneweraofadvert

3、isingwaytobringnewideasBecausemicro—filmadvertisingiseasytosetposkionandspread，suchbusinessenterprisesandCO—producedfilmproducerslaunchedmoreandmorenewformsofmicro—filmadvertising，soon,advertisingcompany，academiaandonlinevideousersaretotallyattracted．Asth

4、eobjectofstudyinthispaper,sincethefirstmicrofilmpublished，anewwayofmarketingbymicrofilmbecomewildlyacceptedbybothmerchantsandaudience．Whatarethestrengthsandbackgroundofthedevelopmentofmicro—filmadvertising，whetheritcantrulybecalledanewsuccessfulwayofmarke

5、ting，howmicro-filmadvertisinggoesintheend，weneedtheoryanditscurrentactualperformancetoprove．Inthispaper,intheCOlmnunicationscienceperspective，startingwiththedefinitionandclassificationofmicro-filmadvertising，thentrytothefindoutthedifferencesandadvantagesb

6、etweenmicro—filmadvertisingandotherformsofadvertisingwhileidentifymicro-filmwiththedefmitionandclassificationofthenewthings．；thenselectarepresentativetostartanalyzingthespecificissuesinmicro—filmadvertising，andmakeafurtherdetailedsummaryofthespreadcharact

7、eristicsofmicro-·filmadvertising；finally,makeanin·-depthsummaryofthespreadcharacteristicsⅡI西南大学硕士学位论文ofmicro—filmadvertisingandmarketing，exploretheinnovativebrandimagewhichbasedonthe”micro”mediacontext，andstatedthintheircurrentsituationandissuestobeaddres

8、sed，inthiswaytOprovidedreferenceforthesustainabledevelopmentofmicro—filmadvertising．Keywords：micromedia；micro—filmadvertising；spreadcharacteristicsV第一章绪论第一章绪论一、选题背景及意义2010年底，一部与众不同的广告片在各大视频网站火热流传，吸引不少人的目光。它的不同之处就在于：