“微”媒体语境下的中国微电影广告传播特征研究

《“微”媒体语境下的中国微电影广告传播特征研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

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

2、eaccesstoinformation，theirlifestylechanges．Coupledwithmediatechnologycontinuousdevelopment，thentheSO—caHed”micro”mediacameintobeing．Themagicappearance，bothforadvertisingandmarketing，openedupanewcommunicationspositions，butalsoforthespreadofaneweraofadvertis

3、ingwaytobringnewideasBecausemicro—filmadvertisingiseasytosetposkionandspread，suchbusinessenterprisesandCO—producedfilmproducerslaunchedmoreandmorenewformsofmicro—filmadvertising，soon,advertisingcompany，academiaandonlinevideousersaretotallyattracted．Astheob

4、jectofstudyinthispaper,sincethefirstmicrofilmpublished，anewwayofmarketingbymicrofilmbecomewildlyacceptedbybothmerchantsandaudience．Whatarethestrengthsandbackgroundofthedevelopmentofmicro—filmadvertising，whetheritcantrulybecalledanewsuccessfulwayofmarketing

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

6、nmicro—filmadvertisingandotherformsofadvertisingwhileidentifymicro-filmwiththedefmitionandclassificationofthenewthings．；thenselectarepresentativetostartanalyzingthespecificissuesinmicro—filmadvertising，andmakeafurtherdetailedsummaryofthespreadcharacteristi

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

8、hiswaytOprovidedreferenceforthesustainabledevelopmentofmicro—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：