资源描述：
《论当代中国微电影营销策略外文翻译》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、Micro-filmadvertisinggettingpopularLastUpdated(BeijingTime):2012-01-1114:32ByHuWenpengWiththecomingofthe"micro-"age,"micro-"stuffsareemergingoneafteranother,oneofthembeingmicro-film.LeonardoDiCaprio'sOPPOendorsementfilmFindMeandKarenMok'sRoute66forCadillacarerepresentativeworksofmicrofilms.Th
2、eyhavebeenwidelyacclaimedbyinternetuserssincethemomenttheywerepublished,withcontinuouslyclimbingclickvolumeandforwardvolume.OnDecember10,Sina.comheldthefirstMicro-FilmCompetitioninChinaNationalFilmMuseum,attractingtheparticipationofmorethan300microfilms.Itoffersjustaglimpseoftheincreasingpopu
3、larityofmicro-film.Asthetermsuggests,thedurationofamicro-filmismuchshorterthanaconventionalfilm,rangingmainlyfrom3to5minutes,withsomeevenasshortaslessthan30seconds.Besidesthat,amicrofilmhas3distinctivecharacteristics:first,beingproducedbyprofessionalteams;second,tellingastoryusingcinematicapp
4、roaches;andthird,extensivedistributionthroughsocialnetworks,suchasmicroblogging.Ofcourse,sponsorshipisindispensableinsustainingthedevelopmentofmicro-film.Atpresent,thedefinitionofmicro-filmisnotclearyet.However,thisonlineartisticgenreaccordseffectivelywiththetimefragmentationtrendofinternetus
5、ers.Moreover,amicrofilmtendstoembodyashortanddramaticstory.Itmaybecomeaforcethatistobereckonedwithintheadvertisingindustry.Micro-filmhasapparentadvantagesoverconventionaladvertisingcarriersandchannels.Firstly,foramicrofilm,thecostislow,theproductioncycleisshort,andthereleaseisfast.Asiswellkno
6、wntoall,thebiddingpriceforTVadisbecomingformidablyhigh.Thecostofaprime-timeTVcommercialcaneasilygoashighashundredsofthousandsRMBorevenintothemillion.Moreover,theStateAdministrationofRadioFilmandTelevisionhasrecentlyissuedtheTVcommercialsban,whichwouldundoubtedlymakeTVcommercialsevencostlier.F
7、oramicrofilm,however,thecostissignificantlyreducedduetoshorterfilmduration,limitedinputoflaborandresources,anddistributionontheinternet,suchasonmicroblogging.Therefore,peopleevensayamicro-filmhasamicro-cost.Apparently,thisishighlyappealingtoa
