Micro Animation Application In Advertising Research

As the economic boom, the development of computer technology has brought the digitalization age. Animation industry is developing rapidly and prosperously under this prosperity. Advertising industry is also seeking breakthroughs in traditional forms, which are new and more effective in delivering advertising goals. Animation and advertising have achieved a perfect combination driven by the trend of the times. New forms of media such as micro-film,weibo,wechat,micro-animation,ect. Can be used not only on the internet but also on mobile carrier due to their small storage size. They were once popular with young people, and then gradually spread to different age groups. Micro-animation can be said to be a product of this era. Micro-animation advertising has widening the path of development in advertising industry and also brought profits for the animation industry. Meanwhile,it provides conditions for breaking the traditional forms of these two industries.Micro-animation and traditional animation industry are different in many aspects. As difference in the audience, those of micro animation are the mainstream society group who have higher education level, are sensitivity to various current events and information,are keen on IT culture and modern life style. Micro-animation advertising is short and snappy,and also its exaggerative expressions are spot-on, which makes the advertised goods appear in consumers’ vision lively, and deepen the impression as well.This topic analyses the micro-animation overview, summaries art characteristics of micro-animation and prerequisites of formation by collecting a large number of video data and the specific creative practice. It provides convenience for later analysis on application of micro-animation in advertising. It expounds both the value of micro-animation advertising in advertising industry and their forms by analyzing examples of successful case. It reveals the effect of micro-animation in advertising. At the same time, it prospects the future of micro-animation advertising.