The Significance And Development Trend Of Micro - Film Advertisement In The New Media

In this increasingly surging Internet era, mediamorphosis(Media forms) have been be coming more diversified. People are embracing the new media in the burst of information a nd are experiencing the brand-new media.A big-screen smartphone, a tablet computer can achieve the purposes of mobile users t hat they can access Internet anytime and anywhere, mobile Internet leads people to enter int o “Micro era”. ”Micro read” in Weibo, WeChat updates individuals’ reading habits and styl es, micro media offers more selected channels for advertising industries. Based on the new media, micro media advertising timely meets the companies’ double business needs for movie arts and advertising markets, moreover, micro film advertising realizes the combination of “Internet plus” and traditional advertising industries. For advertising industries, the absolute dependence on traditional media is thoroughly overturned by the micro film advertising which completely roots in the new media, a new idea and a new change, and is embarking on a newly developing path.From production designing to spreading, the blooming domestic micro film advertisin g shows specialization, marketization and procedural characteristics, though certain achieve ments have been made, theexisting problems cannot be ignored. This paper will analyze mi cro film advertising via the new media platform based on the theories and methodologies of communication by combining the knowledges and theories of marketing and advertising.In this paper, the following aspects will be discussed, the definitions and characteristics of micro media advertising, the background of micro media advertising development and the meanings of micro media advertising on communication. From the advantages and disadvantages analysis of micro film advertising market status to a thorough analysis about micro film advertising development prospects and direction, the concept will be applied as the starting point, the micro film advertising will be explored by combining theories and cases, from logical deductions to theoretical materials and a combination of quantitative and qualitative methods, and its development will be unraveled from the surface to the depths.