Micro Film Advertising

Micro-film advertising is an unstoppable trend of advertising.In the past twoyears, there is an increasing number of micro-film advertising.Many advertisers andscholars are interested in discussing the micro-film advertising.This paper use Communication as the main theoretical background, combiningwith the theory of advertising, marketing, sociology and psychology and, taking bothquantitative and qualitative analysis as the research methods to research themicro-film advertising. The paper focus on two parts. First part is to analyze themicro-film advertising creative method, to summarize a number of creativepoints.Second part is to use an audience attitude survey result to verify theeffectiveness of micro-film advertising’s creative.The author sorted out the nine creative points of micro-film advertising.Includingthe themes,values,topic, contradictions, structure, characters,props, scene and music.And based on those points, the author summed up the three micro-film advertisingcreative elements. The creative function of the micro-film advertising is to makedifferent content to attract the audience attention.Creative purpose is to enhance theappeal of the story, and to build an emotional brand and product image and leave adeep impression in the mind of the audienceA famous micro-film ad from Extra as a typical case, the author through ahundred people questionnaires and observation survey to understand the attitude ofthe audience on micro-film advertising, use the actual data to prove the effectivenessof micro-film advertising creative.The survey results show that creative advertisinginfluenced the audience to form a positive attitude, to some extent, but also improvedthe original brand attitude of the audience.