Micro-film Advertising Communication Modes And Effects

With the rapid development of new media, the network has become thepreferred medium for the public to spread and receive information, especially for theyoung people. And it has imperceptibly transformed our lifestyle and the traditionalmarketing tools. The online video advertisement, as a means of network marketing,has developed into various forms of expression. Among them, micro-film andnetwork drama invested and shot by advertisers have gained more and moreconcerns of advertising industry, academia, and online video users.From the perspective of the current development of the micro-film advertising,Firstly the thesis gives conceptual definition of micro-film advertising, summarizes itscharacteristics and features, and explores the universal mode of transmission ofmicro-film advertising. Meanwhile, it will conduct text content analysis, semioticsand film narrative interpretation of micro-film advertising based on the theory ofcommunication, semiotics, video narrative, audience psychology and marketing, etc.Secondly, conduct researches on the communicating effect on micro-film advertising,primarily through a questionnaire survey and statistical data so as to analyze theinfluence on the individual audience by this exclusive advertising. Thirdly, come to aconclusion by the above analysis. The author believes that the micro-film advertisingemerging in the context of digitization and networking has not only retained the visualimpact of television advertising as well as vivid forms of expression, but also has thestory and plot features of the films and TV dramas. Meanwhile, it also fully embodiesthe interactive features of Internet which obtains according to need that the traditionaltelevision advertising can not match. It will be in the form of a new generation ofonline video advertising—the advertising, marketing and entertainment for one of theadvertising means of communication to provide people with a new marketingapproach.The movie advertising, as a new marketing tools then, though still in occurrence,development phase, but it will also become a kind of new generation network videoadvertising forms, namely set advertising, marketing and entertainment for theintegration of advertising communication means and new marketing mode. Advertisers can use the movie the spread of advertising advantage the product, thebrand or service information more precise, broad and intuitive to transfer to the targetconsumers. In this paper, according to relevant academic literature reading, the authorcombining with the investigation statistics data and typical case analysis concludedthat influence the movie ads the main factors of communication effect. These factorsinclude: product brand implanted degree of the influence of the communication effect;Brand awareness to the micro movie advertising communication effect of the value ofthe action; The brand story, if the circumstances are choiceness of ascensionadvertising films the role of the window; Personalized interactivity and play themovie advertising experience marketing advantage; Well made, video browsingsmoothly attaching importance to and improve the audience view of experience andso on.Of course, all things have advantages and disadvantages, and what’s more, thedomestic micro-film in the development stage of exploration of advertising, its ownwill have many inevitable evils and problems. The author of the movie ads throughdomestic preliminary study found that domestic micro movie advertising existsquality the good and bad are intermingled, a single dominant form has limitations, themovie professional team foster exist scarcity, most of the movie ads in the finishedproduct "integration content artful arrangement" also need to exploration and mining,and the movie advertising products to implant and integrated marketing furtherinquiry.Therefore, to solve these problems, the author puts forward thecountermeasures methods and optimization proposal; first of all, advertisers to play aleading role, building the brand promotion platform; Second, cross-border cooperation,the integration of new media channels, and widely spread; Third, by the traditionalmedia: online offline comprehensive promotion; Fourth, the continued spread, subtle,strengthen the brand image. In general, the author put forward the strategies andmethods to optimize Suggestions to the movies can advertising in the development ofthe domestic be reference and help.