Research On The Up-and-coming Micro-film Advertising In China

The rapid development of digital technology and network communication technology Over the past10years, which led to the growth of the innovation of the IT industry as the main network communication and network user groups, Internet culture has gradually become a new cultural forms. In recent years, the sudden emergence of the online advertising industry, emerging industries in the advertising industry, and there is a trend to replace the traditional dominance of the advertising industry. Currently, domestic network culture of unprecedented prosperity, also began to focus on online advertising to build its cultural connotations, focusing on the fusion of the traditional concept of modern information technology. The emergence of microblogging in China, it also brings a "micro" era of online advertising, many emerging microblogging platform advertising methods is given to the definition of "micro". With the rapid rise of microblogging in the country, many of the mini-movie advertising works began using the microblogging platform to spread, achieved a great success, network micro-film advertising came into being, and become the most representative forms of advertising online advertising.Micro-film advertising is good at describing the narrative, story, product placement is more subtle, natural and easy to be accepted by the public. Therefore, the micro-film advertising appeared, they spread rapidly in the network group, has a strong publicity. The proposal of the concept and application of micro-film advertising, first appeared in2011in our country. Undeniable is directly related to the formation of the concept of micro-film advertising with microblogging, the emergence of the micro-film. This concept is its intuitive simplicity be accepted by the public, has become the the network cultural context the concept of micro-era nouns. The formation of the micro-film advertising, their root causes, the result of the fusion of the traditional video advertising with modern digital information technology. It flourished with the establishment of the microblogging platform for the dissemination of mass fragmentation increased time and advertising marketing needs three closely related. As a result, the formation of micro-film advertising has a profound background. Micro-film advertising has set off worldwide craze spread a variety of micro-film advertising works after another, China’s micro-film advertising is also this trend head-on, only to be faced with the opportunity of development, but also face challenges. Meanwhile, the diversified development of China’s advertising industry, also contributed to the micro-film advertising production mode diversified development and other forms of online advertising in large numbers with the spread of micro-film advertising, they not only increase the spread of micro-film advertising efforts rich network of micro-film advertising communication forms and ways, become a force to be reckoned in the micro-film advertising market.In summary, this article through the detailed study of the development patterns of domestic micro-film advertising, explore the micro movie ads in the future direction of development. Firstly, the formation of micro-film advertising background in-depth analysis, and thus its concept of the concept of academic combing discussed based on the concept of micro-film advertising and its related industries, and finally through the in-depth analysis for two years more than a micro film ads in the development process of the formation of the strengths and weaknesses, and to explore the future development of the network of micro-film advertising, in order to provide a scientific and reasonable reference for its future development.