Studying Of Micro Movie Advertisement And The Development Strategy Based On Communication "5W" Mode

Micro-blog which is leading the arrival of the MicroAge became popular quickly and has shown its growing influence. Micro things have displayed the increasing power, like Micro Movie Advertisement which is the product of the perfect combination of the movie and advertising in the MicroAge. With its emerging the content and form of advertising turns out to be more plentiful and the development of the advertising industry is inspired by new vitality.In this thesis the Micro Movie Advertisement is studied by using a combination of quantitative and qualitative research methods, based on the communication studies and incorporates the theory of marketing, sociology and advertising through literature research, case studies and comparative analysis. This thesis focuses on the five elements (communicators, audiences, medias, messages, feedbacks) on the communication process of Micro Movie Advertisement from the "5W" mode of Harold Dwight Lasswell and proposes the strategies for exploring the development of Micro Movie Advertisement.This paper is divided into four parts. The first chapter is an introduction, describes the research background and significance, literature review and research methods. Chapter two is an overview of Micro Movie Advertisement. The concepts of Micro Movie and Micro Movie Advertisement are defined, and then a comparative analysis of the Micro Movie Advertisement, Micro Movie and Movie Implantable Advertisement is taken to identify the differences. As Micro Movie Advertisement is a new form of advertising, only a few specialized researches were taken before, so an overview of the generating and the development Micro Movie Advertisement is also included in this chapter. In Chapter three the analysis of "5W" mode on Micro Movie Advertisement is the key point of this paper, distinct from the traditional marketing point of view, this thesis starting from the point of view of the Communication, the five elements are discussed in detail in the communication process of Micro Movie Advertisement. Detailed analysis is done for the five elements of Micro Movie Advertisement which are communicator, channels, content, audience and effects. Finally, in order to make the theoretical research be clear, I selected a good representative of Micro Movie Advertisement----Extra "Sour""Sweet""Bitter""Pungency" to demonstrate the analysis process in detail. Chapter four is about the application strategies of Micro Movie Advertisement which is inspired by the analysis I did in Chapter three. The application strategies are proposed from the view of content, channel and audience.