| In the recent years, the commercial micro video has become a new way of brand promotion. It develops quickly because of the advantageous background and because of taking audiences’s fantasy, which attracts the attention from industry and academia.This paper focus on the commercial micro video of which the definition, statue of development and diffusion, the advatange for promotion and the problem of development will be researched.In the part of analyzing the diffusion situation of the commercial micro movie, the software SPSS is used to select the samples,100micro videos are selected at random and are analyzed from the perspective of duration, producer, industry, theme, communication media and the way of showing logos. Currently, the length of time of China’s commercial micro video is mainly1-5minutes. Advertising company make up the main film production promoters. Commercial micro video involve almost all sectors, the theme is mainly love, affection, warmth, inspirational, use climax-end structure and beginning-surge of development-end structure as the main form, the video is mainly aimed for the promotion brand concept. Video site occupied the main transmission channel, the majority of way of product LOGO appeared is during or until the end of the video.When analyzing advantages, this article has been clear about that the commercial micro video theme is rich, the plot ups and downs. In addition, the interactive is strong, with two-way communication and diverse channels.About the case study the video, Fridge with love, is analyzed for great success in brand promotion from the perspective of its content and ways of diffusion.The commercial micro video is not only a new way to brand promotion, but also a visual and soul journey to the audience. Though many problems of it still remain, we have the confidence to see its bright future. |
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