Research On The Micro Film Advertising, Creative Elements In Focus New Media Environment

The creativity of the traditional advertisement and its’market have been more and more limited influenced by "Cutback on TV entertainment" and "TV commercials ban". Under the new media environment, the Micro Film Advertisement develops very fast, in the three years, the Micro Film has become the most popular stage of advertising creative strategy. The born and development of the Micro Film Advertisement has been impacted in many aspects, and creative strategy is the most important reason.In this paper, the micro film advertising as the object of analysis, using the method of text analysis, and combined with semiotics, narrative, advertising theory. By using some examples, by analyzing how to use advertising creative points in the new media platform, and using some skills of lens narrative language, mass culture fusion, advertising symbols.First of all, through the history and research status of the micro film advertising,study its development environment, marketing model, and content of industry. Second, from the theory of semiotics, narrative, and the encoding and decoding of advertising, finding out the Micro Film Advertising influenced by the strange, the appearance of symbolic form and universal symbol theory. Finally, by understanding the Micro Film Advertising external and internal backgrounds and a series of typical case analysis of creative elements, summing up the four idea of micro film advertising strategy:1.make full use of the mobile phone media, enhance audience interactive participatory media strategy;2.to cater to all media era characteristics, the rational use of integrated marketing tactics of marketing strategy;3.comprehensive use of various lens language, create a product story narrative strategies of the atmosphere;4, realistic subject matter with the clever confluence topics in advertising strategy.By studying the micro film advertising creative elements, this paper obtains three enlightenments:1.the new media for micro film advertising provides important technical and communication platform;2.the traditional film narrative has a great influence on the micro film advertising;3.with implanted instead of product brand concept, balance the commercial symbols and artistic techniques. The article believed that micro film advertisement can come to the fore in that it is formed in the interaction platform of the new media and advertising creative innovative environment, and this is a meaningful attempt and breakthrough for admen.