The Current Status, Content And Advertising Effect Of Micro Film Advertisement Research In China

With the progress of science and technology, internet developed rapid. Followedby the traditional mass media gradually decline, people mostly rely on the Internet onreceiving the message through new media. Advertising group, especially the youngergeneration, then try to explore an innovative form of advertising, the micro filmadvertising arises at the historic moment. Micro film advertisement is the concept ofmicro film combined with advertising concepts of network advertising, its narrative ofthe movie about the concept of a complete or a simple moving story, through the plotto interpret the brand culture, brand image, the spirit of enterprise concept, andthrough the direct or indirect way of publicity, thus achieve the goal of marketing.Micro film advertising quickly and brought certain impact to the traditionaladvertising. The charm of micro film advertising, advertising has become a new era ofthe indicators.The purpose of this paper is to deeply understand the development of the microfilm advertising, content and its advantages and disadvantages, and through thequestionnaire using micro film advertising can transport "narrative" effect on theaudience cognition, effectively change the audience of advertising attitudes and brandattitude, and purchase intention. So this article is divided into three parts as a whole.The first part through the network information and the scholars of micro films andmicro film advertising through the comparative analysis research, combing thedevelopment of micro film advertising, then use of advertising, communicationstudies, linguistics and theoretical knowledge such as marketing, if the current cadrerepresentative of micro film advertising content analysis, classifying micro filmadvertising from the aspects of plot content, and analysis of micro film advertisingcompared to traditional advertising has the advantage. The second most will transport"narrative" theory into the study of micro film advertising effectiveness, through thequestionnaire survey and data analysis, using micro film advertising can transport"narrative" effect, positive affect the audience’s attitudes and purchase behavior. Third part is analysis of the micro film itself exists some disadvantages, and put forward inthe future development of avoid these drawbacks of constructive Suggestions.