Study On Micro Film Advertisement Under The Background Of Mass Culture

In recent years, with the innovation of communication technology and the development of network communication technology, people’s lifestyle and living concept are constantly changing. Rapid pace of life has become a normal state, and Weibo craze has led us into a fragmented "micro age". "Micro" culture is always around, and "micro" concept has penetrated into people’s lives. Micro film which caused quite a stir on the Internet is edgy in society and the market.Intrigued by the interests of micro films, the advertisers began to design stories for product or company in the form of a micro film. Micro film advertising is favored by the audience with its film-like language, complete movie story which give the audience an aesthetic experience similar to watch a film, thus known as "senior form of advertising" with great influence. Micro film advertising is well developing on the fertile soil of mass culture and experiencing explosive growth, however, it also has problems such as unclear concept definition. The author found in the research process that as micro film advertising is enjoying rapid development, whereas at the same time, some practical problems appear critical to be solved. Therefore, to research and analyze micro film advertising in an aesthetic perspective has a certain practical significance.The full paper is divided into four parts, mainly including the following aspects of content:First of all, according to the correlation studies of the micro film advertising in the industry and academic circles, the concept of micro film advertising is summarized, and the generation process of micro film advertising and the causes of its popularity under the background of mass culture are sorted out.Secondly, after watching and analyzing a lot of micro film advertisements, the author proposed that, under the background of mass culture, the development of micro film advertising is confronting three main problems which are limited scope of application, single subject and a lack of creativity and the varying quality.Thirdly, in terms of the three problems confronting the development of micro film advertisements, the author proposed solutions respectively which are to derive from diverse culture and expand the application range; to lay emphasis on artistic creativity and make artistic breakthroughs; and to strengthen legal regulation and improve the quality.At last, the author is looking forward to the development of micro film advertising in a realistic perspective. And I hope micro film advertising can lead the direction of cultural development, help raise the aesthetic level of the public and improve the regulation and management of production, thus maintaining a virtuous cycle for micro film advertising.