| With the advent of the Web4.0 era,a brand new advertising model combined with the movie,“micro-film advertising” has appeared.The development of new media has created more convenient platforms for communication of this type of advertisement.Micro-film advertising uses some of the art of the movie,combined with advertisers' products and brand concept,and ultimately reach the goal of marketing.Based on the communication theory,this article analyzes the process of the diffusion of the micro-film advertisement through the comprehensive application of the theory of communication.Firstly,I gathered the former articles' ideas.And expounds the methods I use in this article,including the literature research method,the case study method and the questionnaire investigation method.Chapter 2 mainly illustrates the the definition of “micro-film advertising”.Based on the characteristics of micro-film advertising,this paper analyzes its development history and development status from its birth to the present,became more and more popular.At the same time,explores its prevailing reasons.Chapter 3,using the Communication theory.The main theory is M.L.Defleur's “interactive process model”,to analyze the process of the diffusion of micro-film advertisements and analyzing the elements of the process,including communicators,content,channels of communication,audiences and communication effects,New Year's Eve series of micro-film ads "Bring the band back home" as a case,to further illustrate its dissemination process.Chapter 4,on the basis of this research,I finally put forward some strategic suggestions for the development of micro-movie ads.Including content enrichment,diversification of channels of communication,audience positioning precision strategy. |
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