微电影在自媒体时代的广告特性  

The advertising characteristics of micro film in we-media era

作　　者：王尚[1] 

机构地区：[1]洛阳理工学院,河南洛阳471000

出　　处：《佳木斯教育学院学报》2013年第9期448-449,共2页Journal of Jiamusi Education Institute

摘　　要：随着科学技术的发展,新媒体技术的进步,微电影作为移动媒体技术发展的产物,以其特有的电影叙事方式走进人们的视野。当今社会,"微"已经成为了大众欣然接受的一种生活方式,例如,微博、微信、微小说、微电影等,这种"微时代"的事物非常符合现代人生活的快节奏,能够给人们的娱乐休闲带来更多的乐趣。微电影不同于传统的电影,它的广告方式同传统的说教式、诉求式有所区别,它创造了全新的广告盈利模式。微电影广告的诞生,成为当前比较流行的广告体裁和广告制作方式,不仅符合自媒体时代的信息传播方向,也为广告业开辟了一条新的道路。本文通过分析微电影的传播效果和广告特性,寄希望于对我国的媒体发展有所裨益。With the development of science and technology, the progress of new media technology, micro film as a product of the development of mobile media technology into people's field of vision with its unique narrative style. In today's society,"micro"has become a way of life, for example, micro-blog, micro message, micro novel, micro film, this kind of"micro era"thing is in line with modern fast-paced life, brings more fun to give people entertainment leisure. The micro film is different from the traditional film, its advertisement mode is different from the traditional didactic, appeal, it creates a new model of advertising profit. The birth of film advertising, become popular advertising genre and advertising ways, not only in accordance with the direction of information dissemination in we-media era, but also opens up a new way for the advertising industry. In this paper, through the analysis of propagation effect and advertising characteristic of micro film, to benefit for China's media development.

关 键 词：微电影 自媒体时代 广告特性 传播效果 微时代 

分 类 号：J90[艺术—电影电视艺术]