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“微”时代下微博、微信等新媒体的发展颠覆了传统媒体的大众传播形式,催生了微电影广告等新兴广告载体。微电影广告以其观看与传播的便捷性、自身内容的艺术性和感染力等优势迅速博得了人们的喜爱。但我国的微电影广告起步尚早,难免存在着诸如内容同质化严重、制作团队不成熟、监管不到位等问题。针对以上现象,微电影广告若想在荆棘载途的广告界获得长足发展,应在内容上创新拍摄题材与手法,营造广告的电影化氛围;在传播模式的构成要素上着眼于广告主、传播渠道和受众三者间的关系,通过多样化的传播渠道实现广告主与受众之间的信息传达与反馈,运用大数据分析制定以受众为中心的营销策略;在社会环境上加强市场监管,不断完善相关法律法规,以统一的标准来替代监管空白,以此提升微电影广告的质量,实现品牌传播与价值传播的共赢。
The development of new media such as Weibo and WeChat in the era of “Micro” subverts the form of mass media of traditional media and has spawned emerging advertising carriers such as micro-movie ads. Micro-movie ads quickly gained people’s love for its ease of viewing and dissemination, the artistry and appeal of its content. However, China’s micro-movie ads started too early, inevitably there are such as serious homogeneity of the content, the production team is not mature, regulatory issues are not in place. In view of the above phenomenon, if you want to get a long-term development in the brambles of the advertising industry, micro-movie ads should innovate the themes and techniques of filming in the content and create a movie-like atmosphere for advertising. Focusing on advertisers and disseminating elements Channels and audiences, to communicate and feedback information between advertisers and audiences through diversified channels of communication, to adopt big data analysis to formulate an audience-centered marketing strategy, to strengthen market supervision in the social environment, Improve the relevant laws and regulations, a unified standard to replace the regulatory gaps, in order to enhance the quality of micro-film advertising, brand communication and the value of achieving win-win situation.