论文部分内容阅读
中国不仅是全球第二大电影市场,也为微电影的发展提供了良好的环境。微电影的出现满足了现代人生活的两大限制:有限的时间和局限的观看场所。在这个所谓的“微时代”里,我们每个人几乎都用着微博,看着微小说,发着微信,进行着微传播。而“微电影”这个由中国网民发明的名称似乎更能代表这个碎片化的时代。本文分析当前“商业微电影”的成因和现状,并分辨商业类微电影与电影植入式广告这方面的区别和差异以及商业微电影中的广告美学。
China is not only the second largest movie market in the world, but also provides a good environment for the development of microfilm. The emergence of micro-movies to meet the two major limitations of modern life: limited time and limited viewing space. In this so-called “Micro Era ”, almost every one of us uses Weibo to read micro-novels, send WeChat and conduct micro-dissemination. The “micro-movie” invented by Chinese netizens seems to be more representative of the name of this fragmented era. This article analyzes the current “Commercial Micro Film ” of the causes and the status quo, and distinguish between commercial micro-film and film implanted advertising differences and differences and commercial micro-film advertising aesthetics.