广告新模式探索:网络电影广告

A New Pattern of Advertisement:Network Movie Advertisement

宝马的系列网络电影广告短片拉开了网络电影广告的序幕,而雅虎搜索则使这种广告新模式引起了更多人的关注。作为一种新出现的广告模式,网络电影广告在传播上具备很多的优势,其庞大的信息容量、内容的娱乐化效果、受众的主动参与以及借此形成的口碑传播效应等,都是传统的广告模式所难以比拟的。通过对这种新模式的积极探索,应该可以为广告找到一条发展的新思路。

The BMW＇s series of network movie advertisements have been the prologue of the network movie advertisement,but Yahoo! Searching has caused this new pattern of advertisement to arouse more people＇s interests. As a new advertisement pattern, the network movie advertisement has many advantages in the dissemination： its huge information capacity,entertaining effect, audience＇s initiative participation and oral propagation effect and so on,which any traditional advertisement pattern can not compare with. The positive exploration of this kind of new pattern should help find a new mentality for development of advertisement.