信息碎片化时代的微电影广告探析

An Analysis of an Exploration into Micro-film Advertising in the Era of Information Fragmentation

互联网技术的飞速发展将我们带入了信息碎片化时代,手机已成为人们主要的阅读工具之一。生活快节奏的要求使得广告商不得不做出改变以迎合受众的碎片化阅读习惯。在网络视频的广泛传播下,微电影广告应运而生。微电影广告短小精悍,微时长,微制作,微投资,有完整的故事情节、丰富的电影语言、眩目的明星光环和巧妙的悬念设置等特性。微电影广告要突破简单化、粗糙化、同质化、低俗化的发展瓶颈,朝着广告营销一体化、内容精致艺术化、制作工具简易化和互动模式游戏化等方向发展。

The soaring development of Internet technologies has ushered us into the era of information fragmentation. Mobile phone becomes one of the major reading tools. The fast living pace has forced advertisers to make changes to cater to the fragmented reading habits of the recipients. With the wide transmission the network videos, micro-film advertising lends its service. Micro-film advertisements, concise and impressive, are featured with micro-duration, micro-production and micro-investment, cinematic languages, dazzling celebrities and exquisite suspense. It is integrated with complete stories, rich essential that micro-film advertisements break the bottleneck of over-simplification, coarseness, homogenization and vulgarization, and march towards the integration of advertising and marketing, artistic games content, simplified producing devices and interactive