时尚传播学视角下的微电影广告分析

Analyzing of Micro Film Advertisement in the View of Fashion Communication

随着互联网的快速发展,新媒体时代已经到来,微电影广告作为一种跨界产物,结合了微电影的叙事优势与广告的商业目的,成为一种广受关注的新兴传播形式。本文以iPhone微电影广告《三分钟》为例,以时尚传播学为视角,从认知系统、议程设置理论、时尚传播手段等方面,探析微电影广告进行艺术性与商业性有机结合的手段。

With the rapid expansion of internet,the new media time is coming.As a kind of transboundary outcome,micro film advertisement united the narrative advantage and commercial purpose,which became a focus form of communication.In view of this,bases on the micro film advertisement“Three Minutes”by iPhone,and through the fashion communication view,this article analyzed the organic combination of art and commerce of micro film advertisement,which including three aspects:cognitive system,agenda-setting theory and fashion communication methods.