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商业化社会的发展使得营销手段有了多样的变化,而视频宣传片作为一种重要的营销手段,目前已经成为了出版机构进行产品宣传和品牌形象树立的重要工具。在现代化的发展中,互联网技术的应用范围在不断扩大,移动设备等的利用也在不断普及,而这些条件的丰富使得视频宣传片的内容、表现方式以及传播渠道都有了显著的变化。简言之,现代技术和设备的应用为出版机构的视频宣传片提供了更加有利的条件,而如何运用这些条件,实现宣传效果的最大化便是出版机构需要重点考虑的问题。本文对出版机构视频宣传片的传播变化进行分析探讨,目的是要让出版机构认识到传播的变化,从而利用变化优势进行自身的宣传。
The development of commercialized society has made various changes in marketing tools. As an important marketing tool, video commercials have now become an important tool for publishing agencies to promote their products and build their brand image. In the modern development, the application range of Internet technology is expanding, and the utilization of mobile devices and the like are also being popularized. The enrichment of these conditions has resulted in significant changes in the content, expression mode and communication channels of video promo. In short, the application of modern technology and equipment provides more favorable conditions for publishing agencies’ videos. How to apply these conditions to maximize the effectiveness of publicity is a key issue for publishers. This article analyzes the changes in the distribution of video advertisements by publishing houses in order to make publishers aware of the changes in communication so that they can make use of the advantages of change for their own publicity.