当下微电影广告发展非常迅速,然而拍摄老字号的品牌与产品类别比较局限,在这其中老字号却无端端的几乎消失不见。本文从这个现象出发,着重分析了微电影广告的独特之处,进而从当下的微电影广告投拍范围角度指出老字号微电影广告的缺失原因及拍摄可能性。希望引起老字号经营者、广告传播者以及研究者的共鸣。 The current micro-film advertising is developing very rapidly, however, shooting the old brand name and product categories more limited, of which the old name has almost no end disappeared. Based on this phenomenon, this article focuses on the unique features of the micro-film advertising, and then points out the reasons for the lack of the old-time micro-film advertisement and the shooting possibility from the perspective of the scope of the current micro-film advertising. Hope to arouse the old brand managers, communicators and researchers resonance.