“微”时代和自媒体时代的到来,传统的广告营销已经逐渐不能满足时代发展的需求,微电影营销凭借强大的互联网传播平台和更为戏剧化的表现形式,已经成为目前媒体和广告商的“新宠儿”。如今,各大品牌相继推出了自己的微电影广告,以此提高品牌知名度,使商业宣传成效最大化。但同时大批量的微电影广告的产出,过度追求戏剧化和夸张的艺术表现手法,使得微电影广告在一定程度上具有不可避免的虚假性。 Since the advent of the era of micro-media and the era of media, the traditional advertising and marketing has gradually failed to meet the needs of the development of the times. With its powerful internet platform and more dramatic expression, micro-movie marketing has become the current media and advertising Business “new darling ”. Today, major brands have launched their own micro-film ads, in order to enhance brand awareness, business promotion effectiveness to maximize. However, at the same time, the output of high-volume micro-film advertisements and excessive pursuit of dramatic and exaggerated artistic expressions have made the micro-movie ads inevitably false to a certain extent.