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随着时代的发展,各种广告形式层出不穷,从报纸、广播再到电视、电影,每一种新的广告形式都带给广告主不一样的广告传播效应,也带给受众不一样的视觉与听觉的新体验、微电影广告这一新的广告形式的出现又掀起了广告界的新浪潮。本文分析了微电影广告的定义,对这一新兴广告形式的特征做了梳理,并以“益达”系列做个案分析,对这部较经典的微电影广告的策划过程与成功因素做了分析。
With the development of the times, various forms of advertisements are emerging. From newspapers and radio to television and movies, each new form of advertisement brings advertisers different advertising and broadcasting effects, and also brings different visions to the audience The new auditory experience, the emergence of a new form of advertising with micro-movie ads, has set off a new wave of advertising. This article analyzes the definition of micro-movie ads, makes a review of the characteristics of this emerging advertisement format, and makes a case study with the series of “Weida”, making the planning and success factors of this relatively classic micro-movie advertisement Analysis.