本文選題：微電影廣告　切入點(diǎn)：品牌形象　出處：《傳媒》2017年15期 　論文類型：期刊論文

【摘要】：在微博、微信、微電影的全面帶動(dòng)下,"微"傳播時(shí)代正式到來,并集中表現(xiàn)在信息碎片化、傳播主客體互動(dòng)化、信息量冗雜化等方面,再加上眼球經(jīng)濟(jì)、粉絲經(jīng)濟(jì)、消費(fèi)經(jīng)濟(jì)的三方加持,微電影廣告一經(jīng)出現(xiàn)便成為廣告的主流載體,成為各大品牌青睞有加的新寵。對(duì)此,本文在微電影廣告的品牌構(gòu)建與傳播方面進(jìn)行了相關(guān)探究,并從五方面提出了微電影廣告品牌形象的構(gòu)建路徑,以期為微電影廣告未來發(fā)展提供有益參考。
[Abstract]:Under the overall impetus of Weibo, WeChat, and micro-movies, the era of "micro-" communication has formally arrived, and it has concentrated on such aspects as the fragmentation of information, the interaction between the subject and object of communication, the jumbled amount of information, and the eyeball economy and fan economy. As a result of the tripartite blessing of the consumer economy, micro-film advertising has become the mainstream carrier of advertising as soon as it appears, and has become the new favorite of the major brands. In this regard, this paper explores the brand construction and dissemination of micro-film advertising. It also puts forward the way to construct the brand image of micro-film advertisement from five aspects in order to provide useful reference for the future development of micro-film advertisement.
【作者單位】： 山西傳媒學(xué)院;
【分類號(hào)】：F713.8

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本文編號(hào)：1611709