本文選題：互聯(lián)網(wǎng) + 新媒體　； 參考：《復(fù)旦大學》2013年碩士論文

【摘要】：摘要：近兩年來,微電影成為了網(wǎng)絡(luò)上的熱門話題。隨著新媒體技術(shù)的發(fā)展和網(wǎng)絡(luò)視頻平臺的壯大,微電影出現(xiàn)了迅速流行的趨勢。 在網(wǎng)絡(luò)時代,傳統(tǒng)廣告的優(yōu)勢已經(jīng)不復(fù)存在。過去,電視是廣告播出的主要平臺。傳統(tǒng)廣告15至30秒的時長對于闡釋品牌故事來講,實在太短了,而電視臺收取的廣告播出費也是年年攀升。傳統(tǒng)媒體資源有限,使得業(yè)界將關(guān)注的目光投向比傳統(tǒng)廣告更適應(yīng)時代需要的微電影廣告。 商業(yè)定制微電影即微電影廣告不僅打破了傳統(tǒng)模式,而且做出了營銷模式的創(chuàng)新,為企業(yè)帶來了前所未有的巨大商機。本文依托“全媒體傳播時代”,以時下炙手可熱的微電影廣告為研究對象,從微電影廣告的界定、產(chǎn)生背景和現(xiàn)狀入手,從內(nèi)容、受眾、市場三個層面來進行研究。研究發(fā)現(xiàn)：近兩年來,微電影已漸漸成為一種獨立的藝術(shù)形式。它開始不同于電視廣告、電影和網(wǎng)絡(luò)視頻,已經(jīng)具備了自身獨特的屬性和特征。但另一方面,微電影廣告的內(nèi)容與制作也在被人詬病,過分依賴商業(yè)、傳播渠道面臨整合,這些都會制約微電影廣告的未來,如何進一步推動這一新型營銷方式的發(fā)展得到長足進步,是廣告主、廣告公關(guān)公司、微電影制作者都需考慮的問題。
[Abstract]:Abstract: in the last two years, micro film has become a hot topic on the Internet. With the development of new media technology and the expansion of network video platform, micro film has become a popular trend.
In the Internet age, the advantages of traditional advertising have gone away. In the past, television was the main platform for advertising. The length of 15 to 30 seconds of traditional advertising was too short to explain the brand story, and the TV station's advertising premiums were also rising year by year. Traditional advertisements are more suited to the needs of the times.
The commercial custom micro film, the micro film advertising, not only breaks the traditional mode, but also makes the innovation of the marketing mode, which has brought unprecedented huge business opportunities for the enterprise. This article relies on "the era of all media communication", taking the hot micro film ads as the research object, from the definition of the micro film advertising, the background and status of the production. Hand, from three aspects of content, audience and market, it is found that micro film has become an independent form of art in the past two years. It has been different from TV advertising, film and network video, and has its own unique attributes and characteristics. On the other hand, the content and production of micro film advertising are also being criticized. Diseases, too much dependence on business, and the integration of communication channels, will restrict the future of micro film advertising. How to further promote the development of this new marketing mode has been made great progress. It is the question that advertisers, advertising public relations companies, and microfilmmakers need to consider.
【學位授予單位】：復(fù)旦大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8

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