1、 毕业论文（设计毕业论文（设计） 微电影广告与传统媒体广告差异研究 Research on the difference between micro film advertising and traditional media advertising I 摘要 微电影广告是微电影的概念与广告概念相结合而产生的网络式广告， 它以电 影的叙事手法诉说一个完整的概念和一个简单动人的故事， 透过剧情来诠释品牌 文化，塑造品牌形象，传递企业精神的理念，并通过直接或者间接的方式进行宣 传，进而达到营销的目的。传统媒体广告的目的也是如此，但是传统媒体广告受 到互联网市场的挤压，现在已经越来越被微电影广告这种
2、叙事故事所取代，但是 就现在来看，传统媒体广告和微电影广告有其自身的优势和劣势。就发展历程来 说，微电影广告的发展，应该借助传统媒体的品牌，与传统媒体建立一种互动合 作；在传统媒体方面，应充分利用网络优势，实现微电影广告与传统媒体广告的 双赢局面。 关键词：微电影广告；传统媒体广告；异同；融合 II Abstract With the progress of science and technology, the Internet attitude change rapidly growing. It is the traditional mass media gradually declin
3、e, people accept the message mostly rely on the Internet through new media. Advertising groups, especially young people, they try to explore a kind of innovative forms of advertising, the micro film optical micro film advertising came into being. Advertising is the network advertising concept and th
4、e concept of micro movie advertisement that combines the film to the narrative about a complete concept and a simple story, the interpretation of the brand culture, brand image, transfer the spirit of enterprise philosophy, and publicity through direct or indirect way then, to achieve the purpose of
5、 marketing. So the traditional media advertising, but the traditional media advertising squeezed Internet market, now more To the micro film advertising this narrative story replaced, but now, traditional media advertising and micro film advertising or their own advantages and disadvantages, and the
6、 development process, development of micro film advertising, should with the brand of traditional media, and traditional media to establish a mutual cooperation; for traditional media shall make full use of network advantage, realize micro film advertising and traditional media advertising and win-win. This paper aims to in-depth analysis of the micro film advertising features, and compared with traditional media advertising disadvantage, micro film advertising in traditional media advertising
