《论当代中国微电影营销策略外文文献》由会员分享，可在线阅读，更多相关《论当代中国微电影营销策略外文文献（3页珍藏版）》请在金锄头文库上搜索。
1、Micro-film advertising getting popular Last Updated(Beijing Time):2012-01-11 14:32 By Hu Wenpeng With the coming of the “micro-“ age, “micro-“ stuffs are emerging one after another, one of them being micro-film. Leonardo DiCaprios OPPO endorsement film Find Me and Karen Moks Route 66 for Cadillac ar
2、e representative works of micro films. They have been widely acclaimed by internet users since the moment they were published, with continuously climbing click volume and forward volume. On December 10, S held the first Micro-Film Competition in China National Film Museum, attracting the participati
3、on of more than 300 micro films. It offers just a glimpse of the increasing popularity of micro-film. As the term suggests, the duration of a micro-film is much shorter than a conventional film, ranging mainly from 3 to 5 minutes, with some even as short as less than 30 seconds. Besides that, a micr
4、o film has 3 distinctive characteristics: first, being produced by professional teams; second, telling a story using cinematic approaches; and third, extensive distribution through social networks, such as microblogging. Of course, sponsorship is indispensable in sustaining the development of micro-
5、film. At present, the definition of micro-film is not clear yet. However, this online artistic genre accords effectively with the time fragmentation trend of internet users. Moreover, a micro film tends to embody a short and dramatic story. It may become a force that is to be reckoned with in the ad
6、vertising industry. Micro-film has apparent advantages over conventional advertising carriers and channels. Firstly, for a micro film, the cost is low, the production cycle is short, and the release is fast. As is well known to all, the bidding price for TV ad is becoming formidably high. The cost o
7、f a prime-time TV commercial can easily go as high as hundreds of thousands RMB or even into the million. Moreover, the State Administration of Radio Film and Television has recently issued the TV commercials ban, which would undoubtedly make TV commercials even costlier. For a micro film, however,
8、the cost is significantly reduced due to shorter film duration, limited input of labor and resources, and distribution on the internet, such as on microblogging. Therefore, people even say a micro-film has a micro-cost. Apparently, this is highly appealing to advertising clients who are particular a
9、bout cost control. Secondly, the story and interactivity of a micro film make the consumers happy to view it and forward it, giving continuous bonus points to the image of the client. As the consumption ideas of consumers change, bombarding and repeated advertisements, such as that of Melatonin and
10、the “goat goat goat“ slogan that are straightly avaricious, have failed to attract the attention of the post-80 and post-90 generations. A micro film, despite its duration of only a few minutes or even dozens of seconds and its obligation to convey the clients message, it still manages to tell a thr
11、illing, eye-catching, and memorable story. Li Weiran, a well-known advertisement director, once said: “In todays society, everyone likes stories, especially soul-touching stories“. In the middle of this year, the highly popular short film Watch A Football Match tells the story of the adventure of a
12、father and a son, both of who are football fans, in watching a football match. The love of the father and son and the love for football touch the hearts of many online viewers deeply. Within 3 days of its release, the film was clicked 10 million times and forwarded continuously on microblogging. Las
13、tly, the distribution of micro-film on the internet has higher selectivity and pertinence. TV commercials are viewed by all consumer groups. When the product is applicable only for particular groups, there will be wasted input. However, a micro film can be promoted with concentrated efforts in parti
14、cular regions or among particular crowds based on the internet according the habits and preferences of consumers, further improving the effectiveness and accuracy of the publicity of clients image. Orange Hotel, which has not more than 20 chain stores across the country, made 12 zodiac-theme micro f
15、ilms that target young people. The films rapidly won the hotel the reputation of “good at creating atmosphere“ among young white collars. The development of micro-film has just kicked off. It is believed that with the growth of internet- supported technologies and the new-generation consumers, micro
16、-film will play an increasingly important role in the advertising industry. 微电影广告越来越受欢迎 最后更新（北京时间）：2012-01-11 14:32 胡 Wenpeng 随着“微”时代的到来，与“微”相关的新兴事物层出不穷，其中之一是微电影。莱 昂纳多迪卡普里奥的朋友曾找笔者和莫文蔚代言微电影路线 66 。凯迪拉克的微电影 广告是微电影的代表作品。这些作品已广受互联网用户的好评，自从作品出版，视频的点 击量就不断攀升。十二月十日，在新浪网举办的中国电影博物馆第一微电影大赛，吸引了 超过 300 部微电影的参与。 顾名思义，一部微电影的时间比传统的电影短得多，范围主要是从 3 到 5 分钟，甚至 有些更短，小于 30 秒。此外，一部微电影具有 3 个鲜明的特点：第一，由专业团队产生； 第二，用电影表现的方式来讲述一个故事；第三，广泛分布在互联网上，如微博。当然， 赞助是微电影持续发展所不可缺少的。目前，微电影的定义尚不明确。然而，这个网上艺 术流派却符合互联网用户的“时间破碎
