The Comparative Study Of Chinese And Japanese Micro-film Advertisements And Their Spreading Effects

In recent years,the development of mobile terminals has continued,and the reading andbrowsing habits of netizens have become increasingly fragmented.We Chat,Weibo,and Microeconomy have all achieved great development under this trend.Microfilm advertising has become the new darling of major advertisers by riding on the "micro-era" express train.Since 2013,the popularity of spurt development has not changed.Less.However,in recent years,there have been fewer and fewer topical micro-film advertisements.Many micro-film advertisements have been made in a shoddy manner and the quality is low,and they have failed to achieve good communication results.Japan is a world-famous advertising power,and Japan and China share the same oriental cultural thinking.There are many places in the Japanese advertising industry that we can learn from.Therefore,this article selects one of China and Japan's excellent microfilm advertisements and conducts comparative research on both textual and communication effects.It is found that the disadvantages in the production of microfilm advertisements in China include: homogenization of textual topics and lack of creativity;neglect The spread of brand image and philosophy;relying on stars to appear.In response to the above questions,we propose corresponding solutions,including: strengthening the creative imagination of advertising texts,intensifying the deep dissemination of the concept of brands,and actually implementing the “micro” features.This article aims to strengthen the understanding of microfilm advertisements and optimize the production strategies of Chinese practitioners through the comparative analysis of microfilm advertisements between China and Japan so as to achieve better communication effects.