Chinese Micro Film Advertising And Brand Communication

With network infrastructure, mobile devices, the rapid popularization, the scale ofChinese Internet users has exceeded five hundred million, network new media era hasarrived. At the same time new media provides users with a large amount of information,and provides a more updated advertising communication channels, the art of micro filmadvertising is enterprise combining form with the advantages of the network broadcast andintegration of the spread of forms of advertising.The micro film advertising in China is moving toward well-made road developmentof professional advertising, produced by some famous brand and make a series ofinteractive marketing and integrated marketing communications. Brand communication ofmicro film advertising has brand the characteristics of media diversified, the connotation ofthe brand communication content and brand media audience interaction.The micro filmadvertising of the text content is more focus on the integration of brand information andstrengthen the audience on the narrative and the concept of brand communication. Themicro film advertising model is mainly built through the core value of brand, brand symbolmeaning and brand topic manufacturing.Comparing foreign micro film advertising, themicro film advertising in China is still thinking curing and ignore the audio-visualperformance and interactive elements.Then this article put forward the customer oriented,accurate brand positioning, micro movie story first, create a brand style improvementstrategy and the development trend of micro film advertising is discussed.