| With the development of the new media technology, our country’s advertising creative development has entered a new field, micro-film advertising, the product of the cross-border combination of film and advertising has been increasingly popular in the age of new media and caused widespread concern in industry. As the cinematographic work with the nature of advertising, micro-film advertising carries the communication intention with modeling brand image of advertiser, so it is imperative to put this means of brand communication of micro-film advertising in the field of communication to explore.This paper use the means of literature research, theoretical research and empirical research, from the perspective of communication, make the discipline of communication as the fulcrum, make integrated use of the theory of advertising, semiotics, psychology and other disciplines to analyze the micro-film advertising. First of all, the concept and category of micro—film advertisement are specifically defined in this paper. Besides, the general development and cause of micro-film advertisement are presented in the paper. Relying on analyzing the elements which are made up of micro-film advertising communication, communication models of micro-film advertisement are preliminarily discussed, deepening the knowledge of micro-film advertising communication by visual words and figures in the paper. What’s more, two meanings—the gist and the brand involved in micro-film advertising information are concluded after analyzing the symbols of communication text of micro-film advertisement in the paper. Furthermore, the communication effects of micro-film advertisement are analyzed separately from these two meanings—the gist and the brand. Taken Take happy home produced by Pepsi as an example, the paper mainly analyzes audience understanding, audience attitude and audience behaviors of the micro-film and Pepsi brand by using online questionnaire.Micro-film advertisement as an emerging favorable model in advertising marketing field in the new media era has developed by the leap and bound, but the theoretical research on micro-film advertisement is still in its infancy. The paper makes a basic research on micro-film advertising communication and deepens the communication theory of micro-film advertisement. Finally, strategies and suggestions centered on audiences demand are given to the development of micro-film advertising communication in the paper so that micro-film advertisement can be operated in brand communication, further analyzing and summarizing the development and communicat-ion of new media. |
