Communication-effect Research Of Micro-movie Advertisement On College Students

Due to the revolution of technology and media pattern, the advertising istransforming all the time. In the era of new media, there are many factors driving thenaissance of the micro film advertising such as that information is being fragmented;the audience’s subjective status is gradually establishing; The modern advertising issocialized, mobile, entertaining and focus on the content, and the policy aboutadvertising. On the Internet platform, Micro film advertising is a popular form ofadvertising at present, relying on these advantages, for example precise positioning,audience’s active choice, strong interactivity, topicality, or flexible communication.What is more, Micro film advertising is popular with the audience, especially thecollege students who love the fresh things, and whose aesthetic level is high. So thearticle has great significance for I selected the college students as a target object, andchose the questionnaire survey to analyze micro film advertising on college studentsin terms of exposure, cognition, emotion, conation effect and the important factorsaffecting the communication effect.This article based on the theory of communication and advertising, and used thequalitative and quantitative research methods. On the one hand, made a qualitativeanalysis about the concept, the background, propagation characteristics andadvantages of micro film advertising; On the other hand, obtained the informationabout the college students’ trend at cognition, emotion, conation, and duration, style,and manners of implanted claims, to verify hypothesis and reach decisions: on contactdegree, awareness rate is big, but most of the students watched about five micro filmadvertisings, and mainly through the famous video websites and social media; On theCognitive effects, Although many students didn’t have a clear understanding about theconcept of micro film advertising, they approved its advantages and marketing value;On emotion effects, the story and production level of the micro film advertising aretwo of the most important factors affecting communicating effect, and collegestudents prefer the length between6to11minutes, the youth theme, sensibility style,integrating the advertising information into the micro film reasonably; At conationaspect, the micro film advertising is that play the role of deepening brand impression, not directly contribute to purchase behavior.Finally, in view of the investigation conclusion, combining with excellent microfilm advertisement cases, this paper put forward four suggestions: Accuratepositioning, providing personalized experience; Making a good content, Build lastingpropagation force; Soft communication, embedding moderately; Integration of mediaresources, widely spread.