Research On The Factors Of The Dissemination Effect Of The Mobile Phone Micro Film Advertising

New media brings new technology for us, it urgently needs for more innovative media and rich content for attracting the viewers’ recognition. The type of Mobile phone micro film advertising’s appear just cater to this. This paper will try to study the following contents: the mobile phone micro film advertising’s characteristics and the influence factors of communication effect, in order to rich the type of micro film’s advertising academic, give some theoretical guidance and reference to the small and medium-sized mobile phones business owners. It will do good for the mobile phones enterprise’s construction and also has the extremely important influence to the promotion effect.At first, this paper expounds the concept of the micro film in details. The paper gives a accurately definition on Micro film advertising by consulting a large number of books, academic papers on film and micro film advertising. The paper try to deep the understanding of micro film advertising and clear the distinction between them, by comparing with traditional television advertising, network video advertisement, product placement, traditional film. In addition, the paper try to classify micro film advertising from three angles: the form, the purpose, the contents. Then the paper chooses a development prospect of mobile phone micro film advertisement as the research object, and carries on the detailed argumentation from its definition, development, function three aspects.Secondly, the paper describes its characteristics in detail from the following aspects : the film and TV art features, advertising, propagation characteristics, Film and television art characteristics, the paper mainly discussed the narrative art, filming and post-production. Advertising characteristics, the paper mainly discusses the spread of the repetitive, persuade, for-profit, paid features. Propagation characteristics, the paper emphasis from diversification of transmission, transmission channels of fine, the content of the brand, object "dual identity" four aspects and carries on the thorough analysis.Again, through the above analysis of the characteristics of the argument, the paper know the advertising ultimate’s goal is to get business profits. Last capter we got the ideathat the film and TV art features, advertising, propagation characteristics, Film and television art characteristics may have some effect on the audience, and the audiences reaction is the main indx to measure the effect. Therefore, by means of questionnaires to understand mobile phone of a micro film advertising communication, this chapter indicates that the four factors: mobile advertisers and advertising information, advertising channels, advertising information receivers.Finally, the paper gives some suggestions on promoting advertising dissemination effect from the four aspects: mobile advertisers and advertising information, advertising channels, advertising information receivers. The moblie phone advertisers should pay attention to the core values of the enterprise; The production of advertises should through plot and narrative structures to convey more really and intersting message; The choice of the channel, the service quality and populity should be attention to; On the audiences,the mobile advertisers should make enough survey to know more about the involvement agree and interesting, in order to make appropriate extention idea.