The Research Of The Micro Film Advertising’s Media Ecology

"Micro" seems like an attitude towards Modern life in the information offragmentation and the culture of fast food. Since2009after the rise of micro-blog,micro-fiction,micro-channel, micro-news,micro-reviews,micro-film,micro-creativity and aseries of "micro" things become very popular,that marks we are entering the era ofmicro-communication. Professor Yang Wei, Wuhan University, said:"’Micro-era is an eraproposition which contains cultural communication, interpersonal interaction, socialpsychology, lifestyle and other complex semantic."Micro-film advertising is the productof film media and advertising media integration in this context, which is a new way ofadvertising communication.As a new form of advertising communication and internet marketing tools,micro-film advertising are rapidly rising with its own unique communication advantages,highlights the strong vitality. Author for the study of micro-film advertising, from theangle of media ecology, analyses macro and micro ecological environment and the mesomedia ecological relation of micro-film advertising, reveals ecological crisis in themicro-film advertising ecological environment, and puts forward some correspondingecological control strategies for the ecological crisis.This paper is divided into five sections. The first chapter is an introduction, describesthe research background and significance, literature review and research methods andInnovation to elicit topics; the second chapter is an analysis about the concept ofmicro-film advertising and its species attribute, first, defining the concepts of micro-filmand micro-film advertising, and on this basis, providing an overview of its speciescharacteristics, ecological type, ecological data and other related species attributes;Chapters three and four is the main part of this paper, based on media ecology perspective,making comprehensive analysis on media ecosystem of micro-film advertising, includingthe third chapter analysis about macro ecological environment, micro ecologicalenvironment and the fourth chapter of meso ecological relation; Finally, in the fifthchapter, the author proposes the micro-film advertising existing ecological crisis and thecorresponding ecological control strategy to improve its marketing value and the socialculture value, makes it can more healthy application and development in our country.