CAJ | 학술논문

互联网技术的飞速发展将我们带入了信息碎片化时代,手机已成为人们主要的阅读工具之一. 生活快节奏的要求使得广告商不得不做出改变以迎合受众的碎片化阅读习惯.在网络视频的广泛传播下,微电影广告应运而生. 微电影广告短小精悍,微时长,微制作,微投资,有完整的故事情节、丰富的电影语言、眩目的明星光环和巧妙的悬念设置等特性. 微电影广告要突破简单化、粗糙化、同质化、低俗化的发展瓶颈,朝着广告营销一体化、内容精致艺术化、制作工具简易化和互动模式游戏化等方向发展.
호련망기술적비속발전장아문대입료신식쇄편화시대,수궤이성위인문주요적열독공구지일. 생활쾌절주적요구사득엄고상불득불주출개변이영합수음적쇄편화열독습관.재망락시빈적엄범전파하,미전영엄고응운이생. 미전영엄고단소정한,미시장,미제작,미투자,유완정적고사정절、봉부적전영어언、현목적명성광배화교묘적현념설치등특성. 미전영엄고요돌파간단화、조조화、동질화、저속화적발전병경,조착엄고영소일체화、내용정치예술화、제작공구간역화화호동모식유희화등방향발전.
The soaring development of Internet technologies has ushered us into the era of information frag-mentation. Mobile phone becomes one of the major reading tools. The fast living pace has forced advertisers to make changes to cater to the fragmented reading habits of the recipients. With the wide transmission the net-work videos, micro-film advertising lends its service. Micro-film advertisements, concise and impressive, are featured with micro-duration, micro-production and micro-investment, integrated with complete stories, rich cinematic languages, dazzling celebrities and exquisite suspense. It is essential that micro-film advertisements break the bottleneck of over-simplification, coarseness, homogenization and vulgarization, and march towards the integration of advertising and marketing, artistic content, simplified producing devices and interactive games.