英语论文网

/>
Although the industry is not an open , so that all parties understand the full definition of micro- broadcasting platform , micro- scale of investment, production and microcirculation , " four micro" micro- screening function has been recognized by the industry . The first attempt to micro-film can be traced back to 2001 , BMW of North America built eight world-class director, introduced the eight models https://www.51lunwen.org/media/ with a distinctive personal style and innovative short films, Hong Kong director Wu Shixian build sheet 11 minute long film " Bus 44 " can be seen, the first fire of domestic micro-film . By the end of 2010 , the Cadillac is known in the history of the first micro- film " explosive" , start the real micro- film " explosive" Let the storm .

With the development of video services , the Internet has become an important platform for television broadcasting , the main portal and competitive field , the video site video, popular content copyright prices . Buy high copyright fees lead to huge operating costs. Video at the same time , the network homogeneity competition seriously , websites need to find routes differentiation competition, enhancing the original capabilities. In this competitive environment, the self-made micro-film is a good choice . Self-made micro-film is not only low cost, but also to ensure the site has more action in the operation , while the micro-film flexibility and investment risk management decision-making easier .

In the information fragments, fast food culture today , microblogging, micro-channel, fiction, micro- economic and cultural , we obviously have to enter the " micro era ." Hu Yong , associate professor, School of Journalism and Communication at Peking University that " micro era" , the performance of the changing needs of the media , because people consume media . When people are faced with ever-accelerating pace of life and the need to get more information , we want to get the most information in the shortest time . Today's young people , the pace of life and work pressure, very few people have been held in front of the TV or the movies every day , or even spend a few hours to the cinema has become a luxury. They spend a lot of time on the Internet searching to see something of interest . Micro-film such freedom and flexibility , short form with modern psychology, especially watching the audience by young people.

With the improvement of the quality of Chinese Internet users , Internet users in the rise of self-consciousness , the majority of Internet users increasingly low tolerance for advertising , especially those blunt, straightforward , monotonous style of hard selling advertising , some browsers or even directly to these ads filter. Today , advertising needs to adopt a more flexible , more flexible, more acceptable way of marketing their own brand exclusively tailored micro film industry has become a new trend . On the one hand , micro-film more targeted than traditional advertising , watch it with strong purchasing power of population is mainly young people ; hand, through micro-film , you can put the product features and brand concept and micro film 's storyline cleverly combined with a wonderful visual effect to emotional communication with the audience , the audience form the brand identity. Cadillac's "explosive ", " Route 66 " Let the audience get movie