The advertising industry has been extremely dependent on the dissemination of information since its inception. If the information cannot be transmitted to produce good dissemination effects, then the function of advertising will not be realized, so it is extremely sensitive to changes in the media environment.

Below is what I have compiled for your reference.

Chapter 1 "Analysis of Microfilm Advertising Characteristics" Abstract The emergence and development of microblogs have pushed society into the "micro era".

In the micro era, information spreads faster and the content spread is more impactful and shocking. Among them, micro movies are the representative ones that attract the audience's attention.

Because microfilms have the advantages of viewability, convenience, interactivity, and flexibility, cross-border cooperation between microfilms and advertising has become a general trend in the era of advertising and marketing. It breaks through the limitations of traditional product placement in form and content.

Become the new favorite in the advertising and marketing world.

This article takes Haier Casarte's micro-film advertisement "Whose Love Fills the Refrigerator" as an example to analyze the characteristics of micro-film advertisements.

Keywords Micro-movie advertising Emotional appeal Brand value Weibo marketing On December 27, 2010, Cadillac's micro-movie "On the Move" really brought the word "micro-movie" into people's field of vision, and they fully realized the advantages of micro-movies.

Microfilm is a new media form that emerged with the maturity of the online video market and the innovation of the Internet and digital media technology.

It refers to a video short film with a complete storyline that is specially used to be played on various new media platforms, suitable for viewing in mobile states and short-term leisure states, and has complete planning and system production system support. The duration is usually 30 seconds.

-300 seconds, the content combines humor, fashion trends and other themes. It can be a stand-alone article or a series.

As the cost of television continues to increase, the user base of the Internet continues to expand, and micro-movies are fragmented, viewable, convenient, interactive, and flexible. Advertisers are using the new resource of "micro-movies" to

In integrated marketing, this novel method has become the new favorite in the advertising marketing market, that is, micro-film advertising.

① With its powerful Internet communication platform and superior form of expression, micro-film advertising has become a new advertising and marketing front that has attracted much attention in the industry.

Cross-border cooperation between micro-films and advertising will be the development trend of the advertising industry. It breaks through the limitations of traditional product placement in form and content, and brings advertising into a new realm.

It requires relatively little cost investment, attracts public attention in a short period of time, arouses public opinion, and allows the audience to remember the brand or service while appreciating the storyline.

As the Cadillac micro-movie became an instant hit, brands such as Canon, Crystal Orange Hotel, and Haile Casarte also actively participated in this emerging blue ocean of marketing.

This article takes the Haile Kasardi micro-movie released in June 2011 as an example for analysis.

1. A relatively complete story with interlocking and fascinating plots. In an era when people’s senses are numb and there is excess information, the most scarce resource is happy and touching stories.

"Storytelling" as a way of advertising creativity has undoubtedly become the magic weapon for winning in advertising marketing.

This attractive communication method has created many business legends and created many successful brands.

As a popular and interesting way of communication, stories have become an important way to communicate effectively in the age of information overflow.

Haile Kassardi's micro-movie did not choose a star cast, but the handsome male protagonist and the stylish and beautiful heroine made the audience feel more friendly, natural and unpretentious.

This micro-movie combines suspense, action, love, fashion and other elements, and evokes European style and mysterious romantic love, which is sought after by many netizens.

In the movie, after the hero fell in love with the heroine at first sight, he filled her refrigerator with food every day. This delicate and persistent mysterious and romantic way of showing love moved many netizens.

Among them, the mysterious identity and occupation of the male protagonist, as well as why he was hunted down, and what is the ending of the male and female protagonist in the end? It has attracted countless conjectures.

In many online forums, netizens organized speculations about the plot of the sequel to Casarte's "Whose Love Fills the Refrigerator", and netizens actively and enthusiastically participated in the guessing.

In red net forums, many netizens said that Casarte's micro-movie has given them a better understanding of Casarte refrigerators, and some netizens even expressed a desire to buy it.

Casarte has successfully made netizens remember the Casarte brand while enjoying the wonderful story through a 5 minute and 53 second micro-movie.

At the same time, the characteristic of Casarte's micro-movie is that it is set off by romantic Italian music and warm and elegant indoor scenes, which makes the mysterious, romantic, and delicate love that the movie wants to convey shine brightly, making this movie full of elegance.

Style micro-movies are widely disseminated on video websites such as Tudou and Youku, as well as on Sina Weibo.

② 2. The combination of emotional appeal and brand value in micro-movies Emotional appeal refers to the purpose of promoting products and promoting sales by appealing to consumers’ feelings or emotions.