微电影广告品牌形象的构建路径

发布时间：2018-03-14 14:56

本文选题：微电影广告　切入点：品牌形象　出处：《传媒》2017年15期 　论文类型：期刊论文

【摘要】：在微博、微信、微电影的全面带动下,"微"传播时代正式到来,并集中表现在信息碎片化、传播主客体互动化、信息量冗杂化等方面,再加上眼球经济、粉丝经济、消费经济的三方加持,微电影广告一经出现便成为广告的主流载体,成为各大品牌青睐有加的新宠。对此,本文在微电影广告的品牌构建与传播方面进行了相关探究,并从五方面提出了微电影广告品牌形象的构建路径,以期为微电影广告未来发展提供有益参考。
[Abstract]:Under the overall impetus of Weibo, WeChat, and micro-movies, the era of "micro-" communication has formally arrived, and it has concentrated on such aspects as the fragmentation of information, the interaction between the subject and object of communication, the jumbled amount of information, and the eyeball economy and fan economy. As a result of the tripartite blessing of the consumer economy, micro-film advertising has become the mainstream carrier of advertising as soon as it appears, and has become the new favorite of the major brands. In this regard, this paper explores the brand construction and dissemination of micro-film advertising. It also puts forward the way to construct the brand image of micro-film advertisement from five aspects in order to provide useful reference for the future development of micro-film advertisement.
【作者单位】：山西传媒学院;
【分类号】：F713.8

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