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1、山東大學碩士學位論文3.與中國微電影廣告相關的其他廣告形式?.......??.....39第四章中國微電影廣告的發(fā)展現(xiàn)狀???????????.44第一節(jié)中國微電影廣告的發(fā)展優(yōu)勢??????????..441.中國微電影廣告的制作優(yōu)勢???????????.452.中國微電影廣告的傳播優(yōu)勢???????????.453.中國微電影廣告的內容優(yōu)勢???.......??????46第二節(jié)中國微電影廣告面臨的問題?.?????一??.?471.中國微電影廣告發(fā)展的可持續(xù)問題?????????.482.中國微電影廣告?zhèn)鞑ブ械谋O(jiān)管問題?????????
2、.493.中國微電影廣告的廣告效果評估問題????????..504.中國微電影廣告的廣告創(chuàng)意問題?????????...51第三節(jié)微電影廣告的意義及未來發(fā)展??????????52結語???????????????????53參考文獻???????????????????56山東大學碩jl二學位論文CoNTENTSChineseAbstract....................?.......................?.............................1EnglishAbstract????????????
3、??????????????:!IntrOduction????????????????????????????1ChapterOne:Theformationofthemicro—fdmadvertisinginChina?????3SectionOne:TheformationofChinesemicro-filmadvertisingfactors????31.ThetechnologicalfactorofChinesemicro—filmadvertisinganalysis???42.TheaudiencefactorofChines
4、emicro—filmadvertisinganalysis?????63.ThemarketfactorofChinesemicro—filmadvertisingsanalysis?????8So,ionTwo:Theptttx胬0flhefolmalionofQ面esemiox)-filmadva幽119????????101.ThenetworkviralphenomenoninChina?????????????lO2.”Micro-culture”toguidethemodelchangeonnetworkadvertising??1
5、lChapterTwo:micro—fnmadvertisingOverviewinChina??????????14SectionOne:Theconceptionofmicro—filmadvertising?????????14SectionTwo:TheimplantmodelofChinesemicro·filmadvertising?????201.HardimplantedinChinesemicro-filmadvertising?????????212.AdwareimplantedinChinesemicro-filmadve
6、rtising???????23SectionThree:ThefilmappealsinChinesemicro—filmadvertising?????241.RationalappealinChinesemicro—filmadvertising?????????252.EmotionalappealinChinesemicro-filmadvertising????????26ChapterThree:ThemanifestationsofChinesemicro-fdmadvertising??.?..29SectionOne:Taki
7、ngadvertisinginChinesemicro-filmadvertising????291.1bedom畦旺adva血噸oflakingad陽缸她inChinesemi鋤o-tilmad帽譙噸??????302.ThehiddenadvertisingoftakingadvertisinginChinesemicro-filmadvertising??32SectionTwo:PushingAdvertisementinChinesemicro—filmadvertising????351.Thestaticfilmadvertisin
8、gofpushingadvertisinginChinesemiox)-filmadvertising?362.Thedynamicad