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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
