摘要微电影自诞生之日到现在方兴未艾，在新媒体传播中扮演者日益重要的角色，也为广告传播提供了新的平台。
本文有针对性地对微电影的概念以及产生的原因和发展过程传播方式进行研究，结合各学者的研究以及以往众多微电影案例进行分析,聚焦微电影因为其本身特色而产生的商业性元素，同时运用传播学理论，重点针对微电影传播现象作出综述。以此为基础，探讨微电影的未来发展趋势和潮流。
从微电影的产生背景来看，网络视频平台竞争的推动，微时代电影受众的需求和.广告营销新阵地的需要都为微电影的产生提供了一片沃土。
随着网络视频业务的发展壮大，互联网已成为一个重要的影视剧播放平台，各大门户和视频网站在视频领域的竞争异常激烈,热门影视剧版权价格也随之水涨船高。高昂的版权购买费导致了巨大的运营成本。同时，网络视频同质化竞争严重，网站需要寻找差异化的竞争路线，提升原创能力。在这种竞争环境下，自制微电影则是一个很好的选择。 21152
关键词 微电影 网络 传播 广告 魔弹论 媒体渠道
毕业论文外文摘要
Title Comparative Analysis Amid Film and Literature
Abstract
Abstract Both literature and films can be a powerful teaching resource for audience learning about cultural norms and nuances in an inpidual's development. Trainees can learn about how people from specific cultures think and behave, and how this knowledge can be used to develop treatment plans. Of course, literature and films can only give some direction; further insight will come from discussion with communities and community leaders. Literature can, at times, have a fasci-nating connection with film. In some cases, it is evident that the two are intertwined in many more ways than the average person may realize. Whether it is a film or a piece of literature, both are written by someone that wants to impact readers or a viewing audience. With that being said, it is always a question of whether or not the author accomplished his or her goal and if the audience was impacted in the way he or she wanted. Is this intent prevalent to the audience and is the author’s intent predetermined before the film or book is taken in by the audience? How the author can shape the reader or viewer and whether or not they can interpret things for themselves is another factor that must be examined when trying to answer this question. Another question that is often thought of is how power is depicted through film or literature in terms of not only sex and gender, but in class, race, and nationality. In this paper has been tried to put answer to this question.
Keywords Literature, Film, Comparative Analysis
目 次
1 引言2
1.1 微电影的概念和属性3
1.2 微电影的特征4
1.2.1 篇幅短小精炼 4
1.2.2 年轻观众是主流受众•5
1.2.3 制作精良 情节取胜••6
1.2.4 取材亲民 草根文化••7
1.2.5 “魔弹论”的运用7
1.3 微电影的发展背景8
1.3.1 政策支持和保障••8
1.3.2 社会环境因素••9
1.4 微电影转型与广告模式 ••11
1.4.1 广告类微电影成为主力军12
1.4.2 广告类微电影案例分析••14
2 微电影产业以及营销模式 •14
2.1 微电影的产业结构•14
2.2 微电影广告定制现状••15
2.3 微电影产业的市场规模16
2.4 微电影公司实例17
3.1 微电影发展趋势研究••19
3.1.1 微电影制作培训逐渐正规化 19
3.1.2 制作剧本创作商业化 20 “微电影”传播现象研究+文献综述:http://www.751com.cn/xinwen/lunwen_13234.html