| Summary: | 碩士 === 世新大學 === 傳播管理學系 === 106 === With the continuous evolution of advertising forms, micro-film advertising has gradually become familiar with advertisers and consumers. The biggest advantage of micro-film advertising lies in the fact that the product behind the story narrative brings out the product behind it ,and tells the audience a impressive story. It also means that the investment time and the cost of capital are smaller than the production of the movie; the next is the placement and duration advertisement. With the popularity of the Internet, more and more audiences have switched from traditional media to Internet media. The duration of video advertising on the Internet is much longer than that of traditional media, also the prices are lower. All of these advantages have led to the rapid development of micro-film advertising in recent years.
More and more advertisers are willing to choose the form of micro-film advertising to promote products, but suffer from the lack of relevant data. Therefore, the author will use Content Analysis methods to select the top10 best micro-film advertisements which were selected by the “Republic of China Microfilm Association” during 2012 — 2016 as research samples, By building 12 mutually exclusive categories to coding these samples. Conduct digital statistics and cross-analysis to explore the outstanding elements that constitute excellent micro-film advertisements. To analyze the development trend of micro-film advertisements in Taiwan in recent years, and to explore the common points and success factors of Taiwan's excellent micro-film advertisements for more advertisers and practitioners. The staff provided reference for the advocacy form and effect evaluation considerations.
The study found that excellent micro-film advertisements have a duration of less than 10 minutes, advertisement categories are mostly brand image advertisements, and Love and Affection themes are the most used story types. However, other types of stories have developed rapidly in recent years. Advertisements are mostly implanted in the form of episodic endings. The narrative structure mostly adopts a causal dramatic linear structure. The Omniscient and all-powerful narrative and Restricted narrative perspectives are mostly used. The biggest feature of film and television dramas. In terms of actors' selection and script setting, there are widespread features such as a high proportion of amateur actors, fewer actors, a single story, and a large proportion of aside.
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