关键词:  , 广告学； 微电影； 微电影广告； 信息碎片化

Abstract:  The soaring development of Internet technologies has ushered us into the era of information fragmentation. Mobile phone becomes one of the major reading tools. The fast living pace has forced advertisers to make changes to cater to the fragmented reading habits of the recipients. With the wide transmission the network videos, micro-film advertising lends its service. Micro-film advertisements, concise and impressive, are featured with micro-duration, micro-production and micro-investment, integrated with complete stories, rich cinematic languages, dazzling celebrities and exquisite suspense. It is essential that micro-film advertisements break the bottleneck of over-simplification, coarseness, homogenization and vulgarization, and march towards the integration of advertising and marketing, artistic content, simplified producing devices and interactive games. 

Key words:  the study of advertising, micro film, micro film advertisement, information fragmentation