外文翻譯--微電影廣告越來越受歡迎

1、<p>　　中文1000字,720單詞，3200英文字符</p><p>　　Micro-film advertising getting popular</p><p>　　Last Updated(Beijing Time):2012-01-11 14:32</p><p>　　By Hu Wenpeng</p><p>　　W

2、ith the coming of the "micro-" age, "micro-" stuffs are emerging one after another, one of them being micro-film. Leonardo DiCaprio's OPPO endorsement film Find Me and Karen Mok's Route 66 for

3、 Cadillac are representative works of micro films. They have been widely acclaimed by internet users since the moment they were published, with continuously climbing click volume and forward volume. On December 10, Sina.

4、com held the first Micro-Film Competition in China National Film Museum, attracting the</p><p>　　As the term suggests, the duration of a micro-film is much shorter than a conventional film, ranging mainly fr

5、om 3 to 5 minutes, with some even as short as less than 30 seconds. Besides that, a micro film has 3 distinctive characteristics: first, being produced by professional teams; second, telling a story using cinematic appro

6、aches; and third, extensive distribution through social networks, such as microblogging. Of course, sponsorship is indispensable in sustaining the development of micro-fi</p><p>　　Micro-film has apparent adv

7、antages over conventional advertising carriers and channels. Firstly, for a micro film, the cost is low, the production cycle is short, and the release is fast. As is well known to all, the bidding price for TV ad is bec

8、oming formidably high. The cost of a prime-time TV commercial can easily go as high as hundreds of thousands RMB or even into the million. Moreover, the State Administration of Radio Film and Television has recently issu

9、ed the TV commercials ban, which </p><p>　　Secondly, the story and interactivity of a micro film make the consumers happy to view it and forward it, giving continuous bonus points to the image of the client.

10、 As the consumption ideas of consumers change, bombarding and repeated advertisements, such as that of Melatonin and the "goat goat goat" slogan that are straightly avaricious, have failed to attract the attent

11、ion of the post-80 and post-90 generations. A micro film, despite its duration of only a few minutes or even dozens of seconds</p><p>　　Li Weiran, a well-known advertisement director, once said: "In tod

12、ay's society, everyone likes stories, especially soul-touching stories". In the middle of this year, the highly popular short film Watch A Football Match tells the story of the adventure of a father and a son, b

13、oth of who are football fans, in watching a football match. The love of the father and son and the love for football touch the hearts of many online viewers deeply. Within 3 days of its release, the film was clicked 10 m

14、ill</p><p>　　Lastly, the distribution of micro-film on the internet has higher selectivity and pertinence. TV commercials are viewed by all consumer groups. When the product is applicable only for particular

15、 groups, there will be wasted input. However, a micro film can be promoted with concentrated efforts in particular regions or among particular crowds based on the internet according the habits and preferences of consumer

16、s, further improving the effectiveness and accuracy of the publicity of client's image</p><p>　　The development of micro-film has just kicked off. It is believed that with the growth of internet-supporte

17、d technologies and the new-generation consumers, micro-film will play an increasingly important role in the advertising industry.</p><p>　　微電影廣告越來越受歡迎</p><p>　　最后更新（北京時間）：2012-01-11 14:32</p&

18、gt;<p>　　隨著“微”時代的到來，與“微”相關(guān)的新興事物層出不窮，其中之一是微電影。萊昂納多·迪卡普里奧的朋友曾找筆者和莫文蔚代言微電影《路線66》。凱迪拉克的微電影廣告是微電影的代表作品。這些作品已廣受互聯(lián)網(wǎng)用戶的好評，自從作品出版，視頻的點擊量就不斷攀升。十二月十日，在新浪網(wǎng)舉辦的中國電影博物館第一微電影大賽，吸引了超過300部微電影的參與。</p><p>　　顧名思義，一部微

19、電影的時間比傳統(tǒng)的電影短得多，范圍主要是從3到5分鐘，甚至有些更短，小于30秒。此外，一部微電影具有3個鮮明的特點：第一，由專業(yè)團隊產(chǎn)生；第二，用電影表現(xiàn)的方式來講述一個故事；第三，廣泛分布在互聯(lián)網(wǎng)上，如微博。當然，贊助是微電影持續(xù)發(fā)展所不可缺少的。目前，微電影的定義尚不明確。然而，這個網(wǎng)上藝術(shù)流派卻符合互聯(lián)網(wǎng)用戶的“時間破碎化”的趨勢。此外，一部微電影往往體現(xiàn)一個短的和戲劇性的故事。它也可能成為一種潮流趨勢，微電影的未來是不容小覷的。

20、</p><p>　　微電影與傳統(tǒng)的廣告載體相比具有明顯的優(yōu)勢。首先，一部微電影，成本低，生產(chǎn)周期短，發(fā)布速度快。眾所周知，電視廣告招標價格越來越高得驚人。一個黃金時段的電視商業(yè)廣告的成本通常為幾十萬元甚至上百萬。此外，國家廣播電影電視總局日前發(fā)布了電視廣告的禁令，這無疑將使電視廣告更昂貴。一部微電影的成本由于其較短的時間而得以顯著減少，勞動力和資源有限的輸入也是降低成本的重要因素。分布在互聯(lián)網(wǎng)上（如：微博）也比

21、投放在電視上的成本要低很多。因此，人們甚至說微電影具有微成本。顯然，這是非常吸引那些對成本控制嚴格的特定廣告客戶的。</p><p>　　其次，故事和一部微電影的交互性使消費者更加樂于接受，微電影強調(diào)故事的這一特點也使得它受到了更多受眾的喜愛。隨著消費者消費觀念的轉(zhuǎn)變，采取連番轟擊和單調(diào)重復(fù)的廣告，如褪黑激素和“山羊”的口號，越來越難以吸引80后和90后一代的受眾。微電影，盡管它只有幾分鐘甚至只有數(shù)十秒向客戶傳達

22、信息的時間，但仍可以設(shè)法呈現(xiàn)出一部激動人心的，引人注目的，令人難忘的故事。</p><p>　　著名廣告導(dǎo)演李蔚然，曾說：“在當今社會，每個人都喜歡聽故事，特別是感人至深的故事”。在今年年中，最受歡迎的電影短片觀《看足球比賽》，講述了一位父親和兒子的冒險故事。故事中，父親和兒子對足球的熱愛，深深地打動了許多在線觀眾。在這部微電影發(fā)布3天后，點擊突破1千萬次，并且至今人在連續(xù)被轉(zhuǎn)發(fā)中。</p><