A Review on the Effect of Ended Title in Microfilm Advertising
- 2014年第12期 
微电影广告在越来越受广告主青睐的同时，因过度营销带来的环境恶化问题也逐渐受到关注，如何准确利用这种广告形式成为新的难点。本文从文本符号上着手，探索正确发挥微电影形式特点的途径，通过实验法获得数据并进行了T检验及方差分析，结果显示，微电影广告中展示尾题会降低受众对广告以及品牌的态度，这一结果受到植入电影与广告的相关度及受众的个体差异等因素的影响，此外，受众激怒程度的观后感受会调节广告态度与品牌态度之间的关系。 Along with the microfilm becoming famous among advertisers, people pay more and more attention to the industry environment deteriorated by the excessive marketing, they are confused about how to accurately use this new form of advertising. This article tries to give some advice on how to produce microfilm advertising’s advantages from the perspective of semiotics. Based on the results of T-test and analysis of variance, the findings indicate that, showing ended title in microfilm advertising can decrease viewers’ attitude towards the advertising and brand, and this relationship can be mediated by the correlation of implanted films and advertising, Need to Evaluate, etc. Therefore, advertisers should deliberate about whether to show ended title in microfilm advertising. In addition, the finding also indicates that irritation can mediate the effect of ended title on attitude to advertising and brand.