价值契合——价值认同、情感疏通——心理认同、形象植入——形象感知应当是商业微电影的基本套路在一个所谓“微传播”的年代,风生水起的微电影几乎是最能够代表这个时代气质的产品。它体现了一个扁平化世界的娱乐精神,一种源自草根的叛逆、戏谑、祛魅与狂欢,一种或冲破禁忌或自我升华的快感。网络媒体、电影从业者、大众草根、广告公司等几乎所有人都沉浸在这视觉盛宴的喜悦之中;当然,微电影的野蛮生长最重要的还得仰仗商业奶水的滋养。在品牌传播环境发生深刻变革的年代里,微电影的巨大传播价值对于企业形 Value fit - value recognition, emotional dredge - psychological identity, image implantation - image perception should be the basic routine of commercial micro-film In a so-called “micro-dissemination,” the era of popular micro-film is almost Most able to represent the temperament of this era of products. It embodies the entertainment spirit of a flattened world, a rebellion, banter, disenchantment and carnival rooted in grassroots roots, a pleasure that either breaks taboo or self-sublimates. Almost everyone in the online media, film industry, grassroots, advertising agencies and others is immersed in the joy of this visual feast; of course, the most important part of the brutal growth of microfilm depends on the nourishment of commercial milk. In the era of profound changes in the brand communication environment, the huge spread of micro-movie value for the corporate