中国春节的节日文化内涵丰富多彩,不仅承载了人们的辞旧迎新、亲人团聚等传统文化习俗,而且在视觉符号、造型语言上充满了民族风格和传统因素。现代企业在这个网络销售旺季应该加强提升自身的品牌形象,利用节庆的视觉形象,集中广告投放拉动广告与消费者的心理距离,实现引导受众实现消费和购买。本文从广告内容的分析对微电影广告的情感诉求进行分析理解。 Chinese Spring Festival has rich and colorful festivals and cultural connotations. It not only carries people’s traditions of greeting old age and reuniting their loved ones, but also is full of national style and traditional elements in visual symbols and stylistic language. Modern enterprises in the network sales season should strengthen its own brand image, using the festive visual image, focus on advertising and advertising to drive the psychological distance between consumers and achieve the goal of guiding the audience to achieve consumption and purchase. This article from the analysis of advertising content of the emotional appeal of micro-movie ads to understand.