Under The Communication Perspective Of Micro Film Advertising Narration Study

In recent years, with the popularity of smart phones and other mobile terminals and the continuous development of 3 g/4 g networks and Wi-Fi network, the network video is sought after by more and more Internet users. As of December 2015, it already has more than seventy percent of Internet users to select to watch online video in many Internet applications, user scale has amount to 504 million. Micro film advertisement is a kind of network video, it takes the form of micro film, at the same time assume the transmitting responsibility of the product and brand message. It is a form of entertainment and a kind of marketing mode. From the beginning of its appearance, it was widely recognized and popular by users and developed and grew rapidly within a few years.This article focus the eyes on the content of the micro film advertising text itself, aiming at exploring the micro film advertising "what story it tells" and "how to tell a story," that is, the narrative research on micro film advertising. Thus, it summarizes the reason why the micro film advertising transmits successfully. We take 14 New Balance brand micro film advertisement as the research case, analyzing and concluding the narrative content and narrative strategy on micro film advertising, Concluding the skills in the narrative subject, narrative theme, narrative language, narrative time, narrative space and narrative scenes and so on. On this basis, this paper studies communication principle behind the micro film advertising narrative content and narrative strategy, that is, application for a variety of strategies above the micro film advertising, such as Media Convergence Theory, the Audience Standard Theory,pay attention to the communication content and communication channel and the "Cultivation" Theory. This article explains how these communication theories support the use of the narrative content and narrative strategy. Finally, this article put forward some Suggestions for the narrative exploration of micro film advertising, including pay attention to the originality, balance the relationship between the commercial and artistic, integrate a variety of communication channels effectively.In short, the proper use of narrative methods has important development of micro film advertising, micro film advertising narration research is not only belong to the category of literature, narrative and study of film theory, communication studies should also give more attention to it. We take the communication as the breakthrough point to study narrative research of micro film advertising and we just try to make simple combination of narrative and communication, in this regard, there is more content needing to explore and summarize continuously in the future.