The Theory Of Micro Film Advertising Characteristics Of Audio-visual Language Use

The "micro film" in China can be divide by different purpose into threekinds: for art creation, for advertisement and for personal usage. Afterstudied and analyzed some famous micro film for advertisement, here comesa conclusion that micro film for advertisement is using five major waysin creation:1,using film making system to make various creative anddramatic feature short film;2,use some typical scenes which are carefullydesigned to present the story and these scenes can be easily understoodeven without any commentary;3, time and space between image and soundis separated, but using voice-over and continuous music to rejoin the timeand space between image and sound, in this way to simplifies theinformation which designed to express;4,being limited by playing time,play back device and viewer’s free time, micro film is using eye levelangle, mid-close-up and close-up shot and small scene with shallow depthof field, in this way to simplify the information contained in image andsound to achieve express communicate;5,goods or corporate values are thekey item or core of a believable feature.In the five ways micro film for advertisement is so different fromtraditional advertisement, it’s more acceptable to audience for thecreative and believable feature.