Our Country Enterpries Image Propaganda Film Ereative Mode And Development Trend

Since the modern time, the advertising industry have obtained rapid development inEuropean countries and other developed countries and gradually formed a set of perfectdiscipline system, which has been widely used in developing countries and played a positiverole in promoting the development of the marketing industry. According to the important rolethat “corporate image film” plays in molding the corporate brand, this study refines and sumsup the classification and function of the enterprise image propaganda film, and also makes acomprehensive summary and analysis for the creative planning and application of it.At present, the molding for brand image and connotation of enterprises has become “ahotly contested spot” for every advertiser. Among the different advertising film classification,corporate image film is undoubtedly the optimization approach for molding the enterprisebrand. First, compared with the products commercials played on television, the films arelonger which have much more ample time to narrate brand image and connotation. Secondly,on convincing the audience, the film can superimpose the arguments which can do a fullrange of self brand image for the audience. Thirdly, the film can be combined with moreextensive popular subject matter, such as the public concern of social hot, the people`slivelihood, public interests and other topics can skillfully cut into it.From their own manifestation, the films can bring a visual aesthetic impact force for theaudience, which also can`t be replaced by other commercials. From the semiotic perspective,consumers capture the beauty through their eyes and the beauty of the image propaganda filmcan extend the time it stays in audiences`mind and improve the depth of identity. From thesurface, the corporate image film initiates people`s yearning and desire for all the beautifulthings. From the internal point of view, image film can tell a complete story. In the socialinformation overflow and fast-food era, people has certain psychological repellence for theinformation that can`t cause psychological resonance, while the “story” narrated bypropaganda films often take audience`s innermost feelings as the breakthrough point whichcan cause the spiritual resonance of the audience and avoid the audience`s rejection andingeniously complete branding.From the representational form and creative orientation of the image propaganda, theenduring image molding way comes from the corresponding with consumer`s inner heart. Nomatter what kind of integration of molding practices and marketing mode, it always firstattracts the audience`s attention by a “beautiful” way, then tell a “story” which can causeconsumer spiritual resonance to form a symbol of the brand in the minds of the audience which can be distinguished between the other brands with its characteristics. At the same time,the distinction constantly engaged in self-restructuring and building in audience`s ideology,which also requires that we need continue to analyze the psychological changes and demandstrends of the audience, to conduct a new round brand image molding.