Micro - Film Advertising In The Emotional Production And Consumption

Emotion was used by advertisers as a marketing tool originally, and gradually turned into a commodity for consumption. Micro film advertising is a new type of advertising form in recent years. Its own characteristics provides a good carrier for the production, communication and consumption of emotion. This paper analyzes the production, communication and consumption of the emotion in micro film advertising in the context of post-emotionalism.The problems to be solved in this paper are as follows. In the context of post-emotionalism, how emotions are produced, communicated and consumed in micro film advertising? What is the relationship between the production, communication and consumption in micro film advertising? What are the problems and how to solve them?The production of emotion in micro film advertisements is in the way of story-telling, symbolization and fragmentization, with the help of texts, plots, scenes and music as the carriers. It has a specific audience fragmentation, characteristics of commodity production and strong fungibility. The spread of emotions in the micro film advertising and marketing takes advantage of integrated marketing communications and emotion fields to enhance the emotional control, thus obtaining low cost, high benefit, strong interaction and subtle influence. And from the perspective of the consumption of emotion, in motive of emotional resonance, emotional compensation and emotional catharsis, the emotional consumption of the micro film advertising has the characteristics of niceness, being attached to commodity consumption and diversified demand. The production, communication and consumption are influenced by each other, forming a strong emotional interactive field. That post-emotion replaces emotion, niceness causes emotional emptiness and emotional marketing kidnaps ethics are the existing problems, which need the whole society to work together.