Research On Brand Symbol Construction Of "Micro - Movie Advertisement"

As an industry relying on the information dissemination, advertisement is extremely sensitive to the changes in media environment. Changes in media environment certainly will lead to the changes in the spread form of the advertisement. In the past ten years, with the rapid development of science and technology, human beings have entered the information age and the rapid revolution in the communication field has brought great change to the media industry. People pay more and more attention to new media and it has become a hot topic in our normal life. To some extent, the platform of new media has changed the social pattern of the former asymmetry information.As a new form of advertising,"micro film advertising" has gradually formed its unique form of expression and artistic law. From the image level, it attracts us using the film’s visual impact and sense. From the narrative level, the story infects people. From the view of propagation,"micro film advertising" has the characteristics of new spread platform, miniaturized production cycle and cost and timely effect feedback etc.In the first chapter, because of uneven industry concept, people refer to different types of videos when using the word of "micro film advertising". So the its concept is well defined in this part and in the view of the following research direction, the preliminary analysis of the concept of brand is also made. The conclusion is drawn from the comparison with TV advertising and implantable advertising.In the second chapter, starting from the text series of Tencent "micro film advertising", the passage introduces and analyzes the story level, actors and product display. Data and statistical methods are used in the lens level. Combining several small works into a whole part, the passage identifies the different visual symbols and the brand information which the author wants to explain or disclose.In the third chapter, three directions of the brand are analyzed. They are the brand tangible elements, such as visible mark, logo, the brand vector elements, such as the products or the services, and the brand intangible elements, such as values of the brand or the creation of the atmosphere and the culture of the brand.In the fourth chapter, a reference analysis is made to the Tencent "micro film advertising". After all, as the "boss" of domestic instant communication field, its market share cannot be compared. However, we cannot easily copy its marketing method. It needs learning along with improvement.In the last part, the development and bottleneck of the "micro film advertising" are explored. The new form of advertisement may provide assistance and material reference to the industry."Micro film advertising" area has its own potential along with bottleneck. On this occasion, I hope the passage may help mutual learning, reference and integration in the new media era.