Research Of Advertising Micro-films In Narration Features And Marketing Strategies

Since2011, the micro film has experienced a stage from germination to the outbreak. Thefirst micro film named <Imminent crisis> injected a new vitality for movies and commercialsand soon a lot of micro films began to attract the attention of Internet and traditional media.The increasing CTR and discussion make the micro film become the favorite of the filmindustry.The spread of micro film has a close relationship with the current broadcastenvironment, especially for the fragmented propagation context and people’s habits. Microfilm during the development has gradually split into several different types. In this paper, theauthor classifies the micro film into advertising and non-advertising film based on thestandard that the content involves the advertising or not. Here, the author will mainly analyzethe advertising micro film.In the develop of advertising micro film, there are many common characteristics in thenarrative features and marketing strategies. Firstly, the author reviews the development ofmicro film and the current status of the domestic research on micro film and then defines theconcept of micro film and advertising micro film. Based on that concept, the author comparesthem with the short films, DV videos and traditional advertising. The author, on the basicresearch of the175winning films (including series) from2011to2013Micro Film FestivalGold Award, analyses their common features, and expects the development trend ofadvertising micro films. In the narrative features, the author will study the narrative strategies,which focus on the point of view, structure and techniques and story contexts, which includethe themes and the way combined with the brand. On the comparison with the narrativefeatures of the film, the author summarizes its own features of advertising micro films. Basedon the analysis of the current marketing strategy and the different advertising micro movie,the author presents the marketing should be focused on context marketing and channelmarketing. In the end, on the basis of the previous research, the author looks into the futuretrend of advertising micro film, which will appear in the creation, production teams andprofitable models.