Research On Emotional Value Of Micro Movie Advertising

With the development of digital technology, social and cultural changes aswell as changes in consumer psychology of the audience, the development oftraditional advertising model encountered a bottleneck, it is no longer willing toaccept advertising "spoon" type of indoctrination, but more emphasis oncommunication and emotional resonance.The rise of micro-film, make theadvertisers and merchants see the dawn of advertising with its unique narrativeform, they mix micro-film with advertising merging to a new film in the form ofmicro-film as an advertising vehicle,dilute to focus only on traditionaladvertising for products and characteristics of the physical aspects of brandpromotion functionality,purpose,etc.With the film narration,in the form ofinnovation to presented a new form of advertising to the audience.The appearance of the micro film creates the breakthrough not only inpatterns of advertisement but also in the way of conveying. The so called microfilm tries to influence the audience unconsciously on their emotion when seeinga film.Since at the present people could not lack of the duty of choosing but thesoul when the information excessive inflates and products homogenizedramatically.People desire to find the way to communicate and wreak.Therefore,the vibration on emotion is the treasured weapon.As soon as the cognition ofemotion is established, people eager to find the inner sense and taste which theemotion is conveyed by movie advertising, which reflect the emotional cognitionthat makes the audience have a good impression on the attached brands, it lays agreat foundation to build a brand that the audience trust.Furthermore,it constructsthe bridge between the customers and the brand.This thesis is going to research the emotional value of movie advertising,which aims to these aspects as below: firstly, according to arrange the definitionof micro films and advertising, it conclude the connotation and features of movieadvertising; secondly, with the definition of value and emotion, it systemizes the performance characters of emotional value in advertising designs and those inChinese advertising; thirdly, based on the visual sense, collecting and researchingof micro movie advertising, it do some exploration and analysis,from the version,auditory, motion and culture expression,to discuss the features that the micromovie advertising express; moreover,it concludes the evaluating principles andscales about the emotional value of micro movie advertising, and analyzes thetypical cases with observation and survey simultaneously.The author expects thatthis essay would provide some appreciation based on the micro movieadvertising in the area of emotional value.