Case Study On The Narrative Characteristics Of Micro Film Advertising

In recent years, the micro movie form works in advertising such as bamboo shoots after a spring rain emerged to. With the development of the times, demand type, provocative and didactic traditional advertising increasingly welcomed by the people. "Micro era", which makes the story type of advertising works higher flexibility can be more accepted by the audience. Micro film as "one of the major media products, micro era", which adapt to the development of the times has become a new trend in the industry of advertising communication. The living standard of people constantly improving, consumer demand is composed of material properties of the commodity to commodity excessive mental properties. Material property of the commodity in the eyes of consumers do not have the mainstream, and abstract attributes of goods will occupy an increasingly important position.Development of advertising micro film narrative strategy trend is the focus of this research, because from the beginning of production from the traditional advertising curt mode of transmission, adopting soft softer of propaganda way, the film through the space-time narration touched the audience, the audience is the emotional communication, build brand trust. According to the micro film industry data shows, 89.6% of the audience is willing to accept the micro film advertising, 8.9% of the audience that the micro text ads movie playing area does not dislike. Micro movies with its flexible mode of transmission, created a new model of advertising communication, provides a wider space for the dissemination and development of the brand.In this paper, by using the theory of narrative point of view in narrative strategy as the breakthrough point, on a series of micro film advertising, on the basis of careful analysis of the evolution of advertising series: bitter, sweet and sour, Taiwan public bank advertising dream rider and green arrow chewing gum "make friends" and so on three typical micro film advertising research and analysis, using literature research, comparative research and case study method of three kinds of research methods, focusing on the perspective of micro film advertising type, narrative structure, space, time, etc., systematically comb advertising the characteristics of the micro movie narrative strategies, and historical view of the development of the advertising development trend of micro film narrative strategy, so as to present a micro film advertising intuitive features, advantages and developing trend of narrative strategy, discusses the development process of micro movie narrative strategy and the research value, the micro film advertising creation function and influence of the product as well as the road to the future of the micro film advertising creative, micro film studies for future related ads provide a train of thought and creation.From the content point of view, the main content of this study is divided into four parts. The first part mainly studies the introduction part, it is the research background, research problems and the research significance and so on carries on the elaboration and analysis; The second part is mainly about the concept of micro film advertising and film to classify and identify, at the same time of micro films and advertising film research and analysis on the common narrative strategy. The third part of the research is based on the evolution of advertising series: bitter, sweet and sour, bank of Taiwan public advertising dream rider and green arrow chewing gum "make friends" and so on three typical micro film advertising, for example, for every advertisement micro movie works on the narrative strategy of innovative compared the detailed analysis and elaboration. Research of the fourth part, it is for advertising innovation and development trend of micro film narrative strategy combing summarized, from advertising micro film narrative space, narrative time, narrative and narrative Angle of view and so on four aspects of advertising, the future development trend of micro film narrative strategies for forecasting analysis. And then to review the content of research on the whole, for future research were discussed.