Study On The Narrative Of Micro Movie Advertisement

Micro film advertising is born in the micro era, which becomes more and more popular with advertisers and audience. Its purpose is entertainment and advertisement. The purpose of entertainment is for marketing. Micro film advertising is the blending of film arts and advertising marketing. Its narration should carry values and advertising appeals. The essence of micro film advertising is entertainment and advertisement. The audience accept advertising messages in the entertainment. Advertisers customize micro film advertising is for marketing while the audience accept micro film advertising is for entertainment.The narration in micro film advertising is closely related with marketing. The characteristics of marketing narration are: show the plot、embody marketing、carry values、meet the demands、in the name of entertainment and marketing for real、network as the media 、 interactive narration. The narrative strategy should put emphasis on: advertising、plot、micro narration、personality appeal.According to plots and contents, micro film advertising can be divided into: emotional type、comedy、spy type、suspense type、documentary. The characteristics of the typed narration are: little scene、small depth of field、put emphasis on the point 、the main sound、 narration 、short shots 、promote the plot、speed up the pace、introduce the background、subtitles for auxiliary、voiceover for auxiliary、compress time and space. The strategies of typed narration are: linear narration for priority and nonlinear narration for auxiliary, emotion for priority and rationality for auxiliary, continuous narration for priority and unconventional narration for auxiliary.Micro film advertising with high artistic quality and good communication effect is the target of advertisers and advertising creative personnel. The way of distributing information in the micro era will not be replaced by others in a long period of time. Micro film advertising will continue developing and booming in the micro era just as the television advertising and the television share the common prosperity.