Application Research Of Micro-film In The Brand Image Advertising

The topic comes from Guangxi Normal Universtiy and social science development research center of Guangxi project "application characteristic industry of Guangxi art design team"(project number for TD2011011),the project provides a good condition to the research of this topic.The topic will based on the micro-film of Guilin rice flour brand image's building and researching for the project in the design of the Guangxi local core industry development do part of the periodic results show.Although many micro-film has find the shadow of brand image building,how to use the micro-film to create a good brand image has not yet formed referential operating system process.From modern micro film cases,we can see abroad development prior to china.what's more,the design approach is bold and creative,they seek to excited picture and appealed story of abroad people.However,in the recent years,in the influence of "micro-era" and "fragmentation"of the social and cultural infrastructure,digital technology based on the internet technology and the way of audience receive information has changed and so on.The development of micro-film is very fast,more and more industries and enterprises choose micro-film to build it's brand image.Compared and analysised film,micro-video and television advertising with micro-film's differences proves:micro film has micro-investment? micro-production? micro-long? micro-narrative and pan-communication characteristics has its own advantages and value.Micro film has obvious business demands than micro-video,micro film has more affinity and storytelling than television,micro film is more suitable for viewing in a fragmented time than film.Micro-film separated from movie,and based on the movie,it's creative approach is same as film in essence.But the creation of the micro film's script design,shooting and post-production need highlights the brand core value.After reading the paper based on the brand image of micro-film create background and analysis of the creative process,the results of micro-film form of artistic expression in the brand image advertising:brand concept of life,showing the story of the brand,contextual use of the product.Micro film's content ideas need surround the spirit of the brand.Positioning of the brand image analyzed,concluded that micro film creation strategy based on brand image shaping,respectively is:guide the audience to the product of the positive emotions,brand publicity and internalization in the plot,dilute product information reveal the brand culture.Which is incorporated into building image on "Guilin Chongshan rice flour"micro-film creative practice,so as to achieve the purpose of the theory verificate the design."Long time no see"from the scheme analysis,creative ideas and creative execution on the three aspects of the creation of Chongshan rice flour.It's audience positioning on the college students this group,mainly through the story of a friendship will advocates Chongshan rice flour's health,sunshine,friendly brand idea.Micro film's pithy story content with brand culture combination ingenious,making human characteristics of the brand to get better shape and make public.Use emotional appeals that are recognized in the audience to convey the brand concept,also let the audience form an identity and echoed in my mind,to shape the brand image.