A Researc On The Emotional Narrative Of Micro-film Advertising

With the development of the internet,as other industries,the advertising industry is competing to move forward.In the environment of traditional media influence declining and "limit order",advertisers and advertising companies are constantly exploring new advertising model.In 2010,Cadillac produced a micro-film advertising "explosive" release,opened a new door to advertising.Since then,micro-film advertising as a new advertising model came into the people's vision.In the past few years of the initial development,micro-film advertising has achieved good communication effect,and gradually won the audiences' favor,more and more advertisers want to use this new advertising model for their own interests.The biggest difference between Micro-film advertising and traditional advertising is whether there is a complete storyline,and sending the product or the brand's concept to the audience by emotional communication.In this paper,I made a research of how micro-film advertising uses the emotional communication,hoping to make some contribution to the development of micro-film advertising.I select 150 micro-film advertisings ranked top 50 from the 3 leading video sites,made a content analysis in order to analyze the characteristics of Micro-film advertising emotional communication.Through the analysis,the emotional implication methods of micro-film advertising are following.First,Story-Oriented Emotional Implication:story theme contains emotions,the storyline deepen the emotional communication,the text of Micro-film advertising highlights the emotional tension.Second,Audio-visual language passing emotion:Emotional tone is determined by color;Lens language depicts emotions;Background music sets off the emotional atmosphere.The characteristics of Micro-film advertising communication are following;First,rich disseminator:Advertisers and general Internet users.Second,Various ways of communication:Fission transmission;multimedia platform combined communication;the Fragmented transmission,and the topic communication.But in a few years of rapid development,micro film advertising in emotional communication also exposed a lot of problems.Such as emotional choice homogenization;commercial nature and artistic existence contradiction;product implant was blunt;contact among the brand concept or product and the emotion is not close.According to the problem,the author puts forward three suggestions:Expand the emotional field,choose a unique perspective;looking for the perfect balance between the commercial and artistic;analyze the products,brand and the emotion connotation deeply,find quasi emotional point.