Meta-analysis Of The Communication Of The Domestic "Chick Movie"

With the increasingly development of the digital media technology and the diversification of Internet platform, the advantages of the network-society are more obvious. Recently, as the homemade low-middle budget films has become the rising star of the film industry, The movie "Chick-Flick" with its unique perspective, inspirational story and a little jocularity captured the target audience and arose psychological emotional resonance. In addition, Successful marketing strategies are key factors leading to the viewing boom of the Chick-Flick. Both from the perspective of communication strategy and the view of the audience's demand, the crux of the Chick-Flick is the original points that attract attention and consumption. These original points are the key point of the researching on this paper."Meme" as the core of creative spread also is the hottest creative source of advertisement industry. Marketing and spreading in digital age required the mining and shaping of the "Meme" that can detonate market demanding, this is the core of the creative spread. Similarly, it is also applied to the film industry. "The Chick-flick" has its inherent culture attribute and the target audience. Explore with the "Meme" refers to the story and theme that the films reflects by itself, finding the topic of the public concerned, causing emotional resonance, and then using these elements for transmission. Through continuous discussion and sharing to attract online audience. Finally they achieved broader marketing communications for the films. In fact, "Meme" as a cultural value gene is the integration of era background and popular culture. The cultural values that reflected by the Chick-Flick are closely linked to recent audience psychology. Therefore, shaping and extending "Meme" from these aspects can cause the resonance of the audience. The Demand Theory by Maslow explains the basic needs of the people, love, family and friendship is the common elements of "the chick-flick". So topics in the movie are often exploited from the perspective of psychological feelings.We are living in a digital age, films as the spiritual and cultural products enriched our daily life. The popularities of "the chick-flick" in our country not only take advantages of the Internet platform, but also attach great importance to the conformance with the audience psychological needs in the exploitation of the meme. No matter how wonderful the story is, gorgeous packaging design is to be not only required, but essential. The purpose of propaganda was to arouse the audience's attention and stimulate consumption; "the meme" are the key point to achieve this goal. It makes movies became the hot products in the virtual world, we must involve and engage with our audiences in an honest dialogue while stimulate more potential consumers.The paper is divided into five parts. The first part mainly introduced the background and the theoretical and practical significance of the research. In the second part, we mainly narrate the review and methods of related researches both at home and abroad. This paragraph also discusses the change of marketing mode by analyzing the background and the essence of creative spreading. The Internet is no longer the traditional media sense. The third part mainly introduced the definition and characteristics of domestic "chick-flick", and then summarizes its development process. The fourth part, mainly analyzes the communication elements of domestic "chick movie". To analyzes creative spreading process from the features of this spreading type. The last part mainly put forward to some problems and deficiencies in the shape of "the meme".