Research On The Characteristics Of Aesthetic Demands Of Short Film

With its unique micro-features,short film conforms to the development of new media,is accepted by more and more network audiences,and has a huge development potential in future.Kotler Philip,the father of marketing,has pointed out," marketing management is demand management".Seize the aesthetic needs of the audience,is undoubtedly an important means of the development of short film.Aesthetic demand is an important research factor of art marketing,which has an important influence on the art production.Since 1950 s,it has been paid more attention to the theory of art,but its theoretical system is not mature yet.In this historical period,the development of short film aesthetic demand theory has also been restricted,far from meeting the needs of the development of short film.The research of the aesthetic demand theory of the short film is of great significance to the scientific prediction and analysis of the demand characteristics of the audience,and to guide the production of micro film art.The main contents of this paper include the following five aspects:The first part is the summary and analysis of the domestic and foreign aesthetic demand,the development of the aesthetic demand theory of film and television and short film;The second part is based on the concept and characteristics of short film,the concept and characteristics of aesthetic demand,defines the concept and characteristics of short film aesthetic demand;The third part is in reference to general aesthetic demand "needs-desiredemand" framework on the basis of combining relevant research results of factors of art,film and other fields of aesthetic needs,design a short film aesthetic demand analysis framework and its components;The forth part is the use of sample survey method to collect the audience's first hand materials on the short film aesthetic demand,on the basis of the summary of the characteristics of the micro film aesthetic demand;The fifth part is based on the characteristics of the film aesthetic demand,and puts forward the countermeasures to promote short film creation and market development.The main innovations of this paper include three points: the first is to define the concept and characteristics of short film aesthetic needs;The second is to put forward the characteristics of the aesthetic demand of the micro film,and put forward the contemporary micro film audiences show "sincere and thoughtful humanistic care" aesthetic paradigm;The last but not the least is to put forward the countermeasures to promote short film creation and market expand.Due to the investment ability and research conditions,in this paper,the number of samples and the distribution structure of the survey objects are not comprehensive enough,so the practicability of the research results has certain limitations;future research still needs to be further expanded.