| In the 21 st century,Inner Mongolia autonomous region has put forward the strategic development idea of building a great region of ethnic culture,and tried to revitalize local culture by exploiting regional ethnic cultural resources and adopting characteristic brand strategy.In 2017,mengniu dairy,the most representative dairy enterprise in Inner Mongolia autonomous region,became the official sponsor of the World Cup,which means that the products of mengniu dairy entered a new journey of global sales,and the commercial video advertisement of mengniu dairy entered a new process of global communication.This paper choose the mengniu dairy business video advertising as the research object,analyses its artistic expression and aesthetic features,and on this basis,the existing problems for advertising to create aesthetic identification and integration of traditional national art element improvement Suggestions,on the whole it may serve as a reference for the development of dairy industry in Inner Mongolia advertising andcreation,innovation of Inner Mongolia native culture and communication has the practical significance,the China mengniu dairy business video advertising in the face in the process of promoting the spread of globalization,the development strategy to strengthen the construction of national cultural district of Inner Mongolia has a local drive.This paper is divided into three parts: introduction,text and summary.In the introduction part,elaborated the topic selection background and the reason,the research content and the innovation point as well as the literature review and so on.The text is divided into four chapters.The first chapter briefly elaborated the domestic commercial video advertisement development process,the basic type as well as the mengniu dairy commercial video advertisement development present situation,and carried on the basic type division;The second chapter takes mengniu’s representative commercial video advertisement as an example to analyze and discuss its audio-visual art language,artistic emotion and other forms of artistic expression.Chapter three focuses on the analysis of mengniu commercial video advertising aesthetic characteristics;In the fourth chapter,the author thinks about its shortcomings and puts forward Suggestions for improvement from the perspective of creating aesthetic identification,so as to try to explore a creative and innovative way combining original national art with modern commercial video advertising. |
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