Research On The Creative Communication Strategy Of "NE ZHA:I Am The Destiny"

This paper takes the domestic animated film "Nezha:I am the destiny" as an example,analyzes the meme used in the creative communication process,focuses on the creative communication strategy of "Nezha:I am the destiny" and summarizes its success and shortcomings in the creative communication process,combining with the creative communication management theory.To clarify the meme and creative communication strategies of animation films is helpful to accurately transmit information to the target audience,expand the scope of communication,achieve better communication effect,and provide some reference for creative communication of domestic animation films.Meme is the core element of brand communication,which condenses the most interesting content and topics that are easy to be discussed and concerned.In this paper,according to the characteristics of the meme,which is clear,single,shareable and extensible,the meme of "Nezha:I am the destiny" is analyzed and summarized.Its hot focus meme mainly include traditional myth IP and creative adaptation classic.The theme meme is mainly to break stereotypes and change fate;parents' affection and emotional fetters.The meme of life maker is mainly the challenge of reading Nezha in dialect and the works of people in small circles.The above memes can be extended to the surrounding of the life,attract the attention and interest of the target life,and cause the communication and discussion of the life.According to professor Chen Gang's classification of communication resources in the process of implementation of creative communication in creative communication management,this paper analyzes the creative communication strategy of "Nezha:I am the destiny" coming into the world from four creative communication trigger channels,including own communication resources,paid communication resources,available communication resources and special star social communication resources."Nezha:I am the destiny" is mainly used to disseminate the meme by using the premiere,simultaneous interpreting in advance,star social accounts,micro-blog,the tiktok and other different communication resources.As the film better stimulatesthe reproduction and communication of the life,and leads to collaborative creativity,so as to achieve the corresponding communication effect.The high-quality content text of "Nezha:I am the destiny" meets the needs of life.The meme combined with the aesthetic refinement of the current era has been successfully accepted by the people living in the world and continuously carried out secondary communication.The effective combination of the meme and the secondary group provides the impetus for the creative communication of the film.Communicators use the characteristics of various communication channels to send meme,which stimulate the creative enthusiasm and communication power of the life.However,there are still some deficiencies in film communication in terms of paid communication resources and available communication resources.Therefore,we should increase the intensity of paid communication resources,cover more available communication resources,and form a multi-channel,multi-level,all-round,three-dimensional communication matrix in various communication positions,so as to help the creative communication of films.