Research On The Creation Of New Era Corporate Image Films

Corporate image film is a kind of image work packaged by enterprises.It has experienced the prosperity of advertisement film and propaganda film in the early stage of its growth,and is subject to the development of both.Its growth is relatively slow,and its presentation techniques are similar to those of the two.However,with the important instructions of "Three Transformations",namely "Promoting the transformation from Made in China to Creation in China,the transformation of Chinese speed to Chinese quality,the transformation of Chinese products to Chinese brands",and the establishment of "China Brand Day",more and more enterprises focus their development path on quality,brand and cultural output,and corporate image films are also seeking new breakthroughs.On the other hand,the advent of micro-era,the intervention of authoritative communication platform and the introduction of new media provide a better environment for the dissemination of corporate image films.The creation of corporate image films has entered a new era and presented a new spirit.Since the new era,the columns of "Quality" and "Creativity" led by local TV stations have opened the prelude to the transformation of corporate image films and supported the dissemination of corporate image films.In 2017,in order to enhance the status of domestic brands,the advertising management department of CCTV launched a series of "brand stories" short films,which opened up a new path for the creation of corporate image films.This paper takes the corporate image film as the research object,through literature analysis,comparative analysis and questionnaire survey,and takes the value orientation,narrative characteristics,audio-visual language,communication effect and cultural aesthetics of the corporate image film as the main line,to explore the creative characteristics of the new era corporate image film,so as to provide reference for the future creation of corporate image film.Through the research,it is found that the new era corporate image film continues the traditional documentary shooting method in its creation,and at the same time,through storytelling,carries out the creation,especially the moral and emotional expression of the story,which is easy to touch the audience's psychology.Especially,there are new breakthroughs in the presentation of brand effect,the renewal of creative techniques and the adaptation to the media and audience tastes in the new era.