Narrative And Acceptance Of Pepsi Series Micro-Movie Advertisements

Under the background of "information fragmentation",micro-movie advertisements are sought after by people due to their unique features of "micro-temporality" and "story." Pepsi ’s micro-movie ad“Bring Home”has been launched for nine years since its debut in 2012.Nine micro-movie advertisements have been released.At the same time,it has received a lot of fans and traffic.Sales volume is also increasing year by year.Therefore,whether we judge "bringing home" from the perspective of "micro-film" or from the perspective of "advertising",we can say that it is relatively successful.The relevant theories of narratology and communication are applied to the study of Pepsi series of micro-film advertisements,mainly to explore how micro-film advertisements “tell a story”,including who and how the narrator / narrator is There are several related concepts of narrative,what the narrative content is and how the narrative acceptance process is.The two most important points are how the text is narrated and how the text promotes the acceptance of the audience.In terms of narrative strategy,Pepsi series of micro-movie advertisements use audio-visual elements in the narrative process of text,emphasizing color and light and shadow,composition and lens,scene and shape,and dialogue,narration / monologue,Music and other have powerful ideographic and symbolic functions,and the combined form of audio-visual can quickly pull the audience into the context of the advertising text.Secondly,making good use of narrative rhetoric is also a big strategy and advantage of Pepsi’s micro-film advertising.The substitution of rhetorical techniques such as narrative stitching and metaphor narrative can promote the story to develop in depth,and at the same time bring a more free and novel personalized experience to the audience.From the perspective of narrative acceptance,attaching importance to emotional functions,shaping the image of the characters,and reflecting social reality are all important features of Pepsi’s micro-film advertising.They can promote the audience’s understanding and acceptance of Pepsi’s micro-film advertising text from the story(content)level.