Micro-Documentary Advertising Series "Ice Salut To The Winter Olympics" Creative Explanation

Micro-documentary advertising is a product of the fusion of the two art forms of documentary and advertising,and is the inevitable result of the development of the Internet and communication media.With the promotion of the 2022 Beijing Winter Olympics and other related events as well as national policies,the focus on snow and ice related films and TV works is gradually gaining attention.At the same time,the creation of micro-documentary commercials has been widely favoured by advertisers and recognized by the market.This dissertation aims to explain and analyse the creation of a series of microdocumentary commercials,"Ice and Snow Salute to the Winter Olympics",so that more people can experience the charm of ice and snow-related industries,arts and sports,and to guide the creation of micro-documentary commercials from two major directions:audio-visual language design and creative expression strategy,promoting the creation boom of micro-documentary commercials.This dissertation is divided into five chapters.The first introductory chapter explains the background,purpose and significance of the research and reviews the current status of domestic and international research on the topic of micro-documentary advertising.The second to the fourth chapters combine the graduation design of the micro-documentary advertisement "Ice and Snow Salute to the Winter Olympics" series with the director’s elaboration,the analysis of the audio-visual language design and the analysis of the application of creative expression strategies,to discuss the creation and creative innovation of the micro-documentary advertisement genre,to take advantage of the momentum of the Winter Olympics to promote the ice and snow industry in Harbin,and to provide new ideas for the promotion of the city’s image.Chapter 5 reflects and summarises the whole creative process.