Microfilm advertising development thesis?

With the booming development of new media technology, China's advertising production has stepped into a completely new field, microfilm advertising, a product of the combination of film and advertising cross-border in the era of new media is gradually prevalent, attracting widespread attention in the industry. The following is what I have organized for you, for your reference.

Part I

"Analysis of the development of micro-film advertising transmutation"

Abstract: Micro-film advertising as a new media marketing means since 2011, the trend of concentrated outbreak, and its development is not completely new, implanted ads, and even conventional advertising in the plot of creativity for its cocoon to provide important experience. This paper takes the beginning of microfilm advertising and the new characteristics of development as the research object, and clarifies the trajectory of the development of microfilm advertising by comparing it with implantable advertising, so as to draw in-depth attention to microfilm advertising.

Keywords: microfilm advertising; marketing; implantable advertising

[Classification number]: J9 [Literature identification number]: A

[Article number]: 1002-21392013-26-0-01

I. Definition of microfilm advertising

Microfilm advertising has been an integral part of the "microfilm" industry since the beginning. A "microfilm", "marketing", "advertising" and other inseparable "hybrid", known as the "microfilm year". "In 2011, the first year of microfilm, there were more than 50 microfilms in China funded by brand companies, which are essentially advertisements made by companies for their products or brands. Although there is no clear definition so far, a microfilm advertisement basically has the following characteristics: it must tell the product or brand in the form of a storyline through cinematography, not only as a prop or background, but also as an important link to the narrative, conveying the brand concept or product features in 5-30 minutes. Its essence is still an advertisement with a commercial nature, but the expression is more covert, quite a film and television art effect.

Early microfilm advertising is basically a single piece of work, such as Cadillac's customized "One Touch" and "Route 66", respectively, by the film and television stars Daniel Wu and Karen Mok; triggered a collective nostalgia for the collective emotions of the Chopsticks Brothers' original work "Old Boys", behind the back of the Chevrolet's full sponsorship; Jiang Wen directed the "Watching the ball" to get the support of Canon!

Second, the development of micro-film advertising new features

Micro-film advertising in the process of its development continues to emerge new works, and in its "micro-length", "micro-cycle", "micro-input" characteristics of the micro-film advertising has emerged as the "micro-long", "micro-cycle", "micro-input" characteristics. "The characteristics of its" micro-duration "," micro-cycle "," micro-input "," the emergence of new features, which is also its adaptation to the "fragmented" information age and continue to meet the objective factors of the audience to accept the psychological.

1, continuity

Microfilm ads set a certain plot or story structure, it is easy to "sequel" creation, through the interpretation of the story is constantly enriched, the brand concept of its advertising and product image penetration and promotion. Such as Yida "sweet and sour" series of microfilm ads, the first part is played by Peng Yuyan and Gui Lunmei man and woman met in the desert love at first sight, and then respectively to "sweet and sour" as the theme of the process of walking together; the second part of the experience of Liankai played by the owner of a small hotel in Yunnan emotional twists and turns, and ultimately the hero and the heroine will be Love at first sight is sublimated into a long-lasting love. Through the small act of filling gum, from "brothers" to "lovers", from "care" to "hand in hand", such a romantic story ", such a romantic story to the audience yearning; followed by the third by Guo Xiaodong and Bai Baihe starring uncle level "kitchen god" and unruly "girl" to learn cooking story to tell the story of The relationship between "sugar-free xylitol" and the "sweet and sour" in people's lives. All three microfilm ads continue to convey Yida's brand philosophy of "Caring for your teeth, caring for you more", with variations in storytelling, innovation in characterization, and each set up as a number of one or two-minute episodes, which have a continuous appeal to the audience.

2, affinity

Microfilm advertising target audience positioning in the 18-35 years old, the Internet and mobile media platforms have a wide range of frequent use of young people. Therefore, the element that has a strong effect on this group is "affinity". There are two perspectives: first, the actors chosen are mostly young actors sought after by this group, such as Peng Yuyan, Gui Lunmei, Bai Bai Lily, etc., and second, the themes chosen are inspirational, family, friendship, love, etc., which are recognized by young people. Both the actors and the topic can form a strong communication effect for the target audience, triggering their attention to the microfilm advertising and then the brand.

3, suspense

Microfilm ads can be "sequel" creation, there can be a unified theme for the line, such as the Yida "Sweet and Sour" series, but also a specific relationship between the role of the protagonist as the protagonist and the brand contact, which is essential to link the essential elements of suspense. Such as Snickers microfilm ads by the "Korean drama sad woman", "irritable chartered", "lazy pig", "hungry goods Tang Sanzang "Several works, including a suspense is "who are you when you are hungry", interpretation of the story of college dormitory boys "anti-hunger". Through the constant creation of contradictions and suspense, enhance the drama of the story, whet the appetite of the audience, and effectively enhance the ratings.

Three, micro-film advertising and implantable advertising comparison

Both micro-film advertising and implantable advertising, in the process of its development are similar distinctive features: that is, the rapid development of new media technology and the birth of new media, the original strong media weakening, have provided a strong force for the development of the traditional advertising industry. And one of the products or brands, logos in the form of drama into the advertising creative has become a form of advertising **** common point.

First of all, in terms of the use of media, implantable advertising earlier products, brands, logos, packaging and other information with distinctive characteristics of the commodity into the film, TV series or TV programs, as a means of integrated marketing communications. Such as Feng Xiaogang's New Year's movie "cell phone" in the Motorola cell phone's many appearances, Hollywood movie "Transformers 3" in the Metersbonwe classic T-shirt, TCL TV, Yili diuretic milk, Lenovo computers have been involved in the big screen. Microfilm advertising due to the reason of broadcasting time, temporarily can not enter the film distribution, so it chooses to "TV + Internet + mobile media" new media route: through the strong broadcast effect of TV to trigger attention, and then by virtue of the powerful Internet platform and mobile media platform to display advertising content more comprehensively, and maintain the audience's attention to the heat. The microfilm advertisement uses the medium of microfilm to attract the attention of the audience. Microfilm advertising tends to be more active in the use of media, which is different from the mandatory implanted advertising, so the information content broadcasted needs to establish a more benign relationship with the consumer's dialogue and interaction.

Secondly, in terms of the form of advertising, implantable advertisements use product images, trademarks, packaging, etc. as backgrounds, props, or embodied in one or two lines. However, with the improvement of the audience's ability to identify, the film and television works in a variety of recognizable goods are labeled as "implanted advertising", and ultimately this type of advertising to the bottleneck. In the face of this situation, micro-film ads lurk in the plot and character relationships expressed in the movie by "moving people with emotions", triggering the audience to explore the further development of the plot, and ultimately through the Internet to form the interaction between the brand and potential buyers. At present, there are two types of creative forms of micro-film advertising, one is to use advertising thinking, implanted in the plot, but it is difficult to have creative masterpieces, and the other is to take the movie thinking, in the complete story structure and movie logic into the brand spirit and product image, but the creation of more difficult.

Microfilm advertising in the advertising industry is still an emerging force, how to personalize and comprehensive innovation, training professionals, improve the regulatory system, to achieve a double harvest of quantity and quality, and promote it to the benign development, should be the future of the urgent need to solve the problem.

References:

[1] Chen Na. Reflection on microfilm advertising[J]. News lovers, 201212

[2] Wang Jun. Analysis of movie advertising in the environment of "micro era"--an analysis of microfilm advertising[J]. China Film Market, 20123.

[3]Zhang Yan. Research on the operation strategy of implanted advertising in film and television dramas[J]. China Advertising, 20136

Part II

Brand Promotion in Microfilm Advertising

Abstract: With the continuous innovation of new media technology, various new media advertisements are also constantly emerging and renovating. Especially with the current popularity of the word "micro" related microblogging, micro letter, micro music, microfilm is highly sought after. The emergence of micro-film, micro-film advertising is also accompanied. Recently, microfilm advertising is more and more favored by advertisers, but due to the temptation of commercial interests, brand implantation is a bit hard. How microfilm can be better used for the enterprise brand, so that it can develop faster and better, is the current microfilm advertising urgent problem to be solved. This paper studies microfilm advertising, on how to penetrate the brand culture into the microfilm advertising, to improve the communication effect of microfilm advertising for in-depth analysis and discussion.

Keywords: microfilm; microfilm advertising; brand promotion;

Chinese chart classification number: F713.8 Literature identification code: A Article number: 1006-026X201209-0000-01

From the red-hot "a steamed bun triggered by the blood" spoof short film, to the production of more professional, more professional, more professional, and more professional, more professional, and more professional, more professional, and more professional, more professional. From the red-hot "a blood case caused by a steamed bun" spoof short films, to the production of more professional, more realistic content of the brand and the website to join forces with the network of films, "micro-film" this term also quietly appeared, "micro-film advertising" also accompanied by the birth of. It is the conspiracy of the times and a new advertising opportunity for business. "Microfilm advertising" is a movie to expand the advertising film, but also the essence of advertising condensed movie.

A, advertising increasingly cinematic

Domestic should start from Hu Ge "a steamed bread caused by the blood", the content of the re-edited film "Wuji" and the column "China's rule of law report", uploaded to the Internet, it will make the "Youku" to create a super-high rate of selection, in just a few days exceeded the ten million point of selection record.

These are the first time I've ever seen a movie on the Internet.

Until 2010, it was the beginning of the era of "microfilm advertising". The Cadillac-sponsored "A Touch of Evil" was the first large-scale online microfilm commercial. The grassroots group "Chopstick Brothers" produced the car brand promotion ads "Old Boy", the release of "Nailblade Man Devil" also triggered a magic craze, the sponsor's car brand has earned widespread public attention, this soft advertising and marketing approach is favored by advertisers. There are also some micro-film ads that are more direct, such as "Watching the Ball", which is a clear reminder in the beginning of the film that the equipment for the filming is sponsored by a certain camera brand, and then in the end of the film the brand's camera's advertisement again - "touching is always there".

Through the above small examples, it can be seen that the "micro-film advertising" is not a simple, direct pursuit of the promotion of brand image, the repeated exposure rate of the commodity logo, but relying on the beautiful touching stories, sophisticated audio-visual language symbols, to promote the brand's concepts, product features through the art of artfully integrated into the film, to achieve a subtle effect on the audience. The film is a high level of implicit advertising and marketing, and it's a great way to get the most out of your movie.

"Microfilm advertising" is a 30-minute-long, unique use of the language of the film, the purpose of which is to promote a "specific" product or "brand" and the production of advertising works. Advertising works. It also has the characteristics of a movie, which adds an interesting storytelling to the brand advertising information, and can establish a brand image, publicize the concept of the enterprise and promote the brand products from the shallow to the deep.

Microfilm has changed the entire advertising industry performance status quo, the use of emerging media as a carrier, such as microblogging, Internet promotion, without any cost, but also easy to get the recognition of consumers. Now active in the network of "micro-film advertising", it is the perfect combination of film and advertising, so some of the ads are more like a "film with a high level of film".

Second, microfilm advertising branding

Microfilm advertising in the emergence of hot events and hot topics, by more and more enterprises attention.

A microfilm advertising advantages

As an emerging communication vehicle, microfilm advertising would like to be better used for corporate branding, let's start with its characterization:

1.

Microfilm ads are as short as two to three minutes, and as long as a few minutes, the length and content structure determines that microfilm carries a huge and rich information. As a matter of fact, almost every element of a microfilm, including the characters, stories, plot design and scene props, can be used to promote a brand.

2. Wide spread and fast paced.

From the attributes of its Internet video, the target audience of microfilm advertising can be said to be covered by all Internet users, and the scope of dissemination is not divided into geographical areas. And through the Internet platform, especially the popularity of social networking sites such as microblogging, microfilm advertisements instantly reach the target audience directly, and at the same time, through the Internet social circle to achieve rapid sharing and proliferation, not only the rhythm of the fastest, spontaneous dissemination of the ability is also super strong. The use of "self-propagation" quickly strung a lot of classic cases, such as the red-hot "Old Boy", "A Touch of Evil" and so on.

3. The cost of communication is low.

Because of the above two characteristics, microfilm advertising in the dissemination of links to promote the cost of the traditional one-way mode such as television advertising is much lower, and the passive viewing mode of traditional television advertising is also more and more for the audience butt. A creative, vivid content, watchable micro-film, can be relatively low cost of communication, to help corporate brands quickly open the situation.

Two brand promotion strategy

So, how to evaluate the good and bad corporate brand microfilm advertising? The current industry **** knowledge is: good micro-film advertising branding, not only can effectively output corporate brand concepts, but also allows the audience to get value from it, while driving advertising revenue. Therefore, the microfilm advertising brand promotion needs to pay attention to the following issues:

First of all, the concept of heavy, light implantation, in order to feel people. Most people take the initiative to watch the micro-film advertising as a "spiritual experience" journey, impressing people is the king. And from the habit of acceptance, while telling stories and revealing brand information, is a kind of emotional conquest.

Mazda3 star gallop on the market to promote micro-film advertising "to the perfect say no" as an example, the film does not have a car shot and gorgeous slogan, but with ordinary people have the courage to abandon the world, the persistent pursuit of dreams of the real emotions touching the hearts of people. Within a month after the movie was released on the Internet, it was played more than 1.5 million times online, and became a hotspot in the broadcast rankings of several major video websites and microblog retweets and comments.

Second, heavy brand, light product, content is king. Any brand marketing event is actually part of the brand, for those who have a deeper history and cultural deposits of the brand, microfilm advertising operation should be considered whether to fit the brand's own style and tone. The classic case in this regard is the microfilm "Old Boy" created by SGM for the Chevrolet brand, which also features few products or corporate brands, but the civilian dreams and realistic style throughout reflect the core values and connotations of the company's products and brands.

Finally, the depth and length of the film is important to move people with creativity. For the rapidly rising number of 3G cell phone users, microfilm ads are often consumed in a short period of time under the state of leisure and mobility, and microfilms that are short and concise but with profound connotations are often more likely to be successful.

Three, the current microfilm advertising market is insufficient

Microfilm advertising production talent is scarce. Microfilm advertising requires creators to have a high level of production, and has the expertise in both film and advertising, but at present such professionals are very rare.

Supervision and management mechanism is not strict. Microfilm advertising subject matter, form without any restrictions, its shooting, broadcasting carrier are to the network as a platform, do not need too much, too strict review. This makes some TV media can not broadcast content, through the form of micro-film advertising in the network of this larger platform to show, which provides a breeding ground for some poor micro-film advertising, and in the long run, the quantity and quality of advertising will be very difficult to control.

The emergence of microfilm advertising is a subversion of the traditional broadcast carrier. I believe that with the continuous development of emerging online media, as well as the growth and development of new talents will be the future of new advertising design to open a window to freedom and beauty.