With the vigorous development of new media technology, advertising production in China has entered a new field. As the product of the cross-border combination of film and advertisement, micro-film advertisement has gradually become popular in the new media era, which has aroused widespread concern in the industry. The following is what I arranged for you for your reference.

Analysis on the Development and Evolution of Microfilm Advertisement

Abstract: As a new media marketing method, micro-movie advertising broke out from 20 1 1, but its development is not brand-new. Product placement in conventional advertisements and even plot creativity provide important experience for its breakthrough. This paper takes the origin and new features of micro-film advertising as the research object, and through the comparison with product placement, expounds the development and change track of micro-film advertising, which causes deep concern for micro-film advertising.

Keywords: micro-film advertisement; Marketing; Implantable advertising

[China Library Classification Number]: J9 [Document Identification Number]: A

[ArticleNo.]:1002-21392013-26-01

First, the definition of micro-film advertising

Microfilm advertising has been a closely related mixture of microfilm, marketing and advertising since its appearance. Known as 20 1 1 the first year of microfilm. In China, there are more than 50 micro-movies, which are shot at the expense of brand enterprises. In essence, enterprises pay for advertising their products or brands. Although there is no clear definition so far, the micro-film advertisement basically has the following characteristics: the product or brand must be told in the form of story expression through filming, which is not only used as a prop or background, but also has an important connection with narrative, and conveys the brand concept or product characteristics within 5-30 minutes. Its essence is still a commercial advertisement, but its form of expression is relatively hidden, which has quite a film and television artistic effect.

Early micro-film advertisements were basically single items, such as Cadillac's customized "Explosion" and "route 66", starring movie stars Daniel Wu and Karen Mok respectively; The original work "old boys" by Chopsticks Brothers, which caused collective nostalgia, was sponsored by Chevrolet. Jiang Wen's "Watching the Ball" was supported by Canon ... These micro-movies, either shot by professional film and television practitioners or created by grassroots, have a strong boosting effect on the brand's commercial marketing, and make the audience pay attention to this brand-new creative mode of advertising industry.

Second, the new characteristics of the development of micro-film advertising

In the course of its development, micro-film advertisements are constantly emerging with new works, and their characteristics of micro-duration, micro-cycle and micro-investment have emerged, which is also an objective factor for them to adapt to the fragmented information age and constantly meet the audience's acceptance psychology.

1, continuity

Micro-film advertisements are easy to produce sequels because they set a certain plot or story structure, penetrate and enhance the brand concept and product image of their advertisements through continuous rich story deduction. For example, Yida's "bittersweet" series of micro-film advertisements, the first part is that the male and female hosts played by Eddie Peng Yuyan Swift and Kwai Lun Mei meet in the desert and fall in love at first sight, and then tell the process of getting together with the theme of "bittersweet"; In the second part, I experienced the emotional twists and turns of a small hotel owner in Yunnan played by Lian Kai. In the end, the hero and heroine sublimated love at first sight into eternity. Through the small action of filling chewing gum, from "brothers" to "lovers" and from "caring" to "joining hands", such romantic stories make the audience yearn for it; This is followed by the third story of the uncle-level "Kitchen God" and the unruly "Shantou" starring Guo Xiaodong and Bai Baihe, which tells the relationship between "sugar-free xylitol" and "sweet and sour" in people's lives. The three micro-movie advertisements continue to convey Yida's brand concept of "caring for your teeth, caring for you more", the change of stories and the innovation of roles, each of which is set as a series of one or two minutes, which has a continuous appeal to the audience.

2. Attraction

The target audience of micro-film advertisements is 18-35 years old, and they have the ability to use the Internet and mobile media platforms extensively and frequently. Therefore, the factor that has a strong influence on such groups is "affinity". Among them, there are two angles: First, the selected actors are mostly young actors sought after by this group, such as Eddie Peng Yuyan Swift, Kwai Lun Mei and Bai Baihe. Second, the selected themes are inspirational, family, friendship, love and so on. Be recognized by young people. Both participants and topics can have a strong communication effect on the target audience and attract their attention to micro-film advertisements and even brands.

3. Suspense

Microfilm advertisements can be sequels, which can be connected with a unified theme, such as Yida's "sweet and sour" series, and can also be connected with people with specific relationships as protagonists and brands respectively. The most important series element is suspense. For example, Snickers' micro-film advertisement consists of several works, such as Korean drama "Grieving Woman", "Grumpy Woman Renting House", "Lazy Pig" and "Hungry Tang Sanzang", which contains a suspense of "Who are you hungry" and explains the story of boys' anti-hunger among college roommates. By constantly creating contradictions and suspense, the drama of the story is enhanced, the appetite of the audience is satisfied, and the ratings are effectively improved.

Third, the comparison between micro-film advertising and product placement advertising

Both micro-film advertisements and product placement advertisements have similar distinctive features in their development process: the rapid development of new media technology and the birth of new media, as well as the weakening of the original powerful media, have provided powerful forces for the development of traditional advertising industry. Among them, integrating products or brands and logos into advertising creativity in the form of plots has become the common point of advertising forms.

First of all, in the use of media, product placement has earlier integrated products, brands, logos, packaging and other information with distinctive commodity characteristics into movies, TV dramas or TV programs, becoming a means of integrated marketing communication. For example, in Xiaogang Feng's New Year movie "Mobile Phone", Motorola's mobile phone appeared many times. In the Hollywood movie "transformers 3", Metz Bang Wei Bang Wei's classic T-shirt, TCL TV, Elizabeth Milk and Lenovo computer successively set foot on the big screen. However, due to the long broadcast time, the micro-film advertisement can't enter the film distribution for the time being, so the new media route of "TV+internet plus mobile media" is chosen: attracting people's attention through the powerful broadcast effect of TV, and then displaying the advertisement content more comprehensively on the powerful Internet platform and mobile media platform to keep the audience's attention. Microfilm advertising tends to be more active in the use of media, which is different from the compulsion of product placement. It needs to establish a more benign relationship between the information content it plays and the dialogue and interaction of consumers.

Secondly, in advertising form, product image, trademark, packaging and so on. Often used as background, props or reflected in a line or two. However, with the improvement of the audience's recognition ability, the identifiable goods in film and television works have been labeled as "embedded advertisements", which finally pushed this kind of advertisements to the bottleneck. Faced with this situation, micro-film advertisements lurk in the plot and character relationship expressed by film techniques through "moving people with emotion", guiding the audience to explore the further development of the plot, and finally forming the interaction between the brand and potential buyers through the Internet. At present, there are two creative forms of micro-film advertising. One is to use advertising thinking and implant the plot, but it is difficult to be creative. The other is to adopt film thinking and integrate brand spirit and product image into the complete story structure and film logic, but it is difficult to create.

Microfilm advertising is still a new force in the advertising industry. How to carry out personalized customization and comprehensive innovation, cultivate professional talents, improve the supervision system, achieve a double harvest in quantity and quality, and promote its benign development should be an urgent problem in the future.

References:

Chen Na. Reflections on micro-film advertising [J]. News lovers, 20 12 12

[2] Wang Jun. "Micro-era" environment of film advertising analysis-micro-film advertising analysis [J]. China film market, 20 123.

[3] Zhang Yan. Research on the Operation Strategy of TV Product Placement Advertising [J]. China Advertising, 20 136.

Chapter 2 "Brand Promotion in Microfilm Advertising"

Abstract: With the continuous innovation of new media technology, various new media advertisements are constantly emerging and renovated. In particular, Weibo, WeChat, micro music and micro movies related to the word "micro" are highly sought after by everyone. With the appearance of micro-movies, micro-movie advertisements also came into being. Recently, micro-film advertisements have been favored by advertisers more and more, but due to the temptation of commercial interests, brand implantation is somewhat blunt. How to make microfilm better used by corporate brands and make microfilm develop faster and better is an urgent problem to be solved in microfilm advertising. In this paper, micro-film advertising is taken as the research object, and how to infiltrate brand culture into micro-film advertising and improve the communication effect of micro-film advertising is deeply analyzed and discussed.

Keywords: microfilm; Microfilm advertisement; Brand promotion;

China Library Classification Number: F7 13.8 Document Identification Number: A Document Number:1006-026x201209-0000-01.

From the popular spoof short film "A Bloody Case Caused by a Steamed Bread" to the production of more professional and real online movies, the word "microfilm" has quietly appeared, and "microfilm advertisement" has also accompanied it. It is a conspiracy of the times and a new advertising opportunity for business. "Microfilm advertisement" is an advertisement for film expansion and the essence of advertisement concentration.

First of all, advertisements are becoming more and more cinematic.

In China, we should start with a bloody case caused by a steamed bun in Hugh. The column reports of the films "The Promise" and "The Rule of Law in China" were re-edited and uploaded to the Internet, which enabled Youku.com to create a super-high click rate, breaking through tens of millions of click records in just a few days.

Until 20 10, it can be described as Kaiyuan in the era of "micro-movie advertising". The explosion sponsored by Cadillac is the first large-scale online microfilm advertisement. The car brand promotion advertisements "old boys" and "Nail clipper male magic" produced by the grassroots group "Chopsticks Brothers" also triggered a magic frenzy, and the car brands sponsored by them won wide public attention. This soft advertising marketing method is favored by advertisers. Some movie advertisements are more direct. For example, "Watching the Ball" clearly stated at the beginning that the shooting equipment was sponsored by a camera brand, and at the end of the film, the advertising word of the brand camera was played-"I will always be moved".

Through the above small examples, we can see that "micro-movie advertisement" is not a simple and direct pursuit of brand image promotion and repeated exposure of product logos, but a higher-level hidden advertising marketing method, which relies on beautiful and touching stories and exquisite audio-visual language symbols to skillfully integrate the brand concept and product functions to be promoted into the film through artistic means to achieve subtle advertising effects.

"Micro-film advertisement" refers to the advertising works that use unique film language to promote a "specific" product or "brand" within 30 minutes. It has the characteristics of movies. Adding interesting stories to brand advertising information can establish brand image, publicize enterprise concept and promote brand products.

Micro-movies have changed the performance of the entire advertising industry, taking Weibo, online promotion and other emerging media as carriers, without any cost, and are easily recognized by consumers. Nowadays, the "micro-movie advertisement" active on the Internet is the perfect combination of movies and advertisements, so some advertisements are more like a "high-end movie".

Second, micro-film advertising brand promotion

Micro-film advertisements emerge in an endless stream in hot events and hot topics, which has attracted the attention of more and more enterprises.

Advertising advantages of microfilm

As a new communication carrier, micro-film advertising wants to be better used by corporate brands. Let's analyze its characteristics first:

1. Rich information.

Microfilm advertising is as short as two or three minutes and as long as several tens of minutes. The duration and content structure determine that microfilm carries huge and rich information. In fact, almost every element of the characters, stories, plot design and scene props in micro-movies can be used to promote the brand.

2. Wide spread and fast pace.

Judging from the nature of its Internet video, the target audience of micro-film advertisements can be said to cover all netizens, regardless of regional communication. Through the Internet platform, especially the popularity of social networking sites such as Weibo, micro-film advertisements can reach the target audience instantly, and at the same time, they can be shared and spread quickly through the online social circle, which is not only extremely fast in pace, but also super in spontaneous communication ability. There are many classic cases that use "self-communication" to quickly become popular, such as old boys and Zeng Hong's Explosive.

3. Low communication cost.

Due to the above two characteristics, the promotion cost of micro-film advertisement in communication is much lower than that of traditional one-way mode such as TV advertisement, and the passive viewing mode of traditional TV advertisement is increasingly resisted by the audience. A creative, vivid and well-known micro-film can help corporate brands quickly open up the situation with relatively low communication costs.

Second, the brand promotion strategy

So, how to evaluate the quality of corporate brand micro-film advertising? At present, the understanding in the industry is that a good brand promotion of micro-film advertising can not only effectively export the corporate brand concept, but also enable the audience to gain value from it and drive advertising revenue. Therefore, micro-film advertising brand promotion needs to pay attention to the following issues:

First of all, people who attach importance to ideas, neglect implantation and attach importance to emotions. Most people take the initiative to watch micro-film advertisements, which is a journey of "spiritual experience", and touching people's hearts is king. Judging from the acceptance habit, it is an emotional conquest to disclose brand information while telling stories.

For example, Mazda's 3-star program went public to promote the micro-film advertisement "Say No to Perfection". There are no car shots and gorgeous slogans in the film, but it touches people's hearts with the true feelings that ordinary people dare to abandon the secular and pursue their dreams persistently. Within one month after the film was spread on the Internet, the number of online hits exceeded 6.5438+0.5 million, which became the hot spot of several major video websites and Weibo's forwarding comments. The highlight of this case: not only using network technology to turn attention into marketing power, but also improving the value proposition of the product and the audience.

Secondly, the brand is valued over the product, and the content is king. Any brand marketing event is actually an inseparable part of the brand. For those brands with profound history and cultural accumulation, micro-film advertising operation should consider whether it fits the brand's own style and tonality. The classic case in this respect is old boys, a micro-film shot by Shanghai GM for Chevrolet brand. There are few products or corporate brands in the film, but the dreams and realistic style of the people throughout reflect the core values and connotations of corporate products and brands.

Finally, focus on depth, light length, be creative and moving. For the rapidly increasing 3G mobile phone users, micro-movie advertisements are often consumed in a short time in a leisure and mobile state, and short but profound micro-movies are often more likely to succeed.

Third, the current micro-film advertising market is insufficient.

Micro-film advertising production talents are scarce. Microfilm advertising requires creators to have high production level and professional knowledge in both film and advertising, but such professionals are very scarce at present.

The supervision and management mechanism is lax. There are no restrictions on the theme and form of micro-film advertisements. Its shooting and broadcasting carrier is based on the network and does not need too much strict review. Some content that TV media can't broadcast is displayed on the larger platform of the network in the form of micro-film advertisements, which provides a hotbed for some inferior micro-film advertisements. In this way, the quantity and quality of advertisements are difficult to control.

The appearance of micro-film advertisements is a subversion of traditional broadcast carriers. I believe that with the continuous development of emerging online media and the growth and development of new talents, the future will open a window of freedom and beauty for new advertising design.