Microfilm advertising related papers?

Since its birth, the advertising industry has been extremely dependent on the dissemination of information. If the information can't be transmitted to produ

Since its birth, the advertising industry has been extremely dependent on the dissemination of information. If the information can't be transmitted to produce good communication effect, then the function of advertising can't be realized, so it is extremely sensitive to the change of media environment. The following is what I arranged for you for your reference.

Article 1 "Analysis of the Characteristics of Microfilm Advertisement"

The emergence and development of Weibo pushed the society into the "micro-era". In the micro-era, information spreads faster, and the content of communication is more impactful and shocking, especially micro-movies, which can attract the audience's attention. Because microfilm has the advantages of visibility, convenience, interactivity and flexibility, the cross-border cooperation between microfilm and advertising has become the general trend in the advertising marketing era, breaking through the limitations of traditional product placement in form and content and becoming the new favorite of advertising marketing. This paper takes Haier casarte's micro-film advertisement "Love fills the refrigerator" as an example to analyze the characteristics of micro-film advertisements.

Keywords Micro-film advertising emotional appeal brand value Weibo marketing

20 10 12.27, Cadillac's micro-film "hair trigger" really brought the word "micro-film" into people's field of vision and fully realized the advantages of micro-film.

Microfilm is a new media form with the maturity of online video market and the innovation of Internet and digital media technology. It refers to a video short film that is specially used on various new media platforms, suitable for viewing in the mobile state and short-term leisure state, supported by a complete planning and system production system, and has a complete story. The time is usually 30 seconds to 300 seconds, and the content is a combination of humor and fashion trends. It can be a single article or a series.

As the cost of TV is getting higher and higher, the number of netizens is increasing. Microfilm has the characteristics of fragmentation, visibility, convenience, interactivity and flexibility. Advertisers apply this new resource "Microfilm" to integrated marketing. This novel way has become the new favorite of advertising marketing market, that is, microfilm advertising. ①

Micro-film advertising has become a new advertising marketing position that has attracted much attention from the industry because of its powerful Internet communication platform and superior forms of expression. Cross-border cooperation between microfilm and advertising will be the development trend of advertising industry, which breaks through the limitations of traditional product placement in form and content and brings advertising to a new realm. Relatively less cost investment, and attract the attention of the public in a short time, trigger public opinion, and let the audience remember the brand or service while enjoying the story.

With the popularity of Cadillac micro-movies, Canon, Orange Crystal Hotel, Haier casarte and other brands are also actively involved in this emerging blue ocean of marketing. In this paper, Haier casarte microfilm released in June 20 1 1 is taken as an example for analysis.

First, a relatively complete story, the plot is interlocking and fascinating.

In the era of people's sensory numbness and information surplus, the scarcest resource is happy and touching stories. As a way of advertising creativity, "storytelling" has undoubtedly become a magic weapon for advertising marketing. This attractive way of communication has made many business legends and created many successful brands. As a popular and interesting way of communication, story has become an important way of effective communication in the era of information flooding.

Haier casarte's micro-movies don't have a star cast, and the handsome hero and fashionable and beautiful heroine make the audience feel more cordial, natural and unpretentious. This micro-film combines suspense, action, love, fashion and other elements, arousing European customs and mysterious romantic love, and has been sought after by many netizens. In the movie, after the hero fell in love with the heroine at first sight, he filled her refrigerator with food every day. This delicate and persistent mysterious and romantic way of showing love touched many netizens. Among them, the mysterious identity and occupation of the hero, and why he was hunted down, and what was the final outcome of the hero and heroine? Attract countless conjectures. In many online forums, netizens organized a big guess about the sequel of Casart's whose love filled the refrigerator, and they actively participated in this guess. On the Red Net Forum, many netizens said that casarte's micro-movies had learned more about casarte refrigerators, and even some netizens showed a desire to buy them. Through a 5-minute 53-second micro-movie, casarte successfully made netizens remember the brand casarte while enjoying the wonderful story.

At the same time, Casarte's microfilm is characterized by its mysterious, romantic and delicate love in romantic Italian music and warm and elegant indoor scenes, which makes this elegant microfilm widely spread on video websites such as Tudou, Youku and Sina Weibo. ②

Second, the combination of emotional appeal and brand value in micro movies

Emotional appeal refers to the purpose of selling goods and promoting sales by appealing to consumers' feelings or emotions. The emotional appeal in advertising creativity is to make people feel something with friendly and soft advertising pictures, natural and fluent language and sincere advertising appeal, to introduce consumers into the artistic realm of "emotion and text, scenery and scenery, things and me, reason and reason", to make people close to it, to have a good impression on it, and finally to be conquered by it emotionally to produce a sound, and finally to achieve the purpose of selling products or services.

"Casart has a good grasp of the emotional needs of modern urban elites!" A senior film critic gave the reason why this microfilm is so popular. "The ultimate goal of creating products is to create a modern and fashionable lifestyle for consumers around the world and improve their quality of life. As a visual emotional expression, microfilm is an excellent way to convey the ultimate concept of our brand. " The person in charge of Casart said so. The European-style home furnishings in the movie, the heroine's fashionable clothes, the French six-door refrigerator, and the cute post-it notes posted on the refrigerator. This kind of life has made many white-collar workers feel the same way and aroused the soul of netizens. People pay attention to the quality of life and hope to have an elegant modern life, but the real elegant style does not depend on how glamorous the exterior is. The key is to enrich and satisfy the inner world, the Casart refrigerator that the hero fills every day.

Casarte's brand positioning is "creating artistic home, living in style", which aims to interpret the brand connotation of casarte's "inheriting Italian artistic tradition, relying on global design and manufacturing resources, making artistic home appliances and embedded integrated kitchen appliances with humanistic care, and working with elites who love life to create a stylish life together".

This artistic expression used in micro-movies coincides with the unique concept and value of the brand, which perfectly combines emotional appeal with brand value, naturally showing the product image and winning the recognition of consumers.

Third, cooperate with microfilm and make full use of Weibo marketing.

Weibo marketing is a way of network marketing. Weibo takes Weibo as the marketing platform, and every listener and fan is a potential consumer. Every enterprise can register Weibo on Sina, Netease and other websites, and then spread the information of enterprises and products to netizens by updating their Weibo, so as to establish a good corporate image and product image. Timely convey the latest information of products to consumers and communicate with them, or have topics of interest to everyone, so as to achieve the purpose of marketing. ③

After launching the microfilm on the video website, Casarte held a prize-winning quiz on its Sina official Weibo from June 24th to July 7th, including three questions: the end of Casarte refrigerator microfilm series conjecture, the occupation of Casarte refrigerator microfilm series conjecture, and the city of Casarte refrigerator microfilm series conjecture. Finally, the lucky netizens who won the prize will get beautiful gifts, and the activity is heating up.

The second chapter is "Interpretation of Microfilm Advertising Script"

Based on the research and summary of micro-film advertising scripts, this paper classifies micro-film advertisements according to different standards. Based on the theory of use and satisfaction, this paper analyzes and summarizes that love theme, inspirational category and fashion entertainment category are the favorite micro-movies of the audience.

Keywords: microfilm; Advertising; drama

Microfilm has attracted much attention since the official birth of 20 10. At first, it was just a spoof of social phenomena, and it was a purely academic student's work. Then, with the popularity of micro-movies, it has attracted the attention of major advertisers, and micro-movie advertising marketing has become another wave of marketing after TV dramas are implanted with advertisements. Many scholars have done a lot of research on the marketing model of micro-film advertising. Through the research, analysis and summary of nearly 500 micro-film advertising scripts with high click-through rate on the market at present, the author draws the following conclusions. I hope this study will be helpful to advertisers and micro-film advertising script planning.

1. Microfilm advertisements are classified according to the story.

According to the story classification of micro-film advertisements, micro-film advertisements can be divided into: funny, thrilling, small and fresh and other comprehensive categories.

An interesting lesson

This kind of micro-film advertisement has a characteristic, such as funny, humorous, funny, nonsense and so on. This kind of micro-film advertisement is very popular with the audience, especially in the early stage of micro-film advertising marketing. Funny and humorous have almost become the only characteristics of micro-film advertising, and the micro-film advertising market has fallen into laughter for a time. The most prominent examples are the 7-up micro-film advertisement Christmas wish series and winning percentage series, both of which have very high click-through rates. The constant spoof, ridicule and crossing in the film attracted a laugh.

Second, the thrilling classroom

This kind of micro-film advertisement is characterized by fully absorbing the thrilling elements in * * * films, such as Cadillac's "Explosion". The plot tells the story that Daniel Wu, the protagonist, is attacked by his opponent in the middle of a high-tech transaction through a 90-second "micro-time". In order to safely transfer the new technology to a safe place, Daniel Wu and the heroine Lisa joined hands to play tricks such as attracting tigers out of the mountain, and finally achieved their goal after many twists and turns. The whole film is large in scale and well-made, and it is also the first large-scale online microfilm, which is a milestone in the micro-era.

Three small fresh classes

In order to make the brand and advertising marketing connotation fit, FMCG industry or women's products generally choose this type of microfilm script, such as "I am in love" by ECCO shoes, sweet and sour series of Yida chewing gum, slightly drunk fruit beer, Miss Puff series, Master Kong jasmine tea constellation series and so on. The characteristics of these micro-film advertisements are that most of them are handsome men and beautiful women, with beautiful appearance, and the story takes love as the main clue, thus giving the product brand emotional connotation.

Other categories

In addition to the above three categories, there are other comprehensive micro-film advertisements, such as the advertising series of Lingshi Men's Perfume, a product of Unilever. The script uses exaggerated and alternative expressions. There are many beautiful women enchanting in the series of movies. How can men increase their charm? The brand even launched Edison Chen, a Hong Kong artist who was banned for "pornographic photos". The performance of the script is very bold and exaggerated.

Secondly, micro-film advertisements are classified by subject matter.

According to the theme of micro-film advertising, micro-film advertising can be divided into: love theme, big love theme, family theme and inspirational theme.

Love theme

Love is the eternal theme of mankind, and advertisers seem to prefer micro-film advertisements with love themes. According to statistics, micro-film advertisements with love themes account for more than 60% of all micro-film advertisements. For example, there is a saying that lovers with amnesia will regain their true feelings on Valentine's Day, such as Master Kong's Jasmine Tea Constellation Series, Orange Hotel Constellation Series, and Yida Gum's ups and downs series. Among them, Yida Chewing Gum's micro-film advertisement tells that the hero meets the heroine in a desert gas station, and the two of them have experienced ups and downs in life, and finally, the lover will be well. Although there is not much creativity in the story, the fresh romance of the hero and heroine and the excellent performances of the actors also add a lot of color to this love-themed micro-movie.

Second, the inspirational theme

Inspirational micro-movies, such as "Creating for Desire" by PepsiCo Taobao and "Dream Knight" by Volkswagen Bank, in which the dream knight tells the inspirational and touching story of five elderly people with an average age of over 80 who pursue their dreams in their twilight years. In the film, five old people created a miracle of life in six months, and realized their wish to travel around the island of Taiwan Province Province by motorcycle, which once again proved the philosophy of life that people live for their dreams.

As the biggest winner of "20 1 1 First Microfilm Festival", the success of Dream Knight is obvious to all. Whether it is thinking about life and Twilight, or enlightening dreams and life, the feeling and shock it brings makes Dream Knight one of the most successful microfilms in 20 1 1.

Three family series

Micro-movie advertisements featuring warm family cards, such as Chopsticks Brothers and Father sponsored by Chevrolet, tell the story of the protagonist Xiaobao's growth, and Courage of Mothers sponsored by Volkswagen Bank tells the story of an ordinary Taiwan Province mother who flew all the way to Venezuela to visit her daughter who just gave birth. Pepsi-Cola Bringing Love Home is a 20 12 New Year short film, which tells the story of children who are busy in various positions going home for the New Year.

Four love themes

The micro-film advertisement with the theme of big love includes a big article about paid advertisement, which tells the story of Chongqing "Da" looking for the owner. The chorus of President Ma of Public Bank tells the story of President Ma Dashan teaching mountain children to sing.

Thirdly, the audience's use and satisfaction analysis of micro-film advertisements.

The theory of "use and satisfaction" explains people's behavior of using media to get satisfaction from the perspective of audience's psychological motivation and demand, and puts forward the social reasons and psychological motivation of audience's acceptance of media by combining the relevant knowledge of psychology and sociology. What I want to ask here is, why do viewers want to watch advertisers' micro-movies?