With the vigorous development of new media technology, my country's advertising production has entered a new field. Micro-film advertising, a cross-border combination of film and advertising, is playing an important role in the new media era. It has gradually become popular and attracted widespread attention in the industry. Below is what I have compiled for your reference. Chapter 1

"A brief analysis of the development and evolution of micro-film advertising"

Abstract: As an emerging media marketing method, micro-film advertising has experienced a concentrated explosion since 2011, and its Development is not a completely new thing. Product placement and even plot creativity in conventional advertising have provided important experience for its emergence. This article starts from the beginning of micro-film advertising and the new characteristics of its development as the research object, and clarifies the development and change trajectory of micro-film advertising through comparison with product placement, arousing in-depth attention to micro-film advertising.

Keywords: micro-film advertising; marketing; product placement

[Chinese Picture Classification Number]: J9 [Document Identification Code]: A < /p>

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

1. Definition of micro-film advertising

Micro-film advertising has been a "Micro-movies", "marketing", "advertising" and other inseparable "hybrids" are inseparable. In 2011, known as the "first year of micro-movies", there were more than 50 micro-movies funded by brand companies in China. In essence, It is an advertisement produced by a company for its product or brand. Although there is no clear definition so far, micro-film advertising basically has the following characteristics: it must use film shooting techniques to tell the product or brand in the form of a storyline. It is not just a prop or background, but has a connection with the narrative. Important associations, conveying brand concepts or product features within 5-30 minutes. Its essence is still an advertisement with a commercial nature, but the form of expression is relatively hidden and has a film and television artistic effect.

Early micro-film advertisements were basically single works, such as Cadillac's customized "On the Move" and "Route 66", starring film and television stars Daniel Wu and Mok Wenwei respectively; the Chopstick Brothers triggered collective emotions. The original work "Oldboy" was fully sponsored by Chevrolet; Jiang Wen's "Watching Football" was supported by Canon... These micro-movies, either shot by professional film and television practitioners or created by grassroots, all have a positive impact on the brand. Commercial marketing has a powerful boosting effect and makes the audience pay attention to this emerging creative model of the advertising industry.

2. New characteristics of the development of micro-film advertising

New works continue to emerge in the development process of micro-film advertising, and in its "micro-duration", "micro-cycle", "micro-film advertising" New characteristics have emerged in the characteristics of "micro-investment", which is also an objective factor for it to adapt to the "fragmented" information era and continue to conform to the audience's acceptance psychology.

1. Continuity

Since micro-film advertisements set a certain plot or story structure, it is easy to create a "continuation". Advertising brand concepts and product images are penetrated and promoted. For example, Yida's "Sour, Sweet, Bitter, and Spicy" series of micro-film advertisements. In the first part, the male and female protagonists played by Peng Yuyan and Gui Lunmei met in the desert and fell in love at first sight. Later, they narrated the process of traveling together with the theme of "Sour, Sweet, Bitter, and Spicy"; in the second part, they experienced The owner of a small restaurant in Yunnan, played by Lian Kai, goes through emotional ups and downs. In the end, the hero and heroine sublimate love at first sight into everlasting love. Through the small act of filling up the chewing gum, from "brother" to "lover", from "care" to "hand in hand", this kind of romantic story makes the audience yearn for it; followed by the third uncle-level movie starring Guo Xiaodong and Bai Baihe The story of the "God of Cooking" and the rebellious "Girl" learning cooking skills tells the story of the relationship between "sugar-free xylitol" and the "sweet, bitter, spicy" aspects of people's lives. The three micro-movie advertisements all continue to convey Yida's brand concept of "care about teeth, care more about you". There are changes in the story, innovation in the characters, and each one is set as a number of one- or two-minute dramas. , has continuous appeal to the audience.

2. Affinity

The target audience of micro-film advertising is young people aged 18-35 who have extensive and frequent use of Internet and mobile media platforms. Therefore the element that has a powerful effect on such groups is "affinities."

Two perspectives: First, most of the actors selected are young actors sought after by such groups, such as Peng Yuyan, Gui Lunmei, Bai Baihe, etc.; second, the selected themes are inspirational, family, friendship, love, etc. that are recognized by young people. . Whether it is the actors or the topic, it can create a strong communication effect for the target audience, attracting their attention to the micro-film advertisement and thus the brand.

3. Suspense

Since micro-film advertisements can be created as "continuations", they can be connected with a unified theme, such as Yida's "Sour, Sweet, Bitter, and Spicy" series. The characters with specific relationships are used as protagonists to connect with the brand. The indispensable connecting factor is suspense. For example, the Snickers micro-movie advertisement consists of several works including "Korean Drama Tragic Girl", "Irritable Charter Housewife", "Lazy Pig Bajie" and "Hungry Tang Sanzang". One of the suspenses included is "When I'm Hungry" "Who are you?" tells the story of boys "fighting against hunger" in the same dormitory in college. By constantly creating conflicts and suspense, the drama of the story is enhanced, whetting the audience's appetite, and effectively increasing the ratings.

3. Comparison between micro-film advertising and product placement

Both micro-film advertising and product placement have similar distinctive features in their development process: That is, the rapid development of new media technology, the birth of new media, and the weakening of the original strong media have provided powerful forces for the development of the traditional advertising industry. Among them, the integration of products, brands, and logos into advertising creativity in a dramatic way has become the most common point in advertising forms.

First of all, in terms of the use of media, product placement was earlier used to integrate products, brands, logos, packaging and other information with distinctive commodity characteristics into movies, TV series or TV programs, becoming a means of integrated marketing communication. . For example, Motorola mobile phones appeared many times in Feng Xiaogang's New Year's film "Mobile Phone", and Metersbonwe's classic T-shirts, TCL TVs, Yilisu Milk, and Lenovo Computers have all set foot on the big screen in the Hollywood movie "Transformers 3". screen. Due to the length of the broadcast, micro-film advertisements cannot be released in movies for the time being. Therefore, they choose the new media route of "TV + Internet + mobile media": attracting attention through the strong broadcast effect of TV, and then relying on the powerful Internet Display advertising content more comprehensively on online platforms and mobile media platforms and keep the audience's attention on it. Microfilm advertising tends to be more proactive in the use of media, which is different from the mandatory nature of product placement advertising. Therefore, the information content it broadcasts needs to establish a more benign relationship with consumers' dialogue and interaction.

Secondly, in terms of advertising forms, product placement mostly uses product images, trademarks, packaging, etc. as backgrounds, props, or is reflected in one or two lines of dialogue. However, with the improvement of audience identification ability, identifiable products that appear in film and television works have been labeled as "product placement", eventually pushing this type of advertising to a bottleneck. Faced with this situation, micro-film advertisements lurk in the plot and character relationships expressed in film techniques through "moving people with emotion", triggering the audience to explore the further development of the plot, and ultimately forming an interaction between the brand and potential buyers through the Internet . At present, there are two types of creative forms of micro-film advertising. One is to use advertising thinking and embed plots, but it is difficult to produce creative masterpieces. The second is to adopt movie thinking and integrate the brand spirit and product image into the complete story structure and movie logic. , but it is more difficult to create.

Microfilm advertising is still an emerging force in the advertising industry. How to carry out personalized customization and comprehensive innovation, cultivate professional talents, improve the supervision system, and achieve a double harvest of quantity and quality will promote its healthy development and should This is a problem that needs to be solved urgently in the future.

References:

[1] Chen Na. Reflections on micro-film advertising [J]. News Enthusiasts, 201212

[2] Wang Jun .A brief analysis of movie advertising in the "micro era" environment - A brief analysis of micro-film advertising [J]. China Film Market, 20123.

[3] Zhang Yan. The development of product placement in film and television dramas Research on Operational Strategies [J]. Chinese Advertising, 20136 Part 2

"Brand Promotion in Microfilm Advertising"

Abstract: With the continuous innovation of new media technologies, various New media advertising is also constantly emerging and renovating. In particular, Weibo, WeChat, WeChat, and micro-movies related to the current popularity of the word "micro" are very popular among everyone. With the emergence of micro-movies, micro-movie advertisements also emerged.

Recently, micro-film advertising has become more and more popular among advertisers, but due to the temptation of commercial interests, brand placement is somewhat blunt. How micro-films can be better used by corporate brands so that they can develop faster and better is an issue that needs to be solved urgently in micro-film advertising. This article studies micro-film advertising and conducts an in-depth analysis and discussion on how to penetrate brand culture into micro-film advertising and improve the communication effect of micro-film advertising.

Keywords: microfilm; microfilm advertising; brand promotion;

Chinese Picture Classification Number: F713.8 Document Identification Code: A Article Number: 1006-026X201209-0000-01

From the smash hit "A Murder Caused by a Steamed Bun" spoof short film to the production of more professional and more realistic online movies made by brands and websites, the term "micro-movie" has also Quietly appeared, and "micro-film advertising" also came into being. It is the conspiracy of the times and a new advertising opportunity for business. "Micro-movie advertising" is an advertising film expanded by movies, and it is also a condensed essence of advertising.

1. Advertising is becoming more and more cinematic

China should start with Hu Ge's "Murder Case Caused by a Steamed Bun". The content has been re-edited from the movie "The Promise" and the column "China's Rule of Law Report". After being uploaded to the Internet, "Youku.com" created a super high click rate, breaking through tens of millions of clicks in just a few days.

Until 2010, it can be said to be the beginning of the "micro-film advertising" era. "Trigger", sponsored by Cadillac, is the first large-scale online micro-film advertisement. The release of the car brand promotion ads "Oldboy" and "Nail Clippers Demon" produced by the grassroots group "Chopstick Brothers" also triggered a magical craze, and the car brands of their sponsors also gained widespread public attention. This kind of softness The advertising and marketing method is deeply favored by advertisers. There are also some micro-film advertisements that are more direct. For example, "Watching Football" clearly states at the beginning of the film that the shooting equipment is sponsored by a certain camera brand, and at the end of the film the advertising slogan of the brand's camera is printed again - "Moved" always present”.

Through the above small examples, we can see that "micro-film advertising" does not simply and directly pursue the promotion of brand image and repeated exposure of product logos, but relies on beautiful touching stories and sophisticated It uses audio-visual language symbols to subtly integrate the brand concept and product functions to be promoted into the movie through artistic means to achieve a subtle advertising effect. It is a relatively high-level implicit advertising and marketing method.

"Microfilm advertising" is an advertising work produced within 30 minutes, using unique film language, with the purpose of promoting a "specific" product or "brand". It has the characteristics of a movie, adding interesting stories to brand advertising information, and can establish brand image, promote corporate philosophy and promote brand products from simple to profound.

Microfilms have changed the performance status of the entire advertising industry. They use emerging media as carriers such as Weibo and online promotions without any cost, and can easily gain recognition from consumers. The "micro-film advertising" that is now active on the Internet is a perfect combination of movies and advertising. Therefore, some advertisements are more like a "high-end film."

2. Micro-film advertising brand promotion

Micro-film advertising emerges one after another in hot events and hot topics, and has attracted the attention of more and more companies.

Advantages of micro-film advertising

As an emerging communication carrier, micro-film advertising wants to be better used by corporate brands. Let us start with an analysis of its characteristics:

Microfilm advertisements can be as short as two or three minutes, or as long as dozens of minutes. The duration and content structure determine that the information carried by microfilms is huge and rich. In fact, almost every element of the characters, stories, plot designs and scene props in the micro-movie can be used to promote the brand.

2. Wide spread and fast pace.

Judging from its Internet video attributes, the target audience of micro-film advertisements can be said to cover all Internet users, and the scope of communication is regardless of region. Through the popularity of Internet platforms, especially social networking sites such as Weibo, micro-film advertisements can instantly reach the target audience and achieve rapid sharing and diffusion through online social circles. Not only is the pace extremely fast, but the ability to spread spontaneously is also beyond powerful.

There are many classic cases of using "self-propagation" to quickly become popular, such as "Oldboy" and "Trigger", which were once smash hits.

3. Low communication cost.

Because of the above two characteristics, the promotion cost of micro-film advertising in the communication link is much lower than that of traditional one-way models such as TV advertising. Moreover, the passive viewing mode of traditional TV advertising is also becoming more and more popular. The more it touches the audience. A micro-movie that is creative, vivid in content, and highly watchable can help corporate brands quickly get started at a relatively low cost of communication.

Second Brand Promotion Strategy

So, how to evaluate the quality of corporate brand micro-film advertising? The current industry consensus on this is: good micro-film advertising brand promotion , not only can effectively output the corporate brand concept, but also allow the audience to obtain value from it, while driving advertising revenue. Therefore, the following issues need to be paid attention to when promoting micro-film advertising brands:

First of all, focus on concepts, light on implantation, and focus on emotions. Most people take the initiative to watch micro-film advertisements as a "spiritual experience" journey, and touching people's hearts is the way to go. From the perspective of acceptance habits, telling stories while revealing brand information is a kind of emotional conquest.

The Mazda3 Xingcheng launch promotion micro-film advertisement "Say No to Perfection" is an example. There is not a single car shot or gorgeous slogan in the film, but it touches the real emotions of ordinary people who have the courage to abandon the world and pursue their dreams persistently. People's hearts. The film was viewed online more than 1.5 million times within a month after it was released on the Internet, becoming a hot spot in the broadcast rankings of several major video websites and forwarded comments on Weibo. The highlight of this case: not only uses network technology to convert attention into marketing power, but also promotes the value proposition of the product and fully resonates with the target audience.

Secondly, focus on brand and not on products, content is king. Any brand marketing event is actually an integral part of the brand. For those brands with deep history and cultural accumulation, the micro-film advertising operation should consider whether it fits the style and tone of the brand itself. A classic case in this regard is the short film "Oldboy" created by Shanghai General Motors for the Chevrolet brand. There are also few products or corporate brands in the film, but the common people's dreams and realistic style throughout reflect the core of the company's products and brands. values ??and connotations.

Finally, emphasize depth over length, and move people with creativity. For the sharply increasing number of 3G mobile phone users, micro-movie advertisements are often consumed in a short period of time while on the move, and short, concise but profound micro-movies are often more likely to succeed.

3. The current micro-film advertising market is insufficient

Micro-film advertising production talents are scarce. Microfilm advertising requires creative personnel to have a high production level and have professional knowledge in both film and advertising fields, but such professional talents are currently very rare.

The supervision and management mechanism is not strict. There are no restrictions on the subject matter or form of micro-film advertising. Its filming and broadcasting carriers are all based on the Internet and do not require excessive or strict censorship. As a result, some content that cannot be broadcast by TV media is displayed on the larger platform of the Internet in the form of micro-film advertisements. This provides a breeding ground for some inferior micro-film advertisements. In the long run, the quantity and quality of advertisements will be very low. Difficult to control.

The emergence of micro-film advertising 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, a window to freedom and beauty will be opened for new advertising design in the future.