电影短片广告的发展现状与发展对策

发布时间：2018-06-01 07:25

本文选题：微电影 + 广告片　；参考：《东北师范大学》2013年硕士论文

【摘要】：电影短片广告是运用广告片与微电影相互融合的方式呈现给观众的一种艺术形式，是对以往广告片形式的突破。观众以一种欣赏微电影的心态来观赏作品，不但满足了视觉感官方面的享受，同时也在潜意识中接受了片中推广的产品。短片电影广告的时长通常都会在3分钟以上或更长时间，甚至能达到20分钟至半小时。这也给创作者提供了很大的创作空间。在电影短片广告中，因为不受播出媒体的限制，在广告的时间长度上，可以做到不受时间的约束，商家可以将故事情节同产品的信息相互融合。故事、人物之间的冲突，加上特效技术，将为观众呈现出一部令人难忘的大片视听盛宴。观众可以在欣赏影片的过程中心悦诚服的接受产品信息。可以说，这种广告片本身就是一部影片，可以传播效果会非常好。电影短片广告如果想要在短时间内吸引受众的眼球，广告创意触碰到受众的神经才是最行之有效的办法。只有让受众喜爱，才能达到一传十、十传百的宣传效果。电影短片广告说到底就是打动观众，它其中体现了各种思想与情结，颠覆了传统广告的意义，制造了广告界一场新的革命。艺术创意是电影短片广告成功的必备要素，然而影片内容还应与企业品牌文化细腻融合，故事剧情顺其自然的表现出企业内涵，而非传统广告的生搬硬套。只有这样才能在达到艺术创意标准的同时，最大程度上宣传产品。以目前的电影短片广告发展形势来分析，未来短时间内还不能成为广告的主要载体。但随着社交网络的不断发展，，终将有一天网络媒体能够和传统的电视、纸媒平分市场，甚至超越传统的媒体，占据主流广告市场份额。以目前的市场情况而言，网络媒体还没有发展到这一阶段，那么对于广告主来说，虽然电影短片广告是一个宣传自身非常好的渠道，但并不是企业宣传的唯一渠道。所以在市场刚刚开始发展的初期，一定要保正影片的质量，特别是对不同的企业，不同的播出平台，进行细量的划分，将产品做的越来越精致。
[Abstract]:Short film advertisement is a kind of art form which is presented to the audience by the way of the fusion of advertisement and micro-film. It is a breakthrough of the former advertising form. The audience not only satisfies the enjoyment of the visual sense, but also accepts the products promoted in the subconscious. Short film ads usually run for more than three minutes or more, or even 20 to half an hour. This also provides a lot of creative space for the creators. In the short film advertisement, because it is not restricted by the broadcast media, the advertisement can not be restricted by the time limit in the advertisement, and the businessman can merge the story with the information of the product. The story, the conflict between the characters, and the special effects technology will present an unforgettable blockbuster audiovisual feast for the audience. The audience can accept product information in the process of appreciating the film. It can be said that this advertising film itself is a film, can spread the effect will be very good. If the short film advertisement wants to attract the audience's eyeball in a short time, the advertisement creativity touches the audience's nerve is the most effective way. Only let the audience like, in order to achieve a ten, ten-hundred publicity effect. In the final analysis, the short film advertisement is to impress the audience, which embodies all kinds of thoughts and feelings, subverts the significance of the traditional advertisement and creates a new revolution in the advertising field. Artistic creativity is the essential factor for the success of short film advertisement. However, the content of the film should also be fused with the enterprise brand culture, and the story plot shows the connotation of the enterprise rather than the traditional advertisement. Only in this way in order to reach the standard of artistic creativity at the same time, to maximize the promotion of products. According to the current development situation of short film advertisement, it can not be the main carrier of advertisement in a short period of time in the future. But with the continuous development of social networks, one day the online media will be able to share the market with the traditional TV, print media, or even surpass the traditional media, occupy the mainstream advertising market share. With the current market situation, the network media has not yet developed to this stage, so for advertisers, although short film advertising is a very good channel to promote itself, but not the only channel for corporate propaganda. Therefore, in the early stage of market development, we must ensure the quality of the film, especially for different enterprises, different broadcast platforms, the division of fine quantity, the products will be more and more refined.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;J905

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