Movie advertising analysis paper?

The advertising industry has been extremely dependent on the dissemination of information since its inception. If the information cannot be delivered to produce good dissemination effects, then the function of advertising will not be realized, so it is of great significance to the media. Extremely sensitive to environmental changes. Below is what I have compiled for your reference. Chapter 1

"Analysis of the new model of micro-film advertising brand marketing"

Abstract: This article provides an overview of micro-film advertising, analyzes McCann Guangming's micro-film advertising case, and discusses A new brand marketing model of micro-film advertising. Use stories to win attention and themes to create value; it is not just product promotion, but a deeper brand perception; use the power of new media and combine the advantages of television media; win economic benefits and achieve social benefits.

Keywords: micro-film advertising; marketing model; brand building; commercial value

Under the general trend of "Internet", media integration is increasingly Becoming a new trend in social development, micro-film advertising developed with the help of the Internet broadcast platform has also become a new way for brand promotion. Brands can not only fully introduce their products through micro-film advertisements, but also create emotional resonance with the audience and increase the audience's favorability towards the brand.

1. Overview of micro-film advertising

Micro-film is a condensed version of the movie. As a product of the combination of micro-film and advertising, micro-film advertising is also another innovative work of film art and brand communication on the Internet platform. The duration of micro-movie advertisements is generally between 30 seconds and 300 seconds. Similar to movies, it has a complete storyline and perfectly integrates brand appeal and corporate spirit into the storyline, so that the advertisement can win the attention of the audience while increasing the number of ads. More storytelling and artistry. Compared with the stiffness of traditional product placement, microfilm advertising is more professional in production, more realistic in content, and more natural and vivid in integration with products, making it more popular among brands. For a long time, the advertising marketing model has been based on traditional product placement. From the well-known foreign movie "Roman Holiday" to the domestic "If You Are the One" produced by Feng Xiaogang, product placement is the commercialization of advertising. Sex taken to the extreme. However, due to the media's aggressive publicity, domestic product placement advertisements are rampant, and the audience's expectations and evaluation of movies have been greatly reduced, and they have also become hostile to product placement ads. In order to seek good advertising effects, the brand explores reverse thinking and creates a new model of advertising embedded in movies. It combines film shooting skills with entertainment advertising creativity, allowing consumers to actively pay attention to and participate in it, and achieve a good persuasive effect. . Brand micro-film advertisements not only gain the attention of the audience, but also sublimate the brand image, making the brand more creative and expandable.

2. Case study of McCann Guangming’s micro-film advertisements

From 2013 to 2016, McCann Guangming has been exploring stories for the Spring Festival series of micro-film advertisements. In 2013, "Going Home - Late New Clothes" was launched, telling the story of the hardships and hardships of returning home for the New Year from migrant workers. The commercial ends with a child receiving belated new clothes from his parents. This kind of story-telling The way of telling can arouse the audience's emotional waves. In 2014, the creative Spring Festival Gala public service advertisement "Chopsticks" was launched, which combined the stage of children using chopsticks from an early age with the traditional Chinese moral education culture. In the short stories of enlightenment, inheritance, etiquette, care, watchfulness and good neighborliness, China was highlighted. human emotions. In 2015, the "Spring Festival Couplets" series of advertisements was launched, choosing Spring Festival couplets to become the material carrier to tell the Spring Festival story, deepening the audience's understanding of the Spring Festival couplets and the New Year. The 2016 "Dreams Come to Hometown" series of micro-film advertisements made Chinese people remember the word "hometown". Compared with the previous theme of "going home", "hometown" is a further materialization and sublimation of it.

It is not difficult to see from McCann’s bright Spring Festival series of public service advertisements that McCann’s real-life investigations behind the selection of advertising stories. As the living environment changes, McCann’s creative ideas are also closely following the society. The hot spots are touching and at the same time triggering thoughts and cries. This is McCann's success in public welfare micro-film advertisements. At the same time, McCann's successful experience also provides reference for other micro-film advertisements.

1. Storytelling is the key

In the era of media convergence, how to attract the audience's attention in the massive amount of media information has become the focus of brand attention. First of all, the theme of the story should be the core of brand building. With a good theme, the penetration of advertising into the brand will be more valuable. Secondly, characters are the soul of the story. The audience should feel the quality and will represented by the characters in the film, and convey the corporate spirit and brand concept.

2. Brand connotation is the core

When promoting a brand, it is necessary to integrate brand information into micro-movies, promote corporate spirit through micro-movies, and use advertising creativity to win attention. , telling stories with the brand as the core, so as to achieve precise marketing of the brand. Behind the successful micro-film advertising works, there is a profound brand culture. For example, McCann’s advertisements for Johnson & Johnson, Nestlé, and Black Toothpaste all relied on their unique brand connotations as the starting point for creative conception, and finally presented the Advertising films should return to their respective brand cultures in order to achieve precise brand marketing.

3. Audience positioning is the key point

Young audiences are the most active group of people who are exposed to new media and new things. They participate and interact more with micro-film marketing. Micro-film marketing uses They can give full play to their own advantages and understand the corporate culture and brand spirit behind the products through in-depth understanding of the products. The placement of micro-film advertisements should be more targeted, combining the audience's Internet usage habits and preferences, and choosing to focus on specific groups of people to further enhance the target positioning and accuracy of corporate image promotion.

4. Channel expansion is inevitable

The channels for micro-film advertising need to be diversified, integrating traditional media and new media to complement each other's advantages. While relying on the development of new media platforms, The powerful influence of traditional media cannot be ignored. Television media still has a wide audience market in advertising communication, and can provide a broader communication platform for advertising, thereby promoting the company's publicity and promotion of micro-film advertisements and achieving effective communication of brands and products.

3. New brand marketing model of micro-film advertising

In order to gain the attention of new media audiences with different needs, micro-film advertising still needs to further explore its commercial value and marketing model. From form to content, we further innovate based on its media characteristics and audience needs.

1. Use stories to win attention and use themes to create value

For advertising and marketing, micro-films are a marketing hotspot and a marketing tool. Nowadays, some well-known companies also focus more on building brand concepts, achieving the purpose of marketing products by promoting the intrinsic value of the brand, using stories to attract audiences, using themes to enhance value, and establishing an emotional bond between the brand and the audience. , enhance brand affinity and enhance audience loyalty to the brand.

2. It is not a simple product promotion, but a deeper brand perception

The key to brand marketing is to make the audience accept the concept conveyed in the advertisement. The key to success is to integrate the company's The brand value advocated is generalized to the lifestyle and consumer culture of a certain class. Microfilm advertising and marketing should be dedicated to making the audience recognize the brand and then generate a desire to purchase the product. It is not limited to simple product promotion and publicity. It is a successful marketing concept to allow the audience to understand the brand spirit and create a unique brand concept. In fact, going from simple product experience to deeper brand perception is the essence of micro-film advertising and marketing.

3. Leverage the power of new media and combine the advantages of television media

Microfilm advertising and marketing cannot be separated from the platform of the Internet, and the Internet is the best carrier for microfilm dissemination. , only by making full use of the powerful platform of the Internet and choosing appropriate media to distribute micro-film advertisements can publishers achieve the dual goals of widespread advertising and brand image building. But this does not mean that micro-film advertisements can only be played through new media. TV media still has a certain audience base in the advertising market. Choosing TV media can provide a broader communication platform for advertising. Enterprises can use TV media to The launch of micro-film advertising videos can arouse widespread attention and discussion among TV audiences, stimulate the audience's desire for independent consumption, enable them to consciously form an understanding of the brand image, and trigger further consumption actions.

4. Win economic benefits and achieve social benefits

The purpose of advertising and marketing is to increase product sales. In the real environment where the traditional marketing model is deeply rooted in the hearts of the people, micro-film marketing should find a way to The breakthrough point is for brands to downplay the commercial atmosphere of advertising and think about how to integrate the company's brand concept into advertising. Through the telling of perceptual stories, while integrating the brand spirit, we pay attention to humanistic care, pay attention to social life, and promote the positive energy of life. The promotion of micro-film advertisements not only improves economic benefits, but also achieves good social benefits, achieving better quality and more responsible Responsible advertising and marketing.

4. Conclusion

The development of advertising is inseparable from innovation and integration. The development of micro-film advertising must be based on adapting to the audience’s living habits and aesthetic changes. Innovate advertising and marketing models, downplay commercial overtones, convey brand value, and focus on humanistic spirit, thereby promoting brand promotion and achieving good corporate marketing effects.

Author: Zhou Donghua Wei Jingru Unit: Northwest University

References:

[1] Cui Zhaoqian. A brief analysis of the current situation and development of micro-films [J]. News Enthusiasts, 2012.2.

[2] Liu Ying. Interpretation of micro-film marketing model in the era of "micro" communication [J]. Xijiangyue, 2012.12.

[3] Yan Jin . Brand promotion in micro-film advertising [J]. Jiannan Literature: Classic Reading, 2012.9.

[4] Kang Chuying. Interpretation of micro-film marketing model in the era of "micro" communication [J]. Journalism, 2011.7.

[5] Liu Qiang. Brand Marketing in the Era of Global Competition [J]. Modern Marketing, 2010.10.

[6] Li Xin. Shaping of Corporate Brand Image and management research [J]. Technology and Management, 2013.5.

[7] Wan Xina. A brief discussion on the theory, principles, process and expression techniques of advertising creativity [J]. Enterprise Herald, 2012.11. Part 2

"The Emotional Effect of Movie Advertising Design"

Since entering the 20th century, industry and science have brought human beings into a new realm. The overwhelming products and overwhelming advertising have "forced" human beings Entering the era of choice. In such an era, whether people choose a religious belief from the spiritual realm or a certain commodity from material life, they are exposed to a constant stream of advertising. As the famous Japanese advertiser Shigeaki Kashiwagi said: "Advertising exists everywhere like the air in our daily lives." For enterprises, advertising is one of the important sources for enterprises to transmit and receive market information, and is an important part of enterprise promotion and improvement. It is an important means of visibility and product branding, and plays a guiding role in consumers' consumption concepts, consumption psychology and consumption behavior trends. There is a motto in the Western advertising industry: "Promoting products without advertising is like making secret glances in the dark." With the development of human economic activities, advertising forms are constantly updated.

Film and television advertising is the most common form of expression among many forms of advertising. Its role in promoting social and economic development and influencing public life is obvious. It not only promotes the progress of social material civilization, but also plays a role in enriching people's cultural life.

So what kind of film and television advertising can impress consumers and make them voluntarily have the desire to buy? The emotional factors in film and television advertising play a crucial role. If creativity is the soul of advertising, then emotion, as the soul of human beings, becomes the basis of film and television advertising. The process from consumers' recognition and recognition of a product and brand to the final purchase is a process in which emotions are constantly changing.

There are four main functions of emotion in film and television advertising: signaling function. Research by social psychologists shows that in daily life, human beings must figure out what they need and actively obtain information that is beneficial to them; they must avoid information that they do not need and that is detrimental to them. In this process, in addition to the role of recognition and cognition, there is also the signaling role provided by emotional states to people. For example, there was a typical refrigerator advertisement in the 1980s. The slogan was "Whenever I see the oasis on the horizon, I think of Eastern Zilova." In the advertisement, a signal is implanted into the characters of a certain plot, because the characters are very real. Moreover, the plot is extremely vivid, grabbing the audience's attention, and the audience is immersed in the characters. At this time, the emotional arousal also reduces people's resistance to film and television advertising information.

Another example is the popular advertisement for Prince Biscuits. A brave little prince is fighting the devil. After defeating the devil, he turns into the pattern on the biscuit. The expressions of justice, friendship and kindness touched the hearts of many children. Expressions are also an important basis for judging the meaning of things. Young children have an innate ability to identify human expressions, which indirectly explains why in film and television advertisements, a truly kind expression can impress people more than an expressionless beauty. Function_'. Emotions have a driving effect on behavior. Generally, there must be a certain accumulation of emotional states behind promoting people's certain behaviors. If the emotional state is good, people will change their thoughts into actions.

For example, the advertising content of Dove Chocolate in 2009: Relaxing music plays throughout, the heroine who longs for love and pursues romance is smiling at her desk. When she sees a postcard appearing under the door, she follows the postcard When she arrived at that place according to the instructions, suddenly a silk scarf-like chocolate covered her eyes, allowing her to see a beautiful world. Then she took the actor's car to a beautiful suburb and saw a square box. A brown silk scarf floated out from inside, covering her eyes again. When she opened her eyes, there was a box of Dove chocolates in her hand. The narration sounded: Discover the new Dove, more silky feeling, more pleasant surprises.

The copywriting appears: It’s all silky smooth at this moment. This advertisement permeates the romantic emotion of love between children, which is loved by consumers and promotes product sales. Emotional means in film and television advertising are used to create a mood in consumers, or to create a positive emotional atmosphere, so as to enable consumers to accelerate consumption or change attitudes. Another example is a public service advertisement by Nongfu Spring with the theme of drinking water and remembering its source. The picture is of a primary school in a deep ravine, where children are studying in a simple environment. Their bright eyes, innocent language, and simple good wishes make People are deeply moved without knowing it. Children are angels to their parents, but the fate of angels is so high and low. The slogan of the advertisement is "A bottle of water, one penny, help poor children in the water source area." The One-Penny Sunshine Project has made people deeply remember Nongfu Spring. Therefore, it can be said in advertising: "Only when you are moved can you take action." Empathy.

Emotional transfer refers to transferring the emotions inspired by advertising to the advertised product, making consumers have a favorable impression of the product.

For example, in the advertisement for black sesame paste in the south, a long cry of "black sesame paste" came from the depths of a remote winding alley in the south, which then evoked memories of childhood: a child in Qing Dynasty costumes was lost in love on the street. After eating the black sesame paste, the smiling proprietress scooped another bowl for the child and patted the child's head lovingly. The whole warm atmosphere evokes people's inner nostalgia for their childhood. Although this is a commercial, the empathy effect makes the audience immersed in the warm picture and reluctant to wake up for a long time.

In this way, consumers will unintentionally remember the products promoted in this advertisement, so that the purpose of the advertisement can be achieved. To attract consumers' attention and get them to buy your product, you must have a good emotional factor, otherwise it will be like a ship swallowed by darkness. Another example is the classic slogan in the Kongfu Family Wine series of advertisements, "Kongfu Family Wine makes people miss home", which evokes many Chinese people's longing for home, and at the same time sublimates the connotation of the product and promotes product sales. Negative effects There are pros and cons for anything that happens. The same goes for the "emotional factors" in film and television advertisements. Generally speaking, good emotional advertisements are usually easily accepted by the public, while bad emotions make people uncomfortable or even disgusting. An advertisement can successfully promote a brand, or it can easily destroy a brand. In the history of advertising, many film and television advertisements have left painful lessons due to "emotional" issues.

Therefore, we must grasp the emotional scale appropriately. When using emotions in film and television advertising design, we must pay attention to the following aspects:

1. In film and television advertising . It is necessary to clarify the selling points and combine emotions with products well. Don't just pursue beautiful advertisements while neglecting the products to be launched. Avoid pure art in advertisements, because advertisements also carry the task of promoting product sales. and the important task of guiding consumption.

2. The products in emotional advertising must match the emotional factors injected into the advertisement. Talking about one thing and the other will definitely make the advertising effect counterproductive.

3. Grasp the emotional scale, and emotions should not be kitsch. Emotions require bold imagination, but they also need to be carefully expressed and should not be kitsch. The advertisement should have a certain taste. Sometimes if you are not careful, elegance will be distorted into vulgarity, causing side effects of polluting life, making consumers disgusted or making consumers become vulgar and vulgar.

4. Do as the Romans do when you are in the country, and the entry ban has to put another constraint on film and television advertising. Due to different living environments and beliefs, each ethnic group has naturally formed its own unique customs, customs and conventions. When creating creative film and television advertisements, cultural conflicts must be avoided. Otherwise, the advertisements will not only harm the advertisers, but also hurt the feelings of consumers. An example is an advertisement for Camel cigarettes in the United States. The picture shows a smoker standing on stilts in front of the camera, with holes in the soles of his leather shoes. The slogan is "I would rather walk a mile for a camel", which is quite influential in Western countries; and this This advertisement ran into problems as soon as it hit Thailand. The Americans wanted to adapt to local customs and add a touch of Thai sentiment, so they chose Thailand's most famous Buddhist temple as the background and let the "camel man" smoke leisurely wearing bottom-soled shoes. Who knew that in Thailand According to Chinese customs, the soles of the feet are filthy places, and you must not walk on stilts like this in front of others, let alone the supreme holy place of a Buddhist temple. Shoes with stilt holes are simply treasonous, and this advertisement has seriously damaged the faith of Thai people. Therefore, when using emotional factors in advertising, careful investigation and research should be carried out to avoid using emotional factors in advertising to have a negative effect.

Today’s social economy has become an invisible advertising battlefield. In the fierce battle, businesses are paying more and more attention to the role of emotional creativity in advertising. They have achieved a good attention rate. At the same time, it also achieved good economic benefits. The reason is simple. In a modern society where the pace of life is accelerating, people are too busy with their work and ignore their emotional needs.

In fact, it is under such circumstances that people need emotions more. The sweetness of love, the warmth of family, the sense of career achievement, the sense of status and honor, etc., will all become an indispensable part of people's lives, and this This kind of emotion is often easily reflected in consumption. It is for this reason that emotional advertising was born in modern society. Advertisers control people's consumption behavior through emotional factors to achieve the purpose of advertising promotion.

In short, the function and role of emotional factors in film and television advertising design are indelible, which also determines that emotion plays a decisive role in film and television advertising design. Objectively speaking, as long as film and television advertisements exist, emotions will exist in them, because emotions are an eternal thing in human society. In modern society, film and television advertising is one of the main forms of product promotion. Therefore, its consumer objects are the majority of consumers. It is not easy to do a good job in emotional design in film and television advertising. Therefore, designers are creating advertisements. When advertising, we must first understand human nature and understand the psychology of consumers of various ages, levels, genders and regions. You can add appropriate emotional factors to any element in advertising to satisfy the psychology of consumers as much as possible. need. Recommended: