本文選題：微電影 + 廣告片��； 參考：《東北師范大學(xué)》2013年碩士論文

【摘要】：電影短片廣告是運(yùn)用廣告片與微電影相互融合的方式呈現(xiàn)給觀眾的一種藝術(shù)形式，是對(duì)以往廣告片形式的突破。觀眾以一種欣賞微電影的心態(tài)來觀賞作品，不但滿足了視覺感官方面的享受，同時(shí)也在潛意識(shí)中接受了片中推廣的產(chǎn)品。短片電影廣告的時(shí)長(zhǎng)通常都會(huì)在3分鐘以上或更長(zhǎng)時(shí)間，甚至能達(dá)到20分鐘至半小時(shí)。這也給創(chuàng)作者提供了很大的創(chuàng)作空間。 在電影短片廣告中，因?yàn)椴皇懿コ雒襟w的限制，在廣告的時(shí)間長(zhǎng)度上，可以做到不受時(shí)間的約束，商家可以將故事情節(jié)同產(chǎn)品的信息相互融合。故事、人物之間的沖突，加上特效技術(shù)，將為觀眾呈現(xiàn)出一部令人難忘的大片視聽盛宴。觀眾可以在欣賞影片的過程中心悅誠(chéng)服的接受產(chǎn)品信息�？梢哉f，這種廣告片本身就是一部影片，可以傳播效果會(huì)非常好。 電影短片廣告如果想要在短時(shí)間內(nèi)吸引受眾的眼球，廣告創(chuàng)意觸碰到受眾的神經(jīng)才是最行之有效的辦法。只有讓受眾喜愛，才能達(dá)到一傳十、十傳百的宣傳效果。電影短片廣告說到底就是打動(dòng)觀眾，它其中體現(xiàn)了各種思想與情結(jié)，顛覆了傳統(tǒng)廣告的意義，制造了廣告界一場(chǎng)新的革命。藝術(shù)創(chuàng)意是電影短片廣告成功的必備要素，然而影片內(nèi)容還應(yīng)與企業(yè)品牌文化細(xì)膩融合，故事劇情順其自然的表現(xiàn)出企業(yè)內(nèi)涵，而非傳統(tǒng)廣告的生搬硬套。只有這樣才能在達(dá)到藝術(shù)創(chuàng)意標(biāo)準(zhǔn)的同時(shí)，最大程度上宣傳產(chǎn)品。 以目前的電影短片廣告發(fā)展形勢(shì)來分析，未來短時(shí)間內(nèi)還不能成為廣告的主要載體。但隨著社交網(wǎng)絡(luò)的不斷發(fā)展，，終將有一天網(wǎng)絡(luò)媒體能夠和傳統(tǒng)的電視、紙媒平分市場(chǎng)，甚至超越傳統(tǒng)的媒體，占據(jù)主流廣告市場(chǎng)份額。以目前的市場(chǎng)情況而言，網(wǎng)絡(luò)媒體還沒有發(fā)展到這一階段，那么對(duì)于廣告主來說，雖然電影短片廣告是一個(gè)宣傳自身非常好的渠道，但并不是企業(yè)宣傳的唯一渠道。所以在市場(chǎng)剛剛開始發(fā)展的初期，一定要保正影片的質(zhì)量，特別是對(duì)不同的企業(yè)，不同的播出平臺(tái)，進(jìn)行細(xì)量的劃分，將產(chǎn)品做的越來越精致。
[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.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8;J905

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