Micro-movie advertising is a new type of advertising model in recent years. It is similar to and different from TV advertising and micro-moving. It is a new media-based advertising model and marketing method. Compared with the network video clips, it has obvious commercial characteristics; compared with TV commercials, it also has the narrative means of film and television and relatively distinct artistic features.
Regarding the definition of micro-movie advertisements, according to the Baidu Encyclopedia entry: micro-movie advertisements are advertisements with a plot for the purpose of promoting a particular product or brand, and the duration is generally no more than 30 minutes. Micro-movie advertisements can be understood as advertisements paid by advertisers. The network is used as a platform for launching products, brand images, public welfare activities, etc. as a natural structure of narrative elements to the storyline, and a micro-story short film advertisement produced by the use of film and television creation techniques.
Professor Don E. Schultz, the father of integrated marketing communication, once said that in modern society, “4P (product, price, channel, promotion) has already become a yellow flower yesterday, 4C (consumer, Cost, Convenience, communication) is becoming the dominant marketing communication. From the old marketing model from product to sales terminal, it is transformed into a new marketing model that starts from the consumer and pays attention to communication. Advertising as a means of marketing, with the development and changes of modern marketing methods, is also adjusted accordingly, emphasizing equal communication and dialogue with consumers.
The traditional TV advertisements are classified in a complicated manner. In terms of time, there are 5 seconds of advertisements, and the 10 seconds or 15 seconds of advertisements that emphasize the appeal point are relatively direct for advertising purposes. Although the 30-second advertisement and the 60-second advertisement are relatively complete, you can see some plots and stories, but they are simple and lack of emotion. The duration of micro-movie advertising, there is no absolute industry standard at present, the general micro-movie advertising type is divided into short articles within 5 minutes, 6-15 minutes middle, 16-30 minutes long, 30-50 minutes long, to adapt to different people Time fragment type. Micro-movie advertisements can take advantage of the length of time, and use the complete twists and turns of the story and plot to convey the brand concept or product connotation “smooth and silent”, with the unique artistic sense and visual impact of the film, subtly influence the core values of the brand. Audiences are marketing that is hidden in the story.
Second, in the advertisement, the expression is meaningful, and the emotion is touching
Today, when advertising is almost pervasive, viewers often find or bluntly or subtly embed advertisements in various film and television programs and video works, even on movie screens. The production goal of micro-movie advertising is the promotion of products or brand culture. Advertising is the main body and does not need to be implanted implicitly. However, it is by no means an extended version of TV commercials. It is a specialization method that uses film and television. Through drama situations, conflicts, reasonable advancement of drama movements, and shaping of characters, stories are used to attract viewers to accept the story. Concept. Hu Qiao pointed out in the article “Preliminary Study on Microfilm Advertising” that microfilm advertising can’t make too many statements about products or brands in movies. Generally speaking, it only puts the brand’s connotation spirit into the story. Such persuasion is to appeal to emotions, not to being too rational. Yida’s micro-movie advertisements have thoroughly explored the inner needs of consumers and launched the theme of “love”. A romantic love story is told by Yida gum. The advertisement is written like this: “Caring for the teeth and caring for you.” The advertising business of the advertiser is perfectly hidden in the ups and downs of “love”. The target consumer group of chewing gum is young people, and love is the most likely to cause emotional resonance among young people. When telling about the experience and desire of young men and women in love, the accompanying Yida gum is also deeply rooted in the hearts of the people.
Love is the universal and beautiful emotion of human beings. The integration of friendship, affection and love makes the products and advertisements have the power of emotion. The advertisers are no longer naked and stare at the purse, but have a certain sense of human care. . In addition to commodity trading relationships, consumers and advertisers also generate emotional connections, which help to further establish brand image, promote corporate culture, form a certain degree of consumer complex, and establish and strengthen loyalty to the brand.
Traditional commodity advertisements emphasize the function and characteristics of products, and expect to make informed choices through the rational analysis of consumers, so as to achieve sales purposes. However, most of these advertisements are simple and blunt, and the homogenization of goods makes the advertisements unable to impress consumers. The micro-movie hides the commercial motives in the story with emotional capacity, so that the audience can naturally feel the impression of the product while creating the film and television art works, branding it, becoming a potential consumer, and eventually becoming one day. customer. In the story of ups and downs, the feelings of the story are based on the fate and emotions of the specific situation. This kind of sympathy makes the audience accept the story and emotionally accept the influence of advertising. For example, Unilever’s hair care brand Pantene’s “You can shine, you can type” is a micro-movie advertisement that can cause emotional resonance. Its creativity is unique and breaks through the conventional logic: street old artists play the violin, while one listens Deaf girls who are less than music are deeply infected and fascinated by the violin. With the help of the old artists, the overcoming of external doubts and inner self-esteem will ultimately lead to success. Between the deaf-mute girls who lose their hearing and the music, according to the conventional understanding, it is not connected. But this micro-movie advertisement finds a point of empathy between violin street performers and deaf-mute girls – in adversity, but bravely challenge themselves. At the end of the story, the girl finally played the violin on the stage she was dreaming of. The supple hair grew like a flowing note with the rhythm of the violin. The advertising idea is a good expression of the theme of “You can shine, you can type”, and the advertising appeal goal can be achieved. This kind of emotional appeals, the audience into the emotional atmosphere created by the storyline, naturally close the distance between the goods and the audience, so that the audience to generate emotional recognition, reduce the resistance to commercial advertising.
Third, ingenious marketing in the story, widely advertised
Micro-movie advertisements are more advanced in terms of expression techniques and more artistic. The ultimate goal is still the word “advertising”. The setting of the story and the arrangement of the plot are based on the in-depth study and analysis of the brand personality, so that the brand naturally integrates into the story, and even becomes the background or driving force for plot advancement, character transformation, and subliminal realization of brand appeal.
In the micro-movie advertisement “Ning Meng’s Love” produced by Fujian Xijing Film and Television, it is to cut the entrance with love and set up a two-line structure. In the development of the plot, the brand advertisement is naturally brought out as the background of the character identity. This micro-movie advertisement is based on the love of the heroine Ning Meng. It shows that Ning Meng accidentally met the owner of Jiahe Decoration Xie Ming, and did not know each other, eventually finding true love and healing the broken love trauma. With Ningmang’s girlfriend honey, she advocated the supremacy of money. As a result, she was deceived as a secondary line, mapping the emotions and living conditions of young men and women in Quanzhou. Ning Lim met Xie Ming in an accidental accident. Xie Ming, who was the victim of the car accident, did not shirk his responsibility. He took the initiative to assume responsibility and left a business card. Ning Meng and his family found him to be the owner of Jiahe Decoration. Here, through the special item of business card, it not only clarifies the identity of Xie Ming, but also highlights the character that Xie Ming dares to take on and does not deceive. It becomes an organic part of the micro-movie narrative and strengthens the “Jiahe Decoration is a responsible The company’s brand awareness. It is also in this unique narrative that the brand image gradually infiltrates into the hearts of consumers as the plot develops and deepens, and recognizes and understands the brand culture in the story.
However, in the post-scenario arrangement, the micro-movie advertisement used a large space to display the scene of Jiahe Decoration’s “Pad-to-renovation” business seminar. It was blunt and embarrassing, and it has no big connection with the development of the plot, and it has no help with the character shaping. . Later, he and Ninghui brought people to discuss the decoration business. Although the narrative caused the two to meet again, Xie Ming has established a calm and responsible image in the accident. In the process of dealing with the problem, the two can have better. The design, this distinctive “advertiser” label, makes the audience’s viewing experience have a hard implant discomfort, which affects the audience’s recognition of its corporate culture.
French advertising critic Robert Green said: “The air we breathe is made up of nitrogen, oxygen and advertising.” In our modern society, advertising is almost everywhere, how to win consumer attention And trust is the key. Traditional function display, missionary, and “cramming” advertisements have been difficult to attract consumers’ attention. Advertising products with high cultural content and beautifully produced products are increasingly becoming the first choice for advertisers and consumers. The mere use of product promotion is far from enough to grasp the psychological needs of consumers, use various professional and technical means to create information networks to guide and stimulate consumers, let consumers generate emotional resonance, recognize the cultural connotation of brands, and then generate consumer impulses. The customer is the ultimate goal of advertising. Microfilm advertising is meeting this need.
Try to avoid consumers’ vigilance and resistance to product advertisements in image expression. In a micro-movie of a few minutes length, the audience’s emotions enter the set situation through reasonable sensational or spoofing stories, and the brand and sales concept accompany the story. The development of the plot is gradually accepted, and even the highly influential micro-movie advertisement will enable the audience to incorporate the touch of the story into the trust of the brand, reaching the micro-movie, the advertisement, the advertisement is the micro-movie. Compared with traditional film and television advertisements or print advertisements, the combination of story, art and advertisement of micro-movie advertisements is undoubtedly a huge advantage.