【作者】 刘芳；

【导师】 李军林；

【作者基本信息】 湖南工业大学 ， 戏剧与影视学， 2015， 硕士

【摘要】 “微时代”下应运而生的微电影广告越来越受到广告主及受众的喜爱,它融合了电影艺术与广告,其目的是广告营销,其叙事要承载价值观与广告诉求。微电影广告的它的本质是广告也是娱乐,观众在娱乐中接受广告讯息;广告主定制微电影的目的是营销,而观众接受的目的是为了娱乐。微电影的广告目的是广告营销,所以其叙事与营销密切相关,微电影广告营销化叙事具有展示情节,融合营销、承载价值,满足诉求、娱乐为名,营销为实、网络为媒,互动叙事的特点,在叙事策略上注重广告为主,情节取胜、微小叙事,个性诉求、广告融入,相得益彰。微电影广告的本质是广告也是娱乐,根据情节内容具体可分为情感类、喜剧类、谍战类、悬疑类、纪录类微电影广告。其类型化叙事特点是小景别为主,推动情节、小景深为主,突出重点、主体声为主,强调叙事、短镜头为主,加快节奏、字幕为辅,交待背景、话外音为辅,压缩时空。在类型化叙事策略上采用以线性为主,非线性为辅的叙事结构、以感性为主、理性为辅的叙事情节,以连续为主、跳跃为辅的叙事时空。创作艺术品味高、传播效果好的微电影广告成为广告主和广告创作人员的目标,它就像电视广告与电视共繁荣一样,微时代的信息传播方式在将来较长时期里还不会被别的信息传播方式取代,微电影广告也会在未来长时间里继续发展与繁荣。更多还原

【Abstract】 Micro film advertising is born in the micro era, which becomes more and more popular with advertisers and audience. Its purpose is entertainment and advertisement. The purpose of entertainment is for marketing. Micro film advertising is the blending of film arts and advertising marketing. Its narration should carry values and advertising appeals. The essence of micro film advertising is entertainment and advertisement. The audience accept advertising messages in the entertainment. Advertisers customize micro film advertising is for marketing while the audience accept micro film advertising is for entertainment.The narration in micro film advertising is closely related with marketing. The characteristics of marketing narration are: show the plot、embody marketing、carry values、meet the demands、in the name of entertainment and marketing for real、network as the media 、 interactive narration. The narrative strategy should put emphasis on: advertising、plot、micro narration、personality appeal.According to plots and contents, micro film advertising can be divided into: emotional type、comedy、spy type、suspense type、documentary. The characteristics of the typed narration are: little scene、small depth of field、put emphasis on the point 、the main sound、 narration 、short shots 、promote the plot、speed up the pace、introduce the background、subtitles for auxiliary、voiceover for auxiliary、compress time and space. The strategies of typed narration are: linear narration for priority and nonlinear narration for auxiliary, emotion for priority and rationality for auxiliary, continuous narration for priority and unconventional narration for auxiliary.Micro film advertising with high artistic quality and good communication effect is the target of advertisers and advertising creative personnel. The way of distributing information in the micro era will not be replaced by others in a long period of time. Micro film advertising will continue developing and booming in the micro era just as the television advertising and the television share the common prosperity.更多还原