The Research On Brand Personality Shaping Strategy Of Micro-Film Advertising

In the Marketing 3.0 Era, consumers’ demands become more personalized and plentiful.Then advertising must give brand a deep and stable emotional connection in mind from the brand spirit and values,aiming at the unique personalities of consumers.New Media Age has spawned micro-film advertising. Micro-film advertising not only cater to the increasingly fragmented leisure time of consumers’,but also to create a competitive, distinctive brand personality in the consumers’ association.In recent years, micro-film advertising has got into the blowout stage of development. But it is too chaos rebirth that its development of the future is being questioned.This study find that the main problems of the current Chinese micro-film advertising are as follow. Firstly,the contents are homogeneity.Secondly, content and brand personality lacks of integration.Thirdly,business and art are gambling.Fourthly,star effect is flooding.Fifthly,advertising lacks of continuity.The root of the problem is that most of advertisers are lack of understanding of the micro-film advertising, as well as ignoring that the advantage of micro-film advertising is brand personality shaping compared with the traditional advertising.It leads that micro-film advertising is produced by cheap, vulgar, entertainment standards. However, there is few research on micro-film advertising with brand personality and few about the deficiency of advertising on micro-film branding.In order to correctly provides strategic advice to shape the brand personality by micro-film advertising.This paper analyzed the shortage of the brand personality shaping of domestic micro-film advertising, combined with more than 90 micro-film advertising works as analytical samples which have won prices or were paid attention,to explore the rules and ways of micro-film advertisings which succeeded in spreading the brand personality.The results show that the micro-film advertising should be shaped by elements such as the user image,the company’s image,the style of tonality, symbol, celebrity endorsements.It helps to maximize the advantages of micro-film advertising in shaping the personality of the brand, make brand has a distinctive personified personality,which will finally meet the consumers demand ofbrand suiting the concept of self-consistency when they choose products.