The Narrative Study On The Brand Building Of Micro Film Advertisement

Now, with the advent of web3.0 era, the development of new media technology has entered a new stage. Digital mode of information dissemination is a popular way of the present. It has opened up a new channel in the dissemination of information, also in information processing and information preservation. Besides, it has changed people’s living habits. The development of social economy makes people in a fast paced. Time is cut into pieces like distribution. Digital new media develops in the situation, derived into "micro" culture. In 2010, "micro blog" with lightning speed started the "micro" year. "Micro" culture with a new attitude stand on the stage of history. At the same time, micro blog and micro letter are popular, too. At the same time, Micro film seized the high ground of the information dissemination quickly because of its advantage of "micro time" "micro-investment" and "micro-production cycle". Micro film becoming the another major product of the times out of micro blog and micro letter. The advantage of the spread of micro film which are rely on the development of the New media that are attracting advertisers. A set of film and advertising in a new form of advertising appeared. Micro film advertising become the new favorite of the advertising industry.Micro film advertising, in simple terms, is a form of advertising for product publicity or branding by means of micro film. Micro film advertising is emerging strategy, also. On the premise of traditional advertising gradually lost consumers’interest, advertisers taking micro film advertising as the new method to develop new marketing channels and expand the scale of market. So as they could go out of the traditional advertising marketing mire. At the same time, the traditional media contact cannot better meet the audience because of audiences’fragmented viewing habits. As we could see, media change from traditional media to the Internet and mobile phone media. Convenient, fast, idle way of viewing is undoubtedly more popular. InAddition, the development of 4G mobile networks, making it possible to viewing micro film advertising anytime and anywhere.The paper based on the narrative angle of view to study the micro film advertising, by analyzing micro-film advertising’s structure in time and space to explore micro-film advertising’s advantages in shaping the product. Meanwhile, because the essence of advertising is the effect on the consumer wishes and behavior, mining narrative connection of consumer psychology and micro-film ads is also very necessary in shaping the brand.Therefore, on the basis of the characteristics of micro film advertisement propaganda, from the side of brand building, depicting the micro film advertising narrative techniques. Specifically, the paper will analyze and introduce the concept of micro-film advertising firstly. Then, according.to the analysis of narrative, to analyze the structure of micro-film from both the time and space. Meanwhile, the paper will state the shaping function of advertising from both the picture and sound. Besides, the article will explain the micro-film branding ads on the use of the recipient from the advertising perspective. Finally, the paper will point out branding strategies that the micro film advertising has.