Metamorphosis And Persistence:Aesthetic Study Of Micro Film Advertising

As a new media consumption era and a new type of advertising forms, in the context of micro film advertising combines the basic attributes of commercials and film art, containing profound aesthetic connotation. In academic circles, the study of micro film advertising, mostly put it as a tool of communication and marketing value, the interpretation of the lack of depth, in recent years.No doubt, the artistic quality of micro film advertising, but with aesthetic Angle to discuss the micro film advertising, its artistic quality are numbered in the research of its utility services.Based on the analysis of literature research and text study way, not only on the current situation of the development of micro film advertising, but also delves into the aesthetic form, aesthetic connotation and significance of aesthetic identity of manufacturing, beautify the network environment, and guide the consumer plays an important role.With the development of the micro film advertising, its performance style, creative thinking, type presents the trend of the development of the artistic, aesthetic, in the broad limit and the context of the spread of the Internet "conceive" and "culture" and "media landscape" "encouraging" cultural context with traditional advertising and film’s transformed bodies, to brand interactive narrative, steering, steering daily life experience, formed its unique aesthetic implication.For emerging micro film advertising, communication must stick to the audience and identity principle, in the creation into the subversive innovative thinking in the Internet, understand the micro film advertising audience psychological and aesthetic psychological characteristics, and finally create a close to life, pay attention to human nature, and create a difference in micro film advertising works. In addition, the micro film advertising inherits the traditional the artistic quality of the film, so in the process of development to stick to principles of artistic expression, it is only through the images, voice, text, color shading language such as fair use, can make the audience with visual impact and artistic appeal.Finally, although the development of the micro film advertisement in today’s society, but because of the abuse of advertisers and the audience aesthetic level enhancement, micro film advertising, there is homogeneity, excessive show star, visual rendering "incontinence", such problems as insufficient details show as well as pursuing pornographic violence. But, as long as the micro film advertising creative personnel to comply with relevant laws and regulations, will usher in micro film advertising under a "spring".