Research On Microfilm Advertisements Of Luxury Brands Based On Film Semiotics

The consumption of luxuries in China's market has ranked first throughout the world in recent years. The demands of Chinese consumers for luxuries, whether from meeting sense of self-identity, or pursuing fashion or "luxury attitudes", expose the cultural "short slab" of luxury goods in China laterally. There seems to be no more interpretation of its unique historical nature and aristocratic temperament except astonishment and praises of Chinese people. Under this background, microfilm has become a new marketing tool, which is highly appreciated by many luxury brands. Microfilms offer excellent style and forms to the emotional marketing and values of luxury brands with unique characteristics of story plots. Microfilm advertisements of luxury brands represent the highest level in advertisement field and embody the core values of western civilization, while providing an excellent opportunity to learn for Chinese local brands.At first, this paper defines and elaborates luxuries, luxury brands, the concept of microfilm advertisements and Film Semiotics Theory of Christian Matz. On this basis, this paper conducts text analyses of microfilm advertisements of three luxury brands based on film semiotics. Moreover, this paper makes inductive analyses of symbol expression characteristics on the basis of western cultural background, so as to find out symbol characteristics in Chinese culture which are suitable for brand expression. That is how to propose reasonable suggestions of advertisement symbol expression for local brands in China.This paper aims to adopt semiotics tools to analyze and induce the symbol expression of microfilm advertisements of luxury brands. Furthermore, this paper expects to put forward reasonable suggestion of advertisement symbol expression for local brands On the basis of clarifying differences between Chinese and Western cultures.