Research On The Creation Idea And Development Strategy Of Micro Recording Commercial Advertisement

AD campaign is an important information dissemination phenomenon,and it affects the economy,culture and society aspects of the human history.Among them,commercial advertising,as a marketing means with clear purpose and strong consciousness,is the most important sector in the advertising market.From ancient to today,the form and connotation of advertisements are constantly enriched.Image type of advertisements which transmission channel is film and television media is the key type of the investment in the market.Domestic film and television advertising began in the late 80 s of the last century,from the initial ordinary TV advertising to later named advertising,and later the micro film advertising and micro record type commercial.Film and television advertising is influenced by media environment,and its form and its content is continually changed.With the help of the micro film advertising and commercial micro record type,compared with the traditional film and television advertising,its time is longer and can express the complete the plot or story,Besides,it relies mainly on the propagation characteristics of new media channels.They are different from the past propaganda,because it puts commercial purpose in the content and imperceptibly change the concept of mass consumption.Among them,the time of micro documentation advertising application is shorter,compared with the micro film advertising,its quantity and range of application has some limitations.However,Judging from the audience response effect caused by a small number of micro-recorder commercial advertisements,the types of advertising form,because of its advertising on the presentation of the "documentary" style,increases its novelty ornamental;And it also relies on the content of high culture self-restraint and manifest the humanities concern,showing a high artistic appreciation value.So it is more likely to attract audience to watch,and therefore has the commercial value.This article combines the author's graduation project "finger tip literature and art".The creation process of micro recording commercial advertisement is explored in practice.This paper summarizes the problems and solutions in the early planning of the works,the process of shooting and the process of later production,and then combines the theoretical results of the related literature to explore the creative ideas and development strategies of the micro record commercial advertising.Among them,through practical creation process,we can find that although the micro-record commercial advertisement in its creation method has followed the documentary film Rule,under the guidance of the Director and the creative personnel,through the expression of film and television art,commodity information and commercial purpose are constructed in its content to complete the communication process.But the most important attempt is to publicize the enterprise or a specific commodity.It also determines that the creative strategy of the micro-record commercial advertising is still focused on the commercial nature of advertising and the creation of the image content.So,compared to the ordinary documentary,although the micro-record commercial advertisement has the similar record characteristic in the form,but its image text creation uses the artistic expression technique to be richer,not only pursues the advertisement form and the advertisement content level the bright spot,but also emphasizes how to better cater to the populace to accept the psychology to increase their artistic appreciation of the feelings.Micro-record commercial advertising needs to rely on its content to complete marketing activities,which requires its content contains the information related to advertisers.In fact,the micro-record commercial advertisement not only pays attention to the philosophic thinking that can enlighten the populace life,but also should be able to convey the identity information of the Advertiser and its marketing strategy accurately.All kinds of advertisements are launched to capture the corresponding media,so as to spread advertisers information faster and wider.For the domestic advertising industry,the appearance of the micro-record commercial advertising is an exploratory practice to spread the environment and cater for the aesthetic interest of the audience,and its potential still needs to be studied and developed.In addition,combining with the transmission and feedback of the fingertip literature and art of the graduation project,this paper also summarizes the obstacles that the present micro-record commercial advertisements will encounter in the activities of communication and marketing,According to the case study and practical experience,the development direction of this kind of advertising is combed,and it is also expected that this kind of image advertising can have more appropriate ways of development and a wider range of progress.In fact,the analysis and study of the micro record commercial advertising is not only to meet the increasingly complex commercial needs of the advertisers,but also to improve the creative ideas and artistic values of the domestic advertising works,promote the production level of the industry and promote the greater value of the image advertising.