The Tale Aesthetic Research Of Video And Film Advertising In Mobile Phone Marketing

As a new comprehensive art form,advertising is reflecting the transformation of the aesthetics of the times with its unique aesthetic creation.The development and popularization of new media has brought about a new market environment and information technology,and also brought about an opportunity for the change of advertising forms.The emergence of mobile-style story-based film and television advertisements has become a vane to reflect this change.It takes advantage of the aesthetic characteristics of story-based film and television,and satisfies the mobile phone companies' efforts to impress the audience through a more novel and unique dynamic advertising method,so that their products or brand concepts and the fundamental appeals that have won people's hearts in a short time.In this paper,the award-winning mobile phone story TV commercials in the "IAI China Advertising Works Yearbook" in the past fifteen years(2003-2017)was selected as the main research object,taking into account other types of mobile advertising in the same period,trying to use the theory of advertising aesthetics to reveal The aesthetic superiority of mobile phonelike story-based film advertisements,and then through the analysis of a large number of mobile phone advertising works,reveals the trend of non-story-to-story transformation,and finally analyzes and summarizes the narrative features and aesthetic value of mobile-like story-based film and television advertisements.The article mainly uses statistical analysis methods,case analysis methods,and case study methods to analyze the main research objects of the article.After organizing a large amount of data in the IAI Yearbook of Chinese Advertising Works in the past fifteen years,Make various data into columns,charts,pie charts and other charts,analyze the number of data changes,trends,and analyze the reasons for their changes.For the mobile phone marketing film and television advertisements won in the IAI Yearbook of Chinese Advertising Works,after repeated viewing and research,the narrative characteristics,aesthetic characteristics,and the philosophy contained therein are analyzed,combining aesthetic principles and Chinese and Western aesthetic theories.The case analysis and theory of advertising works will be confirmed,and then the promotion of the whole hair,in-depth exploration of the aesthetic significance of mobile advertising era.The research of this subject is not only a summary of the current aesthetic characteristics of mobile TV commercials,but also a review of the evolution of contemporary advertising aesthetics.However,limited to the author's level of knowledge,the current research is more general,and more specific and more in-depth research remains to be seen.