Research On Emotional Marketing Strategy Of Microfilm Advertising

Based on the communication theory of emotional persuasion and the method of advertising sensibility appeal,this paper explores the emotional marketing strategy and effect of microfilm advertising,and analyzes the current dilemma and causes of microfilm advertising emotional marketing,and proposes improvement suggestions.Through literature analysis and case analysis,the paper firstly expounds the concept and development status of microfilm advertising emotional marketing,and sorts out the evolution stage;Secondly,it analyzes the difference between microfilm advertising emotional marketing and the traditional “cramming” advertising marketing;Then combine the case to analyze the emotional marketing strategy of microfilm advertising,including the integration of emotional elements such as emotional packaging,emotional promotion,emotional word of mouth,emotional design,etc,the meaning of the specific symbols such as brands and scenes in the symbolic view,the use of unique emotional carriers such as scripts,colors,and lenses,as well as the combination of emotional and viral marketing communication and cleverly set hot topics;And explain the effects of these strategies,micro level,effectively increase the sales of goods,produce good promotional effects,improve corporate profits;At the macro level,shape the brand image of the company,satisfy the emotional needs of the audience,inherit the excellent traditional cultural concepts,and convey positive values to the society.The study found that the current microfilm advertising emotional marketing still has the dilemma of commercial benefits and artistic difficulties,the imbalance of social and cultural values,the homogeneity of content,which affects the consumer experience and brings negative effects to advertising,brands and society.The reasons for these dilemmas include the blind pursuit of economic benefits by advertisers,the elusive emotional abstraction of the audience and the inadequacy of the rules of microfilm advertising emotional marketing industry.This paper believes that microfilm emotional marketing should follow the mature psychology and aesthetic cognition of consumers,starting from content creation and humanistic care,insisting on content as king,payingattention to society,grasping consumers' inner feelings and spreading valid and temperature-sensitive ads.