Application Of Micro-film Advertising In The University Brand Image Building

With the maturity of China’s Internet industry and the deepening of education reform,China has constituted the world’s largest Internet industry and higher education system.In the Internet era,how can universities use new platforms and media to shape their brand image,attract high-quality students,and gain social recognition.It has become one of the challenges facing the development of universities in the new era.Micro-film advertising,a form of propaganda that inherits the art of film and television and advertising marketing,has advantages over traditional advertising in shaping and promoting commercial brands,and has been recognized by many businesses and consumers.Not only in the commercial field,micro-film advertisements related to the brand image of universities have also detonated the Internet,successfully promoting the overall brand image and value of universities.The micro-film advertisements in colleges and universities break the limitations of traditional college publicity films.Using richer expressions and more flexible communication channels,it has become a new way for students and social groups to observe and experience college culture in the new media era.A new front for the image building of universities.From the perspective of micro-movie advertisement design,this article studies the design factors and application strategies of micro-movie advertisements in shaping the brand image of colleges and universities,and develops specific design practices.The dissertation first discusses the related concepts and theories of micro-films,micro-film advertisements,universities,and brand image.Starting from the perspective of art design and brand image,based on the existing micro-film advertising research,the audio-visual of university micro-film advertisement Language and narrative structure have been further studied.Summarize and summarize the design process and design principles of micro-film advertising in colleges and universities,and sort out the corresponding application principles,which are visual aesthetics principles,branding principles,and serialization principles.In the dissertation,the design practice is based on the theme of the university micro-movie advertisement "To pay tribute to the ordinary and unique you".Using the combination of theory and practice,it provides new ideas for the brand image of micro-film advertising in colleges and universities.