| As one of the top five smartphone manufacturers globally with the fastest yearover-year growth rate in shipments in 2021,Xiaomi has produced over twenty microfilm advertisements in recent years.In terms of narrative,these advertisements continuously explore and uncover the breadth and depth of storytelling,presenting consumers with a plethora of microfilm ads that combine commercial and artistic value.This study employs research methods such as textual analysis,literature review,and case analysis to analyze the narrative characteristics of these micro-film advertisements in terms of text,audiovisual elements,and storytelling.It incorporates theories from classic narrative studies and advertising narratives to examine the narrative value of these advertisements.Additionally,the study proposes development recommendations in response to the current situation.This paper focuses on Xiaomi Mobile’s micro-film advertisements as the overall research subject.It selects 24 representative micro-film advertisements from Xiaomi Mobile in recent years and conducts narrative analysis from the perspectives of text,visuals,and sound.In terms of textual narrative,the analysis focuses on summarizing the characteristics of the micro-film advertisements in terms of themes,perspectives,time,and plot.The advertisements exhibit a diverse range of themes that closely align with audience demands.They also employ differentiated narrative perspectives and intricately structured plotlines,effectively triggering audience resonance and capturing their attention.These aspects contribute significantly to strengthening the brand impression of Xiaomi.In terms of visual narrative,the analysis focuses on the color contrast and changes in light and shadow within Xiaomi’s micro-film advertisements.It also examines the use of multiple angles in composition,dynamic camera movements,and the visual presentation of various scenes and aesthetics.By integrating multiple narrative elements,these advertisements create a sense of tension in both the storytelling content and product presentation.They achieve a certain level of aesthetic appeal and artistic dimension within the cultural realm.In terms of sound,they through the soundtrack and sound effects to express the story narration and dialogue,The combination of sound and visual presentation enhances the coherence of the narrative plot and enhances the emotional connection.This study summarizes the integration of art narrative and commercial narrative,the typical presentation of narrative characters and the characteristics of narrative serving brand tonality,and explains the significance of narrative transmission of culture,brand and social value in microfilm advertising,as well as the impact on product promotion and brand image building.Xiaomi’s micro-film advertisement narrative has both reference value and room for improvement.Lastly,in response to the current phenomenon of narrative themes becoming homogeneous and lacking interactive elements,the research proposes suggestions such as grasping the narrative rhythm of micro-film advertisements and actively promoting audience participation in the storytelling process.Through the research conducted in this paper,a relatively comprehensive summary of Xiaomi’s micro-film advertisement narrative has been presented.It is hoped that this study can provide experiential insights and references for narrative approaches and methods in micro-film advertisements in various industries. |
