Research On Narrative Strategy Of Automobile Micro Film Advertisement

The fragmentation of attention has inevitably become an inevitable trend in the Internet age.Microfilm advertising will continue to play an important role in advertising works,and its production and manufacturing will also show significant progress.The successful experience of automobile microfilm advertising content production is worthy of our discussion,and the existing problems are also worth pondering.Under this background,this paper selects 36 representative automobile microfilm advertising works in Advertising door website and Tencent Video as the research objects.Through the qualitative and quantitative comprehensive analysis of the narrative theme,narrative perspective,narrative structure and narrative language of these case samples,this paper studies the commonness and personality characteristics of automobile microfilm advertising at the content level,and probes into the narrative strategy.This paper probes into how to determine and sublimate the theme from the aspect of "the expression of personality and the identity of mainstream values";discusses the choice of narrative perspective from the angle of "strengthening the theme and pursuing emotional resonance";discusses the setting of narrative structure from the aspects of "exploring the basic narrative structure and breaking through the mode";and probes into the use of narrative language from the angle of "audio-visual intertextuality and the building of atmosphere encirclement".In the process of research,this paper focuses on the existence of "art and commerce is difficult to balance","narrative theme homogenization","promotion and communication can not form a system" and so on.This paper discusses targeted optimization suggestions,such as paying attention to the integration of business and art,multicultural integration,diversified expression,integrated marketing manufacturing topics so that the audience can actively share and interact.The purpose of this paper is to summarize the narrative law of automobile microfilm advertising,to explore the narrative strategy,to find out the problems existing in the narrative of automobile microfilm advertising,and to put forward some solutions and optimization schemes,so as to make the microfilm advertising "have rules to follow" in content production.To put it simply,this paper discusses what kind of story should be told by car brands and how to tell stories in order to maximize the advertising effect.