The Narrative Research Of The Apple New Year Series Of Micro-movie Advertisements

Micro film advertising is a new type of advertising based on fragmentation of information and fast-food culture.In order to promote or promote a specific product or brand,advertisers use the film production pattern formation to form films with both storyline and advertising nature.Due to the "micro" feature,the duration is generally controlled within 5-30 minutes.In 2010,Cadillac’s 90 second action suspense short film "One Touch" was hailed as China’s first microfilm advertisement,and since then,the concept of "microfilm" has become well-known,and China has officially entered the era of microfilm advertising.In 2015,Apple launched its first New Year’s We Chat movie advertisement targeting the Chinese market.Once the film was released,it sparked a wave of positive reviews on the internet.Since then,Apple has launched one New Year’s We Chat movie advertisement every year during the Spring Festival,with a total of nine New Year’s We Chat movie advertisements released by 2023.This article takes the Apple New Year series micro film advertisements as the research object,mainly using text analysis and case analysis methods,relying on theoretical knowledge from narrative,communication,advertising,and other related disciplines to conduct narrative research on the Apple New Year series micro film advertisements.The article is composed of an introduction and five chapters.In the introduction,the research background,purpose and significance,domestic and foreign research status,and research methods of this article are first elaborated in detail.The first chapter defines the concept of micro movie advertising and provides a detailed introduction to the localization development of Apple’s micro movie advertising,laying the foundation for narrative research in the following text.The second chapter studies the narrative content of the Apple New Year series micro film advertisements,mainly from four aspects: narrative theme,narrative subject,narrative scene,and narrative language.Chapter 3 conducts a narrative strategy study on the Apple New Year series micro film advertisements,mainly divided into narrative perspectives,narrative structures,and narrative techniques.Chapter 4,based on the research in Chapters 2 and 3,refines and summarizes the characteristics of narrative content and narrative strategies,and explores the narrative value of Apple New Year series micro film advertisements from three aspects: story content creation,product implantation methods,and communication channel selection.Finally,in Chapter 5,the article analyzes the shortcomings of Apple’s New Year series micro film advertisements and reflects on them,providing some feasible suggestions for the future development of micro film advertisements from aspects such as innovation,interactivity,artistry,and commercialization.