1、微電影在品牌形象廣告中的應(yīng)用研究專業(yè)名稱：美術(shù)學(xué)申請人：陳鳳指導(dǎo)教師：穆榮兵論文答辯委員會拂執(zhí)／∥主席：樅／∥‘委員：AppficationresearchofmicrofilminthebrandimageadvertisingPostgraduate：ChenFengTutor：MuRonbingProfessorMajor：FineArtsResearchDirection：Theoryofdesignandresearchofa

2、pplicationGrade：2012AbstractThetopiccomesfromGuangxiNormalUniverstiyandsocialsciencedevelopmentresearchcenterofGuangxiproject‘‘a(chǎn)pplicationcharacteristicindustryofGuangxiartdesignteam”(projectnumberforTD2011011)，theprojec

3、tprovidesagoodconditiontotheresearchofthistopicThetopicwillbasedonthemicrofilmofGuilinriceflourbrandimage’SbuildingandresearchingfortheprojectinthedesignoftheGuangxilocalcoreindustrydevelopmentdopartoftheperiodicresultss

4、howAlthoughmanymicro—filmhasfindtheshadowofbrandimagebuilding，howtousethemicro—filmtocreateagoodbrandimagehasnotyetformedreferentialoperatingsystemprocessFrommodemmicrofilmcases，wecanseeabroaddevelopmentpriortochinawhat’

5、Smore，thedesignapproachisboldandcreative，theyseektoexcitedpictureandappealedstoryofabroadpeopleHoweverintherecentyears，intheinfluenceof“micro—era’and‘‘fragmentation’ofthesocialandculturalinfrastructure，digitaltechnologyb

6、asedontheintemettechnologyandthewayofaudiencereceiveinformationhaschangedandSOonThedevelopmentofmicro—filmisveryfast，moreandmoreindustriesandenterpriseschoosemicrofilmtobuildit’SbrandimageComparedandanalysisedfilm，micro—

7、videoandtelevisionadvertisingwithmicrofilm’Sdifferencesproves：microfilmhasmicro—investment、microproduction、microlong、micronarrativeandpancommunicadoncharacteristicshasitsownadvantagesandvalueMicrofilmhasobviousbusinessde

8、mandsthanmicrovideo，microfilmhasmoreaffinityandstorytellingthantelevision，microfilmismoresuitableforviewinginafragmentedtimethanfilmMicrofilmseparatedfrommovie，andbasedonthemovie，it’Screativeapproachissameasfilminessence

9、Butthecreationofthemicrofilm’Sscriptdesign，shootingandpostproductionneedhighlightsthebrandcorevalueAfterreadingthepaperbasedonthebrandimageofmicrofilmcreatebackgroundandanalysisofthecreativeprocess，theresultsofmicrofilmf

10、ormofartisticexpressioninthebrandimageadvertising：brandconceptoflife，showingthestoryofthebrand，contextualuseoftheproductMicrofilm’ScontentideasneedsurroundthespiritofthebrandPositioningofthebrandimageanalyzed，concludedth