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Research on the influence of narrative strategies of Chinese micro film advertising on brand resonance

  • Journal of Communication Design
  • Abbr : JCD
  • 2019, 68(), pp.8-21
  • DOI : 10.25111/jcd.2019.68.01
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 25, 2019
  • Accepted : July 26, 2019
  • Published : July 31, 2019

YANG LIN 1,  Lee Dong Hun 1

1동서대학교

Accredited

ABSTRACT

In the era of Internet as the main way of information transmission, micro film advertisement is becoming more and more active, and has become an important part of brand design. The focus of micro film advertisement is to arouse the emotional resonance of consumers through narrative strategies, so as to achieve the long-term goal of arousing consumers' resonance to the brand. Due to the unique psychological characteristics and values of Chinese consumers based on traditional Chinese philosophy, they are obviously different from western consumers. Therefore, the effective elements of narrative strategy for brand resonance are different. From the perspective of narrative strategy, this study aims to obtain the analysis elements of narrative strategy of Chinese micro film advertising by analyzing the communication stages of advertising effect. Then, using the comparative analysis method, 30 cases(60 in total) of the most concerned cases in China and the west selected for comparative analysis, and the characteristics of the elements were derived. Finally, the case analysis method is used to analyze the typical cases and verify the effectiveness of the elements.

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