| 微电影广告叙事系统构建策略 |
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| 引用本文： | 魏巧俐. 微电影广告叙事系统构建策略[J]. 河南工业大学学报(社会科学版), 2014, 0(3): 114-118 |
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| 作者姓名： | 魏巧俐 |
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| 作者单位： | [1]福建师范大学传播学院,福建福州350007; [2]闽南师范大学新闻传播学院,福建漳州363000 |
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| 基金项目： | 2013年福建省教育厅社会科学研究资助项目（JA13198S）;2013年福建省社会科学规划项目（2013C062） |
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| 摘 要： | 近年来，冠以微电影名义的广告作品大量涌现，但“微电影广告”这一概念的核心特征尚未达成明晰严谨的共识。对“微电影广告”这一概念的误解与滥用使得业界实践中所谓的“微电影广告”鱼龙混杂，许多作品缺乏科学有效的叙事策略，阻碍了微电影广告产业的健康发展。深入剖析“微电影广告”这一概念中“微”“电影”及“广告”这三个关键词对其叙事系统提出的创作要求，才能科学地总结出微电影广告领域可行有效的叙事策略，推动微电影广告作品质量的提升。
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| 关 键 词： | 微电影广告 核心特征 叙事策略 |
STRATEGIES OF CONSTRUCTING THE NARRATION SYSTEM OF MICRO-FILM ADVERTISING |
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| WEI Qiao-li. STRATEGIES OF CONSTRUCTING THE NARRATION SYSTEM OF MICRO-FILM ADVERTISING[J]. Journal of Henan University of Technology(Social Science Edition), 2014, 0(3): 114-118 |
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| Authors: | WEI Qiao-li |
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| Affiliation: | WEI Qiao-li (1. College of Communication, Fujian Normal University, Zhangzhou 363000, China; 2. School of Journalism ＆ Communication, Minnan Normal University, Zhangzhou363000, China) |
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| Abstract: | In recent years, a lot of advertising products have emerged in the name of micro-film, but society has not reached clear and precise consensus about the core characteristics of the concept of micro-film advertis- ing. The misunderstanding and abuse of this concept make genuine and false micro-film advertising mixed up in practice. Many products are lack of effective narrating strategies, which hinders the healthy development of micro-film advertising industry. So a thorough analysis should be done of the three key words ＂micro＂, ＂film＂ and ＂advertising＂ and requirements for creating micro-film advertising should be established so that effective narrating strategies can be worked out and quality of micro-film advertising can be improved. |
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| Keywords: | micro-film advertising core characteristic narration strategy |
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