摘要
本文研究单一短片式微电影的初级形态和拓展形态,将两种艺术形态与不同的品牌传播目标(品牌识别、品牌个性)结合起来分析。在此基础上,进一步将单一短片式微电影中的象征符、象征性互动进行理论解读,最后分别对一般的单一短片式微电影和纪录片式微电影中象征符号应用方式及传播价值进行相关分析。本文认为应该根据不同的品牌目标对单一短片式微电影进行艺术形态的创新和拓展,依据品牌内涵进行目标群的界定及品牌定位,由此创建有新意的、符合目标群体消费心理的象征符并在单一短片式微电影中予以呈现传播。
This article studies the primary and extended forms of single short films in light of the different brand communication objectives including brand identity and brand personality. On this basis, it interprets the symbols and symbolic interactions in a single short film. Its final part analyzes the application methods of symbols and the communication values in general and documentary single short films. It contends that the art form of single short film should be innovated and expanded according to different branding goals. The target group and positioning of the brand should be defined based on the brand connotation. Thus new symbols that conform to the consumer psychologies of the target group should be created and spread in the single short-films.
出处
《传媒观察》
2018年第5期45-51,共7页
Media Observer
基金
江苏省教育厅高校哲学社会科学基金资助项目“数字化时代基于品牌传播的微电影艺术形态嬗变研究”(项目批号:2016SJB760020)的研究成果
关键词
单一短片式微电影
品牌识别
品牌个性
象征性社会互动
single short film
brand identification
brand personality
symbolic social interactions.