微电影%3a微时代影像说服的叙事化转向.pdfVIP

微电影：微时代影像说服的叙事化转向 中文摘要 微电影：微时代影像说服的叙事化转向 中文摘要 微时代背景下，微博、微小说、微电影等新事物陆续登场，“微”的观念逐渐渗 透在人们生活的方方面面。尤其是近两年来微电影发展迅猛，不仅吸引了大量专业人 士甚至是草根网民的关注和摄制，同时也获得了广告市场对微电影的青睐。 然而，在微电影风生水起的背后，直至今日它仍是一个身份模糊的新事物。目前 业界和学术界对微电影的认识尚无统一的观点。随着微电影的发展，它已经不仅仅是 存在于电影学领域的一种影像叙事的艺术，在越来越多商业元素的加入下，它已经逐 渐转化为一种影像说服的叙事手段。 本文对已有的微电影的研究给予厘清，并追溯了微电影的诞生和发展之路。与商 业的联姻是目前微电影的发展态势，巧妙的将商品诉求和微电影叙事蒙太奇的手段相 结合并充分的诠释品牌理念是微电影叙事的重点。行业规范和版权保护可以为微电影 的发展提供良好的外部坏境，同时微电影还应做好自身的内容创意、人才建设和整合 营销以期从容应对未来市场的挑战。 关键词：微电影 影像说服 叙事化转向 危机应对 作 者：冉思雨 指导老师：杜志红 I Abstract Micro film—the Narrative Turn of Image Convince in the Micro Era Micro film—the Narrative Turn of Image Convince in the Micro Era Abstract Under the background of micro era, new things are making their debut, such as micro-blogging, miniature novel and micro film. The conception of „micro‟ infiltrates into almost every aspect of our life gradually. Especially in the past two years, micro film witnessed explosive development. Micro film not only catches the attention of many professionals and even netizens, but also arouses advertising market‟s affections. As the micro film booms, its identity remains obscure. At present, there is no unified view to the explanation of micro film in the field of business and academia. As the micro film develops, it is not merely an image narration‟s art existed in filmology. Added with more and more commercial elements, micro film has transformed into a narrative method of image convince. On the basis of analy