從商業性面向探討微電影構成元素與創作應用

Discussions of the composition and innovation& application of micro films from commercial perspectives

謝季桓(Chi-Huan Hsieh)

指導教授 ： 蔣世寶

嶺東科技大學/設計學院/數位媒體設計研究所/碩士(2014年)

https://doi.org/10.6823/LTU.2014.00030

摘要

微電影是目前影視產業最新最流行的用語詞，廣受網友關注、點閱及分享傳播，且微電影的創造力和話題性非常廣泛，藉由網路的宣傳方式或電視媒體的轉播，創造了許多話題性及新聞價值。以往，廣告、短片、微電影這些視頻媒體總處於模糊的狀態，故本研究透過微電影構成內容與微電影商業性手法之探討，了解微電影與其他影視媒體之區別，所以，本研究目的在於整合這些處於模糊的商業性微電影定位，進而分析微電影的內容元素之異同、探究廣告跟微電影的整合與微電影構成元素。因此，希望在具有多元性質的微電影內容中，試圖探討入圍台北國際短片電影節的微電影，具備了哪些商業構成要素。本研究以三個研究面向為主體架構，進行「研究者面向」、「觀眾面向」、「應用實踐面向」進行不同觀點的切入研究，最後在以研究結果做為「應用實踐面向」之實際創作之主要參考依據，以其作品成果驗正研究成果。
「研究者面向」將其探討微電影構成要素，利用四部入圍的微電影作品做為微電影認知基礎。「觀眾面向」則由問卷調查的方式，透過單因子變異數測量問卷，了解他們對微電影偏好程度。最後，以「研究者面向」以及「觀眾面向」之研究成果，做為「應用實踐面向」之實務創作的主要參考依據，以其作品成果驗證研究結果。
從各面向綜合顯示：(一)微電影跟商業性是形影不離的，推論之，微電影是具有較長的劇情廣告影片，或具有高商業價值的短片類型。(二)在微電影中大部分的共同點，就是會找許多贊助廠商的贊助，甚至直接把贊助廠商形象及商品置入影片。(三)發現廠商較偏好微電影這詞，因為以廣告跟微電影區分，廣告所觀看的族群觀眾往往是消費者才會仔細去觀看這廣告，而微電影可能是觀眾影迷晉升為消費者，或者是原先就是該品牌愛好者而去看這部微電影，所以，微電影所來帶的效益往往會比廣告來的廣又多。(四)觀眾偏好微電影之類型以親情愛情28%為最高比例。(五)發現出劇本和產品置入問題相形重要，透過品牌形象的建立，和有效的與客戶溝通達到共識，且劇本能夠先引導讓觀眾了解到此產品的內容。

關鍵字

微電影 ； 商業性 ； 構成元素 ； 置入性行銷 ； 創作

並列摘要

Micro film is currently the latest and the most popular term in audiovisual industry being attended, clicked, and shared by netizens; besides, the creativity and topicality are so broad that a lot of topicality and news value are created through the propagation on the Internet or the broadcast of television media. Video media, such as advertisement, short films, and micro films, used to be indistinct. For this reason, the micro film composition and the micro film commercial tactics are discussed in this study to understand the difference between micro films and other visual media. This study therefore aims to integrate the orientation of such indistinct micro films, analyze the differences in composition, and explore the integration of advertisement and micro films as well as the micro film composition. It is expected to discuss the commercial composition of diversified micro films nominated for Taipei International Short Film Festival. Three research dimensions of Research Perspectives, Audience Perspectives, and Application & Practice Perspectives are covered as the structure for this study cutting in from various points of view. The research results are further regarded as the reference of real creation from Application & Practice Perspectives in order to test the research outcomes with the works.
Research Perspectives tend to explore the micro film composition, and four nominated micro films are used as the cognitive basis of micro films. With questionnaire survey, Audience Perspectives are measured the questionnaire with one-way variance in order to understand the preference for micro films. Finally, the research outcomes of Research Perspectives and Audience Perspectives are regarded as the reference of the practical creation from Application & Practice Perspectives to test the research results with such works.
Comprehensively, (1) micro films and commercials are inseparable that micro films are inferred to advertising films presenting longer story or short films with high commercial value, (2) looking for many sponsors and even directly placing a sponsor’s LOGO and products in films are the common ground of micro films, (3) companies favor the term of micro films as micro films would bring more benefits than advertisement does, because the audience of advertisement is consumers that they would carefully view the advertisement, while consumers of micro films might be promoted from audience & fans or the brand lovers, (4) the audience preferring micro films with the type of family relationship & love (28%) appear the highest proportion, and (5) the problems of scripts and product placement are critical, as the establishment of brand image and effective communication with customers could achieve the consensus, and scripts could guide the audience realizing the product content in advance.

並列關鍵字

micro film ； commercial ； composition ； placement marketing ； creative productions

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