CAJ | 학술논문

微电影广告剧本是决定微电影广告质量的根本，而目前微电影广告剧本存在的主题思想与品牌理念脱节，人物形象与品牌特性冲突，故事情节与品牌产品背离，剧情线索与影片容量矛盾等问题严重影响了微电影广告的发展。在此背景下，研究微电影广告剧本的主题及主题思想确定、人物形象塑造、故事情节设计，能够为以后微电影广告剧本创作提供借鉴，促进微电影广告的发展。
미전영엄고극본시결정미전영엄고질량적근본，이목전미전영엄고극본존재적주제사상여품패이념탈절，인물형상여품패특성충돌，고사정절여품패산품배리，극정선색여영편용량모순등문제엄중영향료미전영엄고적발전。재차배경하，연구미전영엄고극본적주제급주제사상학정、인물형상소조、고사정절설계，능구위이후미전영엄고극본창작제공차감，촉진미전영엄고적발전。
Script is the basis of the micro-film advertising. And now script problems seriously effect the development of micro-film advertising. The problems include disconnect of the theme and the brand concept, conflict of characters and brand identity, de-parture from the storyline and brand products, contradiction of plot lines and video capacity. So researching themes identified, char-acters shaping and story design can provide reference for the later script and promote the development of micro-film advertising.