中文雜誌館的部落格

biz互動英語(互動光碟版) 11月號/2012 第107期限量搶購

博客來語言學習-英文分類超值推薦

Micro Films Are All the Rage
微電影，瘋什麼？

Complementingthe rise of portable media players is the emergence of the micro film, a short movie that tells a complete story, usually in under 30 minutes. The format is hardly a new development but, having become a craze in China, micro films have now jumped across the Strait.

These films are used for a variety of purposes. Brands have latched onto them as a neat marketing tool for communicating their philosophy to consumers through a narrative. Singers are using them to promote their albums. Meanwhile, governments and public interest groups have found them an effective medium for publicizing policies or events in a livelier manner.

Unlike traditional advertisements, micro films transmit messages subtly, integrating them naturally into the plot. “Taiwanese people are emotionally oriented,” says Yeh Tien-lun, who directed the promotional film “Hakka Love You” for the Hakka Affairs Council. The micro film format “allows me to communicate the emotion, not the product, to the audience,” says Yeh.

As they are relatively easy to produce, micro films are also a way for individuals to showcase their creativity. With competitions springing up everywhere, everyone with a smartphone is now a potential director!

伴隨著可攜式媒體播放器的興起是微電影的崛起，也就是通常在卅分鐘內完整敘述一則故事的短片。這樣的形式不算新發展，但由於已在中國造成狂熱，微電影現在也風行到台灣了。

這些影片有各式各樣的用途。品牌利用微電影來作為極佳的行銷工具，透過故事將其理念傳遞給消費者。歌手則用微電影宣傳自己的專輯。同時，政府和公益團體發現微電影是個有效的媒介，可用更活潑的方式來宣傳政令或活動。

和傳統廣告不同，微電影能巧妙傳遞訊息，並自然將其融入劇情。「台灣人很重情，」為客委會執導宣傳影片《客家好愛你》的葉天倫說道。微電影的形式「讓我傳達給觀眾的是情感，而不是商品。」

由於微電影相較之下更容易製作，也成了個人展現創意的方式。隨著各處都在舉辦比賽，只要有智慧型手機的人現在也有成為導演的潛力！