Image film

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A corporate video (of English. Image ) is a short film in wooing portrayed intention a company, an institution, a brand or product.

An image film usually has a length of no more than ten minutes. The advertising intention moves him closer to the (shorter) commercial , the portrait-like connects him with journalistic films and documentaries , from which the advertising intention in turn distinguishes him.

History, form and content

The roots of the image film lie in the industrial film , which still resonates in the English term “corporate”. The image film has moved away from this - even if it portrays a company - in that its focus has developed significantly: away from the simple, explanatory-descriptive style of the industrial film towards the creation of a positive image for its subject.

All formal and technical means of the film are available for the image film. Image films can turn out to be correspondingly time-consuming and complex, depending on the financial possibilities and the communicative intentions of their clients. In terms of their tendency, image films move between informative and suggestive , depending on whether they aim more at gaining information or at building an image in the viewer.

Product image film

In contrast to a product commercial, the product is not advertised. In the simplest design, the development process of a product is documented for (potential) customers and for internal company use. A client will always make sure to incorporate image-building elements that are tailored to the company's corporate identity .

Use in marketing

Image films are a suitable marketing tool for companies or products that are full of explanations . For example, the company can be brought closer to the customer through a virtual tour. A message can be conveyed more efficiently through audio visualization than through a purely visual Internet presence.

Dramaturgy and perception

Films are received differently by the recipient than, for example, print and Online articles. The viewer / recipient cannot determine his own reading pace, but has to stick to the pace set by the filmmaker.

This requires a special dramaturgical design of the content. For optimal information absorption, the film content does not simply have to be strung together chronologically, but rather be structured according to dramaturgical elements. Dramaturgy means the film design according to certain principles, with the aim of being able to produce the desired effect in the viewer.

Possible uses

The possible uses of an image film are extremely diverse. In principle, a distinction can be made between online and offline use. First and foremost, it is relevant to place an image film where the addressed target group is. Above all, a company's website , social media channels and newsletters play a decisive role online . It can be used offline at trade fairs or events. The website is the flagship of a company. Interested parties can find out more about a company and receive a compact source of information by placing an image film on the website. If an image film is integrated into a newsletter, the opening probability and the click-through rate of the mail increase. Image films can also be published on social media channels such as Facebook , Instagram and Snapchat , as well as on the career networks LinkedIn and Xing .

literature

  • Christian Henze: Speaking of commercials. The commercial use of the imagination. UVK-Verlags-Gesellschaft, Konstanz 2005, ISBN 3-89669-428-6 ( Praxis Film 17).
  • Claus Noppeney: From Annual Film to Corporate Video: Organizations and their Film Practice. In: Beate Hentschel & Anja Casser (eds.), The vision behind. Berlin 2007: Vorwerk 2007, pp. 76–91.
  • Felix Rodenjohann: Moving Images for Corporate Communication Experiences and Solutions. So that films don't cost a lot, but move a lot. VDM Verlag Dr. Müller, Saarbrücken 2009, ISBN 978-3-639-21447-5 .
  • Joachim Schätz: The economy of details. Austria's industrial and advertising films between rationalization and contingency (1915-1965). edition text + kritik, Munich 2019, ISBN 978-3-86916-740-4 .
  • Daniel Sollner, Sabrina Holzheimer: Advertising effectiveness in an intermedia comparison. Study to compare the advertising effect of an audiovisual image film and a classic image brochure. Diplomarbeitagentur diplom.de , Hamburg 2005, ISBN 3-8386-9485-6 .

See also

Web links

Individual evidence

  1. Steve Olenski: Using Video In Marketing: Why Wouldn't You? Retrieved June 13, 2019 .