No. Scene shooting, film, lines, music or sound

Particularity of TV advertising copy

(1) Special forms

TV advertising copy is a special form of advertising copy in TV advertising. In the process of writing TV advertising copy, in addition to using general language symbols, it is also necessary to master the language of film and television, use montage thinking and conceive according to the sequence of shots, which is quite similar to the writing of film and literature scripts, so it is also called TV advertising script.

Various elements of TV advertisement: material, theme, art form, means of expression and explanation, etc. , are important parts of advertising creativity, and must be first reflected by the writing of TV advertising scripts, so that TV advertising copy shows its particularity different from other advertising copy.

(2) Special properties

TV advertising script is a literal expression of TV advertising creativity, an oral description of advertising theme, shaping advertising image and disseminating advertising information content, and a concrete embodiment of advertising creativity, so it is an important part of modern advertising copy.

However, it is obviously different from the nature of print advertising copy such as newspapers and periodicals: it does not meet the audience directly because it is not the final form of advertising works. It is only a detailed plan, text description or blueprint for the director's re-creation, and it is the basis and premise for the formation of TV advertising works. Therefore, it plays a decisive role in the quality and communication effect of future advertising works.

There are two types of TV advertising scripts, which are both related and independent: one is a literary script, and the other is a split-shot script. Literary script is the basis of shooting script; Story board is the cutting and re-creation of literary scripts. The former is written by the copywriter (screenwriter) and the latter is completed by the director.

(C) Special language-film and television language

Film and television language is not only a means of information transmission in TV advertisements, but also an indispensable prerequisite for the formation and embodiment of TV advertisement images, so it is the foundation and life of TV advertisements.

1. Features of film and television language

(1) is concrete and intuitive. It always uses concreteness to convey feelings and information.

(2) Movement and reality. The camera has the function of objectively recording reality and "restoring material reality", so the basic feature of film and television pictures is "active photography", which can make the audience feel realistic.

(3) Nationality and cosmopolitanism. Film and television language not only has distinctive national characteristics, but also is a kind of world language, which can become a tool for people of all countries to exchange ideas, transmit information and communicate feelings.

2. The composition of film and television language

It mainly consists of the following three elements:

First, the visual part, including screen pictures and subtitles;

Second, the auditory part, including audio language, music and sound;

The third is grammar and syntax-montage (lens editing skills).

Matters needing attention in writing TV advertising copy

The unique montage thinking and film language of TV advertisements determine that the writing of TV advertising copy (script) should not only follow the general law of advertising copy writing, but also master the special law of TV advertising script creation. The specific requirements are:

(A) TV advertising copy (script) writing, first of all, to analyze and study the relevant information, clear advertising positioning, determine the advertising theme. Under the command of the theme, conceive the advertising image and determine the expression form and skills.

(B) TV advertising copy writing, we must use montage thinking, narrative with the lens. Language should be intuitive and vivid, which can be easily transformed into visual images.

(3) According to the sequence of lens paragraphs, we should always consider the time limit when describing one advertising picture after another in language. Because TV advertisements are calculated in seconds, the narrative of every picture should have the concept of time. There should not be too many shots, and the content to be conveyed must be spread within a limited time.

(4) TV advertisements mainly focus on visual images, and spread information content through audio-visual combination. Therefore, the writing of TV advertising copy (script) must achieve the harmony between sound and picture, that is, the "sound and picture counterpoint" between advertising explanation and TV picture.

(5) TV advertising copy (script) writing should make full use of emotional appeal, mobilize the audience's sense of participation, and guide the audience to have a positive "collateral effect". In order to achieve this goal, the script must be vividly written, affectionate and meaningful, and artistic. This is the basis and key to the success of TV advertising.

(6) Writing TV advertising commentary, also called advertising words or advertising language. Its conception and design will determine the success or failure of TV advertising.

1. Types of advertising words: including voice-over explanation, monologue, dialogue, songs, subtitles, etc. According to the needs of creativity and theme, each TV advertisement can only take one or two categories, which may not be comprehensive.

2. The function of advertising words: to make up for the deficiency of the picture, that is, to supplement the content that is difficult to express visually with hearing; Reveal and deepen the theme; Further strengthen the brand or information content.

3. The writing requirements of advertising words are as follows:

⑴ Writing monologues and dialogues of characters is characterized by emphasizing "speaking", requiring life, simplicity, naturalness and fluency, and reflecting the characteristics of spoken language.

⑵ For narration or voiceover explanation, it can be eloquent narration, lyrical recitation or theoretical statement with strict logic and narrative discussion.

⑶ Advertising words in the form of subtitles should reflect the characteristics of written language and literary language, conform to the aesthetic principles of TV picture composition, and have the characteristics of conciseness, balance, duality and neatness.

(4) Advertising language focuses on advertising language, which should be as short as possible, easy to remember, easy to spread, colloquial and rhyming.

At present, there are five seconds in advertisements on TV, 10 seconds, 15 seconds, 30 seconds and 60 seconds. When we choose the expression form of TV advertising copy, we can't just rely on advertising strategy, advertising information content, advertising target audience and so on. , also corresponds to the choice of time period.

1. In general, the purpose of a five-second advertisement on TV is to deepen the audience's impression of the advertising information and strengthen the audience's memory of the specific image of the advertising subject. Therefore, the form of instant impression is generally adopted. Flash pictures with certain impact, combined with concise advertising language, express corporate image or brand personality. Such as "riding the Red River, breaking the storm of the century", "cranes dancing on white sand, my heart flying", "drinking Confucius' banquet wine, making articles for the world", "Goldlion, a person's world", "a pint of plums, full of fragrance", "good air conditioning, made by Gree" and so on.

3. 10 second and 15 second TV advertising aims to spread advertising information in a single and distinctive way in a short time, highlighting corporate image or brand personality, or a unique "selling point". Therefore, it is suitable for celebrity recommendation, animation, news, suspense and simple life scenes. For example, Li Yuanyuan's "Puxin Oral Liquid" advertisement and Zhao Benshan's "antidiarrheal" advertisement were all cut out from a 30-second advertisement with 15 second.

A 3.30-second TV advertisement can show the functions and benefits of the product from many angles. Suitable for celebrity recommendation, consumer witness, demonstration and comparison, life scenes and advertising short songs. Such as "Gaizhonggai" advertisement, "Puxue Oral Liquid" advertisement, "Qi Lijie" advertisement, "Southern Black Sesame Paste" advertisement, "Kongfujia Liquor" advertisement and "Tuopai Qujiu" advertisement.

4.60 seconds TV advertisement can show more abundant advertisement content. More complete forms of expression can be adopted, such as advertising music, life scene, consumer witness, demonstration contrast and so on.