What is "CF Advertising"

C (commerce): commerce, commerce.

F (membrane): membrane, membrane, membrane, membrane layer.

CF: Literally, it can be said to be a "commercial film". Now it generally refers to advertisements shot on film.

Because it can be broadcast on film and television, it is called "film and television advertisement" internationally. But because it is mostly broadcast on TV in China, it often refers to TV advertisements.

The essential characteristics of film and television advertisements

Signature:

Compared with other media, TV media has three outstanding characteristics: immediacy, simultaneity and popularity. In fact, this is not the essential feature of TV media. Only in advertising promotion, film and television advertising is particularly prominent.

Television is an electronic and time medium in terms of its modeling materials, and an audio-visual integrated medium in terms of its modeling effect. It is obviously different from printed matter and street signs, and it is also different from sculpture. It is obvious that:

1. It takes up not only space but also time.

It has an imaginary three-dimensional space, which is invisible.

It has a continuous and dynamic image.

4. It has sound;

We know that pure visual information can attract people's attention by 35%, pure auditory information can only attract people's attention by 65,438+05%, and audio-visual combination can attract people's attention by as much as 75%.

So we can understand the advantages of film and television advertising.

It is intuitive, and the acceptance of the audience is not limited by the level of education.

Can shorten the psychological distance of the audience

aggressive

Have a high degree of credibility.

Film and television advertisements can vividly show the appearance, texture and use of the advertised goods, and show the structure, principle and efficacy of the goods according to high-tech acousto-optic technology, which is very intuitive. The audience's acceptance is not limited by the level of education.

Film and television advertisements can stimulate people's vision and hearing at the same time through rich forms such as modeling, color, text, language, sound effects, movements and expressions, which is easy to make people feel immersive and strong, and can greatly shorten the psychological distance of the audience.

In a word, the information of film and television advertisements is closest to the real form of life and is the most vivid. From the perspective of acceptance, it can fully mobilize the audience's emotions and satisfy the audience's senses, lock the audience's eyes and stimulate interest with vivid images, and ensure the effective transmission of advertising information.

The role of film and television advertising in the current market;

The purpose of film and television advertising is to persuade consumers to buy products;

The object of film and television advertising is consumers;

The skill of film and television advertising is to attract consumers' attention;

The function of film and television advertising is to spread product information to consumers quickly and accurately;

The function of film and television advertising is to promote product sales.

Classification of film and television advertisements and the commonly used methods at present

Language:

First, according to the recorded materials:

cinema/movie advertising

Video advertisement

cinema/movie advertising

Film advertisements are recorded on 35MM or 16MM film with a camera when shooting, and can be played in TV stations after film development and magnetic conversion (that is, images are transferred to video tapes).

Film advertising pictures are rich in layers and the lighting effect is ideal.

Video advertisement

Video advertisement is the abbreviation of video advertisement or tape advertisement, and he records the shooting content on BETACAM tape.

This kind of advertisement has many advantages. First, clips that can be left untreated can be broadcast on TV in time. The production process is simpler than filming. Second, it is easy to edit and can be modified and re-recorded like a tape; Third, you can do special effects, such as taking pictures. Fourth, colorful.

B, according to the nature of the painting source

Shijing advertisement

Animation advertisement

Shijing advertisement

That is, the advertisements shot on the spot directly reflect the people and things in reality, and have a strong sense of realism and presence. Advertisements in real life are also regular and main TV advertisements.

Animation advertisement

As the name implies, animation is a moving picture, which is divided into hand-drawn animation and computer animation.

Animation advertising is an imitation of life, which can fully express the author's subjective imagination and make many difficult contents accurately expressed.

C, according to the purpose of creation

Public service announcement

commercial advertisement

Public welfare propaganda

Public service advertisement is a kind of public service advertisement, which does not aim at profit and conveys positive and healthy ideas.

commercial advertisement

Commercial advertisements are divided into commodity advertisements and image advertisements (including corporate image advertisements and brand image advertisements). The purpose of commodity advertisement is to promote products, which is the mainstream advertisement. The purpose of image advertising is to publicize enterprise ideas, establish a good image, strengthen public awareness, and improve enterprise reputation and consumer loyalty.

D, according to the picture form.

Static advertisement

Dynamic advertisement

Static advertisement

Static advertisements are divided into subtitle advertisements and picture advertisements.

Subtitle advertisements and picture advertisements are not real TV advertisements, but only print advertisements carried by broadcast media, although there are announcers to explain them. They should be an integral part or a form of expression of TV advertisements.

Dynamic advertisement

Dynamic advertisement, that is, the movie advertisement mentioned above, is a moving image advertisement shot by a camera or a video camera.

Feature film: usually in the sentence structure, it takes a long time and is rich in content, and multiple key points can appear.

Advertising film: requires high creativity, outstanding style, tight time, generally one theme, enlarged.

Tonality: the comprehensive atmosphere of style, style and artistic conception is the keynote of an advertising film.

Script: that is, the copy that divides the lens structure. There are pictures and narration.

Director's executive draft: The optimized script, with the drawings of each shot, is more accurate and closer to the shooting results.

Common photographic techniques: push, pull, shake, move, lift and turn.

Several special photography methods:

Variable speed photography, frame-by-frame photography, micrography, aerial photography, underwater photography, infrared photography, low light.

Introduction to the film title of the film crew:

be in charge of/supervisor

Coordinate, plan, design, and the content of the whole movie.

After the creative copy is confirmed. The director should divide the shots of the film, including the style, expression and structure of each shot, the choice of actors and the requirements of the scene. And make a set of implementation plans for all the contents of the film.

Photographer,

Mainly responsible for the picture, the content and feeling conveyed by the director. Select the angle, adjust the lens,

Need lighting effect and design motion trajectory. Maximize the director's intention for each shot.

art

Beautify products, design scenes and arrange props according to the director's requirements. Achieve the style required by directors and photographers for the content of any related scene. Meet the tonality requirements of the whole commercial.

lamplight

Lighting, usually in a group of people. According to the photographer's requirements, each lens is equipped with lights.

Assist photographers to realize various ideas of pictures.

Stage attribute

As the name implies, it is to make props that meet the advertising content according to the requirements of art.

Dress

According to the requirements of art, design and make actors' costumes.

skilled worker

Operation of rails, cranes, rocker arms and other equipment.

According to the photographer's requirements, design the action range and moving distance.

log

Responsible for recording the lens serial number of each lens at the scene.

Usually, journalists are mostly deputy directors, so they are also responsible for communicating with actors and arranging the progress of other staff according to the director's intention.

To make (a film)

Responsible for the cost of the entire commercial shooting. Including eating, drinking, living and traveling. It can be said that he is the big housekeeper of the film crew.

The producer will communicate with the director about the details, staffing, schedule, number of scenes and so on before the film starts. In order to work out the detailed expenses, we will strictly follow the calculated expenses after the shooting.

Field workers

Responsible for the use of mobile equipment and large machinery. Generally, they are hired temporarily according to the shooting content. But most of them are people with crew experience.

Film camera:

Camera is the main equipment for film shooting, which is generally divided into film box, transmission system, film door and claw head, shutter, viewfinder, lens and mirror seat. According to the need, there are two kinds of separation and fixation; According to the specifications, it is divided into 8, 16, 35 and 70 mm cameras; According to the special and trick photography requirements, it can be divided into high-speed cameras, stereoscopic movie cameras and panoramic movie cameras.

Camera auxiliary equipment: tripod, lift car, rail car, etc.

Common photographic techniques: push, pull, shake, move, lift and turn.

Several special photography methods: variable speed photography, frame-by-frame photography, micrography, aerial photography, underwater photography and infrared photography.

Common shooting equipment is simple.

Introduction:

film

Film is divided into negative (or negative) and positive.

Specifications are 8mm, 16mm, 35mm, 70mm, etc. The most common ones are 35mm and 16mm.

camera

The following models are commonly used:

HDW-750P 1080/50i

high definition camera

HDW-750P 1080/50i

high definition camera

Sony _hdw-f900h

Sony _dvw-790wsp2

Sony _hdw-750p

HDW kamera-700 a

recorder

Sony _HDW-500 recorder

Sony _DVW-A5 10P

Sony _DVW-500P tape recorder

Turn on FDD dysprosium lamp

Special equipment-photographic array

rail

Standard production process of film and television advertisements;

first step

Understand customer needs:

Customers contact AE personnel through face-to-face, telephone, email, etc. to inform them of product and project information and put forward their "basic needs" in advertising. AE personnel make strategies.

How to cover the content:

1。 Company profile

2。 Product or project introduction, fill in the questionnaire.

3。 Explain the creative direction, style and key elements.

4。 Determine the strategic direction and put forward the basic requirements of production.

Second step

Making creative copy:

The creator carries out creative writing copy according to the strategy.

And visual presentation strategies, or pictures.

Advertising companies audit themselves first.

Third step

PPT proposal:

At the appointed time, creative team members will make face-to-face proposals.

Creative personnel explain strategies, creative points, creative content, etc.

The director describes the visual part of creativity and the grasping elements of the whole advertisement.

PPT proposal meeting, there will be some video reference films. It can reveal the original intention and expressive force of advertisements to the greatest extent.

After confirmation, AE personnel will provide a quotation.

Fourth step

Quotation part

Including shooting preparation, shooting equipment, shooting venue, shooting scenery,

Shooting props, costumes, film crew (director, producer, photographer, lighting engineer, artist, barber, dresser, stylist, actor, etc. ), electricity, magnetic rotation, music, editing, special effects, two-dimensional and three-dimensional production, dubbing and synthesis, production company profits, taxes and other aspects of advertising film production, and attach a production schedule. List of valuation

Step five

Contract signing

After being approved by both parties, sign the Film and Television Advertising Production Contract. The annex to the contract contains "advertising copy". The company will prepare for the next shooting and PPT preparation meeting within the specified time.

Step 6

Crew PPT meeting:

The company reported every detail of the advertising film shooting to the customer and explained the reasons. Including script production, director's explanation, lighting tone, music samples, scenery, scenery scheme, actor audition, actor modeling, props, clothing and so on. All the details related to commercial shooting are for customers to choose one by one and finally confirm as the basic basis for post-shooting.

While preparing for shooting, we will do some post-work such as 3D production.

Before the official shooting, the company will notify the shooting location, time, film crew, contact information and other parties in writing, including customers, advertising companies, film crew related personnel.

Step 7

Shooting execution:

According to the content of PPT meeting. The director gave the general direction.

Will communicate with photography according to the requirements of each lens, and ask photography to accurately realize the lens requirements.

Work with the artist to arrange the venue layout, clothing and other aspects to achieve the desired results.

According to the requirements of the director, the Photography Art Association actively cooperates with various groups such as lighting, equipment, clothing, makeup and props.

The director and producer work together to grasp the shooting progress and time schedule.

Step 8

Post-editing:

After shooting, the film is first transcribed into tape form.

This step is called magnetic rotation.

Recording, that is, recording narration.

Then the director and post-production staff will determine the style, structure, rhythm and ups and downs of the commercial according to the creativity and shooting ideas.

After a few days, the staff will edit the lens into a film with music, narration and special effects according to the director's requirements.

Waiting for customer comments. This is the end of the execution step.

Step 9

Hand in the film:

Film and television advertising fee standard

Quasi:

Keywords advertising creativity, strategy, copywriting, painting fee,

Usually, this fee is paid in the form of advance payment.

Proposal fee:

Travel expenses of members of the proposal team.

Equipment cost:

Photographic equipment, tapes, movies, positioning machinery, generators, lighting equipment, special equipment, filters and consumables.

Miscellaneous fees for photography:

Transportation fee, vehicle fee, equipment handling fee, accommodation fee, venue rental fee, insurance fee, photography miscellaneous fee and meal fee.

Art expenses:

Design fee, scenery fee, props fee, special styling fee, artist fee (including clothing and fashion fee), clothing fee, makeup and dressing fee.

Performance fee:

Main actor fee, supporting actor fee, dubbing fee

Photo fee:

Photography expenses and production expenses

Animation production fee:

Comic painting, comic photography, subtitle painting, subtitle shooting, special pattern photography, subtitle composition, design, modeling and special design.

Music fee:

Composition, production fees and copyright royalties

Recording fee:

Recording studio fee, technical fee, projection fee, external recording technology fee, additional equipment fee, recording and re-recording fee, optical sound film fee, recording tape fee, magnetic sound film fee, sound effect fee and sound engineer fee.

Editing fee:

Editing fee, editing fee, negative cleaning fee, negative cleaning material fee, optical effect fee, optical effect material storage fee, editing equipment fee and editing fee.

Others: film trial fee, miscellaneous production fee, computer stunt management fee, tax and advertising fee.

Production preparation fee:

External liaison, negotiation and scene selection

Director's fee:

Director, assistant director

Studio expenses: studio rent, electricity, special equipment expenses, studio miscellaneous expenses.

Technical fees: photographer, photography assistant, lighting engineer, lighting assistant, lighting preparation fee, special photography technical fee, computer animation fee, production designer.

The shooting cost is very complicated. In general, customers only need to communicate according to the quotation provided by the company and the reasons indicated.