Script creation of film and television advertisements

Script creation of film and television advertisements

The script of film and television advertising is a literal concept on the one hand, and a visual concept on the other. It is necessary to vividly describe the creative scene and let readers experience the real advertising scene. Visual scripts usually need storyboard drawing, and professional advertising film production companies have fixed script backup paper. A general storyboard has two parts: a video column and an audio column.

1, film and television advertising script type

There are five scripts for film and television advertisements according to the production process.

(1) concept board. It is the touchstone of creative architecture and ideas. There are two kinds of product concept scripts and innovative concept scripts, also known as idea board. A concept script does not need a detailed description of the plot, and sometimes it only needs to specify the key content, the atmosphere to be created and the emotional elements to be highlighted.

(2) Text script (). Describe scenes, actions, dialogues, sound effects, etc. In terms of language. The standard rule of text script is that the left half of each page is the picture part, which is described in turn according to the shooting order; The right half is the sound part, including narration and sound effects.

(3) storyboard. Storyboard, also known as storyboard, is visually presented by artistic means through creative ideas described by script. In order to facilitate the proposal, sometimes the main picture is drawn in advance (or digital shooting plus computer synthesis). Generally, it is also drawn and expressed in sequence according to the lens order.

(4) Making a decision is also called making a script. From the shooting angle of the director of the production company, the specific production factors such as lens angle, focal length and lighting are often marked, which is beneficial to the official shooting reference.

(5) photo board. Advertising testing and archiving scripts.

Step 2 make a storyboard

Storyboard refers to a similar comic book description of advertising creativity by means of art in the stage of film and television advertising creativity completion. The English name is Storyboard, and some people call it Story Painting Outline. Its functions are as follows:

(1) Further visualize the creativity of TV advertisements.

Drawing storyboards is very helpful for advertising creators to sort out their creative ideas and make their concepts preliminarily implemented. Because the effect of TV advertisement shooting is not expressed on paper by written means, only the outline of painting is the closest, so we can express the ideas in the creative process by drawing pictures with explanatory words, so as to further consider and improve creativity. Although a slightly experienced creator will know that the ideas in his mind are sometimes completely different from those written on paper, and of course far from those taken in the future, it is the first step towards visualization anyway.

(2) It is convenient to explain ideas to advertisers.

The cost of film and television advertising is very high, and it is the highlight of advertising activities, so advertising creativity must be recognized by advertisers. However, due to the particularity of TV advertisements and the limitations of advertisers' professional knowledge in film and television, it is certainly not easy for advertisers to understand the content and performance of TV advertising scripts only by telling customers orally. Therefore, in the creative stage, it will be more intuitive and helpful for customers to understand the creative plot by drawing the TV advertisements of the creators and turning them into comic pictures with text descriptions. It can be said that storyboard is the best way to communicate with customers in the unformed stage of TV advertisements. At the same time, according to storyboard, customers will be able to have a perceptual understanding of the budget needed for advertising film production. If the customer approves the TV advertising idea, he should ask the customer to sign the story board.

(3) Provide basis for TV advertisements.

If the creativity of film and television advertisements is recognized by advertisers, then storyboards will become the basis for shooting and making advertisements on TV. The production company will arrange the scene, select the actors and weave the budget according to the picture of the storyboard. Director, photography, art and lighting should all be re-created on this basis.

(4) the content of the storyboard

Storyboards usually need to include the following:

Customer name and product name;

The length of the entire film and television commercial and the length of each shot;

The text description of the video and the content of the video: if the main. The freeze-frame picture and simple description text of each video are explained by adding lens terms such as close-up, foreground, forward or backward, overprint and switching, so that others can understand the picture more clearly;

Text description of sound and audio: sound in tune with the picture, including narration, dialogue, sound effects, etc.

The storyboard formally submitted to the advertiser should also be accompanied by a description of film and television advertising creativity, so that customers can deeply understand the content of advertising creativity.

while

However, there is no unified classification of storyboards, and there is no standard size and fixed expression. Because the purpose of drawing storyboards is not for TV viewers, but for communication and approval between creators and advertisers, and for producers to make shooting basis after improvement, as long as advertisers and production companies can understand and explain the problems. Although there are no strict rules on the drawing method and format of storyboards, the content of advertising creativity must be clearly stated without any ambiguity.

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