What is the art of film and television advertising?

Film and television advertising is one of the most effective and extensive ways of advertising communication.

Film and television advertising absorbs the characteristics of decoration, painting and sculpture, music, dance, film and literature and art in the form of expression, and uses the image thinking method of film and television art to make the goods more appealing and appealing.

Film and television advertising, by its nature, is the transmission of commodity information, but it is different from other kinds of advertisements in its form of expression. It is made by artistic means. Therefore, film and television advertising is a scientific information transmission and artistic expression.

Judging from the connotation of advertising, it is both reasonable and unexpected that art should give a high degree of imagination. However, advertising films must not use absurd methods to play gimmicks, but should pay attention to planning and creativity. First, we should study the commodities, the psychology of the audience, the target audience, and grasp the theme of the advertisement, which is creative and expressive. At the same time, advertising should come straight to the point.

structural style

1, focusing on commodity image, explaining the structural form of combining music.

2, mainly model demonstration, as well as product features and descriptions.

3. Pay attention to characters and plots, and pay attention to the characteristics and language of commodities.

4, animation, with commodity characteristics, music.

5, mainly children, singing and narration.

superiority

The first is that the impact force is relatively strong.

Second, the coverage is wide. Compared with other media, its coverage is very large.

The third feature is that it can display the products of the enterprise very vividly, express the concept of the enterprise very popularly and display the corporate image very beautifully.

Fourth, in the process of transmitting information, there is also an element of entertainment for people to accept in the process of entertainment.

The last important feature is that in the process of communication, TV advertisements are sometimes closely related to programs because they are presented on TV screens. Therefore, TV advertisements are sometimes regarded as part of the program. The audience watches TV just to watch the program.

picture element

1, modeling: refers to activities that represent people, events, etc. And from a specific point of view through the shape, light, color and other spatial elements to shape the visual image.

2, film and television modeling includes three aspects:

1) Photography modeling: light, color, framing, etc.

2) Artistic modeling: scenery, costumes, makeup and props.

3) Actor modeling: appearance and movements.

3. It depends on the following factors:

composition

A. theme: composition center;

B. foil: the foil of the main body;

C. environment: how to highlight the theme-the comparison of area size; Place of business; Light and shade; Dynamic and static contrast.

2) Light and shadow

A. Quality of light: soft light (scattering, weak directionality) and hard light.

B, the direction of light

Brightness of C light: strong light and weak light.

3) color

sound

Language: It is one of all kinds of sounds that characters on the screen need to express their thoughts and feelings. There are mainly the following manifestations.

1. Dialogue

narrate

3. Monologue

explain