Brief introduction and detailed information of advertising film

The four elements of elemental advertising are image, copy, sound and time.

Advertising film is a kind of audio-visual dual art, a successful TV advertisement, first of all, it gives people a strong sense of * * * in the visual image, thus leaving a deep impression on the audience, and often uses exaggerated images to * * * the consumers' senses, thus stimulating their superficial material needs and deep spiritual needs.

Development Prospect Now China has great market development potential, and the advertising industry plays a great role in promoting enterprises. Not only contribute to the enterprise, but also contribute to the society, * * * and so on.

As far as the advertising industry is concerned, we are still very optimistic about the development of advertising films, because China's economy is in a stage of vigorous development, and the future development prospects of the advertising industry will be brighter and brighter.

Nowadays, the influence of commercial advertisements is not limited to TV media. With the development of science and technology, the Internet, LED screens in buildings, company exhibition halls and so on will be the best places to play commercial advertisements.

With the increasing popularity of advertising films, the price of advertising films has been reduced from time to time, while the performance of PC has been significantly improved. Advertising production is gradually transferred from professional hardware equipment to pc platform, and professional software with high status is gradually transplanted to PC platform, and the price is becoming more and more popular. At the same time, the application of advertising production has also expanded from professional advertising production to more extensive fields such as electronic games, multimedia, internet, family entertainment and so on.

The market-oriented operation of domestic film and television advertising industry has been relatively mature, and * * * has also issued some policies to promote the development of domestic and foreign advertising industry, which has played a universal role in promoting and actively developing the development of film and television advertising industry. At present, China is in the momentum of rapid growth of advertising industry, so film and television advertising production should seize the opportunity and give full play to its inherent potential.

Present situation of China advertising market

First of all, modern advertising industry pursues effective services of science, technology, information and intelligence. Therefore, in the development of China advertising industry, we should not only pursue scientific and technological content, but also have comprehensive and high-quality service added value. Film and television advertisers must change from passive nanny service in the past to intelligence with forward-looking and sustainable development strategy. This is the hub for China's film and television advertising industry to participate in the world competition.

Second, the modern film and television advertising industry is a high-tech industry with intensive knowledge, talents and technology. At present, the proportion of film and television advertising industry in China's GDP is less than 1%, while that in developed countries such as the United States is close to 3%. Only by improving the scientific and technological content and establishing a dynamic talent competition mechanism can China's film and television advertising industry continue to mature.

Third, the modern film and television advertising industry pursues brand effect, exaggerates personalized management and values long-term interests. At present, most film and television advertisers, film and television advertising companies and the media in China pursue short-term commercial interests, which leads to a rather chaotic film and television advertising market and widespread violations of laws and regulations. This will not be conducive to the long-term development of China film and television advertising industry.

Fourthly, the modern film and television advertising industry pursues specialized division of labor and scale effect. The film and television advertising industry in China must change from the current low-level control mode of "small but complete", "small but scattered" and "small but poor" to an all-round, diversified and integrated modern film and television advertising operation mode including market research, marketing planning, film and television advertising creativity, media delivery and effect evaluation, so as to promote the efficiency of the whole industry on the basis of professional division of labor and cooperation.

The first step of production: script: (1) When the idea is completely confirmed and allowed to enter the shooting stage, the creative department of the company submits the creative copy, picture description and storyboard of the proposal to the production department, and makes necessary written explanations on the length, specifications, delivery date, purpose, task, plot, creative points, atmosphere and taboos of the advertisement to help the production department understand the creative background, target audience and taboo of the advertisement. At the same time, the production department is required to submit the evaluation and production schedule for selection within a limited time.

(2) After receiving the script description, the production department will report the appropriate production plan and corresponding price to the customer department for confirmation according to its own understanding and estimation of creativity. The budget estimate includes shooting preparation, shooting equipment, shooting venue, shooting scenery, shooting props, shooting costumes, and the production expenses of the film crew (director, producer, photographer, lighting engineer, artist, dresser, stylist, actor, etc.). ), electricity, magnetic rotation, music, editing, special effects, two-dimensional and three-dimensional production, dubbing and synthesis, production company profits.

(3) The customer department reports the valuation to the customer's production department, and after the customer confirms it, the customer, the customer department and the production department sign a specific production contract. Then according to the contract and the final confirmed production schedule, the production department prepares the next first production preparation meeting within the specified time.

(4) During this period, the production department will make comprehensive preparations for making scripts, directing explanations, lighting timbre, music samples, scenic spots, scenery schemes, actor auditions, actor modeling, props and costumes. In order to seek advertising creativity as the best way to present advertising films. This is the busiest time for the production department, and all the preparations should be done in every detail. The more detailed the work at this stage, the more high-quality advertisements can be produced. Sometimes the production cycle will be shortened at the request of customers, so the time at this stage is often compressed. My suggestion here is that customers should leave enough time for the production department, because having enough preparation time is the best way to improve quality without increasing costs.

Second, preliminary preparation: (1) PPM is the abbreviation of English Pre-Product Meeting. On PPM, the production department will report all the details of the advertising film shooting to the customer and explain the reasons. Usually, the production department will submit more than one set of shooting board, director's explanation, lighting tone, music samples, scenery, scenery scheme, actor audition, actor modeling, props, clothing and other details about advertising film shooting for customers to choose, and finally confirm them one by one as the basic basis for post-shooting. If some parts cannot be confirmed at this meeting, another production preparation meeting will be arranged (if time permits) until the final confirmation. Therefore, the number of production preparation meetings is usually uncertain. If you only hold it once, there is no difference between PPM 1 and PPM2 and final PPM.

(2) After re-preparation, the production department will submit a new preparation plan for the part that could not be confirmed at the first production preparation meeting (PPM 1) for the customer's confirmation. If all are confirmed, the final production preparation meeting (final PPM) will not be held, otherwise (if time permits) another production preparation meeting will be arranged until the final confirmation.

Do it again!

(3) This is the final production preparation meeting. In order not to affect the progress of the whole shooting plan, the client, the client department and the production department must * * negotiate with each other to work out an executable plan, which will be used as the basic basis for subsequent shooting after confirmation by the three parties.

Do it again!

(4) Before entering the official shooting, the production staff of the production department will make final confirmation and inspection of all the details determined at the final production preparation meeting to prevent any details from appearing at the shooting site and ensure that the shooting of the advertising film is carried out smoothly according to the plan. Special attention should be paid to the venue, scenery, actors and special shots. In addition, before the official shooting, the production department will inform all parties in writing about the shooting location, time, TV advertising production team and contact information, including customers, customer departments and relevant personnel of the film crew.

This is the last chance to check. After this pass, everyone will take the time to rest, because after the last pass, the official shooting is not far away.

Three. According to the resolution of the final production preparatory meeting, the filming work was carried out by the film crew at the arranged time and place according to the shooting script. In order to be responsible for customers and creativity, in addition to the film crew, usually the producers of the production department will contact customers, AE, customer representatives of the customer department and related creative personnel to participate in the filming. According to experience and work habits, in order to improve work efficiency and ensure performance quality, sometimes the shooting sequence of shots is not in accordance with the shooting script, but shots with the same position and similar depth of field are shot together. In addition, children, animals and other difficult shots are usually taken first, and still life, close-up and product shots are usually arranged at the end. In order to ensure that enough shots are shot for editing, each shot will be shot more than once, and the director may shoot more shots that are not in the script.

4. Post-production and processing: Just like printing after taking photos, the film used for shooting needs to be developed in a special processing factory.

Turntable: also known as film to video, the developed film must be processed by this technology to convert the optical signal of the film into a magnetic signal for TV production, and then input it into the computer to enter the editing program. In the process of magnetic transformation, the color and tone of the shooting material are generally processed. This program is also called TC.

Primary shear: primary shear, also known as rough shear. Nowadays, the editing work is generally done in the computer, so the shooting material must be input into the computer before the director and editor can start the initial editing after magnetization. In the initial editing stage, the director will splice the shooting materials in the order of the script and edit them into a version without visual effects, narration and music.

Look at copy A: The so-called copy A is the version without any visual effects, music and narration after preliminary editing. This version will be provided to customers for visual part correction, which is the first time that customers have seen the production results in the whole production process.

Formal editing: after the client approves copy A, it enters the formal editing stage, also called fine editing. In the fine-cut part, we should first make amendments according to the opinions put forward by customers after reading copy A, and then synthesize the works of stunt parts into advertisements. Advertising film. The work of the screen part is completed here.

Compose or choose music: The music of commercial movies can be composed or selected. The difference between the two is that if you compose music, commercial films will have unique music, which can be perfectly combined with the picture, but it will be more expensive; If you choose a song, it will be more economical in terms of cost, but other commercials may also use this music.

Dubbing synthesis: at this time, the narration and dialogue are completed. After the narration and dialogue, after the music, the sound editor will match various sound effects for the advertisement. At this point, all the elements of the sound part of an advertisement are ready. The last process is to adjust the volume of all the above elements to a suitable position and synthesize them together.

Television broadcast tape: narration and dialogue are completed at this time. After the narration and dialogue, after the music, the sound editor will match various sound effects for the advertisement. At this point, all the elements of the sound part of an advertisement are ready. The last process is to adjust the volume of all the above elements to a suitable position and synthesize them together.

Five, the film will be approved by the advertiser to complete the film, in the form of the contract to the advertiser on time, as a film delivery.