What is the format of a standard TV commercial script?

The standard format is:

Serial number, shot, moving picture, lines, music or sound

Speciality of TV advertising copywriting

( 1) Special form

TV advertising copy is a special form of advertising copy in TV advertising. Because in the writing process, TV advertising copywriting must not only use general language symbols, but also must master the language of film and television, use montage thinking, and conceive according to the sequence of shots. This is quite similar to the writing of film and literary scripts, so it is also called a TV advertising script. .

The various components of TV advertising: materials, themes, art forms, means of expression, and commentary, etc., are all important components of advertising creativity. All of these must first be reflected in the writing of TV advertising scripts. Come out, so that TV advertising copy shows the particularity that is different from other advertising copy.

(2) Special properties

TV advertising script is the written expression of TV advertising creativity. It is a language description that embodies the advertising theme, shapes the advertising image, and disseminates the advertising information content. The specific embodiment of advertising creativity, therefore, it is an important part of modern advertising copywriting.

However, it is obviously different from the nature of print advertising copywriting in newspapers and magazines: it does not directly meet the audience because it is not the final form of the advertising work. It is nothing more than a detailed plan, text description or blueprint provided for the director to recreate, which 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.

TV advertising scripts include two types that are both connected and independent: one is literary scripts, and the other is storyboard scripts. Literary script is the basis of shot script; shot script is the cutting and re-creation of literary script. The former is written by a copywriter (screenwriter) and the latter is done by a director.

(3) Special language - film and television language

Film and television language is not only a means of information transmission for TV advertising, but also an indispensable prerequisite for the formation and reflection of the TV advertising image. , so it is the foundation and life of television advertising.

1． Characteristics of film and television language

(1) Concreteness and intuitiveness. It always uses specific images to express feelings and convey information.

(2) Movement and reality. The camera has the function of objectively recording reality and "restoring material reality". Therefore, the basic feature of film and television pictures is "moving photography", which can give the audience an immersive sense of reality.

(3) Nationality and globality. The language of film and television not only has distinct national characteristics, but is also a global language and can become a tool for people of all countries to exchange ideas, transmit information, and communicate emotions.

2. The composition of film and television language

is mainly composed of the following three elements:

The first is the visual part, including screen images and subtitles;

The second is the auditory part, including Sound language, music and sound;

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

Notes on writing TV advertising copy

The unique montage thinking and film and television language of TV advertising determine that the writing of TV advertising copy (script) must follow the general rules of advertising copy writing. , and must master the special rules of TV commercial script creation. The specific requirements are:

(1) When writing TV advertising copy (script), you must first analyze and study relevant information, clarify the advertising positioning, and determine the advertising theme. Under the leadership of the theme, the advertising image is conceived and the form and technique of expression are determined.

(2) When writing TV advertising copy, you must use montage thinking and use lenses to narrate. The language must be intuitive and visual, and can be easily transformed into visual images.

(3) Use language and text to describe the advertising scenes in order of shots. Time constraints must be always considered. Because TV commercials are measured in seconds, the narrative of each picture must have a concept of time. There can’t be too many shots, and the content to be conveyed must be conveyed within a limited time.

(4) TV advertising is mainly based on visual images and disseminates information content through the combination of audio and video. Therefore, the writing of TV advertising copy (script) must achieve harmony between sound and picture, that is, advertising commentary "Sound and picture counterpoint" with the TV picture.

(5) The writing of TV advertising copy (script) should make full use of perceptual appeals to mobilize the audience's awareness of participation and guide the audience to produce a positive "joint effect." To achieve this goal, the script must be written vividly, vividly, emotionally and emotionally, and have artistic appeal. This is the foundation and key to successful television advertising.

(6) Write the TV commercial commentary, also called advertising slogan or advertising slogan. Its conception and design will determine the success or failure of TV advertising.

1． Types of advertising slogans: including voice-over narration, character monologues, dialogue between characters, songs and subtitles, etc. Each TV advertisement can only choose one or two categories according to the needs of creativity and theme. It is not necessarily all-inclusive.

2. The function of advertising words: to make up for the shortcomings of the picture, that is, to use hearing to supplement the content that is difficult to express visually; to reveal and deepen the theme; to further strengthen the brand or information content.

⒊ The writing requirements for advertising slogans have the following points:

⑴ Write character monologues and dialogues well. Its important feature is to focus on "speaking" and require life-oriented, simple, and Natural and smooth, reflecting the characteristics of spoken language.

⑵ For narration or voice-over explanation, it can be a eloquent narrative, a recitation with a strong lyrical flavor, or a theoretical explanation with strict logic and narrative and discussion.

⑶ Advertising slogans appearing in the form of subtitles must reflect the characteristics of written language and literary language, and conform to the aesthetic principles of TV picture composition, and have the characteristics of simplicity, balance, contrast, and neatness.

⑷Focus on writing slogans in advertising slogans, which should be as short as possible and have the characteristics of easy memory, spread, colloquialism, language contrast, and rhyming.

At present, the various regular time periods of TV commercials include 5 seconds, 10 seconds, 15 seconds, 30 seconds, 60 seconds, etc. When we choose the form of expression of TV advertising copy, we must not only base it on the advertising strategy, advertising information content, advertising target audience, etc., but also correspond to the choice of time period.

1. Under normal circumstances, the purpose of a 5-second TV commercial is usually to deepen the audience's impression of the advertising message and strengthen the audience's memory of the specific image of the advertising subject. Therefore, the expression form of instant impression is generally adopted. A fleeting but impactful image is combined with a concise and concise advertising slogan to express the corporate image or brand personality. Such as "riding the majestic wind of the Red River and breaking through the waves of the century", "cranes dancing on the white sand, my heart is flying", "drinking Confucius' banquet wine and making a world-famous contribution", "Goldlion, the world of men", "a plum plum blossom fills the world with fragrance", "Good air conditioners, made by Gree" etc.

2. The advertising purpose of 10-second and 15-second TV commercials is to disseminate advertising information in a single and distinctive manner in a short period of time, to highlight the corporate image or brand personality, or Unique "selling point". Therefore, it is suitable to use celebrity recommendation, animation, news, suspense, simple life situations and other forms of expression. For example, Li Yuanyuan's "Pu Xin Oral Liquid" advertisement and Zhao Benshan's "Xie Li Stop" advertisement were all edited into 15-second commercials from 30-second long commercials.

⒊ A 30-second TV commercial can express the product’s functions and benefits from multiple angles. It is suitable to use celebrity recommendations, consumer testimonies, demonstrations and comparisons, life situations, and short advertising songs. Such as "Gaizhonggai" advertisement, "Puxue Oral Liquid" advertisement, "Qilijie" advertisement, "Southern Black Sesame Paste" advertisement, "Kongfujia Liquor" advertisement, "Tuopai Qujiu" advertisement, etc.

⒋ 60-second TV commercials can show richer advertising content. It can adopt relatively complete forms of expression such as advertising songs, life situations, consumer testimonies, demonstrations and comparisons.