Advertising language of film and television advertisements

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, props 3) Actor modeling: appearance, movements 3. Specifically, it mainly depends on the following elements: 1) 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, light quality: soft light (scattering, non-directional), hard light B, light direction C, light brightness: strong light, weak light 3) Pre-color production is the stage of planning and preparation. For production, this process mostly starts with the script, and then it is a series of complicated processes, such as making a budget, raising funds, choosing shooting locations, selecting actors, and forming a photography team. For individual producers, it may just be a whim, and then pick up your camera and take pictures of the interaction between people in the surrounding environment for just a few minutes.

The shooting stage is the process of recording pictures with a camera, and the shot material can be said to be the cornerstone of the final film.

When the main shooting work is completed, it is in the post-production stage. Traditionally, the main work of this stage is editing, which clips the scattered materials obtained in the shooting stage into a whole. Generally speaking, in the process of shooting, the actual shooting material is several times or even dozens of times the length of the final edited film. Editors should choose the most satisfactory materials from a large number of materials and organize them in an appropriate way. Traditional editing is the real editing. After the film obtained by shooting is developed, a set of working samples should be made for editing. The editor selects the required lens from a large number of samples, cuts the film with scissors, then sticks it together with tape or glue, and then watches the editing effect on the editing table. This repetitive process of cutting and pasting should be repeated until the final result is satisfactory. This process is still very common until now. Although it looks primitive, this stitching is nonlinear. The editor doesn't have to work in sequence from beginning to end, because he can cut samples from the middle at any time, insert a shot, or cut some pictures directly without affecting the whole film. But this method is powerless for many production technologies. Editors can't make a picture with special effects between two shots, nor can they adjust the color of the picture. These skills can only be done in the process of printing, and the manual operation efficiency of cutting and pasting is also very low.

Traditional TV editing is done on editing equipment. Editing equipment usually consists of a video player and a video recorder. The editor selects a suitable material through the video player, then records it on the tape in the video recorder, and then looks for the next shot. In addition, advanced editing equipment also has powerful special effects function, which can produce the fusion of various pictures and special effects, adjust the color of pictures and make subtitles. However, because the pictures recorded on the video tape are continuous, it is impossible to insert a shot between the existing pictures and delete the shot unless all the pictures after the shot are re-recorded. So this kind of editing is called linear editing, which brings many restrictions to editing.

We can see that although the traditional editing methods have their own characteristics, they all have great limitations, which greatly reduce the creativity of editors and waste valuable time in the complicated operation process. Digital nonlinear editing technology based on computer science and technology has made great progress and development space for editing methods. This technology records the material on the computer disk and edits it by computer operation and data reading and storage. It adopts the nonlinear mode of film editing, but it uses simple mouse and keyboard operation instead of manual operation, so that the editing results can be played back immediately and the production efficiency is greatly improved. Production of special effects shots-special effects shots are shots that cannot be obtained directly by shooting. Early film and television special effects were mostly accomplished by traditional means such as model making, special effects photography and optical synthesis, mainly in the shooting and printing stages. The use of computer numbers provides better and more means for the production of special effects, and also enables many special effects that used to be completed by using models and photography technology to be produced by computer technology, so more special effects have become post-production work.

There are two reasons why the special effects lens can't be taken. First, objects or environments that don't exist in real life, or even if they exist, can't be photographed, such as dinosaurs or aliens. Second, although the subject and the environment exist in real life, they cannot appear in the same time and space, such as the protagonist of the film escaping from a violent explosion scene.

For the first difficulty, we must use other things to imitate the object being photographed. Common means include making models and using makeup to imitate 3D animations of other creatures and computers. In fact, 3D computer animation is also a model, just a virtual model existing in the computer. In short, to solve this kind of problem, we need to use a method of making something out of nothing.

The second problem is synthesis. Since all the subjects exist, you can shoot them separately and then combine these pictures separately. In the past, synthesis mainly relied on special effects photography and printing skills, but the rapid development of computer digital synthesis technology made these methods fall behind. The rapid development of special effects movies has driven the growth of the entire film industry. There is a great difference between computer digital synthesis technology and three-dimensional computer animation. It is not a technology out of nothing, but a combination of existing material pictures, and at the same time, a lot of decoration and beautification can be carried out on the pictures. It can be said that it is the icing on the cake technology.

Related comments

For TV programs, we can often see such pictures, which are composed of many unrelated objects. Obviously, they are not shot, but synthesized. For example, many TV titles, advertisements, MTV and other programs are like this. At this time, the first escape condition of synthesis is not realism, but pure aesthetic and formal sense, but it is not much different from pseudo-real synthesis in synthesis technology.

Using the material obtained from real-life shooting, special effects shots are made through 3D computer animation and synthesis technology, and then the lens group is synthesized into a complete film, and sound is made for the film. Below, we can see the basic process of TV digital post-production. Most TV programs, from advertisements, titles, MTV, TV series, etc. , are produced in this way.