The production process of film and television advertisements

The production process of film and television advertisements

Film and television advertising is one of the most effective and extensive ways of advertising communication. The following is the production process of film and television advertisements I have compiled. Welcome to read!

1, preliminary preparation

Shooting an advertisement on TV is quite complicated and a systematic project, which requires the cooperation of everyone. Therefore, the preparation before shooting is particularly important.

2. Actual shooting

The originality of TV advertising is reflected in the three elements of color, lighting and composition through shooting. Therefore, under the premise of ensuring the embodiment of the essence of creativity and the needs of post-production, we should strive to give consideration to these three aspects.

(1) color

Regarding the color of TV advertisements, the following points should be particularly emphasized:

Color should be consistent with the advertising theme and product image, and maintain a certain tone and artistic conception before and after;

Colors should be clear and pleasing to the eye, usually with high brightness to attract attention;

Generally, the background color should not be similar to the product color, but should make the product stand out, so the color with lower lightness and purity is often chosen;

The color treatment of details should be unified, which makes people easy to remember and associate;

Color processing should be concise and clear, to avoid cumbersome and messy;

Using color filters, color shadows, or controlling white balance adjustment can create the colors and emotional appeal needed by advertisements, but it should not be abused.

(2) Lighting

The lighting of modern TV advertisements is different from other programs, which should not only make the audience see clearly, but also strengthen the expressive force and better convey the information. Therefore, it is more necessary to be creative in creating atmosphere, rendering environment and highlighting the theme of goods.

(3) Composition

In lighting, color and composition, composition is the most important. Because it combines all the elements in the TV screen to form the final visual image. Composition is active, image is constantly changing, and it needs to be mastered anytime and anywhere. Therefore, the direct purpose of TV advertising composition is to create a sense of depth and create a three-dimensional space through the relationship between objects, movements and objects. Then the audience can cross the surface of the picture and enter the inside of the picture, thus achieving the purpose of TV advertising. It requires photographers not to treat the picture composition casually, nor to casually, not only to attract the attention of the audience to the scene, but also to accurately guide it to the needed place. It can be said that the success of the whole commercial depends largely on the photographer's "eyesight" when composing music.

3. Post-production

The post-production procedures of TV advertisements include: film processing, film conversion, editing, dubbing, composition (or song selection), stunt processing (digital production) and synthesis. Of course, there is no process of film development and glue magnetization of TV cameras. The most critical procedure in post-production should be editing.

(1) clamp

Editing is the most important production process after the film changes from rubber to magnetism. Editing is to combine scattered material paragraphs shot according to creativity and conception into a complete TV advertising work. Editing is the basis of film and television creation, which uses the process of image structuring to create meaning. The editor is an important person in the editing stage. The editor sits in front of the editing machine, just like a chef standing in front of the stove, facing all kinds of raw materials and spices. He will cook a dish.

Television advertising uses audio-visual images to convey advertising information, so it is basically the same as other film and television works of art, but the editing of advertising films is different from movies and TV dramas. The difference is that editors must be very familiar with advertising creativity, rather than being dominated by directors like film and television creation. Secondly, editors should be particularly familiar with the law of instant communication, because the time of TV advertising is very short. It is not easy to accurately convey a message in a few tens of seconds.

The specific work of an editor is as follows: an editor must first study all the materials carefully, and then carefully select and combine them. We know that the ratio between the material of general advertising films and finished films is often dozens to one, which can reach 100 to one or even more abroad. It takes a lot of time for visible light to select materials. Moreover, the selection of materials is very important and must not be sloppy. Because the editing work has started from the selection of materials, we must consider how to apply it to this material while examining the material. For the sake of prudence, an advertisement usually needs to be roughly cut before it can be finished. Sometimes a 30-second TV commercial has to be cut three or four times to be satisfactory.

(2) record

Without sound, the language of film and television will be eclipsed, and the sound of film and television is very important. Therefore, advertisements in TV programs are particularly important. After the commercial film editing is completed, the next work is to record the edited commercial film, which is divided into the recording of human voice, that is, the recording of dubbing TV advertisements and the recording of music.

No matter the recording of human voice, music or sound, before entering the recording studio, we should try our best to explain the original intention and spirit of the advertisement to the voice actors and bands, and send the voice words to them, so that they can enter the situation in advance and give full play to the creativity of the voice actors and band members as much as possible. At the same time, we should also communicate with the sound engineer and ask him to give some cooperation in recording technology.

Recording and live shooting need many rehearsals, and we should also pay attention to appropriate restrictions, not as many as possible.

(3) Synthesis

Synthesis is the last process and one of the most important links in TV advertising production. It should be noted here that synthesis is by no means a simple editing of sound and pictures or other special effects materials on a broadcast tape. It is an artistic, technical and empirical editing work, which needs the close cooperation of directors, editors and sound engineers. Whether TV advertising can reach the original intention and realm of creation depends entirely on the control and grasp of the final synthesis stage. Among them, the connection of primary and secondary, light and heavy, various pictures and sounds is completed at the moment of final synthesis. Without rich creative experience and operational skills, it is difficult to be competent.

(4) Post-stunt production

Post-stunt production has always been very important, because the advanced work in the early stage can never replace the post-stunt production, and of course there is no need to do that. In recent years, with the rapid development of electronic and computer technology, the special effects of analog signals are being replaced by digital special effects, and the special effects are changing with each passing day. The creation and restoration of pictures by various digital special effects workstations can reach a superb level. Digital stunts play a key role in enhancing the overall effect and final quality of advertising films. But when using these special technical means, we should pay attention to the following questions:

Digital stunt is only a technical means, which serves the overall effect of advertising films and cannot put the cart before the horse.

Proper use, that is, only use digital stunts when it is really needed, to avoid showing off digital stunts and affecting the spread of advertising information. The key to make good use of stunts is artistic accomplishment, and stunts can only reach the highest level if they are combined with creative arts.

Digital stunts should be used truly and naturally.

Although there are advanced digital stunts, the early shooting is still very important, and we can't rely too much on the late digital stunts, because some real shots are irreplaceable.

(5) Add subtitles

Subtitles can be superimposed by subtitle machine or nonlinear editing system. Generally speaking, important information such as product functions, advertising slogans, brand models, or incomprehensible information such as lyrics need to be displayed in subtitles.

(6) dubbing

Because the quality of TV advertisements is usually high, in most cases, sound and pictures are recorded separately. This requires recording and editing sound and picture separately, that is, copying the recorded sound to the edited pure picture tape or matching the picture to the pure sound (such as music) tape. Narration and dialogue need lip-synching, sound effects need action, and narration and music should be consistent with the content of the picture or synchronized with subtitles. If an advertisement only has live sound and narration, or only narration and music, it can be recorded on one or two channels respectively. However, many advertisements have both live sound, narration and music, so it is necessary to mix the two sounds before allocating channels. Of course, commercial songs and soundtracks are sometimes essential.

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