What are the writing requirements of TV advertising copy?

The unique montage thinking and film language of TV advertisements determine that the writing of TV advertising copy (script) should not only follow the general law of advertising copy writing, but also master the special law of TV advertising script creation. The specific requirements are as follows: (1) To write TV advertising copy (script), we must first analyze and study relevant materials, make clear the advertising positioning and determine the advertising theme. Under the command of the theme, conceive the advertising image and determine the expression form and skills. (B) TV advertising copy writing, we must use montage thinking, narrative with the lens. Language should be intuitive and vivid, which can be easily transformed into visual images. (3) According to the sequence of lens paragraphs, we should always consider the time limit when describing one advertising picture after another in language. Because TV advertisements are calculated in seconds, the narrative of every picture should have the concept of time. There should not be too many shots, and the content to be conveyed must be spread within a limited time. (4) TV advertisements are based on visual images and disseminate information content through audio-visual combination. Therefore, the writing of TV advertising copy (script) must achieve the harmony between sound and picture, that is, the' sound and picture counterpoint' between advertising explanation and TV picture. (E) TV advertising copy (script) writing, should make full use of emotional appeal, mobilize the audience's sense of participation, and guide the audience to have a positive "collateral effect". In order to achieve this goal, the script must be vividly written, affectionate and meaningful, and artistic. This is the basis and key to the success of TV advertising. (6) Writing TV advertising commentary, also called advertising words or advertising language. Its conception and design will determine the success or failure of TV advertising. 1. Types of advertising words: including voice-over explanation, monologue, dialogue, songs, subtitles, etc. According to the needs of creativity and theme, each TV advertisement can only take one or two categories, which may not be comprehensive. 2. The function of advertising words: to make up for the deficiency of the picture, that is, to supplement the content that is difficult to express visually with hearing; Reveal and deepen the theme; Further strengthen the brand or information content. 3. The writing requirements of advertising words are as follows: (1) Write monologues and dialogues well, which are characterized by emphasizing' speaking', requiring life, simplicity, naturalness and fluency, and reflecting the characteristics of oral English. (2) For narration or voiceover explanation, it can be a eloquent narration, a lyrical recitation form, or a theoretical statement with strict logic and narrative discussion.