The shooting of advertisement on tv in advertisement on tv.

1. Lifting lens

This lens technique refers to the picture shot by the camera moving up and down. It is a method of representing the scene from multiple viewpoints, and its changing techniques include vertical direction, oblique lifting and irregular lifting. Constantly changing the camera's height and tilt angle during shooting will give viewers rich visual feelings. If skillfully used, it can enhance the illusion of spatial depth and produce a sense of height. If the lifting lens moves properly in speed and rhythm, it can creatively express the emotional appeal of a plot. It is often used to show the development law of events or the subjective emotions of the subject moving up and down in the scene. If it can be combined with other techniques of lens performance in actual shooting, it can show varied visual effects.

2. Shot-throwing skill

This skill requires the cameraman a lot. It means that after a picture is finished, the camera quickly "swings" to another direction, thus changing the picture of the lens to another content, and the content photographed in the middle becomes blurred. This is also very similar to people's visual habits, which is very similar to when we suddenly turn our heads to another thing when observing things, and we can emphasize the transformation of space and the juxtaposition of scenes in different scenes at the same time.

another way to throw a shot is to shoot a moving image shot thrown in the required direction, and then edit it between the front and back shots.

The effect produced by the camera flick is an extremely fast rhythm, which can cause a sudden transition. When editing, the direction, speed and speed of throwing and the length of the process should be adapted to the movements of the front and rear lenses and their direction and speed.

3. Rotating the lens

There are several common shooting methods for the picture with rotating subject or background: 1. Rotating shooting along the elevation angle of the lens optical axis; Second, the camera quickly shakes over 36 degrees; Third, the subject and the photographer are almost on an axis for 36-degree rotation shooting; 4. When the camera is stationary, the image or photo on the film or tape is rotated, inverted or turned to any angle of a 36-degree circle for shooting, and it can move clockwise or counterclockwise. In addition, you can also use the rotating vehicle to shoot, and you can also get the rotating effect. This lens technique is often used to express the subjective sight or dizziness of the characters in rotation, or to set off emotions and render the atmosphere.

4. Shake the lens skill

This kind of lens is not widely used in actual shooting, but it can often produce strong shock and subjective emotions when used in appropriate circumstances. The shaking lens technique refers to the shooting process in which the camera body swings up and down, left and right, back and forth. Often used as a subjective lens, such as in the performance of drunkenness, trance, dizziness, or the effect of shaking and bumping by boat or car, to create a specific artistic effect.

5. Push-pull skills of lens

Push-pull skills of lens are a set of technically opposite skills, and one of them can often be used to realize the other skill in nonlinear editing. Pushing the lens is equivalent to walking in and watching the object directly along the straight line of the object, while pulling the lens is that the camera keeps leaving the object. Of course, both of these techniques can be achieved through a zoom lens. The role of the push lens in shooting focuses on highlighting the important Russian figures or objects appearing in the later films, which is the most common role of the push lens. It can make the audience's line of sight gradually close to the subject, and gradually lead the audience's observation with the whole to the part. In the process of pushing the ground, the content contained in the picture is gradually reduced, that is to say, the movement of the lens abandons the superfluous things in the picture, highlights the key points, and leads the audience's attention to a certain part.

The zoom lens can also achieve this effect, that is, it gradually pushes from the short focal length to the long focal length, so that the audience can see the subtle parts of the object and highlight the key to the content to be expressed. Pushing the lens can also show a huge space.

pulling the lens is just the opposite of pushing the lens. This means that the camera keeps moving away from the subject, and it can also be shot with a zoom lens (gradually adjusted from the long focal length to the short focal length). There are two functions, one is to show the position of the main character or scenery in the environment. The camera moves backward and gradually expands the field of vision, which can reflect the relationship between the part and the whole in the same shot. Second, it is also necessary for the connection between shots. For example, the former is a close-up shot in one scene and the latter is a shot in another scene, so it is much more natural for the two shots to connect in this way.

the push-pull effect of lens and zoom are different. For example, in the skill of pushing the lens, the method of using the zoom lens is equivalent to magnifying a part of the original main body. The effect on the screen is that the relative position of the scene remains unchanged, and the scene remains unchanged, but the original picture is enlarged. In the case that the subject of the shooting scene has no change, and it is required to approach the object being photographed at any speed without shaking continuously, it is more suitable to use a zoom lens to achieve this lens effect. Moving the lens to push the lens is equivalent to approaching the object to be photographed for observation. The effect in the picture is that the objects in the scene move backwards and the size of the scene changes. This is very effective when shooting narrow corridors or indoor scenery. There is a clear difference between moving the camera and using the zoom lens to achieve the push-pull effect of the lens, so we need a clear awareness in the shooting concept and cannot simply replace the two.

6. Shake the lens technique

This lens technique was initiated by French photographer Dixon in 1896, and it was also developed according to people's visual habits. When using the panning technique, the position of the camera does not move, but the lens changes the shooting direction, which is very similar to that when we stand still and turn our heads to watch things.

there are several types of panning shots, which can be swung left and right, up and down, tilted or mixed with moving shots. The role of panning allows the audience to show the scenes to be shown one by one. Slow panning skills can also cause prolonged time and space effects and give people an impression.

panning shows the content from beginning to end in one go, so it is required that the purpose of the opening and closing shots is clear, starting from a certain shot target and ending at a certain shot target, and a series of processes between the two shots should also be the displayed content. Telepanning with a long focal length lens away from the shot target can also cause the effect of lateral movement or lifting.

The motion speed of the pan lens must be uniform. The frame starts to stagnate for a moment, then gradually accelerates, decelerates at a constant speed, and then stagnates. left picture should be slow.

7. Moving the lens technique

This lens technique was inspired by the French photographer Promio on a yacht in Venice in 1896. He imagined that "the moving film camera would be used to shoot, making the immobile objects move", so he pioneered the "moving lens" in the film, that is, putting the camera on a moving car and shooting to one side of the track.

The purpose of this kind of lens is to show the spatial relationship between people and things, people and things, or to show some things in a coherent way. There are similarities between moving the lens and shaking the lens, both of which are to show the relationship between the subject and the companion in the scene, but the visual effect on the screen is completely different. The pan lens means that the position of the camera is fixed, and the shooting angle and the angle of the object being photographed are changing, which is suitable for shooting distant objects. Moving the lens, on the other hand, is different, that is, the shooting angle is unchanged, and the position of the camera itself moves without changing the angle with the object being photographed, so it is suitable for shooting objects and subjects with close distance.

mobile photography is mostly dynamic composition. When the photographed object presents a static effect, the camera moves to make the scenery pass through the picture in turn, resulting in a visual effect of patrol or display; When the photographed object is dynamic, the camera moves with it, forming a visual effect of following. You can also create specific emotions and atmosphere.

When moving the lens, you can use other moving tools, such as airplanes in high-altitude photography, trains and cars in the wilderness, etc. Its movement can be roughly divided into lateral movement and deep movement according to the direction of movement. Under the condition that the camera is not moving, changing the focal length or moving the subject in the background can also achieve the effect of moving the lens.

8. Follow-the-camera technique

refers to the camera following the moving object, which has the forms of push-pull, rocking, lifting and rotating. Follow-up keeps the dynamic subject unchanged in the picture, while the foreground and background may be constantly changing. This shooting technique can not only highlight the subject in motion, but also explain the direction, speed and posture of the object and its relationship with the environment, so as to keep the movement of the object coherent and help to show the mental outlook of the characters in the dynamic. 1. We often look at the advertisements of utensils, apples and other fruits. The water droplets on them seem to be human, and the distribution is very reasonable. The whole product looks very beautiful. Craftsmen usually paint the surface with colorless shoe polish or vaseline, and then spray water, which can prevent the water droplets from slipping and play the role of shaping water.

2. When we saw KFC's advertisement, we were all amazed at the gorgeous dishes in it. In fact, such things were not carefully cultivated, just bought from a small food market and soaked in alkaline water.

3. We often see advertisements for stele wine, and the visual effect of stele wine is excellent. Have many people tried to shoot it, but it is not as good as others? Think it's specially made by the manufacturer? In fact, as long as the right amount of refined salt is added to the tablet wine, the effect will come. Do you think that the foam sprayed by it is not good enough? Never mind, the professional's foam is not good enough. Is there enough foam in the thing where we wash our hair?

4. Cut the apple, take a picture, and the section will change color? I don't have time to make a composition. What should I do? Soak in salt water for a few minutes. You should always make a composition, right?

5. Why are the dishes made by others always so beautiful? Why are the cooked ducks I shot and the precious fish I shot so dull, as if they were stale, so unappetizing? What's that professional photographer doing? Oh, he took a bottle of refined cooking oil and rubbed it on ducks and fish. Let's try it, too. Wow, the color is really attractive and the saliva fell all over the floor.

6. Why are excellent works so beautiful in light, shadow and smoke? How can the hot air from other people's pots and pans be photographed so clearly and beautifully? Professionals are diligent. Do you want to listen to him? Yes, because it will use dry ice to drip water and blow smoke through a pipe. Of course, if you want to be strong, you can be strong, if you want to be weak, you can take risks whenever you want, listen to people's instructions, and you can appear there if you want it. Of course, the picture is better than others, and winning the prize is inevitable. 1. shooting of the sun scene and night scene

①. the sun scene is divided into exterior and interior scenes. Its main feature is shooting with sunlight and sky light as light sources.

When shooting in the sun, the color rendering of each part of the scene is good and the color temperature is high. The color filter of the camera usually chooses two levels of color temperature of 56K or 56K+25%ND. After careful adjustment of the white balance, better shooting results can be obtained.

The exterior day scene is set in the bright sky, while the interior day scene is set in the bright doors and windows. They all use sunlight as the light source, with uniform illumination and high brightness, showing a perspective effect of near darkness and far brightness against the bright background, and the contrast between light and shade of the scene is small; When shooting in windy

weather, we should pay attention to the "positive and inclined" direction. In this way, the wind can be fully expressed in the picture, such as swaying branches and leaves blown by the wind, which can enhance the expressive force of the picture.

②. The shooting of night scenes in TV films has many effects, such as exterior night scenes, interior night scenes, moonlight, firelight and lighting night scenes. Usually, there are two ways to shoot night scenes: one is to shoot in real night scenes. In this case, the adjustment of the white balance of the camera and the selection of the color filter

should be based on the color temperature of the light source that plays a leading role in the picture; Another way is that in many cases, we shoot simulated night scenes during the day. In order to create a feeling (effect) of hazy moonlight, a color filter of 32K can be selected, and at the same time, attention should be paid to narrowing the aperture, so as to create a realistic night scene effect. In addition, choosing a scene or object with high brightness in the surrounding environment, or a place with reflective water surface, can avoid being dark above the horizon and appearing monotonous and rigid. In order to create a real and credible night scene atmosphere for the subject, special attention should be paid to the configuration and treatment of local brightness in addition to a large area of dark screen in the night scene.

2. Shooting at sunrise and sunset

Sunrise and sunset can be divided into two situations: the sun is below the horizon and the sun is not below the horizon.

① When the sun is below the horizon, the light is characterized by the bright sky. The brightness of the sun just rising and the afterglow of the sun just setting decorate the horizon, and the ground scenery is illuminated by clouds in the atmosphere, reflected light and scattered light in the sky, and still retains a certain level. At this time, the color temperature of light is low and unstable, generally about 15 K ~ 24 K.. The hue of the sky is changing, with a strong orange-red hue near the sunrise or sunset, and the farther away from the sun, the lighter the orange-red hue. The color temperature also changes in layers. At this time, compared with the sky, the scenery on the ground has a big contrast between light and shade, which is not suitable for taking close-up pictures of characters and expressing their expressions and details, and can be used for taking silhouettes. The color filter of the camera can be 32K, and good results can be obtained by white balance adjustment. This available time is generally about 3 minutes.

②. When the sun is not below the horizon, if the white balance is adjusted according to the color temperature at this time, a 32K color filter is generally selected, and then shooting is carried out after the white balance adjustment. In this way, the ratio of blue and green signals is greatly increased, and as a result, the sun turns white, < P > instead of the rising sun, which greatly weakens the artistic effect; If we choose 56K color filter directly, as long as people don't feel dazzling when they look at the sun, we can get better results by shooting directly with a camera.

When shooting the sunrise, it is not easy to find a 56K white balance adjustment light source. We can adjust the white balance of the camera with 56K sunlight or artificial lighting white balance board during the day on the first day, and keep the balance in the camera through the memory battery in the camera, so we don't need to adjust it the next day.

3. Shooting on cloudy days and rainy days

Cloudy days and rainy days have both similarities and different characteristics, so there are different shooting skills in these two kinds of weather.

①. On cloudy days, because the sun is blocked by clouds, the lighting of the scene mainly depends on scattered light, and there is no obvious object projection on the ground, so the contrast between light and shade of the scene is small, the light is soft, and the difference between light and darkness of the object and the scene is small. In this weather, the blue tone is dominant, and the color temperature of the light is generally around 7K, which is higher than that in sunny days. Therefore, the color filter of the camera should be 56K+25%ND, and then the white balance should be carefully adjusted to obtain a better picture effect. In addition, special attention should be paid to the light on cloudy days, which also has a subtle level of light and shade transition. After the sun's rays are scattered a lot, the light on the surface of the object