What exactly does TVC mean and what software do you need?

The basic form of TV advertisement (TVC)

(Transferred from China Advertiser Network)

At present, there are five seconds in advertisements on TV, 10 seconds, 15 seconds, 30 seconds and 60 seconds. We are choosing the expression of TV advertising copy.

The format should not only be based on advertising strategy, advertising information content, advertising target audience, etc. , also corresponds to the choice of time period.

1. In general, the purpose of a five-second advertisement on TV is to deepen the audience's impression of advertising information and strengthen the audience's understanding of advertisers.

Memory of specific images. Therefore, the form of instant impression is generally adopted. In an instant, but with a certain impact, the picture is concise and condensed.

Practice advertising language and show corporate image or brand personality. Such as Riding the Red River, Breaking the Storm of the Century, Crane Dancing on White Sands, My Heart Flying, Drinking.

Confucius banquet wine, make the world the best ","Goldlion, one person's world ","one plum, full of fragrance ","good air conditioning, Gree made "and so on.

2. 10 second and 15 second TV advertisements, the purpose of which is to spread the advertising information in a single and distinctive way in a short time.

A corporate image or brand personality, or a unique "selling point". Therefore, celebrity recommendation, animation, news, suspense and simplicity are all suitable.

Life scenes and other forms of expression. For example, Li Yuanyuan's "Puxin Oral Liquid" advertisement and Zhao Benshan's "antidiarrheal" advertisement are both composed of 30-second advertisements.

The advertisement of 15 second was edited.

→ Click here to enjoy an example of advertising works (TV advertisement of calcium eel (tusk) on the south coast)

A 3.30-second TV advertisement can show the functions and benefits of the product from many angles. Applicable to celebrity recommendation agencies, consumer witness agencies,

Demonstration contrast, life scene, advertising short song form. Such as "Gaizhonggai" advertisement, "Puxue Oral Liquid" advertisement, "Qi Lijie" advertisement,

Advertisements of "Southern Black Sesame Paste", "Kongfu Family Wine" and "Tuopai Qujiu" etc.

4.60 seconds TV advertisement can show more abundant advertisement content. Advertising songs, life scenes, and consumer testimony are all acceptable.

, demonstration comparison and other relatively complete forms of expression.

For example, there is an advertisement for "Diesel Jeans" in the 44th Cannes International Advertising Festival. The script of TV advertisement is as follows:

This is a typical morning in a small town in the west. A kind, friendly and helpful handsome man, with his beautiful and dignified wife and them.

The lovely baby wakes up together. In another part of town, Slim, a dirty villain, woke up in a brothel with an ugly woman beside him. tiny

Feel dizzy after waking up. He looked at the prostitute and threw the sheets on her. She struggled to put clothes on her fat body. handsome

The hero put on his jeans and kissed his wife goodbye. After going out, he helped an old woman cross the street. Meanwhile, Slim is clumsy.

He went downstairs quietly, grabbed a lollipop from a little girl, punched a whiskey bottle and kicked a dog out of the porch. The two men met in the street.

. A gunfight duel is inevitable. This western town with only one street is too small to accommodate both of them at the same time. They drew their guns and fired at each other. hero

Your hero fell to the ground and died, and Slim picked his nose and prepared to continue to do evil.

Finally, introduce the brand and advertising language:

Diesel jeans

For a stable life.

This is a 60-second TV advertisement, which can be called a drama or life scene advertisement. The story is relatively complete, like a microcosm.

Movies. The advertisement adopts parallel montage, which alternately shows the handsome cowboy (hero) lens and the bad guy Slim lens.

In order to form a strong contrast, the tragic image of the hero cowboy aroused people's high sympathy and reverence. Diesel jeans have also attracted many consumers.

This is determined by the traditional culture of the American nation.

Cowboys are legendary heroes in classic Hollywood westerns. They are brave and tenacious, help the poor, uphold justice and become America.

The embodiment of people's national spirit. Deeply loved and admired by people. Therefore, the cowboy image is often used as the background information of advertising products (such as "Marlboro

The advertisements of "Diesel Jeans" such as cigarettes are linked with the tragic image of the hero cowboy, which not only coincides with the brand, but also gets the core information.

Strengthen, but also with twists and turns thrilling plot to attract the audience, so that the product has symbolic significance. Wearing diesel jeans will make people feel like one.

Hero cowboy, a man who upholds justice. It not only meets the material needs of consumers, but also meets some spiritual needs. Worth being an idea.

A unique and novel TV advertisement that won the grand prize.