Designer, which chapter has meat?

With the rapid development of science and technology, the social demand for advertising is increasing day by day. Therefore, how to follow it in advertising is a rapid change and development. Not only in the type of advertisement, but also in the way of advertisement (that is, the media it relies on). Today's society is rapidly moving towards an information society, and the role of information automation is becoming more and more important. How to get updated and accurate information faster is obviously the most important thing today.

1.2 research content

The main contents of this advertising design research mainly include the following four parts:

1.) The type of advertisement. We must first understand the types of advertisements, and then choose the appropriate types of advertisements for the advertisements we want to do.

2.) Design of advertising theme content. If we have already made an advertisement, but it is found to be a commercial advertisement, and what we actually require is to make a public service advertisement, the result is inconsistent with the theme of the advertisement. Such an advertisement is undoubtedly a failed work. So before advertising, we must first determine what the theme of this advertisement is, that is, what is the purpose of this advertisement? Then put the so-called "meat" on its theme, that is, around the frame, so that the advertisement can finally meet the requirements.

3) Ideas, steps and skills of video advertising. When we have laid the framework, we will begin to consider the steps of making advertisements. Just like writing a composition, you have to make an outline first. As we all know, under the same step, if different methods are adopted, different results will usually be obtained. Therefore, when the steps are more detailed, we will try to find some production skills. A good advertisement can often impress the audience in details. At the same time, some production techniques can also ensure that we can make better works under the same conditions.

Reflections on the study of 1.3

The design and production of this advertisement is carried out from top to bottom, following a step-by-step approach. From the overall design of video advertising, from abstract to concrete, from overview to detailed description. The structural design idea is embodied from the whole to the details.

The second chapter is the meaning and types of advertisements and related concepts of videos.

2. 1 media

Traditionally, the media refers to the carrier of information, such as newspapers, television, radio, advertisements and magazines in daily life. Information can be exchanged and disseminated through these carriers. If we analyze the essence of these media, we can find the basic elements of media to spread information. Such as sound, graphics, images, video, animation and text. They are all carriers of information. In the computer field, media has been widely translated into "media" and "media", which refers to the storage entity and transmission entity of information.

According to the different carriers that people perceive, express, present, store or transmit information, the former CCITT (now ITU-T) defined media as follows:

1) Perceptual media: those that can directly affect people's feelings and make them feel, such as sound, graphics, images, videos, animations, words, etc. The sensory organs of human beings include: sight, hearing, touch, smell and taste. Perceptual media helps people perceive the environment. At present, human beings mainly rely on vision and hearing to perceive environmental information. As a way of perception, touch is gradually introduced into the computer field.

2) Presentation media: Its function is to process, process and transmit perceptual media, such as voice coding, text coding and image coding.

3) Presentation media: the content of presentation media information can be divided into two types, one is input presentation media. Refers to the tools and equipment for obtaining information. Such as keyboards, mice, scanners, cameras, light pens and microphones. The other is: output presentation media. Refers to people's physical tools and equipment to reproduce information, such as monitors, speakers and printers.

4) Storage medium: refers to the physical medium of storage medium, such as magnetic disk, optical disk, magnetic tape, etc.

5) Transmission medium: refers to the physical medium in which the medium is transmitted from one place to another, such as double glue line, coaxial cable, optical cable and microwave.

2.2 The meaning of advertising

Advertising, as its name implies, is to advertise widely. Advertising is a kind of propaganda means to convey information to the public openly and widely through a certain form of media at a certain cost for specific needs. According to textual research, the word advertising is a foreign word. It originated from the Latin AdA verture, which means to attract attention. In the Middle English era (about 1300- 1475), it evolved into Advertise, and its meaning evolved into "making someone notice something" or "informing others of something to attract others' attention". It was not until the end of 17 that large-scale commercial activities began in Britain. At this time, the word advertising began to be widely popular and used. At this time, "advertising" refers not only to an advertisement, but to a series of advertising activities. The word advertising, the concept of static things, has been endowed with modern significance and transformed into "advertising".

2.3 Types of advertisements

There are many kinds of advertisements in society. Now we should classify them according to their properties:

1) according to the media classification

1. Print advertisement

It mainly includes print advertisements and print advertisements. Print advertisements include newspaper advertisements, magazine advertisements, book advertisements, poster advertisements, flyer advertisements, product catalogues, agency introductions, etc. Printing and painting advertisements include wall advertisements, street sign advertisements, tool advertisements, packaging advertisements and calendar advertisements.

2. Electronic advertising

There are mainly radio advertisements, TV advertisements, movie advertisements, computer network advertisements, electronic display advertisements, neon lamp advertisements and so on.

3. Physical advertising

It mainly includes physical advertising, window advertisement and gift advertisement.

2) Classification according to the location of advertisements.

1. Selling live advertisements

Refers to advertisements placed inside and outside the sales place. It mainly includes window advertisements, shelf display advertisements, indoor and outdoor colorful flag advertisements, cartoon advertisements and giant commodity advertisements.

2. Non-sales live advertisements

Refers to all forms of advertising that exist outside the sales place.

3) Classification according to advertising content

1. Commercial advertisement

Commercial advertising is the most common form of advertising, and it is also the key object of theoretical research in advertising. Commercial advertisements aim at selling commodities and provide consumers with commodity information.

2. Cultural advertisements

Advertisements that spread science, culture, education, sports, press and publication, etc.

3. Social advertising

Refers to advertisements that provide social services. For example: social welfare, medical care, social insurance, marriage, missing persons, loss reporting, recruitment, house change, etc.

4. Government announcement

Refers to the announcement issued by government departments, and also has the function of advertising. For example, public information released by public security, transportation, courts, finance, taxation, industry and commerce, health and other departments.

4) Classification according to the purpose of advertisements

1. product advertisement

Advertisements that introduce product features to consumers and sell products directly in order to open up sales and increase market share.

2. Public relations advertising

Refers to the advertisement aimed at establishing a good social image of the institution, increasing public confidence in the institution and establishing an excellent reputation of the institution.

5) Classification by advertising form:

1. Photo advertisement

It mainly includes photography advertisements and information advertisements. Expressed in a realistic and creative form.

2. Text advertising

Refers to the form of expressing the content of advertising appeal through creative writing. Text advertisements can give people space for image and association.

advertise

Refers to the use of various performing arts forms to achieve advertising purposes through the artistic rendering of performers.

4. Text advertising

Refers to the use of language art and skills to influence the public advertising form. It is impossible for most forms of advertisements to exaggerate advertisements in a specific range without using lobbying language, only aiming at a certain aspect or even a certain point of the enterprise or product.

5. Comprehensive advertising

This is an advertisement that combines several advertising forms and makes up for the deficiency of a single art form.

6) According to the stage classification of advertisements.

1. Advocate advertising

This kind of advertisement, also called original advertisement, aims to open up a new product market or introduce a new concept to the market. The point of this kind of advertisement is to let people know.

2. Competitive advertising

This kind of advertisement is also called comparative advertisement. By comparing one's own goods with others' goods, it shows the advantages of one's own goods and allows the public to subscribe selectively. This kind of advertisement emphasizes the uniqueness of its own products. Many countries have certain restrictions on comparative advertising in advertising legislation.

3. Instant advertising

This kind of advertisement, also known as reminder advertisement and memo advertisement, refers to that after the goods are sold to a certain stage, the goods are well known to the public, and the names of the goods are often prompted to the public to promote the sales of the goods.

In addition to the above classification, there are many other classification methods for advertisements. According to the method of advertising appeal, advertising can be divided into rational appeal advertising and emotional appeal advertising; According to the speed at which advertisements produce effects, advertisements can be divided into timeliness advertisements and procrastination advertisements. According to the influence of advertisements on the public, advertisements can be divided into impression advertisements, explanatory advertisements and emotional advertisements. According to the target audience, advertisements can be divided into: advertisements aimed at children, youth, women, high-income class and working class; According to the requirements of advertising in communication time, advertising can be divided into opportunistic advertising, long-term advertising and short-term advertising.

2.4 video

Although there are many kinds of advertisements, video advertisements still stand out with their uniqueness. The so-called video advertisement is to present the theme of the advertisement to the audience in the form of video.

Video is a perceptual medium. Therefore, it has the nature of media awareness:

1) format

Only formatted data can express the meaning of information. Due to different media types, they have different formats. Only by understanding and explaining this format can we express its content, that is, the information it carries. This format is not only in the sense of data structure, but also mainly refers to the identification and interpretation of media types. For example: graphics and images, although human eyes feel like "pictures", are divided into two different media because of their different formats.

2) Different media express different degrees of information.

Because each media has its own formal characteristics of carrying information, people have different degrees of acceptance of different kinds of information, so there are differences. This difference is sometimes manifested in different information, but sometimes it also produces ambiguity. For example, from the text, the word "hello" is a greeting, but according to the voice of the actual conversation scene, we can hear the gender and tone. From the tone, we can know whether this sentence means greeting or enthusiasm, and we can also hear the speaker's mood at that time. The information contained in the actual conversation scene is much richer than the information literally provided by those two words. You will get more information when you can see the speaker's expression from the video of dynamic images. Generally speaking, the more abstract the information is (that is, far away from the original information expression), the less the information is, but the more accurate it is.

3) The relationship between media also represents information.

The key to media diversification is not whether multimedia information can be received, but the synthesis effect of information representation between media. That is, the integration of multimedia can express more "humanized" information, which is convenient for recipients to accept more information. Because multimedia comes from various sensory channels, it has a "sensory multiplication" effect when expressed in different forms, so it far exceeds the effect when each media is expressed alone. For example, in movies, the combination effect of picture dialogue and background music is much better than that of watching pictures and listening to music alone. This shows that various media have the function of promoting information expression. At the same time, the relationship between media also represents a certain amount of information.

4) Media can be converted to each other.

It refers to the transformation of media form from one form to another. For example, some information does not belong to the visual category, but it is often transformed into visual form for visualization. For example: the waveform of sound wave, temperature curve, etc. Combining text into sound or recognizing speech as text belongs to media conversion, which always loses information, but whether the lost information is important to the receiver will depend on the specific application requirements.

2.5 nonlinear editing and video production tools

Performance of nonlinear editing:

It not only solves the arrangement problem of horizontal editing of materials, but also provides powerful and complex functions such as multi-layer picture synthesis, various special effects rendering, subtitle special effects, network group editing and so on. Among them, stunt production and picture synthesis are the most powerful functions of nonlinear editing equipment. Such as: transition, overlap, page turning, image scribing, etc. , greatly improving the efficiency of program production. Suitable for post-production of news, special topics, literature and art, TV series and other programs. For the synthesis of multi-layer pictures, it is generally necessary to watch them after generation, because the types and calculation methods of stunts are different, and the program needs to re-encode the information. The more layers of the picture or the more complex the special effects used, the greater the calculation and the longer the rendering time, but the effect is rich. Suitable for making complex titles, advertisements, MTV, etc.