What is an advertisement? About how to do it?

Film is a kind of transparent film. On one side, there is a film called matte surface, and on the other side, there is no film reflecting light. The non-smooth surface is not very reflective. If you have seen the bottom of traditional photos, you will know that the principle is similar, but the composition of the film base and film is different. Film is divided into four colors (CMYK) and spot colors. There are four slides stacked on the film to form a complete color image, which needs to be taken to the printing plant for plate making and printed four times. However, traditional film develops a photo once to form an image.

The word "movie" is translated from Hong Kong. To be exact, it is a transliteration of Cantonese. Why the sound of "Lin" sounds a bit funny.

As we all know, compared with the mainland, Hong Kong is a very westernized place. Many people with a little higher education, especially white-collar workers who work in companies, like to mix some English words in their speeches. This is still obvious in Hong Kong.

However, there are also differences in the educational level of Hong Kong people. Some ordinary people envy white-collar workers who come in and out of high-end office buildings, so they will deliberately imitate their way of speaking. The word "movie" is a typical example. Because there is no pronunciation training in ordinary neighborhoods, "lm" is pronounced as a strong "Lin" sound. Over time, everyone accepted this statement and became such a translation.

The movie is movie master. Have you ever seen a photographic negative? A movie is a thing. It's just different uses. Generally, films are color-separated, such as ordinary four-color printing. Printing plate-making should produce four films: red, cyan, yellow and black. Of course, according to the needs of printing, spot colors can be added, and the graphic part to be printed in the film is black. Where there is no picture and text, it is blank, and some places need to be screened.

About photographic film

The basic components of film are: (1) film used as photosensitizer (also called emulsion); And (2) a membrane substrate for supporting the drug membrane.

(1) drug film (emulsion)

Film is made of photosensitive chemicals on the surface layer (film base) of the film, which is composed of some photosensitive crystal particles, and the film base is a transparent film used to support the film.

The particles in the film can only be seen under a microscope. Therefore, the image taken by film can be enlarged at high magnification. From a certain distance, you may not see obvious particles. This is precisely because the traditional film is far superior to the current digital camera with about 2 to 3 million pixels.

The characteristic of medical film is that it will change its structure in real time after exposure, but the specific chemical change characteristics are not important to photographers, especially novices. What matters is the final result of the change.

But it is necessary to have a general understanding of its changing principle. When we take pictures, the image beam passes through the lens, enters the camera, and is projected on the film on the film plane, which makes the crystal particles on the film sensitive. After receiving light, crystal particles change their structure and combine with other crystals to form a block. The more light projected on the drug film, the more crystals change and form blocks. The less light is projected on the film, the less crystal changes and caking. Therefore, different luminosity on the film will produce different numbers, sizes and shapes of crystals with changed structures, forming invisible images.

This invisible image is called a "latent image". To turn this potential image into a stable and visible image, it is necessary to "develop" the film, which is usually done by the print shop. Popular color negatives will be developed by C-4 1 program or similar program, while slide shows will be developed by E-6 program, but traditional black-and-white films will be developed by D76 program or the program specified by the film.

Take black and white film as an example. When the film is developed by D76, the crystal with changed structure will turn into a black syndicate, forming a "negative image". The structure of the crystal that is not irradiated by light will not change, and then it will be washed away by fixing solution in the fixing process, leaving only a light or even transparent part.

In this way, the film image is "thick" where there is more light, "thin" where there is less light, and the part without light is transparent, forming a "negative image".

The development time and humidity are specified. The film is "thick" after a long time, and "thin" after a long time.

(2) Film base

The film we mentioned above must be attached to the film base so that it can be fixed on a "plane". The film base of modern film is film, but film can actually be coated on any solid substance, such as paper, glass, cloth and so on. So photos can be made on T-shirts, cups and porcelain. In fact, in the early days, the "film" was coated on glass. Of course, the "movie" at that time was by no means a movie.

The film is attached to one side of the film base, one side has a film, and the other side has no film, only a film. To see the right image on the left and right, you must look at the side without the medicine film. When taking pictures or scanning the film, the side with the medicine film must also face down.

Type and size of film

The types of films can be calculated according to the form or size, and there are mainly four types: (a) 135mm roll film, (b)IX 240 APS film, (c) 120 roll film and (d) single film.

135 film

135 film is the most popular film form at present, which is widely used in small 35mm cameras, including portable cameras and SLR cameras. This kind of film was originally invented for film cameras, so it can be said to be a film form with a long history. 19 13 Oscar Barnack, the inventor of Leica camera, used this 35mm film for filming on a prototype Leica camera he made, and it became very popular afterwards, making it the most popular film in history. Due to the success of 135 film, "126" and "1 10", which are slightly smaller than 135 film, were "imitated" but both were eliminated, while 135 film was.

(b)IX 240 (APS) film

This is a new film form jointly developed by Kodak, Fuji, Nikon, Canon and Minolta. * * *, 1997 was introduced to the market. It can be said that the film is a "nouveau riche". It is characterized by adding information exchange function (IX) to the traditional film, so that a roll of film can have three different formats at the same time. In addition, it is more convenient than 135, but the film width ratio is slightly thinner and APS development ratio is more expensive than 135. Therefore, whether APS can "succeed" remains to be tested by time.

(c) 120 packaging film

120 film is a kind of packaging film wound on a rubber shaft. It has a paper back to protect the film, which can provide protection against exposure during film loading and unloading. "120" film is used for medium-sized cameras, such as Pentax, Raleigh, Hasselblad, Fuji, Bronica, Contax 645 or Mamiya.

The frame of 120 is about 6cm(2.25 inches) high, but the horizontal size varies with different cameras. There are three popular basic frame sizes:

(a)6×4.5 cm (2.25 inches× 2.25 inches)

(b)6×6 cm (2.25 inches ×2.25 inches)

6×7 cm (2.25 inches× 3 inches)

The earliest popular 120 film is 6×6cm, which is popular because of the popularity of Rolleiflex's dual-mirror camera. 6×6 is still the most popular film for medium-sized 120 single mirror. Because the picture is square, its advantage is that you don't need to turn the camera to shoot straight. For fashion or portrait photographers, photos taken with 6×6 are highly plastic after shooting. On the other hand, if you want to enlarge it to 8× 10 or 16×20, you must cut it. A roll of 120 film can take 12 6×6 photos.

Another popular 120 35mm is 6×4.5cm The biggest feature is that the camera of 645 is much smaller than that of 6×6 or 6×7. For example, Pentax 645N, Mamiya 645 and Bronica ETR-Si cameras are all much smaller than 6×6 Bronica SQ-Ai or 6×7 Mamiya RZ cameras.

The 6×7 cm film of Pentax 67 or mamia RZ 67 can provide a large rectangular film, which is also widely used. Because length is always the mainstream, 6×7 is better than 645 or 6×6 in commodity photography, but 6×6 is mostly used for portrait and fashion photography. 645 is the first choice for landscape photography. Especially in recent years, 645 AFSLR, such as Contax 645 and Mamiya 645, are very popular with photographers.

By the way, a 6cm high membrane has two basic lengths: "120" and "220". Both are 6cm wide, but 220 has a paper back at the end, and 120 has a paper back from beginning to end. Because the paper in the middle of the film is removed, 220 can roll a longer film on a roll of film of the same size. In this way, 120 can take 6×6 pictures per volume, and 220 can take 24 pictures per volume. Besides, 120 and 220 tablets are exactly the same.

Most 120 SLR cameras have ink cartridges that can be removed and replaced at any time. When you prepare an extra cassette for the 120 camera, you can have more flexibility when taking pictures. For example, you can use one black-and-white film box, another color slide box, or even a color negative box. Each cassette can be taken out of the camera at any time, even if only a part of the film in it is exposed, changing the cassette will not put out the film. Put another box on, take a few more pictures, then take it off, then put the first box on and shoot the rest of the films. Very convenient! This is absolutely incomparable with 135 camera. Unless you use an APS camera with IX function, you can change the film at any time.

Another advantage of being able to disassemble and assemble film boxes at any time is that when rapid and continuous shooting is needed, films can be installed in multiple film boxes in advance. When one of the cassettes is finished shooting, the photographer can disassemble the cassette and install another cassette immediately, thus reducing the possibility of missing important moments in shooting. If you have a shooting assistant, you can take out the exposed film and replace it with a new one. This process can be repeated. In addition, most 120 SLR mirrors also have cassettes with different film widths, such as Bronica SQ-A, with standard cassettes of 6×6, 6×4.5, 135 "Panorama" and 135.

(d) single film

Single film refers to a single film, called Sheet film in English, which is used for large professional framing cameras. The most commonly used single film is 4×5 inches, and this film camera is also called "45 camera". For example, Shanna, Knight, Rienhoff and Aqua Switzerland all have such cameras, which are almost indispensable equipment for professional commodity photography. In fact, for commodity photography, the aforementioned 35mm and 120 are "dirty", and the 4×5 inch film size is the standard.

The characteristics of movies

Different types of films can be divided into four main characteristics: (1) color sensitivity; (2) Sensitivity (film speed); (3) particle size; (4) comparison.

1. Color sensitivity and the expression of color light

Different types of movies actually react differently to colors, especially color movies. If the film is more sensitive to a certain color, shooting with it will "exaggerate" the color, because the light of that color will act on more photosensitive crystals.

Let's talk about the color sensitivity of black and white film first. Most black and white films sold in the market are "panchromatic films", that is, the sensitivity to all visible light is roughly the same as that of human eyes. For example, light red will appear as a light gray tone in the photo, while deep red will appear as another dark gray tone in the photo. As for other colors, such as blue, yellow, green and so on. Although we can't see colors on black-and-white panchromatic film, we can see their relative luminosity and darkness.

There is a kind of film used in printing industry called "color blind film", which is sensitive to all colors except red. In this way, when you shoot a scene with it, the red objects on your negative will appear relatively pale or even "white", because the color-blind film is characterized by "color blindness" to red. Therefore, when the light from the red object shines on the film, there seems to be no light on the film. As a result, a bright or transparent image is formed on the negative and printed on the photo to become a deeper image. And yellow or orange is similar, because it is composed of red and yellow.

However, color-blind films are only used for special purposes, such as printing and plate making, and only for packaging. In fact, photographers rarely have the opportunity to use color-blind film, or even never use it, which can be ignored.

In terms of optical rotation, color films will have greater flexibility. Different brands and different series of color films will react differently to different colors, some colors will be stronger, and one pair of individual colors will perform better, and so on. In addition, some color films react strongly to color, and the photos taken will be more "gorgeous", on the contrary, there will be colors that are more loyal to the original.

As for the color light performance of color film, it can be mainly divided into "daylight type" and "lighting type". The former corresponds to the environment of normal sunlight or electronic flash lighting, which will be seriously yellow if used for tungsten wire lighting; However, tungsten filament lighting must use "light-type" films. If used in sunlight or flashlights, it will be severely blue.

Daylight slides can be divided into "cool tones" and "warm tones". The latter has a slightly lower color temperature, which is more pleasing to the eye.

As for infrared film, it is a special film sensitive to infrared light. There are color infrared films and black-and-white films, which are particularly sensitive to the infrared of the spectrum and can capture light that ordinary people can't see. Besides being used for scientific and military purposes, it can also produce strange special effects when used in artistic photography.

2. Sensitivity

Different films may have different sensitivity to light, that is, some films need more or less light than others to achieve "normal exposure". Films that require less light are called "high-speed films", while films that require more light are called slow films or medium-speed films. The sensitivity of film to light is called "film speed" or sensitivity.

However, it must be emphasized that the so-called film speed has nothing to do with the so-called "speed" in sports, and the film speed only involves the sensitivity to light. However, because "high-speed film" has a strong response to light, it can shoot more and more high-speed actions with higher shutter speed under the same aperture, so some photographers will mistakenly think that "high-speed film" is some films used to shoot high-speed actions.

There was a time when different regions had different film speed systems, such as ASA standard in the United States and d in system in Eastern Europe. But today, the international standard ISO is being used all over the world. In fact, ISO is no different from the previous ASA. For example, the previous ASA 100 and so on, such as DIN 2 1, which was called ISO 100/2 1 when ISO unified these two, has now been "simplified" to ISO 100, in other words, DIN has been eliminated and ASA has changed its name to ISO.

The ISO sensitivity of each film is provided by the film manufacturer and marked on the package. The higher the sensitivity, the faster the film-that is, the greater the sensitivity to light. ISO series are ISO 50, 100, 200, 400, 800, 1600 and 3200. The sensitivity of ISO 200 film to light is one level higher than that of ISO 100 film, while ISO 800 is two levels faster than ISO 200, and so on.

For example, ISO 800 film is three levels faster than ISO 100. That is to say, if you shoot a scene with ISO 800 film and the exposure combination is11000 seconds and f/8, then shooting the same scene with ISO 100 film requires adding three levels of aperture, that is,/KLOC. Match f/2.8 to get the same exposure. For the same example, if you shoot with ISO 400 film, what aperture will you use for shutter speed 1/500 seconds? Yes, it's still f/8.

So what does the ISO sensitivity marked on the film box actually mean to you? It actually tells you how much exposure the factory suggests you need to get a "correctly exposed" photo on film. You can adjust the ISO speed indicated on the film box on the camera, and the camera's metering system will calculate this film as exposure. However, because different films have different characteristics and photographers like exposure, some photographers will make adjustments according to their personal experience or preferences. For example, when some photographers shoot slides, the exposure is often less than 1/3, while when others shoot with high-speed negative, the exposure may increase by 2/3.

3. Film particles

We noticed that the particles in the film will change after exposure and form lumps. The way they gather together is called graininess. The larger and coarser the granularity, the lower the "resolution" and the less details.

Low-speed film shows finer granularity than high-speed film. Generally speaking, the faster the film ISO, the coarser the image granularity. For example, ISO 200 is finer than ISO 800, while ISO 400 is more "coarse" than ISO 100.

Step 4 compare

Contrast refers to the phenomenon of contrast between light and shade of film, which is related to the tendency of black, gray, (middle tone) and white tone reproduced on film.

For example, the contrast of film is like a staircase from white to black. The bottom layer is 100% pure black, the upper layer is dark gray, then the upper layer is slightly lighter, and then each layer is a little lighter until the top layer is 100% pure white, that is, a completely transparent film. Some films can only provide several different steps, and the difference between one level and another is very obvious. Such a film can be called "Gao Fancha"; Other films may have many small steps, and the difference between each level and another level is very fine, but they lack the lowest level from all black to dark gray or the highest level from pure white to light gray, which can be called low contrast. The ideal contrast of movies is that there is a detailed classification between these two extremes, but at the same time there must be the darkest and whitest.

Other topics related to movies.

1. Tolerance of film

All movies have certain exposure latitude. That is, it has an exposed "safety range". When the exposure is slightly underexposed or overexposed, you can still get a negative that can show acceptable photos. Of course, when the exposure is absolutely correct, the image will be the best. At present, color negative's tolerance can generally reach four or five levels, while slides are only about one and a half levels. Negative films are often overexposed, but slides would rather be underexposed than overexposed.

2. The film was forced to be released in a hurry

ISO sensitivity provided by film manufacturers is based on "normal exposure" and "normal development time". You may have heard of pushing to improve the speed of film. Photographers can push ISO 100 film to E.I.400, which means shooting ISO 100 film as ISO 400 film. In this case, if his film is developed according to the normal development time, it will be underexposed. In order to make up for the underexposure, he needs to inform the development shop to extend the development time according to the information provided by the film company.

Generally speaking, unless otherwise stipulated in the film, black-and-white films or color slides can be pushed to one or two levels, and more than three levels are not appropriate.

But why force development? Because the scene light may be less than expected when shooting, if normal ISO is used, there is not enough light to make the film image normal, so it is necessary to force development; In addition, the push film will have larger particles than Gao Fancha, which can also be regarded as a "special effect".

You may have noticed the EI speed of the film exposure above. EI is the exposure index, which refers to the speed set when the film is actually exposed. For example; If the photographer says "push to 800", he will mark "EI800" in the film. Again: ISO is the sensitivity suggested by the film company, and EI refers to any other sensitivity of the film shooting time.

3. Should color film be used?

Most traditional photography instructors advise you to use black-and-white film during your study. It is true that using black and white film can train your eyes to observe the distribution of light from the perspective of a virtual gray-tone world. The world of black-and-white photography is not composed of colors, but has become a rich gray tone from pure black to pure white. Your eyes will be trained to be more sensitive to the shapes and compositions of various things, even to their gray tones. If you can set up a darkroom at home, you can use your camera and darkroom to reproduce the colors of these tones.

In fact, aside from the topic, you can also use the computer to select black and white films into the computer and then "take pictures" in the computer.

4. Choose a movie with that speed

What speed film should I use? ф 2000 or ISO1000 is the most popular variety. If you think the photos taken with ISO 400 or 800 will be heavy or the contrast with ISO 100 is moderate, then ISO 100 or ISO 200 is the most suitable, but if you think there is little difference between them, you'd better choose ISO 400, because ISO 400 is suitable for more shooting environments.

At the beginning of photography, once you choose the commonly used film, don't switch left and right unless you try other films occasionally for special shooting reasons. In fact, you are familiar with a movie and are used to its various characteristics. Later, when you are completely adapted, you will start to try other movies.

In addition, if you don't plan or have the conditions to develop black and white films yourself, you can choose XP-2 from Ilford, Sepia from Konica or T400 CN from Kodak. It's all black and white color film, and you can even print it out on color paper.

If you don't want to learn black-and-white photography at all, switch to color film!

5. Take a slide show?

Color movies have negatives and slides. Like black-and-white negatives, color negative is also negative, with different speeds, such as ISO 100, 200, 400, 800 ... ISO100 or ISO 200 is usually used. After the shooting is completed, it will be developed by the printing shop. One of the biggest disadvantages of shooting color negative is that it is not a "final product" and must be re-made.

So if you want to learn color photography, you'd better take slides, especially positive ones, which have higher contrast and brighter colors than negative ones. Plus, it can be the "final product", so there is no need to expose it, but the disadvantage is that the exposure of slides will be expensive and the contrast will be great. So, it's up to you to decide whether to study with negatives or slides! But we still recommend using black and white film or slides!

6. Bulk film

Using 35mm film can save you a lot of money when you study photography. The long roll of 35mm film is100ft. Then use the "film loader" to "roll" them every 30 or 40 sheets into some empty film cartridges obtained from the print shop. In other words, it is naturally cheaper to reload them yourself.

You can buy film loaders and plastic empty film tubes in more traditional photographic equipment stores, or you can ask some familiar one-hour development stores for some empty film tubes, but some film tubes can't be used after opening, so you should carefully choose the recycled empty film tubes, and it is best to choose the same ISO to avoid mistakes in the DX system of the camera.

The process of rewinding is actually very simple. You need to put the long film in the loader with a black cloth bag. After putting the long film into the winder and locking the switch, the rest operations can be carried out in the sun.

The film winder consists of two film chambers: the large one contains long film and the small one is put into the film tube. There is an opaque seam between them. You put the long roll of film into the big film room, and cover the big film room after the film head passes through the slit. As mentioned above, only this step must be done in the dark with the feeling of hands.

Then put the reel into the empty film tube in the small film room under the sunshine or light, stick the tail of the film on the reel with adhesive tape, install the film tube and cover, and then turn off the film winder completely, so that the film winder will no longer leak light. The two film rooms are closed, so there is no light leakage. You can roll the long film onto the film reel by turning the crank next to the film winder first. The film winder has a counter to let you know how much Griffin has rolled. The rotation can be stopped at frame 36.

Take out the packed film, close the light-tight door first, then open the cover of the small film room and cut off the film, leaving a small piece of film sticking out for rolling the next film. Take the newly installed membrane tube, pull out about two or three inches of membrane, and cut out the shape of narrow membrane tongue with scissors, just like the membrane tongue of ordinary membrane you bought.

Use extra care when using rolled film. You must make sure that the film has been put into the film barrel, and don't scratch the film surface or accidentally expose the film. It won't be too difficult if you follow the steps. If you accidentally run out of film, or suspect that you may have scratched some film, you'd better throw away the film tube.

Most of the films used are black and white films and color slides.

Storage and protection of film

All films, whether color or black and white, will be damaged by high temperature and high humidity. Therefore, it is necessary to take appropriate measures to prevent heat, moisture and harmful gases when storing films.

If you store a lot of films at home on weekdays, we suggest that you store the films in a refrigerator at about 4 to 10 degrees Celsius to keep them cool, and store the films in sealed original plastic pipes.

When preparing to use the film, the film should be taken out of the refrigerator one hour in advance, but it can only be used after the film and container reach room temperature, otherwise the moisture in the air will condense on the frozen film surface. So you have to wait at least 30 minutes to use it.

If you don't store a lot of films for a long time, you can put them in a dry and inflatable plastic box and put them in a cool place for easy use.

In the humid weather in Hong Kong, the film should be exposed and developed as soon as possible after opening the package. High temperature and humidity can easily cause potential image changes after exposure, especially "professional film", which is not suitable for amateurs. It is particularly important to develop the exposed film as soon as possible. Do not store the unpacked or exposed film in a damp place, refrigerator or other places with high relative humidity. The ideal humidity for storing films is about 40% to 50%.

When it is impossible to avoid storage in a humid environment or when it is necessary to use a refrigerator to refrigerate the exposed film, it is best to put the film in a sealed air cylinder as moisture protection. Then the film is moistureproof with an appropriate amount of moistureproof agent.