Advertising shooting of TV advertisements

This lens technique refers to the picture taken by the camera moving up and down, and it is a method to express the scene from multiple viewpoints. Its changing methods include vertical direction, oblique lifting and irregular lifting. Changing the camera's height and tilt angle will bring rich visual experience to the audience. 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 show the emotional appeal of a plot. It is often used to express the development law of events or the subjective emotions of the subject moving up and down in the scene. If we can combine the skills of other lenses in actual shooting, we can show changeable visual effects.

2, lens throwing skills

This technology requires a higher cameraman, that is, after a picture is shot, the camera quickly "shakes" in another direction, thus changing the picture of the camera into another content, and the content shot in the shaking process becomes blurred. This is also very similar to people's visual habits, much like we suddenly turn our heads to another thing when observing things, which 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 of camera swing 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.

Step 3 rotate the lens

There are several common shooting methods for pictures with rotating subject or background: 1. Rotating shooting along the elevation angle of the lens optical axis; Second, the camera shakes 360 degrees quickly; Third, the subject and the photographer rotate 360 degrees on almost one axis; 4. When the camera is stationary, the image or photo on the film or tape is rotated, inverted or turned to any angle of the 360-degree circle for shooting, and it can move clockwise or counterclockwise. In addition, you can also use a rotating carrier to shoot, and you can also get a rotating effect. This kind of 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 skills

This kind of lens is not widely used in actual shooting, but using this technique under appropriate circumstances can often produce strong shock and subjective emotions. The camera shake technology refers to the shooting process of the camera body swinging up and down, left and right. Often used as a subjective lens, such as in the performance of drunkenness, trance, dizziness, or ship, car shaking, bumpy effect, to create a specific artistic effect.

5, the lens push-pull skills

The push-pull technology of lens is a set of opposite technologies, and one of them can often be used to realize the other in nonlinear editing. Pushing the lens is equivalent to walking directly along the straight line of the object to see the object, while pulling the lens means that the camera keeps leaving the object. Of course, both of these technologies can be realized through a zoom lens. The role of push lens in shooting focuses on highlighting important Russian figures or objects in later films, which is the most common role of push lens. It can make the audience's line of sight gradually close to the subject, and gradually guide the audience's observation from the whole to the part. In the process of pushing the ground, the content contained in the picture gradually decreases, 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.

This effect can also be achieved by using a zoom lens, that is, gradually moving from a short focal length to a long focal length, so that the audience can see the subtle parts of the object and highlight the key to express the content. Pushing the lens can also show a huge space.

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

The push-pull effect of lens is different from zoom. For example, in the technique of pushing the lens, the method of using zoom lens is equivalent to magnifying a part of the original subject. 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. It is more suitable to use zoom lens to achieve this lens effect when the main body of the shooting scene has not changed and it is required to approach the object at any speed without continuous shaking. Moving the lens to push the lens is equivalent to observing close to the subject. 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 to have a clear understanding of the shooting concept and cannot simply replace the two.

6. Shake the lens skills

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

There are several types of panning lenses, which can swing left and right, up and down, tilt or mix with moving lenses. The function of panning is to let the audience show the scenes to be shown one by one. Slow panning skills can also cause prolonged space-time effects and give people an impression.

Shake the lens to show the content from beginning to end in one go, so it is required that the purpose of the lens picture at the beginning and end of the film is clear, and a series of processes between the two lenses should also be the content to be shown. Moving the telephoto lens away from the subject will also cause lateral movement or lifting.

The movement speed of the pan/tilt lens must be uniform. When it starts, it will stagnate for a moment, then gradually accelerate, decelerate at a uniform speed, and then stagnate, and the left picture will be slow.

7. Skills of moving the lens

This lens technology was inspired by 1896, when French photographer Promio was on a yacht in Venice. He envisioned "shooting with a moving film camera, so that stationary objects can also move", so he pioneered the "side 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 in the scene, or to show something coherently. There are similarities between moving lens and shaking lens, both of which are to show the relationship between subject and companion in the scene, but the visual effect on the screen is completely different. Pan-tilt lens means that the position of the camera is fixed, and the shooting angle and the angle of the object are changing, which is suitable for shooting distant objects. The moving lens is different, that is, the shooting angle is unchanged, and the position of the camera itself moves without changing the angle with the subject, which is suitable for shooting objects and subjects with close distance.

Mobile phone photography is mostly dynamic composition. When the subject presents a static effect, the camera moves to make the scene pass through the picture in turn, resulting in a visual effect of patrol or display; When the subject is dynamic, the camera moves with it, forming a visual effect of following. It can also create a specific mood 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, in addition to the moving car laid on the track. Its movement can be roughly divided into lateral movement and deep movement according to the direction of movement. When 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. Have camera skills

Refers to the camera shooting with moving objects, including push-pull, swing, lifting, rotation and other forms. Follow-up keeps the dynamic subject in the picture unchanged, 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 express the mental outlook of the characters in the dynamic. 1. We often watch advertisements for utensils, apples and other fruits. The water droplets on them look like people, which are well distributed and the whole product looks beautiful. Craftsmen usually apply colorless shoe polish or vaseline to the surface and then spray water, which can prevent water droplets from slipping and play a role in shaping water.

When we saw the advertisement of KFC, we were all surprised by the gorgeous vegetables in the advertisement. In fact, such things are not carefully cultivated, just bought from a small dish market and soaked in alkali.

We often see advertisements for stone tablet wine. Isn't the visual effect of stele wine great? Many people have tried to shoot, but they are not as good as others? Thought it was specially made by the manufacturer? In fact, as long as the right amount of refined salt is added to the pill wine, the effect will come. Do you think the foam it sprays is not good enough? Never mind, the professional bubble is not good enough. Is there enough foam where we wash our hair?

4. Cut the apple and take a photo. Will the cut surface change color? I have no time to do my composition. What should I do? Soak in salt water for a few minutes. You should always write your composition, right?

5. Why do other people's dishes always look so good? Why are the braised duck and the precious fish I photographed so tasteless and stale that they can't arouse people's appetite? 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. Wow, the color is really attractive, and my saliva drops all over the floor.

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

(1). The scenery is divided into exterior and interior. Its main feature is that the sunlight and skylight are used as light sources to shoot.

Shooting in the sun, all parts of the scene have good color rendering and high color temperature. The color filter of a camera generally chooses the color temperature of 5600K or 5600K+25%ND. After carefully adjusting the white balance, you can get better shooting results.

The outdoor scene is set in bright sky, while the indoor scene is set in bright doors and windows. They all use the ether sunlight as the light source, with uniform illumination and high brightness, showing a perspective effect of near darkness and far brightness under a bright background, and the contrast between light and dark of the scene is small. It's windy

When shooting in weather conditions, pay attention to the "positive and oblique" direction. This can fully express the wind in the picture, such as the branches and leaves swaying with the wind, which can enhance the expressive force of the picture.

② The shooting of night scenes in TV plays has many effects, such as exterior night scenes, interior night scenes, moonlight, firelight and lighting night scenes. There are usually two ways to shoot night scenes: one is real-life shooting. In this case, the white balance of the camera and color filter is adjusted.

The color temperature of the light source that plays a leading role in the picture should be the main choice for adjustment; Another way is that in many cases, we shoot simulated night scenes during the day. In order to create a hazy feeling (effect) of moonlight, you can choose a color filter of 3200K, and at the same time pay attention to narrowing the aperture to create a realistic night scene effect. In addition, choosing scenes or objects with high brightness in the surrounding environment, or places with reflective water surface, can avoid being dark above the horizon and appearing monotonous and dull. In order to create a real and credible night scene atmosphere for the subject, in addition to a large area of black screen in the night scene, special attention should be paid to the configuration and processing of local brightness.

Step 2 shoot 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.

When the sun is below the horizon, light is characterized by a bright sky. The brightness of the rising sun and the afterglow of the falling sun decorate the horizon, and the ground scenery is illuminated by clouds in the atmosphere, reflected light and scattered light in the sky, still retaining a certain level. At this time, the color temperature of light is low and unstable, generally around1500 k ~ 2400 k. The color of the sky is constantly changing, showing a strong orange-red tone near sunrise or sunset, and the farther away from the sun, the lighter the orange-red tone. The color temperature also changes in layers. At this time, compared with the sky, the ground scenery has a large contrast between light and dark, which is not suitable for shooting close-ups of characters, expressing their expressions and details, and can be used for shooting silhouettes. The color filter of the camera can be 3200K, and the white balance adjustment can also get good results. This available time is usually about 30 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 color filter of 3200K is generally selected, and the white balance is adjusted before shooting. This picture greatly increases the ratio of blue and green signals. As a result, the sun turns white.

Instead of the rising sun, it shines brightly and the artistic effect is greatly weakened; If you choose 5600K color filter directly, as long as people don't feel dazzling when watching the sun, it will be better to shoot it directly with a camera.

When shooting the sunrise, it is not easy to find a 5600K white balance adjustment light source. We can adjust the white balance of the camera with 5600K sunlight or artificial lighting white balance board during the first day, and keep the balance in the camera through the memory battery in the camera. When shooting the next day, we didn't need to make any adjustments.

3. Shooting in rainy days

Cloudy days and rainy days have the same location and different characteristics, so the shooting methods of these two kinds of weather are also different.

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 shade of objects and the scene is small. This kind of weather is dominated by blue tones, and the color temperature of light is generally around 7000K, which is higher than that in sunny days. Therefore, the color filter of the camera should be 5600K+25%ND, and then carefully adjust the white balance to get a better picture effect. In addition, pay special attention to the light on cloudy days, and there are also subtle levels of light and shade transitions. After a large number of scattered sunlight, the incident angle of the light on the surface of the object is not obvious, but it will not absolutely lose the directionality of the light. First of all, when shooting on cloudy days, we should pay attention to the choice of foreground, generally try to choose darker foreground, which can overcome the shortcomings of gloomy and flat picture; Secondly, we should pay attention to the selection and processing of background. For example, when shooting a picture with human facial expressions, the human face should always be in the bright area of the picture, and the background color is slightly darker than the human face. We should try to avoid using bright objects or the sky as the background. Third, pay attention to controlling the depth of field. Because the illumination of light is low when shooting on cloudy days, people often turn up the aperture, so we should pay attention to controlling the depth of field and make the picture vivid and well expressed when necessary.

② In rainy days, outdoor light is a kind of scattered light. Under normal circumstances, when shooting in rainy days, the color filter of the camera should be 5600K+25%ND, and sometimes it can be 5600K. When shooting in rainy days, we should pay attention to the following points: First, try to set off the rain on a sunny background, and the dark background is the key to highlight the rain scene, such as dark trees, walls and people. When shooting, try to make the background behind the subject closer to highlight the rainy scene, and pay attention to avoiding the bright sky in a large area as much as possible. Second, pay attention to the selection and application of foreground to deepen the picture effect. Because of the psychological feeling caused by the recent prospect to the audience, this is what we often see in TV dramas, the eaves dripping with rain and the glass splashing with water drops. Third, pay attention to the choice of umbrellas, raincoats and other obvious rainy day modeling tools to highlight the rainy day scenery. The fourth is to pay attention to the shooting angle.

Step 4 shoot in foggy days

Fog is formed by water vapor in the air, which has a high reflectivity to light, so the fog we see is bright (note that the transmittance is not high), and the color temperature of fog sky light is high. Based on the above characteristics, the color filter of 5600K is usually selected in the shooting of foggy scenes. When shooting morning fog, you can also choose 3200K gear and shoot after white balance adjustment. When shooting a fog scene, we should pay attention to the selection and reasonable configuration of the scene, and try our best to show the far and near level of the picture. This choice and configuration is essential in the case of excessive smog.

In the performance of fog scene, in order to avoid the picture turning white, it is generally necessary to choose a dark foreground and a dark background, and contrast the light and dark to set off the image of fog.

Due to the high brightness of fog, attention should be paid to exposure when shooting, especially not overexposure, otherwise the fog image will disappear. In addition, we must pay attention to the choice of light. Generally, backlighting and side backlighting are appropriate, and automatic aperture is generally not used for shooting.

Step 5 shoot in snowy days

In snowy days, because most of the ground scenes are covered with snow, the reflectivity is extremely high in the sun, which exceeds the tolerance range of the brightness of the scene recorded by video tape. Therefore, when shooting snow scenes, the first thing to pay attention to is to control the exposure. Compared with shooting ordinary scenery, in most cases,

In this case, the exposure needs to reduce the aperture of 1 ~ 2, and some even more. Therefore, manual aperture should be used to control the exposure, and exposure value with the richest snow tone in the picture shall prevail. Secondly, the color filter of the camera should choose 5600K+25%ND file or 5600K file. Because the color temperature of a large area of snow can reach about 7000K, if you choose 5600K+25%ND file and carefully adjust the white balance, you can get a good picture color reproduction; If you choose 5600K and adjust the white balance, it is easy to make the picture blue. Of course, this also varies from camera to camera.