Creative principles of urban tourism propaganda films

First, do more subtraction and less addition. The creative idea of urban tourism propaganda film should be to do more subtraction and less addition, that is, according to the principle of "I don't say what others say", clean up and delete the shooting copy. Finally, show the charm and personality of the city to the public. Establish a good first impression of the city. Second, clear the audience. The reason why the filming of urban tourism propaganda films is a thousand cities is because we can't distinguish the audience. In the creative process, film and television advertising companies should not only focus on the mayor, but also on the market. City image films are not "Official Gazette", "Yangzhou Fried Rice" and "Wedding Photography", which need accurate crowd positioning.

Third, the principle of advertising positioning. In the final analysis, urban tourism propaganda film is an advertising behavior. It is actually an advertisement, a special advertisement targeting at the city. Since it is an advertisement, we should shoot it according to the requirements of the advertisement. Any advertisement is oriented to the "market". We can't just borrow the creative means of advertising and ignore the essence of creativity in the creative process.

4. Urban culture dominates urban culture and is the condensation and crystallization of urban spirit and temperament. What really attracts a city is the urban culture hidden under the appearance of the city. Therefore, we will define the city image advertisement from the perspective of brand image construction: concise the unique culture of the city, accurately express the differentiated positioning of the city, and form a single appeal to the city concept. In the process of creation, film and television advertising companies must deeply excavate and refine urban culture, and then make it through the art of sound, light and shadow.

Verb (abbreviation of verb) artistic creation technique The city tourism propaganda film is not a literal description and expression, but a visual stimulation and communication. Therefore, in the creation, the picture must be visually packaged and connected by means of sound, light and shadow. No matter what kind of lens language, it needs to carry a certain urban connotation, not just a visual restoration and foreshadowing.