The difference between TV advertisement and network advertisement

Television advertisement: It is a highly concentrated and concentrated program. Television advertising has the audio-visual characteristics of newspapers, radio and movies, and has become the most modern and eye-catching advertising form with the characteristics of simultaneous sound, image, color, listening, watching and reading. Television advertising is developing very fast and has amazing development potential. 1979 65438+1The first TV advertisement broadcast by Shanghai TV Station on October 28th opened the prelude to the development history of TV advertisements in China.

The coverage of TV advertisements is very high, but it is not easy to promote the target audience.

Like broadcast media, TV is also an instant media, and the audience takes a "cold attitude" towards TV advertisements. In order to make TV advertising a face-to-face sales method, we must redouble our efforts in creativity and convey advertising information with unique skills and attractive methods.

(1) Story style. Tell stories to express the relationship between the goods and the audience, so that the audience can sing.

(2) Time type. Explain the relationship between the progress of the times and commodities to the audience by documentary or narrative methods.

(3) confirmation type. Use celebrities or ordinary people to quote the uses and benefits of goods to achieve well-known results, but advertising techniques must be clever, otherwise the audience will doubt the credibility and authenticity of the respondents' words.

(4) demonstration. Show the superiority or unique advantages of goods by comparison or display.

(5) metaphor. Introduce the theme of advertising products with simple metaphors.

(6) humor. Use humorous language or techniques to implicitly publicize the characteristics of goods, so that the audience can understand and accept advertising information in a relaxed and happy atmosphere.

(7) pause. Use suspense to improve the audience's attention and curiosity, and then bring out the goods.

(8) Formula for solving problems. Exaggerate a difficult problem, then introduce the goods and provide the answer to the question.

(9) celebrity recommendation. Celebrities are used to introduce recommended products, and their attention and appeal are used to influence the attitude of the target audience and stimulate the desire to buy.

(10) special effects formula. Add special effects in sound, picture and lens. Create an atmosphere, so that the audience can generate new visual stimuli and leave an unforgettable impression.

Television advertising production mode

The requirements of TV advertising content determine whether to shoot in the studio or live. Because of the different creative requirements of TV advertisements and the different structural forms of commercial films, planners often choose from a variety of shooting methods, or adopt a combination of on-site and indoor shooting methods for production.

There are three ways to make advertising films: on-site shooting, indoor shooting and computer production. These three methods are commonly used in the production of commercial films at present.

(1) live shooting mode. It is a kind of advertising production method that the advertising producer directly takes box-type shooting equipment to the scene to shoot the advertising content directly, and broadcasts it after a little editing.

(2) Studio shooting mode. This shooting production method is an advertising shooting method that advertisers need to set up scenes and design shapes according to their creative requirements.

(3) The way of making computer painting advertisements. This advertising production method is an advertising production method in which advertising designers provide advertising ideas and advertising effect pictures to computer programmers, and computer programmers use computer programming to draw advertising pictures.

Movie types of TV advertisements

It is the form of TV advertising structure, which embodies the overall creativity of advertising. When choosing TV advertisements, we should pay attention to whether the structural form meets the requirements of advertising creativity, whether the appeal point and theme of advertising products are conducive to the promotion of products and whether they can be accepted by the audience. The common form is

(1) Type of news report. This kind of advertising film is a way to record newsworthy commodity information in the form of news reports and advertise through TV.

(2) demonstration type. Mainly through celebrities, experts and product users to explain and verify the functions and advantages of advertising products, what benefits products can bring to consumers. Divided into citation type and celebrity recommendation type.

(3) suspense question and answer type. This is an advertisement in which questioners ask questions and believers answer them.

(4) Fragments of love life. People talk about and evaluate a commodity in daily life, and artistically process some of it through TV technology, so that it can be reproduced in the realistic depiction of TV pictures.

(5) atmospheric type. It is to create the emotional atmosphere of life and people through a specific place and specific things.

The release form of TV advertisement

It is a propaganda way for TV stations to provide advertisements for customers, and it is also the business item and content of TV station advertisements. In order to make customers better choose their own advertising time and achieve good advertising results, the main forms of TV advertising are:

(1) Special broadcast advertisement. Refers to the specific advertising time provided by TV stations for advertisers. By ordering this kind of advertising time, customers can broadcast their own product advertisements before, after or in the middle of designated TV programs.

(2) general advertising. Refers to a way of advertising that TV stations designate several time periods in the daily broadcast time for customers to broadcast advertisements.

(3) Economic information is a way of TV advertising, an advertising time slot specially set up by TV stations for industrial and commercial enterprises, and a publicity service provided by enterprises and other units in product promotion, product certification, product quality consultation, product joint exhibition and joint marketing activities, and opening of business. (4) Direct advertising. Refers to the advertising time slot specially set by TV stations for customers. Use this time period to introduce the products and commodities produced or sold by a manufacturer or enterprise to the audience.

(5) Text advertisements. Typing with sound on the TV screen is just the simplest way to play advertisements.

(6) Public service advertisements. It is a kind of free advertisement, which is mainly produced and broadcast by TV stations according to the central tasks of each period. It has the function of promoting social morality and establishing good social customs.

Three elements of TV advertisement

The basic elements of TV advertising to express advertising information include video, audio and time. Image, that is, the image presented on the TV screen. It is a concrete and dynamic image of the shape and color of the scene, and it is an illusion photographed by a camera or a video camera and then restored by a TV set. Image is the main element of TV advertisement, which is vivid, intuitive and concrete, and often a shot can provide comprehensive and diverse visual information. Sound is another important factor in the performance of TV advertisements, which is the result of sound waves being restored by TV sets and various sound information being reproduced. The combination of sound and image provides rich information to the audience, which has strong expressive force and realism. The main feature of TV advertising is to store all the information conveyed in the process of time. Without time, information can't be conveyed. In TV advertisements, time has three meanings: one is the actual length of the advertisement; The second refers to the performance time of TV advertisements; The third is the psychological feeling time of TV advertising audience. These two elements, vision and hearing, also constitute the change and rhythm through time.

Television advertising language

Television advertisements are described and illustrated in the form of pictures (shots), and the basic feature is the combination of sounds (dialogue, narration, sound, music, etc.). ) with the combination of pictures and lenses. Television advertising language has the characteristics of multi-level structure, certainty of picture image, uncertainty of picture meaning (the audience has multiple understandings of the same picture) and vividness of positive rhetoric.

Singing cm

The expression technique commonly used in TV advertisements, also called singing CM, is a propaganda song in advertisements. Basically, it is a kind of ballad, which is different from the movie episode. It does not require diversification and high skills, but only catchy, easy to learn and remember, lively tunes and short lyrics. The purpose of advertising song creation is to deepen people's understanding, memory and association of commodity characteristics with beautiful melody and unique voice, thus promoting sales. There are two kinds of TV advertising songs: direct and indirect. The lyrics of direct advertising songs contain the company name or product quality. Indirect advertising songs are similar to ordinary songs in characteristics, and even a pop song is specially made for a specific advertisement. The characteristics of TV advertising songs are universality, dissemination, incitement, closeness, association and regeneration (advertising songs trigger memory and regenerate commodity images).

Television advertising pictures

Refers to the photographic composition of each TV advertisement in TV advertisements. It is not only the name of a single shot image and instant image, but also the name of the whole TV advertising image. Television advertising pictures are sent by electrical signals reflecting images, which attract the audience's vision. Television advertising pictures are concrete, vivid, accurate, realistic, continuous and montage. The composition and modeling of the picture is a science. The best TV advertising picture can not only give viewers visual enjoyment, but also produce the best performance effect on advertising products.

Television advertising theme

It is the core message of a TV advertisement, that is, what the TV advertisement "says". The theme runs through the whole advertisement like a red line, which makes all the elements of TV advertisement organically and harmoniously form a complete advertising work. At the same time, the theme is also the basis of advertising performance, which has the power to support the whole TV advertisement. The so-called theme of American advertising experts can be regarded as a basic or central idea, and the material for organizing TV advertisements is based on this idea. From this perspective, in a successful work, image, music, actors, color and other performance factors are only the packaging of the theme. The theme of TV advertisements should be accurate, distinctive, unique, unified, easy to understand and easy to remember.

Television advertising photography

The process of obtaining moving images of objects related to advertisements through a camera. As a recording method, TV advertising photography can truly reproduce the physical characteristics and movement forms of products in two dimensions of time and space, and can also create artistic significance and effects by grasping and processing light, color, composition and movement.

Television advertising lens

The basic ideographic unit of TV advertising works. It not only has the spatial characteristics of two-dimensional plane representing three-dimensional space, but also has the temporal characteristics of continuous motion of images. Television advertising shots can be classified according to different standards: 1. According to the visual range of the picture display, it can be divided into: distant shot, panoramic shot, middle shot, close shot and close shot. Different lens forms have different functions in advertising tables because of different display spaces. 2. According to the angle between the camera and the subject, it can be divided into elevation lens, depression lens, head-up lens and vertex lens. Lens with different angles have different perspective effects and composition forms, so they have different artistic expressions. 3. According to the motion of the camera, it can be divided into fixed lens, panning lens, moving lens, push-pull lens and zoom lens. Sports lens makes the picture more vivid and rich, enhances the visual sense of sports, and helps to form an expressive artistic rhythm and atmosphere. 4. According to the length of the lens, it is divided into: long lens, short lens, flash lens, etc. Different lengths of lenses have different effects on expressing emotions. Different types of lenses will give consumers different feelings in TV advertisements. Therefore, according to the focus of TV advertising, the combination of various lenses should be used as a whole to achieve the predetermined advertising effect. Television advertising subtitles

The text displayed on the TV advertisement screen. It can be superimposed on the screen or appear on a monochrome substrate. Television advertising subtitles are mainly used to increase the ideographic range and play a role in explaining, supplementing, emphasizing and summarizing advertising pictures. According to different manufacturing methods, it can be divided into: 1. Capturing subtitles: Capturing handwritten subtitles with camera, and obtaining static subtitles with camera. 2. stunt subtitles: subtitles produced by electronic stunt machines can show two-dimensional motion forms, such as expansion, contraction and movement. 3. Computer Subtitles: Subtitles produced by computer subtitle machines or computer animation machines can show three-dimensional movement forms. The subtitles on the screen should be standardized in words, concise in language, concise and eye-catching, and pay attention to making the position of subtitles in the picture appropriate and varied, which becomes an organic part of picture composition.

TV advertising stunt

An important means of TV advertising production. With the development of science and technology, TV advertising production can enlarge, shrink and transform the shot images in the later editing process, and even make TV advertising pictures appear various magical special effects such as stretching, compression, distortion, segmentation, movement and color change. These special effects are collectively called TV advertising special effects. Proper use of special effects is helpful to enhance the attraction of advertisements and is very beneficial to understand and enhance the picture information. However, when using TV advertising stunts, we must have a clear intention, not just for novelty, which will make people lose their visual focus and don't know what the picture is showing. In addition, special effects can not replace the content itself, it can only change some visual effects. At present, TV advertising stunts are widely used in TV advertising production, but stunts can only be successful if they are closely related to the visual feelings and inner feelings of human eyes.

Standard photosensitive plate

The last few seconds of TV advertisements are usually used to introduce the names of advertising products, enterprise groups or advertising slogans. This kind of TV advertising picture is called "standard version". The standard edition can be used to highlight the image of products and enterprises, emphasize the focus of appeals, and deepen consumers' memory of advertisements. It is the last crowning touch of TV advertisements.

5-second scale

Most standard advertisements in 5 seconds are used for prime-time broadcast. Usually 30 seconds, 15 seconds, etc. The final standard of a complete advertisement on TV is called the 5-second standard because its length is 5 seconds. For example, after China CCTV news broadcast, the standard advertisement before the weather forecast. In order to achieve good advertising effect, we need to pay attention to the following points: 1. Advertising pictures should give people a strong impression and impact. 2. Slogans are catchy and easy to remember. 3. According to the target audience of the advertisement, make the advertisement performance more targeted.

The new turning point of online marketing is coming, and online advertising has reached 4.6 billion yuan this year.

In 2005, the online advertising market in China was 3010.3 billion yuan, 7.7 1% higher than that in 2004 and 7.6 times higher than that in 2006, reaching 5438+0, which was close to that of broadcast advertising (3.4 billion yuan), surpassing magazine advertising (6,543.80 billion yuan) for the first time and entering the mainstream advertising media. In 2006, the online advertising market in China will reach 4.6 billion yuan, and by 20 10, this figure will be expanded to15.7 billion yuan.

"The rapid development of online marketing in China is at a turning point." On March 22nd, Rischard, chief innovation officer of PGM, said in an interview with China Business News before the forum of "New Turning Point and New Breakthrough".

Established in 2004, PGM controls two media networks-SMG and Power Communication, which can mobilize more than 40 billion US dollars of global media expenditure.

In 2005, the online advertising revenue in the United States easily broke through the $654.38+0 billion mark, reaching a record high of $654.38+0.25 billion, surpassing outdoor advertising and commercial magazine advertising, and juxtaposed with the broadcast media for the first time. According to Forrester Research's survey of 99 enterprises and 20 advertising companies in the United States, nearly 85% of enterprises intend to increase their online advertising budgets.

"In the United States, the advertising revenue of the top ten online media headed by Yahoo accounts for more than 63% of the total online advertising turnover, and large websites basically monopolize the right to speak in the market." Rischard said, "It is estimated that the market share of online advertising in the United States will reach 5.4% in 2006. In 2009, the online advertising market will reach 7.5%. "

Jiang Zhiqiang, vice president of Netease Sales, told China Business News that the rapid promotion of online advertising is due to the change of payment and evaluation methods. According to IAB's classification of US online advertising expenditure in the first half of 2005, among the US$ 5.8 billion online advertisements in the first half of 2005, 48% were paid according to the effect, 40% according to the number of exhibitions and 65,438+02% by mixed payment. Credit Suisse First Boston predicts that in 2006, the online advertising expenditure in the United States will increase to $654.38+066 billion.

In 2005, the online advertising market in China was 3010.3 billion yuan, 7.7 1% higher than that in 2004 and 7.6 times higher than that in 2006, reaching 5438+0, which was close to that of broadcast advertising (3.4 billion yuan), surpassing magazine advertising (6,543.80 billion yuan) for the first time and entering the mainstream advertising media. In 2006, the online advertising market in China will reach 4.6 billion yuan, and by 20 10, this figure will be expanded to15.7 billion yuan.