What are the skills for film and television advertising production?

Quandao culture summarizes three techniques from different aspects:

Contradictions and conflicts are set on the copy. Just imagine, from childhood to adulthood, whether the ** or movies we like to watch are all more attractive with ups and downs in the plot.

The second point is to find a main line, without a main line, it will lead to many plot clues and unfocused expressions, which will affect the audience's impression of film and television advertisements.

The third point is that you can also write prose copywriting, which will create another style in combination with the aesthetic effect created during shooting.

Film and television post-production and packaging needs to learn the non-linearity of film and television post-production, which includes the collection of materials, editing, dubbing, and other related production processes, the entire post-production can be roughly divided into three stages: preparation, editing and synthesis, as follows: Preparation stage: modify the script, be familiar with the materials, select the materials, determine the style tone, and write the outline; Editing Stage:

Select the footage, edit it (rough, fine), and check the sound and picture. Synthesis stage: with commentary, subtitles, and audio effects, and synthesized for broadcast.

Production packaging refers to the production process of the entire column packaging from the early creativity, artistic expression, color composition, motion matching, color matching, special effects production and other program packaging, opening and ending production. Achieve independent creative, animation, and post-compositing work.

About photography and videography, photography is the recording of static things, and photography is mainly to record dynamic images, including the equipment and functional operations used in the early stage are very different, relatively speaking, photography is more difficult and somewhat technical, learning photography does not need to have a certain art foundation, but you must have creativity and aesthetics, and have a tenacious hard-working mind.

To be honest, this major is very expensive. Film and television commercials require art skills. Both majors require strong compositional skills and a sense of color.

Post-production is all about dealing with the best materials. It is to process the things that are filmed, and the work is very detailed, including images, processing and so on. Day by day, I carefully adjust the ** material that looks similar to the practical software on the computer, and I don't know if you can stand it after a long time.

Film and television advertising (film and television post-production packaging direction), mainly using computer software.

For example, AEPS

For example, the TV titles we often see are produced in post-production.

The following points are summarized for the production skills of ads:

1. In-depth and simple: In the process of filming the commercial, the theme will form a certain attraction at the beginning to achieve the purpose of attracting attention, and then the shallow will give people a feeling of sudden enlightenment. The in-depth and simple understanding of the advertising film is a method that is used more often, and using ordinary facts to explain the extraordinary mystery is the essence of the in-depth and simple explanation.

2. Shallow in and deep out: Advertising films are shallow in and deep out, often ending with an ordinary thing, and finally ending with a deep and rich connotation of thought. This method gives extraordinary meaning to the ordinary things of the split rent car, listens to the thunder in the silent place of the imitation, and finally achieves the sublimation of the thought and gives the product a unique light.

3. In-depth and deep-out: The production of in-depth advertising films is often aimed at a part of consumers with cultivation, taste or a certain academic field, these are the target consumers of the product, and the final individual conveyed by the advertising film, the theme begins to come and go, and finally it is unfathomable. However, the advertisements that such consumers love have a fatal attraction to such consumers.

Fourth, simple to say: the theme of this kind of advertising film is generally aimed at consumers with a low level of education, and the theme of the advertising film is clear, the expression is concentrated, and it is clear at a glance. Most of these commercials are more agricultural products, which are simple and clear, and are more likely to be accepted by target consumers.

Tips for making commercials:

1. Win by surprises through creativity.

A good commercial must be unique and make a strong impression at first glance. Nowadays, there are a huge number of commercials on the market, and if you want to stand out in such a large market group, your advertising film must have a unique perspective and be carefully planned. The production of the entire advertising film needs to have a strong artistic nature, which can explain the product in place and give some artistic value at the same time.

In this way, the whole ** can be unforgettable and impressive.

2. Clear organization and clear description.

If you want to make an excellent advertising film, you first need the support of a good copywriter. The description of the copy should be clear and explain the competitiveness of the product clearly, so that everyone can understand the advantages of your product in a short period of advertising. Because the duration of the commercial is generally not very long, it is also very important to refine the language.

How to use the most concise language to show the most content is the main point that every copywriter needs to think about repeatedly.

3. One piece is multi-purpose and has wide applicability.

Once you've created a commercial, maximize its impact so that it can be delivered to more platforms. Control the duration so that it can be expanded into a corporate promotional video for corporate promotion, or it can be reduced to a commercial film for advertising. Use a ** to solve more problems and have a greater publicity effect.

The development of advertising films is changing with each passing day, because China's economy is in a stage of vigorous development, and the development prospects of the advertising industry will be more and more brilliant in the future.

<>1. Direction, height, distance

1.The first is the direction of the shot, which is especially important.

2.The change of the shooting direction, the contour form of the subject, and the relationship between the subject and the background all change significantly in the picture, and different picture structures are also produced.

3.When the height and distance of the subject remain the same, choosing the shooting angle around the subject is the choice of the shooting direction.

4.Front, side, oblique side, and back are commonly used shooting directions that shoot completely head-on to the subject is shooting underneath.

2. Disadvantages of angle shooting

Disadvantages of frontal shooting: poor sense of perspective, dull picture, not conducive to the expression of three-dimensional and spatial sense of side shooting: Shooting in the direction at a 90-degree angle to the front of the subject is a side shot.

Shooting in the front and side directions is good for expressing the side features of the subject, so that the contours of the subject can be clearly displayed. For example, when expressing a character, the positive and lateral angles of the mold can form a triangle on the screen of the expressions of the face, the movement points of the hands and the body part of the body, and will not overlap each other, which can better express the movement and posture of the person.

Disadvantage of side shooting: Because it is easy to produce horizontal lines parallel to the edge of the frame, it is difficult to express three-dimensional space on the surface. Diagonal side shooting: Shooting from the slightly sideways of the subject to the front of the subject is called oblique side shooting.

Its composition form is relatively vivid and lively, there are many shooting points in oblique side shooting, and the composition of the picture can also be opened into many changes, so that the subject, the accompaniment, and the background can be connected in various situations.

There are many shooting points in oblique side shooting, and the composition of the picture can also be changed in many ways, so that the subject, the companion, and the background can be connected in various situations. Backside Shooting: Backside shooting is taken from the back direction of the subject.

This kind of shooting makes the front of the subject not visible, while the companion and the environment can be seen more clearly. The expressiveness of the back shot is very special, the subject and the background are integrated in the picture, and the subject is concerned with the background, so that it is easy to inspire the audience to associate and show the inner activities of the characters. The composition of the picture formed by the backside shot can make the companion and the environment the main object of expression, and relegate the subject to a secondary position.