What is called writing TV scripts, TV commercial script writing

The unique montage thinking and film and television language of TV commercials, the writing of TV advertising scripts must not only follow the general rules of advertising script writing, but also master the special rules of TV advertising script creation. The specific requirements are:

1) In the writing of TV advertising scripts, it is necessary to first analyze and study relevant materials, clarify the advertising positioning, and determine the advertising theme. Under the command of the theme, the advertising image is conceived, and the form and technique of expression are determined.

2) The writing of TV advertising scripts must use montage thinking and use lenses to narrate. Language should be intuitive, visual, and easy to turn into visual images.

3) In the order of the camera paragraphs, use language and words to depict each advertising picture, and the time limit must be considered at all times. Because TV commercials are measured in seconds, the narrative of each picture must have a concept of time. There can't be too many shots, and the content to be conveyed must be disseminated in a limited time.

4) Television advertising is based on visual image, through the combination of audio-visual to disseminate information content, so the writing of TV advertising scripts must achieve the harmony between sound and picture, that is, the advertising commentary and the sound and picture of the TV picture counterpoint.

5) The writing of TV advertising scripts should make full use of the method of emotional appeal, mobilize the audience's sense of participation, and guide the audience to produce a positive joint effect. In order to achieve this, the script must be written vividly, vividly, emotionally, emotionally, and artistically. This is the foundation and key to the success of TV advertising.

6) Write a good TV commercial commentary, also known as advertising words or advertising slogans. Its conception and design will determine the success or failure of TV commercials.

1 Types of advertising words: including voice-over narration, character monologues, dialogues between characters, songs and subtitles, etc. Each TV commercial can be selected according to the needs of the creative and theme.

The first and second categories are not necessarily all-encompassing, and they are greedy for more.

2. The role of advertising words: to make up for the lack of pictures, that is, to supplement the content that is not easy to express visually with hearing; revealing and deepening the theme; Further reinforce the brand or messaging content.

3 The requirements for the writing of advertising words are as follows:

1) Write a good monologue and dialogue, its important feature is to focus on speaking, requiring life, simplicity, naturalness, fluency, and reflecting the characteristics of oral language.

2) For narration or voice-over commentary, it can be a narration with a strong lyrical flavor, or a theoretical statement with rigorous logic and discussion.

3) The advertising words in the form of subtitles should reflect the characteristics of written language and literary language, and conform to the aesthetic principles of TV picture composition, and have the characteristics of conciseness, balance, confrontation and neatness.

4) Focus on writing the slogan in the advertising slogan, which is required to be as short as possible, and has the characteristics of easy memory, circulation, colloquialism, language confrontation, and rhyme.

The composition of a TV commercial script includes the content of the script and the form of the script.

The content of the script is the product, service or business information that the advertising creator (screenwriter) wants to convey according to the advertiser's intention, as well as the creator's understanding, evaluation or subjective ideas (concepts, propositions, hopes, etc.) about this information. It is the unity of subjectivity and objectivity, so the basic elements that make up the content are the material (information) and the theme. The form of a TV commercial script is determined by the content.

In order to convey the content of the message, the creator must express it through creativity, conception, and through language with the help of certain structural forms and means of expression, which is the formation element of TV advertising scripts. It is the external manifestation of internal sameness, including structural form, expression (technique) and language (commentary).

1.Topic copy (theme slogan).

2.Corresponding screen (hand-drawn layout is also acceptable).

3.Narration (aligned with the frame).

4.The end label board (usually the company logo, real estate logo, ** number, etc.) <>

A TV script, or TV copy, is a written expression of a TV idea. It is the language and text description that embodies the theme, shapes the image, and disseminates the information content, is the concrete embodiment of creativity (shooting ideas), and is also the basis and blueprint for the production of TV trembling. Television scripts, also known as TV scripts, or TV scripts.

A TV ad script, or TV ad copy, is a textual expression of a TV commercial idea. It is the embodiment of the advertising theme, the shaping of the advertising image, the language and text description of the dissemination of information content, the concrete embodiment of advertising creativity (conception), and the basis and blueprint for filming TV commercials.