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The basic form of TV advertising format

The content of the basic TV commercial document describes the advertising theme, advertising concept, shooting requirements, music requirements, actor requirements expressions, etc., as well as a detailed description of the screen. The detailed description of the picture is actually a split-lens script, which makes the content and form of the shot more specific.

The following example is a TV commercial:
Advertising Name: Eastern Airlines Advertiser: Eastern Airlines Advertising Length: 30 seconds Design Description:
△ Eastern Airlines highlighted the company's strength in the previous year's advertising, and the advertising appeal point is a sense of security. After a year of publicity, Eastern Airlines has gained the trust of the public, and people generally establish this concept: take the flight of Eastern Airlines, safe and reliable.
△ After a large number of investigations, the company found that other airlines in the same industry are also making the same advertisements, and the public has established a sense of security for the company, thus determining another appeal focus of this year's advertising: first-class service!
△ This advertisement design is to explain the first-class service attitude of Eastern Airlines through general small stories, so that the public can appreciate a kind and warm atmosphere. Taking the plane of our company is as comfortable as in our own home, and will receive meticulous care.
△ expression form: story version.
△ The actor is very strict and requires professional actors. A graceful middle-aged man, wife and daughter; a flight attendant; the protagonist is a man.
△ screen lead color: blue, white.
△ Location: Airport.
△ screen soundtrack: the beginning and end of the aircraft take off the live, powerful, and momentum. The middle lens can be used for a relaxed and warm piano tune.
△ This film focuses on the character's acting skills. Through this story, it reflects the thoughtful service of Eastern Airlines. The purpose of this film is to create a comfortable and warm atmosphere.
Screen description:
Lens 1: Panorama of the airport. A plane from Eastern Airlines is slowly landing, and the camera slowly pushes closer to the fuselage.
Asked for a sunny day, around 9 am.
Lens 2: Close-up: The Eastern plane crosses the lens, and the words and logos of the Eastern Airlines appear from right to left.
Lens 3: Then chase the plane to land and shoot in the right front of the plane.
Lens 4: Medium shot. Inside the cabin, the passengers stood up and left the cabin. A middle-aged man stood up, stretched his waist and walked into the camera with a smile.
Lens 5: The passengers in the cabin move slowly, and the men look down at the people outside the cabin, looking for...
Lens 6: The lens passes through the window and is pushed close to the exit. A young lady is waiting for someone with a little girl.
Lens 7: Men's mobile suitcase, excited to go to his wife, daughter, lift his daughter ... put down her daughter, find something in her pocket - give her daughter a gift.
Lens eight: Men's facial close-up: Frustrated, irritating expression after the gift can not be found. He threw the small gift in the cabin!
Lens Nine: At this time, a flight attendant came over with a gift from a man in the cabin and returned it to the man.
Shot 10: The expression of the man's surprise; the daughter's happy face, looking up at the father; the wife's joy... The flight attendant turned back with a smile...
Lens 11: The plane takes off, and from left to right, the words "Oriental Airlines" appear. Voiceover: "Oriental service, meticulous!"

Another example is the "Saliya" TV commercial:

Product Name: "Saliya" skin care products Advertiser: Guangzhou Baiyun Pharmaceutical Factory Advertising length: 30 seconds Product Description: "Saliya" skin care series is a famous Japanese cosmetics manufacturer Nisshin Co., Ltd. and China's famous pharmaceutical company Guangzhou The Baiyunshan Pharmaceutical General Factory is jointly produced and operated by the joint venture. The products are designed to be elegant and unique in quality. In use, there is a unique trilogy of skin care, namely "cleansing, toning, moisturizing". As a result, the product line includes three types of cleansing lotions, body lotions and lotions.
This 30-second "Saliya" skincare TV commercial was used to complement the glittering "Saliya" skin care knowledge quiz in Shanghai. The commercials not only stayed in the skincare trilogy. It is even more important to emphasize that "Saliya" gives the audience psychological satisfaction. Therefore, TV commercials focus on the theme of the splendid “Saliya” skin care and protection, and adopt a dynamic and innocent girl, reflecting the psychological feeling that “Saliya” gives people radiance.
Advertising concept: The commercial film shows that a young girl uses "Saliya" to become more beautiful and eye-catching. There is no obvious plot in the whole film, and through a series of beautifully connected lenses and superpositions, the effect is achieved in one go. In addition, the design of light and shadow always highlights a glorious atmosphere, creating a strong visual impact, making the audience unforgettable.
Shooting requirements: Light and shadow design, mainly using backlighting, when the lens is aimed at people, it can be properly charged. The hue is dominated by warm tones. The lens connection strives to be natural and stable. Outdoor shooting pursues natural backlighting, and indoor backlighting mimics the effect of sunlight entering from the window.
Each lens takes about 2 seconds, mainly using a superimposed connection, resulting in a fast, slow, and patchy rhythm.
Actor requirements:
One female and one male actor.
The actress asked for a beautiful and refined performance.
The actor asks for a good time, but avoid frivolity.
Music: dominated by a saxophone or a piano, with a melodious melody and a slow medium-speed, with a single rhythm.
Venue: A room with a dressing table that forms an easy-to-shoot angle with the vanity. Outside, an open, flat meadow on the edge of the woods.
Split shot script:
Lens 1: A close-up of a bunch of Clivia, the bouquet flutters slightly. At the same time the lens moves to the right
Lens 2: Move the edge into the lens two, and the jade hand that protrudes from the right side immediately unscrews the lid of the cosmetic bottle.
Lens 3: The lens switches a woman to put "Saliya" skin care products on her face. Side shot, backlit, and a few halos appear.
Lens 4: The lens moves from the side to the front of the woman, and the light comes from the oblique rear. The woman continues to massage the face. At this time, the position of the window is just behind the woman.
Lens 5: The lens is pushed over the woman's head and pushed out the window. Outside the window is a meadow under the sun, with a forest.
Shot 6: A picnic is taking place on the lawn on the side of the woods. People dressed in costumes talked about the day, sipping drinks, and a small band was accompanying them.
Lens 7: This woman appeared at the party, and her pretty looks caught people's attention.
Shot 8: A man is talking to others about something, but his gaze is involuntarily cast on the woman.
Lens Nine: The party atmosphere is warm, the lens is facing the upper part of a guitar, and the guitar vibrates under the fiddle of the guitarist. The background is shaking and the focal length is blurred.
Lens 10: The same picture is aimed at people, and a pretty woman is talking to a man. The front guitar is blurred by clarity. The woman felt that someone looked at her and said hello to the man.
Lens 11: The man in Figure 8 still stares at the woman with a persistent attachment, and she is deeply moved by her.
Lens 12: Red wine is poured into the cup. Switch the lens of the diagram.
Lens XIII: This woman turned a cup of wine and turned around, just in front of the man, when the woman was in the backlight, the outline light, extraordinarily delicate and elegant. Switch the lens again.
Shot 14: Close-up of a woman's face. She is passionate. A little glow appears in the backlight. At the same time, the woman meditation: "Saliya!"
Lens 15: Close-up of the "Saliya" product.
Lens XVI: Using stunts to expand from the middle of the product, there is a voice-over of a woman who takes Clivia: "Skin care, all by Shari."


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