Secretarial knowledge > Advertising

TV ad format design

That is, the plan, description, and requirements for the TV commercial shooting. Including advertising targeting, ad targeting, advertising themes, commercial time, what music, pictures, subtitles are used to focus on what. The TV commercial of this design is actually a plan book. The specific implementation, including what lens is used, how the lens is combined with the lens, and the combination of lens and sound are completed by the advertising crew.

The following example is a TV commercial:
Product Name: Zhonghua Premium Cigarette - "Golden China"
Advertising orientation: “Golden China” is the essence of China, and “Golden China” reflects the taste of Chinese premium tobacco. Let all the "smokers" in the world taste the "golden Chinese" alcohol and taste, everyone smokes it, everyone likes it.
Advertising positioning: The “gentleman” class of domestic cigarette consumers will be taken from foreign cigarette brands such as “Marlboro” and “Jianpai”. It is as if the Japanese would rather smoke domestic cigarettes such as “soft seven stars” and “international seven stars” instead of smoking foreign cigarettes. This not only pays attention to national feelings, but also receives economic benefits. It is also necessary to target foreign consumers and strive to bring "Golden China" to the international market and promote the elite of China Tobacco.
Advertising theme: “Golden China” is reflected in the three styles of “long, harmonious, and stylish”:
——Long-term: The “China” of “Golden China” is a long-standing country, suggesting that “Golden China” is a long-lasting brand.
——And 睦: Pumping “Golden China”, everyone feels good and has a good spirit.
- Style: Shows an advanced enjoyment.
Advertising time: 30 seconds.
Matching music: melodious, hearty, bright silk music:
- Melancholy: Reflecting the grace of the "Golden China" and the Chinese nation.
- Hearty: embody the "harmony" style.
——Brightness: It reflects the spirit of the high-level people who enjoy the “Golden China” and strives for continuous improvement.
- Reasons for using silk music:
1. Silk music can express the spiritual outlook of the Chinese ancient man, making people recall the melodious Chinese culture.
2. In the human hearing, it is different from the popular "metal music", giving people a fresh feeling and easy to remember.
3. Different from the current foreign brands of cigarette advertisements, these advertisements are all used in modern "metal music". The silk bamboo concert gives many consumers a lot of associations and is easy to remember.
NARRATOR: The six major scenic spots of the Great Wall, the Yellow River, the Yangtze River, the Yellow Emperor Mausoleum, the Terracotta Warriors and Horses, and the Guilin Mountains and Waters reflect the 5,000-year Chinese culture.
“Golden China” can take you to the magical land of China.
The final subtitles: the taste of gold in China is different from the screen design: using telephoto and wide-angle stunts, the six scenic spots such as the Great Wall are composed of six sets of visual images to bring the audience to the wonderful places of Chinese attractions. . Then the male voice narrated to let the audience know that this is China. Finally, the subtitles are: Gold is loaded with Chinese, and the taste of the alcohol is different.
Production focus: This is an emotional commercial. The focus is on:
1. Take six shots of the famous group. It is necessary to use various shooting techniques to reflect the fascination of the famous places from all angles. The majestic majesty, the romantic romance, the peaceful peace, the various groups of places must have their touching points, and the co-ordination of the six groups of images must be It is "a long-standing, harmonious, and stylish" with the purpose of reflecting the grace and elegance of Chinese culture.
2. The production of soundtracks: according to the different paintings of different groups, some fish leaping gantry, some mountain water, some Jiangnan minor, in short, to reflect the wonders of Chinese attractions.


recommended article

popular articles