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Special requirements for writing TV commercials

When writing a TV commercial, you should master the special requirements of the TV script, mainly in the following two points.
A vivid representation of the visual image.
Although TV is called audiovisual art, it is mainly visual art. It depicts life through many continuous images. Its artistic image is a visual image that directly reflects the movement form of things. The content on the screen is all capable. To give viewers an intuitive and visible view, this determines that the content of the TV commercials should be able to clearly reflect the visual image, with concrete and realistic vision, so as to be transformed into a screen image.
For example, if it is a newspaper advertisement, you can write such an advertisement: "Winter, people want to drink hot fruit..." But if you copy to TV commercials, you will not be able to. As a TV commercial, it is necessary to describe winter signs such as snowflakes, ice cubes, and cotton coats. This is what we call a visual image.
A TV commercial such as Ningbo Shanshan Suit:

TV commercial 2:
Picture: The abstract notes jump on a man's cedar suit; the man looks at the cedar suit he wears before wearing the mirror; the man wearing the cedar suit runs on the grass; the man jumps into the sky and gradually goes away.
The picture introduces the Shanshan Group mark.
The slogan: "Weaving our own dreams, we must have a far-sighted vision, look at ourselves at any time, constantly surpass the past, and spoil the world. Shanshan series of clothing."

Regarding the depiction of the picture, there is no abstract narrative, no exaggeration, metaphor, and so on, which can completely transform the visual image.
Use montage techniques for structure and performance.
Montage is a transliteration of French montage, originally a structural term, the original meaning of composition, assembly. The Soviet film industry first borrowed it into the film, meaning the editing and assembly of film footage. Montage includes editing and it's inseparable from editing, but montage is not a clip. The clip just cuts out the lengthy and dragged parts of the lens material to make the film more concentrated and has a strong dramatic effect. Montage is an aesthetic principle, which runs through the entire artistic production from the art of editing to photography, recording, editing, etc. In the process, and by editing, new relationships and meanings are created between the upper and lower lenses. For example, a TV commercial has such a picture: the first lens is: a blue and blue sea-like sky with whimsical white clouds on it; an endless grassland, no houses, no humans, only a group of strong cows in peace Eating green grass. Then cut out the second shot: a beautiful woman with a cup of fresh milk, slowly drank, a smile on his face. Finally, the brand of fresh milk is produced. This ad has only music and no ad words. However, through the combination of the above two lenses, the consumer is conveyed with the message that the brand's milk comes from the unpolluted prairie and is a veritable green food. It’s really silent here. Looking at such an advertisement, I can't help but make consumers feel excited.
In short, montage is the basic means of television structure. It can establish a new meaning or symbolic relationship between the lens and the lens, expressing the emotions or concepts that are not or not clear enough in a single lens. Therefore, in the creation of advertising, we must consider how to use the techniques of montage to make the audience impressed, how to express the concept of goods through the editing of the lens, to create the beauty of the art of advertising.

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