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Language of television advertising

TV advertising language is a comprehensive language, which is composed of three languages: picture language, literary language and music language. The picture language includes pictures, subtitles, scenes and the connection between the lens and the lens; the music language includes music and sound; the literary language includes commentary and speech, but mainly refers to the written language used in the TV commercial. Since this chapter mainly describes the writing of TV commercials, it only discusses literary language. For the convenience of expression, we call it "the language of TV commercials."
The language of TV commercials must first be visual, vivid, novel and unique.
The image is to reproduce the image of things in a subtle way, so that if consumers see their people, if they hear their voices, if they touch their objects, they will be on the verge. How to write a visual TV advertising language, which requires the meaning of the language to accurately and specifically convey the personality characteristics of things. Language is the difference and generalization of things. The broader the scope of the generalization, the more general the impression of consumers, it is difficult to form a specific emotional impression. Therefore, the language of TV commercials is not limited to conveying the general meaning of things, but to express the particularity of specific things, that is, to express the characteristics of things. The imagery of the language is closely related to the characteristics. Only by showing the specific characteristics of the thing and showing the difference between a specific thing and other things can the consumer be left with a specific and distinct impression.
Novelty refers to the novelty or anomalous nature of a language. The novelty of language is opposite to the "automation" of language. Automated language is a language that has long been used as a "habit" or a habit of becoming a natural lack of principle and freshness. It is commonplace in everyday language. To impress consumers and bring new feelings, TV advertising language must strive to use fresh or exotic language to break the barriers of this automated language.
unique. The uniqueness of language actually refers to the individualization of language. The personalization mentioned here contains two meanings: one is that the author's language is unique, that is, the language can fully reflect the personality style of the advertisement creator; the second is that the TV advertisement language is compared with other media languages. Your own uniqueness.
The image and novelty of the language of TV commercials is consistent with the language requirements of other sports advertisements. Here, only the language of TV commercials is different.
There are two main differences between the language of TV commercials.
Jumping a TV commercial, the playing time is generally less than 60 seconds, and the sound part takes less time. Therefore, the language of TV commercials cannot be expressed step by step, but should follow the trend, jump with the jump of the picture, and strive to maximize the simplicity. The following example of the advertisement of Little White Rabbit Advanced Toothpaste:

Part of the picture commentary 1 A white rabbit holds a carrot. How big is the radish! 2 bite the radish. 2 Oops, the teeth are sore! 3 some bacteria drilled into the teeth. 3 It turns out that the tooth bacteria are in trouble, it doesn't matter, I use high-grade children's toothpaste to deal with it. 4 White rabbits brush their teeth with high-grade children's toothpaste and spit out the mouthful of toothpaste. The bacteria in the 5 teeth ran away with 4 teeth and the bacteria slipped away. Now my teeth are whiter! It is easy to eat. 6嘎嘎嘎, eat a carrot. 7 appeared three words: love! Love! Love! 5 children love the little white rabbit advanced children's toothpaste. 8 little white rabbits are explaining. 6 Children, if you want to buy children's toothpaste, you can come to the major department stores to find me. Please remember that my name is Little White Rabbit Senior Children's Toothpaste. 9 appeared in the factory name: Hangzhou toothpaste factory produced.
The language of this ad is also very leaping. Take the commentary words 1 and 2, 1 "How big is the radish!" The topic of this sentence is "radish"; 2 "Oh, your teeth hurt!" The topic of this sentence is "teeth." What is the relationship between "big radish" and "toothache"? Omitted. Another explanation sentence is omitted between the commentary words 4 and 5, but it is combined with the picture 6 small white rabbit eating radish and the three "love" characters on the screen 7 on the screen. It’s lively, natural, and just right. It can be seen that pauses and jumps are unique features of the TV advertising language.
Harmony Since the TV advertising language is composed of three languages: picture language, literary language and music language, when creating TV advertisements, we must pay attention to the harmonious unity of literary language and other two languages, and there should be no sense of division or discomfort.
A split-lens script such as a Toshiba color TV ad.

The image part explains the word 1 Toshiba brand color TV, which is famous for black and white stripes. 1 A black and white striped Toshiba color TV set. 〖2〗 2 look! 2 colorful flowers. 〖2〗 3 How realistic the image is! 3 Many beautiful butterflies fly around in the flowers. 〖2〗 4 What is the difference with the real thing!
The image part is the picture language, which complements the commentary word, and then cooperates with the song and the sound effect. The "starting and turning" is very natural, which strongly highlights the theme of advertising image and vivid color.


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