The unique montage thinking and film language of TV advertisements determine that the writing of TV advertising copy (script) should not only follow the general law of advertising copy writing, but also master the special law of TV advertising script creation. The specific requirements are:
(A) TV advertising copy (script) writing, first of all, to analyze and study the relevant information, clear advertising positioning, determine the advertising theme. Under the command of the theme, conceive the advertising image and determine the expression form and skills.
(B) TV advertising copy writing, we must use montage thinking, narrative with the lens. Language should be intuitive and vivid, which can be easily transformed into visual images. Such as: "Sony" TV advertising script
Picture: A young man is watching TV on the sofa. The TV is outside the painting, and the characters are positive expressions, the same below.
There is a young woman next to that young man.
A lively and lovely boy appeared in the middle.
This man and woman are getting old. Their daughter-in-law and two grandchildren have been added to the sofa.
Advertising words: This is Sony.
Script from: China Advertising Boutique, 145 page. This TV advertising script uses visual language and narrates through dynamic pictures, which makes the enterprise's commitment to consumers become a visible visual image-Sony TV can accompany three generations. Time goes by, the quality remains the same, and the style and effect are never out of date, which is liked by three generations. There are only four words in the advertisement, which strengthens Sony's brand. Without any explanation, it conveys such a rich connotation, which is a model of Meng Qi's thinking.
→ Click here to enjoy examples of advertising works (anti-drug (baby) TV advertisements)
(3) According to the sequence of lens paragraphs, we should always consider the time limit when describing one advertising picture after another in language. Because TV advertisements are calculated in seconds, the narrative of every picture should have the concept of time. There should not be too many shots, and the content to be conveyed must be spread within a limited time. Such as: "China People's Insurance Company Shanghai Branch" TV advertising script shot 1: (Close-up) Two goldfish are swimming leisurely in the fish tank.
Lens 2: (folded in half in the middle) A goldfish bowl is safely placed on the shelf.
Tip 3: (Zoom in to the panorama) Suddenly, the fish tank fell off the shelf and smashed to pieces, and water, goldfish and glass fragments were scattered everywhere.
Voice-over: Oh, my God!
Scene 4: A goldfish rolls back and forth on the ground, dying.
Lens 5: (panoramic shot to middle shot) The water, goldfish and broken glass on the ground gradually gather together and return to the original position of the shelf along the falling track. Broken glass was enclosed in a fish tank, and two goldfish swam leisurely in the fish tank as usual.
Voice-over: Huh?
Lens 6: (with special subtitles) "Take insurance to save the day".
Voice-over: Oh!
Scene 7: (overlapping to panorama) "China People's Insurance Company Shanghai Branch".
The script comes from: The 30-second TV advertising script "China Advertising Boutique" has only seven shots, but it conveys rich information. Through dynamic visual pictures, the process of goldfish bowl from intact to broken to repaired is symbolized, as well as "Oh dear" and "Huh?" "Oh!" Mutual cooperation makes the narrative ups and downs, and intuitively conveys the significance and role of joining insurance.
→ Click here to enjoy examples of advertising works (TV advertisements of insurance companies (museums))
(4) TV advertisements mainly focus on visual images, and spread information content through audio-visual combination. Therefore, the writing of TV advertising copy (script) must achieve the harmony between sound and picture, that is, the "sound and picture counterpoint" between advertising explanation and TV picture.
→ Click here to enjoy examples of advertising works (baked beans with tomato juice (popular) TV advertisement)
(5) TV advertising copy (script) writing should make full use of emotional appeal, mobilize the audience's sense of participation, and guide the audience to have a positive "collateral effect". In order to achieve this goal, the script must be vividly written, affectionate and meaningful, and artistic. This is the basis and key to the success of TV advertising.
→ Click here to enjoy an example of advertising works (TV advertisement for HP copier (nanny))
(6) Writing TV advertising commentary, also called advertising words or advertising language. Its conception and design will determine the success or failure of TV advertising.
1. Types of advertising words: including voice-over explanation, monologue, dialogue, songs, subtitles, etc. According to the needs of creativity and theme, each TV advertisement can only take one or two categories, which may not be comprehensive.
2. The function of advertising words: to make up for the deficiency of the picture, that is, to supplement the content that is difficult to express visually with hearing; Reveal and deepen the theme; Further strengthen the brand or information content.
3. The writing requirements of advertising words are as follows:
⑴ Writing monologues and dialogues of characters is characterized by emphasizing "speaking", requiring life, simplicity, naturalness and fluency, and reflecting the characteristics of spoken language.
⑵ For narration or voiceover explanation, it can be eloquent narration, lyrical recitation or theoretical statement with strict logic and narrative discussion.
⑶ Advertising words in the form of subtitles should reflect the characteristics of written language and literary language, conform to the aesthetic principles of TV picture composition, and have the characteristics of conciseness, balance, duality and neatness.
(4) Advertising language focuses on advertising language, which should be as short as possible, easy to remember, easy to spread, colloquial and rhyming. For example, the advertisement of "Bell Telephone Company" in America.
Advertising copy:
One night, an old couple was having dinner when the phone rang and the old lady went to another room to answer the phone. When he came back, the old man asked, "Who is calling?"
The old woman replied, "It's my daughter."
Ask again: "What can I do for you?"
Answer: "No."
The old man asked in surprise, "Nothing? From thousands of miles away? "
The old woman sobbed, "She said she loved us."
Suddenly, the two men were relatively silent and excited.
At this time, a voice-over appeared: "Call your love!"
The copy comes from the advertising copy of Chinese and foreign advertising products. Except for the voice of the last sentence, almost all advertising words adopt the form of dialogue between characters, forming a certain plot. It is completely daily spoken language, which conveys touching human feelings, gives strong emotional color to the enterprises to be promoted, and makes the audience have a good impression on the enterprises in the emotional voice, and the corporate image is engraved in the memory of the audience. Nothing. Grab another computer.