What is CF?
C (commercial): business, commerce, F (film): film, video, film, film. CF: Literally translated, it can be said to be Now refers to the ad using footage shot. As in the movies, on television, so the international community is called the But more in the domestic television, it often refers to television advertising.
the development history of television advertising:
1979 年 1 28 (first lunar month) Shanghai television March 18 the same year the first case of foreign advertising broadcast Since then, TV advertising into people's lives. If not the Internet. So in the three advertising media (radio, newspapers, TV), TV media is the latest, and its history is short, but today it has become the most important business information carrier. TV advertising is its powerful influence to guide and transform people's lives and the lives of carrying a lot of information on lifestyle and consumer trends to promote social development.
characteristics depending on the nature of ad:
TV media compared with other media, there are very prominent real-time, while the three major characteristics and the general public, in fact, this is not the essential characteristics of television media. Only in the advertising, the television advertising is particularly prominent. TV on the molding material is the time in terms of the electronic media, in terms of its shape is the visual effect of mixed media, it is clearly different from the plane of the print and signs, but also different from the sculpture, its obvious that: 1. It not only accounted for more space-time, 2. it has imagined three (three-dimensional) space, see intangible 3. It is a continuous dynamic image, 4. it has a voice; we know that visual information can attract just 35% of people attention, purely auditory information can only attract the attention of 15% of the people, audio-visual combination is capable of attracting the attention of up to 75%. So we can understand the advantages of television advertising • strong intuitive, and the audience can not accept the cultural level of restrictions. • Can shorten the psychological distance the audience with aggressive, • • high credibility of television ads with a realistic display advertising product appearance, texture, use, and rely on high-tech The sound and light technology show the structure of goods,
Christian Louboutin Bags, principles and effectiveness, and highly intuitive. The audience can not accept the cultural level of restrictions. Television advertising can be shape, color, text, language,
Christian Louboutin Peep Toe, sound, movement, expression and other forms of wealth on people's visual, auditory stimulation at the same time, can easily bring the immersive experience, with a strong sense of the scene can shorten the psychological distance the audience. Short film advertising information form closest to real life, the most vivid, from the accepted point of view, it can fully mobilize the most emotional and satisfying the audience's senses, a vivid image of the lock to the audience and stimulate interest and attention to ensure effective advertising information convey
Television advertising's role in the current market:
• Television ads aimed at convincing consumers to buy products; • Television advertising is targeted at consumers; • television advertising technique is to arouse the attention of consumers ; • function of television advertising that is fast, accurate and timely dissemination of information on the product among consumers at large; • is the role of television advertising to promote product sales
Television advertising and the current classification of terms commonly used:
• A, by recording material points:
• advertising film when shooting with a video camera to capture the content recorded in the 35MM or 16MM movie film, after washing, after the magnetic transfer (ie the image to the tape) can be television.
• picture film advertising rich layers, light effect ideal. Video tape advertising •
short video ads video tape or tape advertising ads, he will shoot the content recorded in the BETACAM belt.
• such advertising has many advantages, one, he does not have to edit through the process, can in time television, making the process simpler than the film shooting; Second, editing easy, as the tapes can be modified as re-recorded; Third, do special effects, such as: pull the elephant, etc.; four colorful.
B, according the real source of the nature of sub-
advertising advertising that is shooting the scene, directly reflect the reality of the people and things, have a strong sense of realism and on-site. Virtual advertising is also a regular, major television advertising
animated ads • the name suggests, the activities of the animation is drawn, hand-drawn animation and computer animation sub-two. • Animated ad is an imitation of life can fully express the subjective imagination of so many of the performance of the content is difficult to obtain accurate performance •
C, according to the purpose of sub-creation
• public service ads are public service ads, he does not for-profit, mostly to convey a positive and healthy concept.
commercial • commercial advertising and the image is divided into commodity advertising (including corporate image and advertising, brand image advertising) categories, the purpose of commercial advertising to promote their products, he is mainstream advertising;
the purpose of advertising is to sell the image of corporate philosophy, establish a good image and enhance public awareness, and improving the reputation and consumer loyalty. •
D, according to the form of sub-picture •
• static ad is divided into two kinds of subtitles and image ads. • Subtitles and image ads despite announcer commentary,
Christian Louboutin Shoes, but it is not real TV ads, but with the plane carrying radio media advertising. They should be an integral part of television advertising or a form of expression. Dynamic Advertising
• dynamic advertising that is in front of said television advertising, it is to use the camera or cameras to film the activities of image ads
feature film:
usually the structure of statements, longer, richer content, you can have multiple priorities.
• commercials:
requires high creativity, style, highlight, time compact, performance is usually a theme, and zoom.
• Flat:
style, style, mood of an integrated environment, is a tone of commercials.
• script:
is the structure of the copy by the lens. A picture description and narration content •
Executive Director issued: optimization script, accompanied by drawings of each shot more accurate, closer to filming the results.
• photographic techniques used:
push, pull, shake, move, lift, rotate •
some special photographic methods: • speed photography, frame by frame photography, microscopic photography, aerial photography, underwater photography, infrared photography, canthal light.
crew Title Description:
Director
• co-ordination, planning, design, the entire contents of the film. • Determined later when the creative copy. The director will film scenes for division of the style of each lens, form, structure, choice of actors, scene of the requirements, etc., all made on the content of the film set of implementation plans.
• photographer
screen mainly responsible for the content of conduction through the director and feel. Choose angle, adjust the camera, lighting effects • requirements, the design trajectory. Maximize the realization of the director's intentions for each shot.
Art
• accordance with the requirements of the director, the product landscape, scene design, layout of the props. Implementation director, photographer for any other contents related to the requirements of King style. Consistent with the overall tone of commercials requirements.
light •
light, usually a group of people. In accordance with the requirements of photographers, camera for each lighting layout. • Help photographers achieve picture ideas.
props
• name suggests, is in accordance with the requirements of art, advertising film production line with the contents of the props.
clothing in accordance with the requirements of art, design, production of an actor's clothing.
mechanic •
on the track, lifting, arm, and other equipment operation. • Accordance with the requirements of the photographer, the design range of motion, moving distance.
Continuity
• responsible for the on-site record number for each camera lens. • Usually continuity are mostly part-time assistant director, so I will be responsible for some of the communication with the actor, according to the director's intention to arrange the progress of other staff work.
responsible for the entire production • commercials shot expense. Including live-line workers to eat and drink. It can be said of the film crew housekeeper. • Movie producers will communicate with the director before shooting the film details, staffing, time, scene number and so on. In order to develop a detailed expenditures, action is in strict accordance with the more considered after expenses.
site workers •
responsible for moving equipment, large machinery use. The contents of general temporary employment according to the shooting. However, most of the crew are all experienced personnel.
movie camera:
• photographic film camera is the main equipment, the general structure of points: chip box, transmission, door and claw the first film, shutter, viewfinder, lens and mirror base and other parts.
needed two hours of mobile and fixed;
divided according to specifications: 8,16,35,
Christian Louboutin Mary Janes,70 mm camera; according to the requirements of special and trick photography was divided into high-speed cameras, three-dimensional video camera, a panoramic film camera and so on.
• camera auxiliary equipment: tripod, lift trucks, track vehicles.
• photographic techniques used: push, pull, shake, move, lift, rotation
• several special photographic methods: speed photography, frame by frame photography, microscopic photography, aerial photography, underwater photography, infrared photography
shooting production equipment used briefly:
film • film negative points (or negative) and positive.
• specifications are 8mm, 16mm, 35mm, 70mm, etc., the most common is 35mm, 16mm.
most commonly used camera into the following types: • HDW-750P 1080/50i
• HDW-750P1080/50i high-definition camcorder
high-definition camcorder sony_hdw-f900h sony_dvw-790wsp2 sony_hdw-750p Kamera_HDW-700A
recorders SONY_HDW-500 sony_DVW-A510P sony_DVW-500P
dysprosium lamp lighting FDD
special equipment: photographic arrays track
standard television advertising production process:
first step to understand customer needs: customers through the AE staff through interviews, telephone, e-mail contact, inform the product, project information, and make their own advertising, the AE staff development strategy. Related content: 1. Company Overview 2. Introduction of product or project, fill out the survey. 3. That creative direction, style, key elements. 4. Determine the strategic direction proposed for the production of the basic requirements.
The second step to develop creative copy
: • creators, according to strategy, develop creative writing and visual representational strategies • copy, or drawings. • Advertising their own internal audit first.
Step PPT proposal: • an appointment for face to face by the creative team who explained the proposal • creative strategy, creative point, the director of creative content • the visual part of the generated ideas, and advertising elements of the overall description of the grasp •
T proposal conference, there will be some video of the reference film. Exposed to the greatest degree of the original intent of advertising and expression. • Been confirmed, AE personnel offer.
Step • including shooting for some offer, shooting equipment, filming, shooting home landscape, props, shooting, shooting clothing, crew (director, producer, cameraman, lighting division, Arts, makeup artist, hair stylist, costume designers, stylists, actors, etc.), electricity, magnetic switch, music, editing, special effects, two-dimensional and three-dimensional production, dubbing and production costs of synthesis, the production company profits, taxes and other advertising movies All aspects of production, with production schedule. Specific valuation schedule
Step • • signed contract accepted by both sides, have signed the The contract contained in the Annex Companies within the stipulated time taken to prepare the implementation of PPT for the next meeting.
Step Six crew PPT meeting: • company ad filming all details to report to customers and explain the reasons. Including the production of the script, the director explained, the light tone, music samples, Kan King, set the program, actors auditions, modeling actors, props, costumes ... ... and other related commercials shot parts of all the details for customers to choose the final eleven recognized as an After the film's basic reference. • In preparation for filming work, and some other three-dimensional post-production work. Before the start of shooting, the company will include customers, advertising agencies, film crew, including all aspects of relevant personnel to take notice in writing, " " inform the location, time, crew personnel, contact mode of information. Step Seven crew
implementation: • PPT meeting in accordance with the contents of the implementation. • Overall command of the director do each scene according to the requirements of communication and photography, the lens required to achieve precise requirements of photography. • Officers on the scene with the arrangement of art, clothing, etc. for scheduling, to achieve required results. • Photography, art director, both based on the requirements, command lights, appliances, clothing, makeup, props, and so actively cooperate with each group. • Director and producer to seize, capture the progress and timing.
Step eight post clips:
• After shooting, the first transcribed into a tape form of the film, • This step is called: the magnetic switch.
• recording, the content is recorded narration.
• and then, with the late director, officer under the concept of creativity and shooting to determine the style commercials, structure, rhythm, undulating points and so on.
• staff will be in a few days later, the footage in accordance with the requirements of the director, accompanied by music, add narration, the integration of premium effects, clips into a film.
• waiting for customer review. The end of this step make films
ninth step: The customer paid the balance due under the contract, the company received the final payment will be finished in the professional tape commercials to the customer. Thus, the commercial production process is over.
Television advertising fees: creative, strategy, copywriting, drawing royalties, usually the cost to pre-paid advance fees
• proposals: the proposal team car Lu costs.
• equipment costs: photographic equipment fees, tapes, film charges, location machinery, power generation, vehicles, lighting equipment, and special equipment costs, filter costs, consumables costs
• Photography Fees: transportation costs, vehicle costs, equipment, transportation fee, accommodation, venue rental, insurance, photographic fees, meals
• Art Fee: design fees, home landscape fees, props, and special shape charges, art personnel costs (including technology, service, road fee), clothing expenses, make-up vanity fee
• performance fee: The main actors, supporting actors, dubbing fee • photo fee: photography fees, production costs
• animation production costs: cartoon painting, cartoon photography, painting subtitles, subtitling, special design photography, and special design photography fees, title composition fees, design fees, modeling, and special design fees
• music fee: composition, production costs, copyright royalties •
recording fees: recording studio fees, technology fees, screening fees, technical fees outside the record, additional equipment fees, recording and then record fee, optical sound film costs, tape costs, fees magnetic sound film, sound fees, recording s fees
• clips fee: Clip fees, sets of cutting costs, cleaning costs the film, film cleaning materials, the optical effect of fees, custodial fees optical effect materials, compilation of equipment costs, fees & editor # 8226;
other: the specimen charges, production fees, computer graphics, and management fees, tax fees, advertising fees • production tax preparation costs: external contact, negotiate, select View • director fees : director, assistant director studio fee: studio rental, use of electricity charges, special equipment costs, the studio charges • technology fee: photographers, camera assistants, lighting engineers, lighting assistant, lighting, preparation costs, special photography technology fee, computer animation costs, the cost of film art director, is very complicated. Under normal circumstances, customers need only provide the offer in accordance with the stated reasons and can communicate.
Television advertising service standards:
AE Standard •
AE personnel in all television advertising process, access to all information, are responsible.
• AE's service standards, that is, the beginning and end of each session when the validation, structured, clear manner.
• recognized each of them has a corresponding form and confirmation letter.
• AE in the session, through constant content and customer signature confirmation to protect both parties against loss. • Service to fair treatment and coordinate their views, to promote agreement.
innovative service standards
• creative people refer to the maximum extent possible, provide the element data.
• present products to maximize the performance of the project.
• the customer, based on the precise situation to achieve creative
• with a leading strategy, creative testing, survey review, etc. to ensure customer's products, the project is safe.
Television Service Standards Department
• strict accordance with the customer's confirmation, for each of these steps work.
• the views of customers have a choice to adopt or explain the reasons for not available. • Keep clients invested work and responsible attitude.
• guarantee the quality to achieve customer requirements. • Not confirm the contents of random loss of customers. Television's service standards
• ensure customer safety into the content.
• rigorous confirmation, self-test, the implementation of other aspects of the management steps.
• utmost to provide outstanding customer suggestions. And clearly in the work reinforce employee awareness of services and landing areas.
• Television advertising is a very testing services. Not as many people imagine, but the implementation of mechanization, shooting.
• size, excellent and experienced film and television production company, will link the service into a confirmation of each project. So, when you and when the film companies through their chain of confirmation to be able to appreciate the services of professional standards.
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