What are the production methods of film and television advertisements?

What are the production methods of film and television advertisements?

The reasons for the failure of advertising are complicated. American advertising market survey shows that 36% of advertising waste is due to advertisers' wrong understanding and ideas about the market; 3 1% is due to the creative failure of the advertising agency; 83% of the reason is that the choice of advertising media may be wrong. The above three points, the first point should be made by advertising companies and customers, the second point is purely advertising companies, and the third point is that advertising companies should bear the main responsibility. The following is the production method of film and television commercials that I have compiled for you.

1. Why do 85% of advertisements go unnoticed?

In an advertising company, if you are a planner, you should pay attention to the first point, if you are a designer, you should pay attention to the second point, if you are a media developer, you should pay attention to the third point.

You should know what attracts people, or you should know what features a good advertisement has.

Second, the number of readers of advertising headlines is five times that of the text, which means that the readability of the headlines is five times that of the text.

The reading effect of title and text is 5: 1. Obviously, your advertisement should have a title or slogan or something. On the other hand, if you are a designer, how much space and weight should you give to the advertisement title?

If you can speak freely in the title, you will waste 80% of the advertising fee.

Here's just what your title should be and what it should include (according to past advertising experience, they suggest embedding the brand name or theme content in the title, such as "When remy martin opens, good things will come naturally", and so on. But not everything is so dogmatic), and how to attract attention (traditional 3B principle, baby, beauty, beast).

Fourth, the advertising blank increased by 1 times, and the attention rate increased by 0.7 times.

This is the proportional relationship between content and blank, which is difficult to balance. We try to make an inference based on this assumption: A4 format advertising area, commonly used typesetting text, the full text has no special effects, 1/4 lines are empty. I believe that this attention rate should be a very low standard, and we assume that the value is 1. However, after testing, even if the line spacing doubles to 1/2, the degree of attention has not changed much. Even if it is doubled, there will be no improvement.

This shows that this "blank" refers to the way of "concentrating blank areas" rather than "evenly distributing". Then, that is to say, the picture needs to be half-empty to achieve the original effect of 1.7 times the attention rate. (In fact, if all advertisements are half empty, they will definitely be seen, not because of the content, but because of strangeness. )

So if you leave it half empty, it will be tested. What is the customer's acceptance? The adequacy of the content? Blank cost performance (the cheaper the product, the less valuable it is)?

5. The number "100" is 25% more touching than "100" because it is close to reality.

The statement of "close to reality" is far-fetched. It should be said that Arabic numerals are faster than words, and there is no understanding limit, so "not reading" goes directly to the brain. Therefore, mixing Arabic numerals with words will increase the speed of understanding the text. According to China's national writing standards, anyone who can write with Arabic numerals should try to use Arabic numerals instead of chinese numerals, which is also the principle of "speaking with numerals" to facilitate quick reading.

Six, color advertising is five times that of black and white advertising.

A good reason to persuade customers to advertise in color, if the price is not five times. If a zebra with black and white stripes suddenly jumps out of the colorful jungle, will it also attract your attention? So understand that difference is the biggest attraction, not the form.

Seven, advertising language 8- 12 words are the easiest to remember.

This is the slogan we often say. Sometimes slogans and headlines are integrated. Whether it is easy to remember depends on whether it rhymes. "Mi Bang Wei, don't take the usual road" is a good example. Phonology is a unique part of Chinese, and the wrong phonology will make the slogan speechless and difficult to catchy.

VIII. Number of people reading 20 words of advertising copy 10, number of people reading 5500 words, number of people reading 1.

It seems that everyone hates wordiness, but fascinating stories are not afraid of length, so it is helpful to read more detective stories. Moreover, some people say that what is the difference between classical love novels and modern love novels? It's the structure. Classical novels usually have to be opened from the middle to see some intimate scenes of the hero and heroine; And the first few pages of modern novels should be the lens of passion. All these show that readers need to be excited in advance and think about the current film structure, such as the opening segment of "Minority Report" catching an assassin, so that you can understand that a movie that can't attract you within 20 minutes will make you fall asleep, and advertisements will give you shorter time!

Nine, 20% more people look at advertising pictures than at advertising headlines.

On the other hand, if your image is unattractive, you will die, and if your title is unattractive, you can only die again! Image: title =1.2:1Pay attention to your key points. At present, there are still some big manufacturers whose advertisements are mainly based on images. The advertising language is small, but it has the function of making the finishing point. Learning this advertising model is discouraged because, to a certain extent, you can't get (or create) a picture that perfectly reflects the content.

Ten, the average person's mind can't handle more than seven units at the same time.

This rule appeared very early. In other words, if there are seven advertisements on the same page, you should be the first one to be seen (it is difficult, usually we can't accurately predict what the surrounding advertisements are). Furthermore, the main points in the advertisement should not exceed seven. In the dark, there is a destiny, and the number of seven is hard to surpass.

XI。 Pictures are more powerful than words.

We often say that a picture is worth a thousand words, which is empiricism. If you learn how to speak with pictures, you will benefit for life. If you want me to tell you how to exercise this ability, I suggest you learn to draw "four squares". If you have skills, the key pictures in your four squares can be your advertising pictures.

The order of reading newspaper advertisements is picture-title-text.

This is a new direction of thinking, which will now affect our rearrangement of advertising pictures: in the past, we always put the title at the forefront, but now we have to readjust it considering the stimulation and visual process.

Thirteen, the number of people who read newspaper advertisements on the left is more than that on the right 12%, and those who read above are 60% more than those who read below.

This data may be questionable. According to our own statistics on Chinese advertisements in newspapers and periodicals, it should be on the right, and the position in the first half is the best position.

Fourteen, the time for the audience to pay attention to TV advertisements is 5 seconds, and the first two seconds are the strongest.

Heart Sutra says: Eyes, ears, nose, tongue and body are six senses. Sound plays an important role in TV advertisements. Smell, taste and touch have not appeared in multimedia TV advertisements, but there are many signs that these things will lead us to experience the real multimedia world in the near future.

Fifteen, people who look at triangles are twice as many as squares.

By extension, in fact, irregular shapes are more noticeable than regular shapes. This is visual common sense, and it is also the phenomenon of "finding the edge" in visual psychology. Similarly, if the same square is rotated into a diamond, the attraction will be greatly improved. (In the understanding of digital images, it can be understood that the greater the probability that the scanning line meets the edge line on the X axis and the Y axis, the more attractive the graphics are. )

Sixteen, break the routine performance advertising attention rate doubled.

There is a question of degree. There is a sentence that is well summed up: unexpected, reasonable. If you make it both unexpected and unreasonable, this expression is very problematic. In this respect, we should learn more about French advertising, not American advertising.

Seventeen, nicknames are eight times higher than names because of their characteristics.

"Brokeback", "Coral" and "Fan Texi", if you use these words well, your works will be branded with the times. Intel gave each chip a nickname, also for the promotion effect of the market.

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