What is the format of corporate publicity copy?

Copywriting is the core part of the whole shooting process and has great guiding significance in the whole shooting process. Therefore, any excellent corporate promotional film cannot be separated from excellent copywriting. The composition of film and television language is mainly composed of the following three elements: visual part, including screen pictures and subtitles; Auditory part, including audio language, music and sound; Grammar and syntax. To write a script, we must first analyze and study the relevant materials, make clear the advertising positioning and determine the advertising theme. Under the command of the theme, conceive the advertising image and determine the expression form and skills. This requires the establishment of an ad hoc group with experienced team members to grasp the information and situation of industries, enterprises, products and brands in the shortest time. According to the sequence of lens paragraphs, we should always consider the time limit when describing an advertising picture 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. Copywriting of corporate promotional videos should make full use of emotional appeals to 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 foundation and key to the success of Mei Feng's advertising campaign. The writing of corporate propaganda film copy must use montage thinking and narrative with lens. Language should be intuitive and vivid, which can be easily transformed into visual images. From the words on paper to the narration on TV, this turning point needs the director's skill more. Corporate promotional films mainly focus on visual images and spread information through audio-visual combination. Therefore, the writing of enterprise propaganda films (scripts) must achieve the harmony between sound and picture, that is, the "sound and picture counterpoint" between advertising commentary and TV screen. Write the commentary of the propaganda film, also called advertising words or advertising words. Its conception and design will determine the success or failure of TV advertising.