What is Television Advertising?

TV advertisement is a form of advertisement transmitted through television. It integrates visual image and hearing, and makes full use of various artistic methods to convey product information most intuitively and vividly. With rich expression and appeal, it is one of the fastest growing advertising media in recent years. TV commercials are broadcast in time, with wide coverage, strong selectivity, high ratings, and can be broadcast repeatedly to deepen viewers' impressions. The disadvantages are also obvious. One is the high cost; the other is that the exposure is fleeting and cannot be retained; the third is that many advertisements are crowded together in prime time and are mixed and may not attract people's attention. ^[1]

TV advertisement

TV advertisement is a form of advertisement transmitted through television. It integrates visual image and hearing, and makes full use of various artistic methods to convey product information most intuitively and vividly. With rich expression and appeal, it is one of the fastest growing advertising media in recent years. TV commercials are broadcast in time, with wide coverage, strong selectivity, high ratings, and can be broadcast repeatedly to deepen viewers' impressions. The disadvantages are also obvious. One is the high cost; the other is that the exposure is fleeting and cannot be retained; the third is that many advertisements are crowded together in prime time and are mixed and may not attract people's attention. ^[1]

Television, a dream for Chinese families more than 20 years ago, but today, not only the city already has a large number of televisions, and

TV advertisements are just like broadcast media. TV is also an instant medium. The audience s hold of TV advertisements is irrelevant.

The release form is a way for TV stations to provide customers with advertisements.

The unique montage thinking and film language of TV commercials determine that the writing of TV commercial copywriting (script) must not only follow the general rules of advertising copywriting, but also master the special rules of TV commercial script creation. The specific requirements are:

(1) Writing of TV commercial copy (script) must first analyze and research relevant data, clarify the positioning of the advertisement, and determine the theme of the advertisement. Under the command of the theme, conceive the advertising image and determine the expression and skills.

(2) The writing of TV commercial copy must use montage thinking and lens to tell the story. Language needs to be intuitive and vivid, and easily transformed into a visual image.

(3) According to the sequence of the shots, use language and words to depict each advertisement screen, and time constraints must be considered at all times. Because television advertisements are calculated in seconds, the narrative of each picture must have the concept of time. The lens should not be too much, and the content to be conveyed must be transmitted within a limited time.

(4) TV advertisements are mainly based on visual images, and the information content is transmitted through audiovisual combination. Therefore, the writing of TV ad copy (script) must be harmonious with sound and picture, that is, the "audio and picture" of the ad commentary and the TV picture. Alignment ".

(5) The writing of TV commercial copywriting (script) should make full use of emotional appeals to mobilize the audience's awareness of participation and guide the audience to produce a positive "joint effect". To achieve this, the script must be written vividly, vividly, emotionally, emotionally, and artistically. This is the foundation and key to the success of TV commercials.

(6) Write a TV commercial commentary, also known as a slogan or slogan. Its conception and design will determine the success of TV commercials.

1. Types of advertising words: including voiceovers, monologues, dialogue between characters, songs and subtitles, etc. Each TV commercial can take only one or two categories according to the needs of the creativity and themes, not necessarily all-inclusive, and greedy for more.

2. The role of advertising words: make up for the deficiency of the picture, that is, use hearing to supplement the content that is difficult to express visually; reveal and deepen the theme; further strengthen the brand or information content.

3 The writing of advertising words requires the following:

(1) Write a good character monologue and dialogue. Its important feature is that it emphasizes "speaking", which requires life, simplicity, naturalness, and fluency, and reflects the characteristics of spoken language.

(2) The narration or voice-over explanation can be a narrative or a lyrical form of recitation, or it can be a logical and narrative theory.

(3) Advertising words appearing in subtitles should reflect the characteristics of written language and literary language, and conform to the aesthetic principles of television picture composition, and have the characteristics of simplicity, balance, confrontation and neatness.

(4) Focus on writing the slogan in the advertisement. It should be as short as possible. It should be easy to remember, spread, spoken and verbal, and rhyme.

"Idea"-idea and eidos, both of which have the automatic word "idein" (see). The original meaning refers to "things that are seen", that is, shapes.

The initial meaningderived from perceptual knowledge, has a very rich meaning, which cannot be expressed by abstract concepts. Therefore, some scholars argue that the Chinese translation of this concept as "phase" makes sense. One of its basic provisions is "the class indicated by a special property", which is the reality that transcends and serves as the basis for its existence.

Modern meaning-the concept is gradually abstracted, the meaning is narrowed but it develops to different levels.

Advertising design conceptAccording to the original meaning, it is obviously a specific description of what advertising design is. Different concepts have different sizes, and they are eternal.

On April 3, 2019, the State Administration of Radio and Television announced the Regulations on the Administration of Juvenile Programs (hereinafter referred to as the "Provisions") reviewed and approved by the State Administration of Radio and Television on February 14. The "Provisions" came into effect on April 30, 2019, and made clear regulations on the content and duration of advertisements for minors 'programs, which emphasized that minors' broadcasts of television and television programs should not exceed 12 minutes per hour of advertising ^[2] .