Basic forms of expression of television commercials (TVC)

(Reposted from China Advertising Network)

Currently, there are 5 regular time slots for TV commercials seconds, 10 seconds, 15 seconds, 30 seconds, 60 seconds, etc. When we choose the form of TV advertising copy

, we must not only base it on the advertising strategy, advertising information content, advertising target audience, etc., but also respond to the choice of time period.

1. Under normal circumstances, the purpose of a 5-second TV commercial is usually to deepen the audience's impression of the advertising message and strengthen the audience's memory of the advertiser's specific image

. Therefore, the expression form of instant impression is generally adopted. Combining fleeting but impactful images with concise and concise advertising slogans to express corporate image or brand personality. Such as "riding the majestic wind of the Red River and breaking through the waves of the century", "cranes dancing on the white sand, my heart is flying", "drinking wine at the Confucius' banquet and making a difference in the world", "Goldlion, the world of men", "Yipin" Plum blossoms fill the world with fragrance", "Good air conditioning, made by Gree", etc.

2. The advertising purpose of 10-second and 15-second TV commercials is to disseminate the advertising information in a single and distinctive manner in a short period of time.

Develop corporate image or brand personality, or unique "selling points". Therefore, it is suitable to use celebrity recommendations, animations, news, suspense, simple life situations and other forms of expression. For example, Li Yuanyuan's "Pu Xin Oral Liquid" advertisement and Zhao Benshan's "Xie Li Stop" advertisement were all edited into 15-second commercials from 30-second long commercials

.

→Click here to enjoy an example of advertising work (South Coast Eel Calcium (Teething) TV commercial)

⒊ A 30-second TV commercial that can express the product from multiple angles functions and benefits. It is suitable to use celebrity recommendations, consumer testimonials, demonstrations and comparisons, life situations, and short advertising songs. Such as "Gaizhonggai" advertisement, "Puxue Oral Liquid" advertisement, "Qilijie" advertisement,

"Southern Black Sesame Paste" advertisement, "Kongfujiajiu" advertisement, "Tuopai Qujiu" advertisement Advertising etc.

⒋ 60-second TV commercials can show richer advertising content. It can adopt relatively complete forms of expression such as advertising songs, life situations, consumer testimonies, demonstrations and comparisons.

For example: There was an advertisement for "Dessell Jeans" at the 44th Cannes International Advertising Festival. The TV commercial script is as follows:

This is a typical western town called Xiaoshi Town. early morning. A kind, friendly and helpful handsome man wakes up with his beautiful and dignified wife and their

cute baby. In another part of town, the despicable and filthy villain Slim wakes up in a brothel with an ugly woman lying next to him. Slim

After waking up from alcohol, he felt dizzy. He looked at the whore and threw the sheets over her. She struggled to put the clothes on her fat body. The handsome hero put on his Dessell jeans and kissed his wife goodbye. After going out, he helped an old woman cross the street. Meanwhile, Slim lumbers downstairs, snatches a candy bar from a little girl, punches a whiskey bottle, and kicks a dog off the porch. The two men met in the street

. A shootout duel was inevitable. This one-street western town was too small to accommodate both of them. They pulled out their guns and started shooting. The handsome hero fell to the ground dead, while Slim picked his nose and prepared to continue his evil deeds.

Finally launched the brand and advertising slogan:

Dessell jeans

For smooth sailing in life

This is a 60-second episodic sex TV commercials can be called dramatic or life-situation advertisements. The storyline is relatively complete, like a miniature

movie. The advertisement uses parallel montage to intersperse shots of the handsome cowboy (male protagonist) with shots of the villain Slim.

To form a strong contrast, the tragic image of the heroic cowboy attracts people's attention. High sympathy and reverence. Desire jeans have also attracted many consumers.

This is determined by the traditional culture of the American nation.

Cowboys are legendary heroes in classic Hollywood westerns. They are brave and perseverant, support the weak and bully the strong, and uphold justice. They have become the embodiment of the national spirit of the American

people. Deeply loved and admired by people. Therefore, the image of cowboys is often used as background information for advertising products (such as "Marlboro cigarettes", etc.).

The "Dessell Jeans" advertisement is associated with the tragic image of the heroic cowboy. It not only matches the brand and strengthens the core message, but also attracts the audience with a twists and turns and thrilling plot, making the product unique the symbolic meaning. Wearing Dessell jeans will make people feel that they are also a heroic cowboy, a man who upholds justice. It not only meets the material needs of consumers, but also satisfies certain spiritual needs. It is worthy of being a creative

unique and innovative TV commercial that won the grand prize.