A structural form that focuses on product images and combines them with explanations and music. For example, this advertisement of (Jianghe Paint) has a unique concept, clear intention, beautiful shape, concise narration, beautiful music, and is quite artistically sophisticated. It organically combines the five colors of paint, red, yellow, blue, green and black, with the bright colors of the magnificent mountains and rivers of the motherland, highlighting the brilliance of paint colors. The technique is concise and pure heat is used, and the expression has the characteristics of modern consciousness and modern painting. The subtitles of "Jianghe Card" are drawn from the colorful river. The subtitles and the theme are combined very cleverly. This advertisement has very few narrations. It uses images to speak, giving full play to the characteristics of film and television language art.
The structure is mainly based on model demonstrations, combined with product features, explanations and music. For example, the "Plastic Poke" ad uses exaggerated fast and slow motion and slapstick comedy to sell products. Producers make use of film and television characteristics and means. Let the model's demonstration movements change from fast to slow, and then change to normal movements, from upstairs to the front door and fall to the ground. The plastic bucket is clamped on the door and then falls to the ground, which shows that the plastic bucket can withstand high pressure and emphasizes its hardness. When it falls on the ground, it bounces up, which shows the elasticity of the plastic bucket. This advertisement is short, fast-paced, prominent in theme, impressive, and concisely introduces the functions and functions of the product.
A structural form that focuses on characters and plot, combined with product characteristics, language, and music. For example, the advertisement "(Thousand Cups of Less Wine)" focuses on a pair of young people in love in rural areas who buy "Thousand Cups of Less" wine to honor the elderly. It has a plot and characters, and uses the organic combination of Sichuan local language and national music to convey the message. , good intentions, innovative and rich in local characteristics. At the beginning of the advertisement, a young man is walking through a bamboo forest on a mountain road in Sichuan, carrying "Thousand Cups Less" wine, passing water through a small bridge to the door of the woman's house. The whole picture is very clear and beautiful. The character's language is Sichuan dialect, and the character's actions are Sichuan's customs of visiting relatives. At the same time, the high-pitched accent of Sichuan Opera is used to emphasize the local characteristics and have a lot of charm. In the end, the relatives and friends burst into laughter, not only praising "Thousand Cups of Young Master" for being "hardly good", but also showing the lively interest of men, women, old and young in the mountain village vying for the new son-in-law. This advertisement is cleverly conceived, combining the promotion of goods with the promotion of traditional virtues. It is both ideological and humane, making this advertisement like a condensed TV series.
A structural form that combines animation with product features, music, and explanations. For example, the (Red Rock Hard Water) advertisement is expressed in the form of animation. The producer handled it appropriately, relatively complete, with a beginning and an end, forming a small plot that organically combines animation, music, explanations, and subtitles. The trademark of Hongyan Ink combines the iconic features of Chongqing (red rocks, pine trees, and white cranes), providing a foundation and opportunity for the commercial to introduce the product artistically. In terms of expression, it starts with the white crane flying from outside. The white crane flies into the house from the window, opens a pile of water bottles with its mouth, dips it in ink, and writes a subtitle introducing red rock ink. Then, it flew down on the piano and wrote the music score, popping up a pleasant melody. Then, the white crane flew briskly back to the trademark red rock pine tree, which was very novel and unique. At the same time, Zihe's subtitles are both beautiful and artistic. The visual language is smooth and smooth, and the audio-visual image is clear and moving. This advertisement can be called a perfect animated advertisement.
A structured form that focuses on children and combines singing, narration, and music. For example. Public service advertisements (electronic game consoles) are very targeted. This advertisement is based on the changes and development of children's mentality and thoughts, and uses a chronological structure to express the content. It uses a child as the main character throughout; the content of the lyrics is matched with the character's movements, and the movements are changed using the technique of "transformation". Changing time and space, running through the plot, combining relaxed and pleasant music melody with the main body movements, it cleverly highlights the theme that children should focus on learning and playing secondarily during school. Completely conceived and with clear intentions, it is a public service advertisement with social educational significance. But it also has shortcomings, mainly in terms of technical quality. The "hua" technique has blurred tones and the colors are not bright enough, making the visual image of the advertisement less than perfect. ?