TV Commercial Tutorial

Author: Li Yanlin
Publisher:
Publish Date: 2004-11-01
Features: This book is divided into 7 chapters. Chapter 1 explains the scientific meaning of advertising, its historical evolution, the development of the television industry, and the current state of television advertising, as well as the functions, characteristics, and types of television advertising. Chapter 2 discusses the preliminary planning of television advertising. Chapter 3 explores the creative techniques of television advertising copywriting and scriptwriting. Chapter 4 elaborates on the creativity and design of television advertising. Chapters 5 and 6 provide a detailed discussion on the shooting and production techniques of television advertising, and introduce the application of multimedia technology in television advertising production. Chapter 7 summarizes the measurement of the broadcast effects of television advertising and advertising management. Each chapter begins with learning objectives and ends with review questions to make learning more effective.