Fundamentals of Television Commercial Creation: A Series of Textbooks for Higher Education in Journalism and Communication

Author: Zhang Yinping
Publisher:
Publish Date: 2005-02-01
Features: Theoretical knowledge and practical skills in television advertising creation are an indispensable part of the knowledge base for advertising majors. We know that television advertising creation is a process. Due to its instrumental, technical, and artistic characteristics, any in the creation process has a crucial impact on the final success of the advertisement. Perfect advertising works rely on close coordination among the pre-production, production, and post-production stages, and cannot be separated from essential conditions such as equipment, technology, techniques, and methods. Therefore, the structure of this book divides television advertising creation into two main parts—Creative and Production—to facilitate reader understanding and mastery. Combining potential issues and needs that readers may encounter in theoretical learning and practical operations, the book is written to be comprehensive, practical, and easy to read, blending theory with practice and balancing artistry with usability. For example, in the Creative section, in addition to traditional creative theories like montage, it introduces the language system of television advertising and adds knowledge on the creation of television public service advertisements and television advertising editing. In some chapters, appendices or extended readings are provided to broaden the scope of the textbook. From various perspectives of television advertising creation and production, this book offers systematic knowledge on television advertising theory and production basics for advertising majors (including undergraduate and associate degree students from various universities) as well as advertising professionals and enthusiasts.