Video ad creation

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 students. We know that television advertising creation is a process. Due to its tool-based, technical, and artistic characteristics, every stage of 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 readers' 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, balancing theory and practice whileing artistry and utility. 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 students (including undergraduate and graduate students from various higher education institutions) as well as advertising practitioners and enthusiasts.