In film and television advertising works, the theme dominates the whole article and plays a decisive role. Advertising expression generally requires clear and easy to understand, not circuitous and vague, but accurately conveys the core concept of the product. However, it seems that the concept film and television advertisement does not care about these requirements, but adopts a reverse form of expression, with loose structure, unclear semantics and fragmented narrative, creating a dreamy time and space, reflecting the intentional image world of the author's subjective intention to reorganize and transform, and the spirit and intelligence are highly condensed. This kind of consciousness activity is not a mechanical copy of the external world, but an active expression of the essence of the mind, and it is a thinking process from perceptual perception to rational abstraction of external physical objects. For example, Yang Fudong's PRADA 20 10 spring and summer men's concept advertisement short film "First Spring/One Year" (35mm film to HD, 9 minutes 1 1 sec) seems to be unable to find the theme, and it is more appropriate to describe it as obscure. The work seems to be an artist's dream, full of all kinds of suspense and mystery. He swam alone, refusing the approach of the viewer, but constantly tempting the viewers who tried to get close. This is a thinking puzzle set by the author. He provided bits and pieces of clues, and the viewer was forced to look for answers. Just like the characters in the film, they are always in a state of searching, either ancient princes and concubines, or now handsome men and beautiful women, mysterious gentlemen in the west. Sometimes they perform at different times, sometimes they get close to each other in the same time and space, stare at each other, and finally separate from each other and continue to look for stories. In this way, off-screen viewers follow their search results and combine their own search experience. In the film, the man rose gracefully into the air and walked a tightrope, ending the daydream-like video journey. At this time, the author who seems to be hidden in the shadow appears a strange smiling face, and he presupposes an empty answer. Any guesser who tries to prove his intelligence can only hypnotize him and slowly enter a state of ignorance. When he woke up, his mind was still in a fragmented "search" state. Such an open ending is a theme that does not seem to be planned by the author. The communication of concepts is a metaphorical sky, and the symbols of images cannot be clearly decoded. As a creator, Yang Fudong is not limited to the concept of "advertising". He just created his own video story on the platform provided by the luxury brand Prada. As the author said in the interview, "When creating video works, there is something with feelings or ideas, or something flashes in his mind ..." (P136) explores the author's creative motivation. But at the same time, it is precisely because of this imagery concept expression that the characteristics required by the advertising theme are more appropriate. Later, on the basis of this concept advertisement, he extended another experimental video work-Fifth Night.

"The Wind Comes from the East" is an image advertisement officially revised by Oriental TV on June 8, 2009/KLOC-0. The creative team is a concept short film "City of Fantasy Music" directed by the famous director Chen Kaige. The focus of this short film is that the clown receives a call from a child and wants a balloon. Through a series of wonderful time-space transformations, it shows the magical changes and development of new and old Shanghai, and highlights the concept of "the wind comes from the East". For this concept short film, many netizens have slandered it, thinking that the expression of the work is also non-cloud and they don't understand its meaning. The author thinks that the reason why the work can't communicate with the audience is the inertia of traditional thinking. The audience is used to the advertising model with clear answers, and always has doubts about the emergence of new models, which requires a process of adaptation and acceptance. The director called it a concept film because it is different from the traditional image advertisement in creation motivation and expression form. What he shows is self-perception of the spiritual imprint of the city of Shanghai, an imagery understanding. Compared with the video artist Yang Fudong's One-year Plan, the theme of this work is relatively clear, without ambiguous thinking test, and the narrative is still linear. The short film conveys the idea of the work easily and happily through symbolic means. Balloons, music, dancing, flowers, children, foreign cars, alleys, jazz, racers, classrooms, etc. In the film, all these symbolic elements * * * are isomorphic and become a special feature of the blending of Chinese and western cultures in Shanghai, especially balloons. The interpretation from red to blue points out the theme of "the wind comes from the east", which means that Shanghai is gradually established.

Second, the experimental image visual language

Image experiment, that is, "experimental image", is anti-traditional and anti-mainstream from the beginning, which is completely different from the mainstream film style. It deconstructs the linear narrative mode of traditional movies, and often challenges the audience's accustomed viewing experience through deliberate technical mistakes such as defocusing or scratching the film, fast or slow editing or sound alienation. Like the late French artist Marcel? Just as Duchamp sent urinals to art galleries as exhibits, the exploration and development of experimental films broke the classic mode of traditional films and opened up a variety of image styles. Avant-garde artists regard images as an art form, expressing their personal observation and thinking about art, philosophy, society, culture or history and politics, thus constantly thinking about the value of identity verification or existence or aesthetics. Yang Fudong is one of the most influential contemporary video artists in China in recent years. His works are well-known in the art circles at home and abroad for their unique perspective and prudent aesthetic attitude. Judging from his concept film and television advertisement "PRADA, 20 10 men's wear in spring and summer", it seems that he is writing classic poems for Prada brand with lens grammar. The flowing lens coincides with the grasp of the poetic rhythm of cadence; These images are independent and interrelated; The movement of the lens, the combination of words and expressions and the colorful * * * work together to interpret the spiritual chapter. "A year's plan lies in spring" is a proverb from China. With the title of "One-year Plan", the author shows the image with the old Shanghai style. The treatment of black and white tones is gorgeous and full of texture. Narration is still a movie imitation of reality, but its performance goes beyond the real experience everywhere, reflecting the blending of dreams and reality. A suspense shot was designed at the beginning of the film. Guided by the nervous movements and eyes of two unidentified western modern gentlemen, the picture is switched to the ancient palace in China. Strange atmosphere, slowly moving lens, beautiful clothes in birdcage, beautiful palace concubines, suspicious prince or emperor, fashionable modern women and elegant men floating in mid-air with the camera switching. , is slowly unfolding. The characters appear in no deliberate order and travel through different time and space at will. The seemingly chaotic shots are basically connected by the changes of the actors' sight, thus producing a dreamlike visual picture. The processing of rhythm inside and outside the camera, sad music, emotional characters and calm action performances, the unity of black and white tonality, the processing of mottled light and shadow, and so on. The rich visual language strengthens the mysterious atmosphere of the film, and its experimental shooting techniques and intentional film themes complement each other, and together they construct a very modern visual spectacle scene. The experimental nature of Chen Kaige's The Wind Comes from the East —— Fantasy City lies in the director's visual experience. Although it is not alienated, it is completely different from the past, from which the concept advertisement comes.

Of course, the creative characteristics of concept film and television advertisements are not only summarized above, but also reflect the author's limited thinking. Generally speaking, contemporary art has begun to integrate into the commercial field and occupy a dominant position, which stems from the consistency between the willingness of well-known brand enterprises to pursue excellent product quality, the awareness of strategic management of brand culture and the avant-garde thoughts of contemporary artists. With the development of science and technology and economy, business competition is becoming more and more fierce. Enterprises require products to be constantly innovated, and at the same time, they also require propaganda concepts to keep pace with the times. In particular, international luxury brands always like to cooperate with artists, and "business+art" has become a special highlight in brand stories. Such as the cooperation between BMW, Louis Vuitton and LV brands and many famous contemporary artists, and the cooperation between Coca-Cola and new media artists. The creation of contemporary artists is basically a pioneer expression ahead of the times. They often use abstract means to express ideas that are difficult to express in words, full of innovative spirit, which is exactly in line with the concept of cutting-edge, quality, culture and brand building of enterprises. Brand provides a platform for video artists to explore visual language freely, allowing artists to fully display their artistic skills and philosophical thinking, witness their personal talents and bring benefits to business. Therefore, the visual language features of film and television advertisements under the control of experimental image artists must be obviously experimental. Since the advertisement of "Fantasy City" created by director Chen Kaige for the revision of Oriental TV was called "concept film", the film and television advertising industry began to use "concept film" to define the work. At this point, "concept" has become synonymous with improving the artistic quality of works, and even concept movie trailers have appeared. But I really can't understand why a movie trailer should be defined by "concept", and I also see the blind follow-up of "concept" and the differences in understanding. Good advertising is the crystallization of wisdom. Under the premise of diversified times, it is necessary to take care of the aesthetic tastes of audiences at different levels, which requires an innovative spirit of connecting the past with the future. The appearance of conceptual film and television advertisements has broken the traditional creative forms of film and television advertisements, injected new visual elements into film and television advertisements in the new era, and will surely become a new trend of film and television advertisement creation in the future.

There are malicious advertisements! And public service advertisements! Different angles are different! In distress

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