2. Target audience positioning: The target audience is the target consumer of the product. Who shall we show this advertisement or feature film to? What are the viewing time and habits of our target audience? These are the decisions we made after investigation.
3. Main product positioning: in fact, it is to arrange our whole content into a general theme as the propaganda object. Only by determining the theme first and ensuring that our theme has marketing value can we ensure the publicity value and final effect of our theme.
4. Positioning of the media: Determine your audience according to the potential market of the media. On the one hand, we should pay attention to the blank spots of the audience and open up new development space. On the other hand, it is necessary to classify and reorganize the audience according to the subject matter, so as to gain a new development world.
5. Content orientation: mainly refers to the purpose, nature, cultural plate, local characteristics and so on of the column. It is a decision on media products based on audience demand and communication purpose.
6. The style of the whole promotional film: Different styles will also attract the appreciation of different audiences, which requires our creators to have bold creative ideas and seek a way of expression that can achieve the best results, thus highlighting our publicity personality.
7. Promotion orientation: TV feature films have different appreciation purposes for different audiences, some are spiritual interests and some are cultural promotion. Have a plenty of to get practical benefits. Of course, different audiences will look at it according to different positioning, but this is our publicity value and will get better publicity effect.
8. Drafting of shooting plan:
After the program has a clear planning idea, it is necessary to conduct targeted non-standby interviews, also known as color spots, to provide real materials and materials for planning, to determine the real subject and cut-in angle of program shooting, to determine the performance level and structure of the program, to shape the personality of the program, to quantify the personnel, equipment and capital investment of the program, and to draw up a shooting outline that clearly points to the director. 1, highlighting vividness
The theme of the event in the film is prominent, and the scene should be natural, imposing and vivid.
2. Highlight uniqueness
The point of view in the film should be clear and the personality of the characters should be prominent.
3. Emphasize contrast.
The contrast between things and characters in the film should be vivid and vivid, so that the audience can have a reference. 1 The lens moves the most disorderly.
One of the main differences between TV, animation and photos is the movement of the lens. The main requirements of lens movement are flatness, stability, uniformity and positioning. Through lens movement, a new picture is formed and new information is expressed.
Ping: That is, the composition of the shot picture should be balanced and stable. Whether it is a still life or a moving object, its horizontal line should be kept straight and consistent. When the camera moves horizontally, it is particularly important to keep the fuselage horizontal.
Stability: This is the basic requirement of translation. Give the audience a relatively stable video of the subject or its background changes by shaking the lens. Generally speaking, the panning speed is slower than the left picture, and slightly faster in the middle. Take into account the rhythm of the whole film when operating.
Unity: This is the basic requirement for zoom operation and push-pull camera. In addition, it is also very important to keep the focus and ensure the clarity of the subject while zooming and pushing the camera at a uniform speed.
Positioning: the movement of the lens has a positioning problem of the landing picture. That is, when pushing, pulling, shaking, moving, following and swinging the camera, where is the last picture set? The movement of the lens is to explain a problem or introduce a new theme. Therefore, when operating the moving lens, the cameraman should know fairly well, be quick-witted, set the lens on the corresponding panoramic, middle or close-up scene according to the requirements of the theme, and keep the subject in the corresponding position of the picture all the time.
2 color reproduction should be true
In TV feature films, the quality of color reproduction is a concern of every filmmaker, and it is also one of the standards to measure the quality of TV feature films. In the process of shooting, there are many factors that affect color reproduction. Indoor, outdoor, early morning and dusk, sunshine and lighting change frequently, which requires photographers to work carefully. 1 to avoid too many special effects.
Nowadays, nonlinear editing is widely used in TV production, so it is possible to adopt linear editing. Making stunts with nonlinear editing is really simple and handy. However, if the special effects are properly used and unique, they can undoubtedly stimulate the audience's appreciation interest and enhance their memory. If special effects are abused too much, just for novelty, and special effects are added at will without careful consideration, the result will only make viewers dislike and distrust TV programs, especially science TV programs, because they follow the characteristics of things themselves, and too many excessive special effects can only be counterproductive. Therefore, the choice of special effects would rather be lacking than excessive, and it can be used or not. The effect is the same, and when other means can be explained, they should not be used resolutely; Problems that can be explained by simple special effects, not complicated.
2. Post-editing should avoid "jumping off a building"
There is a picture jump during the program editing, which is unbearable for the audience. The beating of the picture has the following two situations.
(1) Jumping and unstable jumping of the whole picture due to technical reasons. The solution is to leave enough time for rolling forward for more than 6 seconds each time when shooting.
(2) The picture plot jumps caused by improper montage combination. Therefore, the later editors should create on the basis of fully understanding the director's creative intention and central content. In general, try to avoid hard switching between close-ups, between moving shots and fixed shots, between shots with opposite moving directions, and between shots with relatively fixed scenes.
3. The sound of music effect should be innovative.
The music in feature films, with vivid sound effects, is an important way to render the theme. Music must be consistent with the theme and rhythm of the program. Different rhythms of background music on the same content pictures leave people with different psychological effects. The ups and downs, rhythm and theme melody of music are properly selected, which complement each other and add to the icing on the cake.
(1) If there is no special demand for music selection, you should try to avoid using pop songs. When popular songs are used, the rhythm, melody, meaning and content of the songs are often uncoordinated, which will distract the audience and affect the effect of the program.
(2) TV background music should not be the same tune from beginning to end. The music of feature films should also be adapted to the content, with ups and downs, smoothness, climax and intermission. The rhythm and melody of music itself contains emotions, thoughts and implications, so determining the use, starting and ending time and paragraphs of music fragments is the basis for doing TV music well.
(3) The volume selection of background music. Generally speaking, the music in TV feature films does not directly convey information to the audience. Psychological research shows that 60% of the knowledge people get from audio-visual textbooks comes from pictures and 30% from explanations. So in any case, the volume of background music can't exceed the commentary volume.