Decentralizing propaganda film
From the perspective of Internet development, decentralization is the form of social relationship and content generation formed in the process of Internet development, and is a new network content proction process relative to "centralization"
compared with the early Internet (WEB 1.0) era, today's Internet (Web 2.0) content is no longer proced by professional websites or specific groups of people, but is the result of the joint participation and equal power of all Internet users. Anyone can express their views or create original content on the Internet to proce information together
with the diversification of network service forms, the decentralized network model becomes more and more clear and possible. After the rise of Web2.0, the services provided by Wikipedia, Flickr, blogger and other network service providers are decentralized. Any participant can submit content, and Internet users can create or contribute content together
since then, with the emergence of more simple and easy-to-use decentralized network services, the characteristics of Web2.0 have become more and more obvious. For example, the birth of services more suitable for ordinary Internet users, such as twitter and Facebook, has made it easier and more diversified to proce or contribute content to the Internet, thus enhancing the enthusiasm of Internet users to participate in the contribution and recing the threshold of procing content. Eventually, every netizen becomes a tiny and independent information provider, making the Internet more flat and content proction more diversified
from the perspective of astronomy, decentralization refers to the fact that the universe has no center, that is, a boundless mass without a central point
1. Appeal communication
the planners of media companies have a preliminary communication with enterprises to understand their propaganda demands
in other words, what do enterprises want to publicize through promotional videos? The company's brand concept, proct, proct function, proct competitive advantage, audience and the purpose of the promo as well as the expected effect
2 / 9
2
according to the demands of enterprises, media companies plan creative solutions that are in line with the enterprise brand construction
3 / 9
3
after receiving the planning scheme, enterprises confirm whether the scheme is feasible and what modifications need to be made according to the actual situation of their own enterprises
after further communication between the two sides and the final confirmation of the revised plan, the shooting plan of the publicity film was officially launched
4 / 9
4
according to the plan, the planner will proce a detailed script including shooting picture, commentary, lens arrangement and soundtrack
5 / 9
5
if there are actors, the director will select the actors and clothing according to the script
6 / 9
6
the director led the team to the shooting scene to select the best shooting location and location<
7 / 9
7. Shooting
the crew, actors and costumers arrive at the predetermined shooting site and complete the shooting according to the script content
8 / 9
8. Post proction
later stage personnel collect materials and complete editing and packaging according to the script
9 / 9
9. Customer confirmation
after editing, the film will be submitted to the enterprise for review. If there is no objection, the film will be submitted. If there are any modification suggestions, they will be submitted again after modification until the final confirmation of the enterprise.
a well-made enterprise propaganda film can greatly enhance the image and influence of the enterprise, and every enterprise attaches great importance to the proction of propaganda film
therefore, the market demand for the post proction of promotional films is also increasing day by day. In this issue, we will separately summarize the post proction process and ideas of corporate promotional films, so as to better complete the proction of promotional films
I will divide the content into four moles for a brief description< 1. Picture: color, three-dimensional, special effects
Color refers to the color bias of the whole film
for example, business, technology, Internet and other enterprises prefer cool colors
some practical procts or video promotional films are more realistic or warm-hearted
of course, there are fresh, colorless, low saturation and other colors
3D and special effects
2. Sound: synchronization, commentary, sound effect, music
here "dialogue" refers to simultaneous recording
3. Rhythm: editing, music
rhythm includes the rhythm change of music, as well as the use of the lens, through the cutting point can clearly see the rhythm of each part of the lens<
the proction idea of the promotional film
we may often encounter such a problem, that is, the material of the early shooting is not very good, a lot of content is missing, and the bbing file has already been recorded and cannot be changed. To solve this problem is actually to test the editor's ability to design the whole film
(for example, the same color is actually similar content, how to reasonably apply these similar content to the whole film.)
after getting a , the novice often starts to cut it anxiously, and solves one difficulty. But when you cut it, you find that there are pits everywhere. After asking for help from experts, you find that the film will be changed beyond recognition. The reason for this is that before cutting, I didn't think clearly about the purpose of the film and how to arrange the materials in my hand. Can only be in the proction process to demolish the east wall to make up the west wall, demolish to demolish to become a dangerous house
so when a novice encounters such a situation, his mood is basically like this
What does a mature editor do when he gets a
first think about the idea of this film
1. What kind of film is this
2. What is the structure, the whole and the theme of each part of the film (the whole structure of the film)
3. How to express (selection method, connection)
4. What are the highlights of the film (special effects, music)
5. How to determine the proction plan (the implementation of the above content)
we can only start after we understand the above. The material used in each paragraph and the way of expression should be arranged clearly. Only in this way can we improve the later work efficiency, instead of meaningless overtime<
material arrangement of publicity film
1. Material collection and arrangement
after the proction plan is determined, the material collection and arrangement will start. Materials include pictures, materials, video materials, shooting materials and many other types
2. Format and setting
define the format of the promotional film to be proced (4K / HD), and then set the sequence of new software project<
3. After classification and familiarity
you can sort out the materials and get familiar with them. Final cut 7 has a high requirement on the format of the material. In the same timeline, all the material formats must be the same as the timeline format to keep the editing smooth; So the standard of material format in the early stage of final cut 7 will directly affect the smoothness of post proction. Other software can decide whether to convert the agent according to the performance of the computer<
the implementation of the propaganda film
1. Be familiar with the material as much as possible
the arrangement of the material in the early stage is not limited to the unity of the format, but also need to be familiar with and grasp the material
be familiar with the content described in the writing, which shot corresponds to the material, which shot is in which part of the material, and record it when necessary, so as to focus on the material search in the future
in this way, the editing time can be greatly saved and the initial impression of the edited film can be formed in the brain
2. Lens arrangement
after the impression is formed, the lens can be arranged according to the
which lens corresponds to which sentence, and where there is no lens in the or the lens cannot express< After the preliminary arrangement, if there is a lack of material in the film, it should be supplemented in time. If the lens can't show the content, we should use new ideas to show, such as using the proction effect to cover up the lack of material
4. Overall adjustment
the final step is to grasp the film as a whole (the overall structure of the film, the splicing method of the lens, the tone, the expression form of the effect, the rhythm of the film, and the rhythm and emotion of the music). After determining, we should implement these
how to persuade customers when their ideas are contrary to their requirements
first of all, you have to understand in your mind that the customer will pay for the film in the end. What you do is to present the customer's requirements in an artistic way. Of course, it will be more perfect if it is in line with your own pursuit of art, but satisfying customers should be the first
secondly, when analyzing the project, we should fully understand the needs of customers. Most of the time, customers put forward some inexplicable modification suggestions, because most of the customers do not know what is wrong, they just ask by feeling. This time you need to use your expertise to convince customers. For example, you can clearly introce your previous proction idea to them, and tell them why you cut so much and why a lens is used so much. Don't feel that your art is tainted by customers' aesthetics. You should use your professional skills to let customers accept your art. Effective and peaceful communication can solve the problem. Confrontation will only aggravate the later revision, which is not concive to film delivery.
the integration of tradition and modern, folk customs and the times, focus on the performance of urban function positioning and development context!
1、 The shooting angle is usually based on human visual characteristics as a reference, and the whole viewfinder effect should be presented in a relatively stable state. Therefore, the cameraman can adjust the size of the subject at any time ring the shooting process, so as to keep the dimension of the camera and the subject unified
Second, according to the characteristics of the enterprise, the shooting angle of the propaganda film is formulated, and the different shooting angles in the shooting process have different expression meanings. When the camera angle is higher than the subject, it is suitable for large scenes shooting in the form of overhead shooting, which is easy to show the grand and hierarchical sense of the picture, and increase the three-dimensional sense of the picture Thirdly, in the actual process of shooting promotional film, the speed of shaking can be adjusted to track the subject. More importantly, to maintain the speed and stability of movement, this technique is concive to creating a tense and moving atmosphere for the picture Fourthly, when shooting the company's promotional film, the brightness of the environment, the angle and the rhythm of the camera will affect the final effect. In addition, we need to maintain a positive attitude, so that we can harvest more details
extended materials:
points for attention:
1. TV commentaries should be clean in narration, clear in language, short and concise in words and sentences, and strive to be colloquial and visualized in language
the commentary is not a simple description of the picture, but a summary, evaluation, supplement, extension and deepening of the picture and the sound of the same period, in order to convey the information that the picture and the sound did not convey or could not convey. TV commentary, like a chain, connects the TV picture with the simultaneous sound to form a complete collection
When writing TV commentary, we should try to use popular and vivid language to explain the phenomenon and clarify the truth. The discussion should be thorough, profound, full of speculative color and philosophy. The commentaries should not be empty words
2, performance details
the people and things recorded in TV feature films can only achieve the effect of expressing emotion and containing reason through vivid characters, colorful pictures and vivid and touching life scenes. If a TV feature film has no passion and the whole article is dry preaching, it will not attract the attention of the audience and will not receive the desired effect
in order to show vivid characters and vivid and moving life scenes, we need to pay attention to the details. Because detail is the smallest unit to show people, events, social environment and natural scenery, typical details can make the finishing point and leave a deep impression on the audience
reference link: enterprise propaganda film_ Network
text performance features:
in order to continuously deepen the audience's understanding of the brand and the enterprise, so, in each section of the text, The name "dingguagua" has been repeated many times in order to strengthen the memory of the brand, so as to make the brand deeply rooted in the hearts of the people, and finally achieve the effect of attracting attention and strengthening the brand awareness
in the beginning and end of the performance of brand value, in order to create an imaginary atmosphere and create an aftertaste of the artistic conception, and also in order to combine the characteristics of the promotional film, the text is short, and there is no correlation or cohesion between paragraphs. However, after the elaboration of each paragraph, there is a short sentence summarizing this paragraph
language description method
not from the perspective of the enterprise, but from the perspective of a consumer feeling the brand, feeling the enterprise and process description, in order to keep pace with the viewer's thinking, at the same time, it is easy to resonate, generate purchase desire and enhance brand loyalty<
follow the purpose
highlight the enterprise's care for health and lead the fashion
word number control
according to the general propaganda film, the speech speed is 80-100 words per minute, and the film length is 10 minutes, so the word number is about 1000 words, while the current word number is 1600 words, so we need to cut and modify it, hope to gather our wisdom and put forward suggestions
example:
enterprise propaganda film
1 Introction
land of longitude and latitude
land of prosperity
Wuhua Tianbao
crouching tiger, Hidden Dragon
2. Brand value, brand culture and brand connotation
(brand value)
collect natural colors of the world, care for people's healthy life
dinggua, a top colored cotton clothing brand
make everyone's life more valuable
dinggua,
colorful cotton clothing
natural Brilliance
continuous healthy life
(brand culture)
inheriting the classical charm of Oriental clothing, and absorbing the classic fashion of Western brands
classic, modern
let each clothing convey a unique taste and trend
natural, noble, fashionable, healthy
Top melon, A resounding famous brand
let us feel together, beyond the connotation and culture of clothing itself
(brand connotation)
dinggua
dingtiandi Zhengqi, asking about the world's warm and cold
3. Enterprise history, enterprise system, enterprise spirit and enterprise outlook
in 2002, dinggua was born in Changzhou, a famous textile town, in just two years, Dinggua has become one of the most influential brands
dinggua, a rapidly rising brand, has been tempered by the business world, but is the only one to show off its brand. It relies on the combination of integrity, quality, innovation, service, perseverance, confidence, talent and concept
excellent enterprise spirit: integrity; excellent; Exuberant ambition; willpower; Group spirit; Innovation consciousness; study; Responsibility: sense of hardship<
top-notch slogan: constantly deny themselves, constantly explore and innovate
top-notch business philosophy: let customers make money, make customers satisfied, make the company strong, let employees increase
top-notch constantly explore in the growth
relying on the mature technology and patent advantages of Jiangsu textile hometown, with strong proction capacity, super design ability, international R & D ability and practical marketing strategy, Jiangsu textile has become the instry leader irrefutably
at present, the top marketing network is all over the country, with more than 2000 marketing outlets. While consolidating its domestic market, it has also come to more than 60 countries and regions, such as the United States, Japan and the Netherlands, with an annual export of more than 50 million US dollars and a total sales of more than 1.2 billion yuan
the natural planting base in Xinjiang, 108 advanced air-jet loom proction lines in Japan, with an annual output of more than 10 million square meters, 650 Mu Instrial Park under construction, 5000 sets of supporting processing equipment, six modern proction workshops, and an annual output of more than 28 million sets are the guarantee of building a strong platform for the marketing network
Top melon, first-class raw materials, first-class equipment, first-class talents, first-class marketing system, first-class online order guarantee<
Top melon, build CSI system engineering, implement unified brand, unified image, unified management, unified price in the whole country
Top melon, pay attention to brand construction, maintain brand value,
Top melon, solemnly promise to national consumers, never discount
no discount on quality! Service is not discounted! Value is not discounted
Top melon, always feel the confidence and guarantee of a successful brand
thinking and understanding, understanding and action, action will be high
the highest pursuit: to create a world-renowned and respected first-class enterprise in 20 years< Top notch corporate mission: to create more value for Chinese people's money
4. Clothing characteristics and clothing design
Top melon is the first to obtain international environmental certification and national green environmental certification
Top melon, natural color, no pollution, no chemical pigments, no azo and other harmful substances
calm, introverted, simple, grade
Top melon, with the beauty of nature to make the world beautiful
relying on the world-class design companies in New York, Hong Kong and Shanghai, we have more than 800 varieties of top ten series of top melons and melons, no matter underwear, sweater, knitting, home textiles, children's wear, T-shirt, shirt, home clothes, socks, and so on. The styles keep pace with the world fashion
Top melon, to create a new focus of fashion
Top melon, a brand clothing for white-collar elites
Top melon, embracing nature and health
5, feeling
soft, comfortable, intimate and meticulous
Top melon
healthier and more confident
the moment you put on top melon, your heart seems to be closer to nature<
Top melon,
from nature, return to nature
Top quack
lead the new trend of fashion, advocate a healthy new life
, , tiktok , proct introction:
1, fast hand advertising
express launched the information flow advertisement in 2017, accumulated massive user data through continuous delivery, optimization and upgrading, and made the advertising of fast hands more accurate and better advertising effect. P>
Kwai flow information flow advertising and traditional search advertising have different advantages and different ways of promotion. Traditional search advertising is a mode of "users looking for businesses", that is, users search relevant keywords to trigger the display of business advertising, and users choose the right businesses according to their own interests. The Kwai flow is based on the user's behavior on the Internet, using the big data algorithm to infer the potential needs of users, and label users, so that businesses can advertise according to their procts' potential labels, which can greatly increase the exposure of procts and get the attention of users interested in procts. Kwai Kwai marketing platform has the following four advantages:
: traffic bonus: short video instry traffic bonus period and fast advertising platform good advertising environment, so that advertising can accurately touch. Kwai old fellow: p>
: old fellow iron Economy: the fast hand has formed a unique "community", and the old iron economy has made social cohesion stronger. p>
③ technology driven: the short video instry has been deeply cultivated for 7 years, adhering to the principle of "decentralization", and realizing personalized matching between content and users through technology driven
(4) multiple contents: rich, real and easy to operate2, Kwai Kwai advertising location
fast stream advertising in the fifth or sixth video bits refreshed every time the page is found, that is, when the user Kwai APP opens or the user drops the new video content, the advertisement is displayed in fifth or sixth videos from the top down. Why is it fifth or sixth, not the fixed fifth? Because the cover of the Kwai do video has a large and small cover, it will also adjust the display position according to the needs of the page when the advertisement is displayed. p>
note:
① the 5th and 6th positions are video positions, but not every refresh has advertising display; The specific presentation form is pushed by the background according to the algorithm
2. To protect the advertising effect, new users Kwai Po within 7 days of new downloading / registration is not pushing advertising. Because the effective information obtained by the newly registered user platform is limited, it is difficult to accurately locate. After users use the app for a period of time, the platform can understand the potential needs of users and provide better advertising services for businesses
3, Kwai Kwai video information flow advertisement display style
: users find page
is the effect of user opening or refreshing when downloading, that is, fifth or sixth video bits display the business advertising style, you will also display this effect when you put on the advertisement. p>
② video playing page
this is the video playing page that users enter after clicking "advertising video". At the top of the page is our uploaded "advertising video", and at the bottom is the advertising information, including advertising links. The advertising links at the bottom generally point to our landing page or download app directly
Kwai page, which is the page that we enter after clicking the link of "advertising video". This page can be provided by ourselves, or can be built quickly by using quick tools. The landing page is the direct transformation page of advertisement. Landing pages generally include the following four types:
A. E-Commerce orders can be either a third-party e-commerce platform (Taobao, tmall, Jingdong, vipshop, pinoo, etc.) or a self built e-commerce platform
B. form collection, this kind of general users collect customer information, and the later sales staff follow-up development, mainly including financial loans, ecation and training, secondary e-commerce, etc
C. application download, for advertisers who need to download applications, such as game download, application download, etc
D. brand activities, advertisers for brand activities
information flow advertising is widely applied to all kinds of brand and effect advertisers, supporting a variety of application scenarios and promotion needs:
① application installation: information flow advertising improves users' download, installation, activation and other behaviors
② e-commerce ordering: information flow advertising helps to obtain users, and completes browsing, ordering, purchasing and other behaviors through Taobao
③ promotion of brand activities: access to landing pages through information flow advertising
(4) sales lead collection: collect sales leads through information flow advertising⑤ improve application activity: support recalling old users or improving user activity through deeplink
⑥ topic challenge promotion:
directly landing on the advertising topic page, calling on users to participate in the creation of short videos related to topics, so as to enhance brand awareness
p>
E. personal homepage, where contact information can be placed for potential customers to contact you actively
F. private message, for users to communicate with you directly
g. comments: after users have seen your advertisement, they will express their ideas in the comments. You can make full use of the comment function to interact with users, do word-of-mouth marketing, or directly develop customers
3, Kwai Fu advertising orientation dimension
: basic orientation: support many basic orientations such as age, gender, geographical location, etc., to help advertisers screen users; p> (2) interests and hobbies: support the orientation of interest, crowd, label and other attributes, and explore the potential interest needs of the crowd
(3) user environment: the system can judge the user's equipment, operating system and network status, and advertisers can choose according to the delivery needs (4) algorithm optimization: through OCPC, the advertising is more accurate, the cost is lower, and the conversion effect is betterOPPC, or optimized cost per click, is to provide advertisers with automatic effect optimization based on optimization objectives, continuously improve advertisers' advertising efficiency and input-output ratio, and effectively solve the problems of unstable transformation cost, too high transformation cost and too little transformation amount. At present, it supports optimizing behavior click, download complete, activate and form. The game instry focuses on the use of OCPC activation, and the system will automatically compensate for the excessive cost of advertising groups
(5) budget scheling: you can set a daily budget or a specified date for delivery to better control the delivery cost4, advertising price
: the way of offering: Kwai Fu advertising is based on bidding, and the advertiser with higher price is given priority to get the chance to show. p>
② charging by CPC (click): charging by click, the minimum click price of Android is 0.1 yuan, while the minimum click price of IOS is 0.2 yuan
③ the repeated click behavior within 20 minutes is only counted as one behavior, and the cost of one click is dected
(4) charge by CPM: if charge by CPM, from RMB 15 per CPM