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1、医疗电视广告脚本文案创作指导及案例赏析（MedicalTVadvertisingscriptwritinginstructionandcaseappreciation）Specialnote:ThisarticlereprintedtoWeiSuyunSinablogTVadvertisingcopyisaspecialformofadvertisingcopyinTVadvertisements.Becauseoftelevisionadvertisementinthewritingprocessinadditiontotheuseof
2、thegenerallanguagesymbols,wemustmasterfilmlanguage,usingmontagethinking,conceptionaccordingtotheorderoflens,muchlikefilmscriptwriting,whichisalsoknownasTVscript.TheTVadvertisingscriptconsistsoftwotypesthatarebothconnectedandindependent:oneisliteraryscript,andtheotheristwo
3、shotscript.Literaryscriptisthebasisofshootingscript,andshootingscriptistheseparationandrecreationofliteraryscripts.Theformeriswrittenbycopywriter(screenwriter),whichiscompletedbydirector.Atpresent,theaverageperiodofTVcommercialsis5seconds,10seconds,15seconds,30seconds,60s
4、econds,etc..WhenweselecttheformofTVadvertisingcopy,weshouldnotonlydependonadvertisingstrategy,advertisinginformationcontent,advertisingtargetaudience,butalsocorrespondwiththechoiceoftimeperiod.15secondsmedicalTVadvertisingscriptcopyUndernormalcircumstances,5secondsoftelev
5、isioncommercials,thepurposeisusuallyinordertodeepentheaudience'simpressionofadvertisinginformation,andstrengthentheaudience'smemoryofthespecificimageoftheadvertisingentity.10secondsand15secondsoftelevisioncommercials,thepurposeofadvertisingistoinashortperiodoftime,theadve
6、rtisinginformationforasingle,characteristicdissemination,highlightingcorporateimageorbrandpersonality,orunique"sellingpoint."".Therefore,itissuitableforsuchformsascelebrityrecommendation,animation,news,suspense,simplelifescenesandsoon.15secondsofadvertisingforthelengthoft
7、heshort,withapictureofblastinginthedisseminationofinformation,concise,intherelease,manyadvertisementsarefromtheoriginal30secondsclipinto15seconds,repeatedlybroadcast,formingabombingofcommunicationeffect.Becauseofthesmallscreenadvertising,highqualityrequirements,highdegree
8、ofcontrolinthescriptplanning,thegeneraluseofshootingscripttoreflect.Scriptscriptfor15seconds:XXh
