On The Rhythm And Performance Of TVC

Rhythm is an important issue in the creation of film and television advertising. It is also a subject that needs to be further studied in the field of art design. Designers want to control it when practing. Rhythm, as a kind of aesthetic elements, runs through all the elements of the film and television advertising. Good rhythm can make the person have the psychological pleasure,so as to perceive the content and have the desire to buy the product. Television advertising is a creation of a practicality,which is very strong. You need to master a skill of montage and the lens language use.In post production,we should pay attention to rhythm changes. Using editing means to deal with the structure and the length of the film and television advertising, which need to consider many factors and value orientationIn this paper, I use a method of combination of theories and examples, combined with my experience in "BlackandCameron" film and television advertising production company. I was involved in designing and editing a series of film and television advertising. Combining with the lens language art, I pay attention to social and market demand, as well as consumer psychological demands, analyzing the design and editing in the rhythm of film and television advertising. I take the film and television advertising rhythm of the processing and performance as the main line, outlined the film rhythm of the connotation of value and research background, and then from various aspects of detailed research on the rhythm of film and television advertising, pay attention to the role of psychology in the film and television rhythm, and finally I use my practice as an example, further explore the rhythm processing and performance.