A Dramatic Study Of Film And Television Advertising

Film and television advertisement has become one of the most popular mainstream media forms favored by advertisers with its wide spread effect and huge influence.With the help of comprehensive use and flexible collocation of audio-visual elements,film and television advertisements spread advertising information widely and put into the artistic emotions of the creators of advertisements,which has become a special form of advertising with both commercial attributes and artistic value.With the continuous development and change of media forms,the means of creating film and television advertising are also constantly catalytic upgrading,and a large number of film and television advertising works are flocking to the market,among which there are many phenomena of uneven good and bad and serious homogenization.Drama,as an important feature of dramatic art,has become an effective creative means for film and television advertisements to be paid attention and remembered by consumers.Through the addition of dramatic elements,film and television advertisements can stand out from many generic works,so that consumers form special memory points for them,which has also become an important reason for many advertisers to pursue dramatic creation of film and television advertisements.This paper aims to combine the two branches of film and television advertising and drama theory,to summarize the dramatic performance and function of film and television advertising,and put forward some elements of design.At the same time,through the analysis of the film and television advertisement case,research the dramatic add specific effects in the film and television advertising,and with the aid of classifying different dramatic elements to explore,formed from part to whole dramatic design thinking,to cooperate with corresponding countermeasures can provide some enlightenment drama creation of film and television advertising.At first,this paper carries out a detailed research and analysis on drama,including three main aspects: the exploration of drama by different theories,its specific connotation and characteristics,and the differences of drama under different carriers.Then,it focuses on the characteristics and performance of drama in film and television advertisements.Through the elaboration of advertising demands,the purpose of creating advertising has an overall grasp,and then analyze the dramatic features of film and television advertising,and then elaborate the specific functions of drama in it.Then,based on the case of advertising,this paper analyzes the specific design of different dramatic elements in film and television advertising,including dramatic situation,dramatic image,dramatic conflict,dramatic narrative and dramatic thinking.In the proof of the case,the significance and value of dramatic existence are discussed in detail,and the dramatic elements should be used in a holistic view.Finally,this paper summarizes the existing problems of drama in film and television advertisements,and puts forward further suggestions,and puts forward the conception and prospect of drama design in future film and television advertisements.