Advertising film production, or how to sell, delight and shock?
Is the world surrounded by advertising these days? It is difficult to say in a literal sense. Certainly, however, the advertising message plays a significant role in the choices we make. Despite the passage of centuries, the recipe for good advertising seems to be the same - it has to attract attention and arouse emotions. In an age of such strong advertising messages film production advertising is a very difficult task, the aim of which is simply to stand out. All the more reason to say a little more every now and then about the basic principles by which your advertising will be successful.
Today's commercials are essentially films which, although temporally short, do not require much less commitment from producers than large-scale cinema productions. So the production of advertising films must begin with pre-production. This is nothing more than a plan of action for the entire advertising message - from script, sound, image, animation. In addition, all technical aspects are planned, such as shooting days and times, editing, etc., which is referred to as post-production. So, in short, it is the journey from what we have in our heads to the moment when the ideas are realised.
Firstly, a good script
As we mentioned above, a good advertisement is one that evokes emotion. So, given the scenario, we need to consider several aspects. The first point is what we want to promote and which target group to reach. On this basis, we need to establish the principles and values with which our product is to be associated in the eyes of the potential recipient. On this basis, we can rely on the power of words or images and sound in the message itself.
Speaking of image and sound....
...it might seem that these elements play a secondary role - nothing could be further from the truth. It is the image and sound that are supposed to give the right atmosphere to the advertising message, to emphasise it. After all, in how many cases do we know a product not because we use it, but when we see it, we can hum the song from the ad. In this case, both the word and the sound or image are responsible for making our product recognisable.
Advertising film production - technical principles
This is mainly the aforementioned number of shooting days. The more detailed we can make the work schedule, the more certain the success becomes. The work schedule is important not only so that important details are not forgotten, but also so that they can be completed in a timely manner. Just as when creating a novel or a piece of music, it is good to listen to one's own intuition. It is your intuition that pushes you to come up with the most creative ideas, so that your advert will evoke emotion. When it comes to the idea itself, try to avoid copying. The viewer is a very good observer and will immediately sense when we are not trying to be authentic and "fake" someone else. Returning to technical issues, the equipment with which we are to record our advertising film plays a huge role - it is mainly responsible for the high quality of the image and sound.
Nowadays, we also need to consider where our advertising will be broadcast. Although television is still considered the main medium, it has to be said that the internet is catching up with it more and more every day, so it is likely that the internet will soon have to be treated on a par with television.
Commercial film production and the cost of...
This issue depends on many organisational factors. Firstly, the length of the advertising message, the timing, the question of hiring actors, extras, the location of the set. Then there are the technical requirements, where today computers are mainly responsible for these. It is worth adding that it is often possible to make an excellent commercial for little money. The whole key lies in one thing - a good and creative idea that attracts attention.