Research On The Application Of Fractional Scripts In The Visual Orientation Of Film And Television Advertisements

With the rapid development of science,technology,culture and economy,life is becoming more and more diversified and full of various commodities and information everywhere.Only with clear,rich and complete advertising images can film and television advertisements be quickly recognized in this complicated world.In the creation of film and television advertisements,the creator visualizes the advertising creativity and advertising information through lens language,and consciously arranges and combines the elements in the film and television pictures in the process of designing lens language,so as to guide the audience's attention and give play to its corresponding visual guidance.The conception and design of lens language directly affect the advertiser's information transmission and audience's sensory experience.The order of the lens language and the expression of the content can guide the audience's aesthetic order and achieve the purpose of accurate information transmission.How to better express and guide the visual focus of the audience,and how to enhance the viewability of film and television advertising lens language through visual guidance theory is particularly important.Through the study and analysis of the visual orientation in the creation of camera language in film and television advertisements,this subject infuses the guiding elements into the design of film and television advertisements,so as to make the design of film and television advertisements more in line with the characteristics of The Times and better realize the information transmission.This paper first describes the theoretical basis of the topic,and refers to a large number of literature,collected and analyzed a large number of cases of film and television advertising works,on this basis,"Thin body do not suffer" and other advertising creative practice,finally,the individual creation of an analysis and summary.In the creation of film and television advertisements,the creators should grasp the arrangement and combination of various elements in the film and television pictures,and enhance the visual guidance function through relevant design.Through lens language such as lens scene,picture composition,shooting Angle and montage design principles,this paper explores how advertising creativity can effectively enhance the guiding role of images in film and television advertising,so as to explore the applicationvalue of lens language in visual guiding in advertising practice.