Kịch bản phim quảng cáo_Bài 1_Tổng quan về môn học

Overview

This lesson introduces advertising-film scripts, common types and formats of advertising videos, and the general process for developing a commercial film project.

What an Advertising Film Is and What It Should Do

An advertising film is a paid video or performance produced for a company or organization and distributed through channels such as television, the internet, cinemas, retail locations, or public spaces.

Its main purposes are to:

• Introduce and promote a business, product, or service.
• Build brand awareness and image among target customers.
• Encourage customers to make a purchase.
• Influence consumer attitudes and behavior.

A commercial should have a concise, focused message—ideally just one main message—and connect the brand with its audience. It should also be distinctive enough to stand out and encourage viewers to take action, such as buying the product.

Main Types and Formats

Broad Types of Commercials

• Television commercials: Broadcast on TV and commonly 15–60 seconds long. They aim to build awareness, introduce products or services, or prompt action, often through creative or emotional storytelling.
• Online commercials: Shown on platforms such as Google, YouTube, Facebook, and TikTok. They are often about 6–30 seconds long, with flexible content and a clear call to action.
• Viral commercials: Designed to spread through sharing. They may be humorous, surprising, emotional, controversial, or socially relevant. They do not always focus directly on a product; attention and brand recognition may be the main goals.

Specific Video Formats

• Corporate video: Presents a business, its capabilities, products, services, events, or values. It can strengthen reputation and trust, reach potential customers, communicate the company’s scale and strengths, and provide reusable promotional material while helping reduce advertising costs.
• TVC: A television commercial, usually 15–60 seconds long. The lesson notes that 6-second placements are also available, while 15- and 30-second versions are common. TVCs can attract attention through imagery, sound, and creative content; reach large audiences; and be targeted by region, time, and channel.
• Viral video: A video that spreads widely online. It may increase reach, followers, brand credibility, customer trust, revenue, and conversions, while also creating entertainment and engagement.
• Brand film: A story-led film intended to build or strengthen brand identity rather than directly introduce a product. Effective brand films should:
  1. Express the brand’s mission.
  2. Communicate the company’s values and shared aspirations.
  3. Tell a compelling story about the business.
  4. Keep the message simple and authentic.

Criteria for Classifying Commercials

The lecturer identifies four ways to distinguish advertising films:

1. Advertising purpose: For example, increasing awareness, introducing an offering, prompting action, or creating social impact.
2. Broadcast channel: Such as television, the internet, cinemas, supermarkets, or public spaces. The channel should suit the audience and budget.
3. Duration: The advertisement’s length, which affects production and media costs.
4. Presentation style: Such as humorous, emotional, surprising, controversial, or highly creative. Style influences whether viewers notice and remember the ad.

Nine-Step Process for Developing an Advertising Film

1. Preparation and creative brief: Establish the job requirements, objectives, key message, target audience, broadcast channel, budget, and schedule.
2. Idea: Develop the central concept after gathering information from the client.
3. Storyline: Write a concise summary of the story the film will tell.
4. Script: Describe the content in detail, including scenes or frames, setting, elements, timing, plot developments, climax or surprises, brand presence, and dialogue.
5. Storyboard: Illustrate the script with images or sketches so the planned scenes are clear.
6. Production-company coordination: Work with production houses or companies, develop the production proposal, and select a suitable partner.
7. PPM (pre-production meeting): Bring the client, agency, production team, and potentially the director together to finalize the plan. Confirm requirements such as locations, sets, costumes, makeup, actors, and timing.
8. Shooting: Film according to the finalized plan. The production team uses a detailed shooting script and schedule to organize scenes and make efficient use of time.
9. Post-production: Edit the footage, record and add sound, apply effects and color grading, select voice talent, and export the finished file.

Speakers and Sources Featured

• Van Anh: Graphic design lecturer at the Hanoi branch, presenting the lesson.
• Advertising examples referenced or excerpted: C2 and AB television commercials; the “Real Beauty Sketches” video; a UNICEF film about 75 years of rescue and support work; and unnamed brand-film and family-themed commercial excerpts.
• The subtitles do not reliably identify the speakers or creators of the embedded advertising excerpts.