2. First of all, we should analyze and study relevant materials, make clear the advertising positioning and determine the advertising theme. Under the command of the theme, conceive the advertising image and determine the expression form and skills.
3. Be sure to use montage thinking and narrative with the lens. Language should be intuitive and vivid, which can be easily transformed into visual images.
4. According to the sequence of lens paragraphs, describe the advertising pictures in language, and always consider the time limit. Because advertisements are calculated in seconds, the narrative of every picture should have the concept of time. There should not be too many shots, and the content to be conveyed must be spread within a limited time.
5. Advertising mainly focuses on visual images, and spreads information content through audio-visual combination. Therefore, the writing of advertising script must achieve the harmony between sound and picture, that is, the "sound and picture counterpoint" between advertising commentary and TV picture.
6. We should make full use of perceptual demands to mobilize the audience's sense of participation and guide the audience to have a positive collateral effect. In order to achieve this goal, the script must be vividly written, affectionate and meaningful, and artistic. This is the basis and key to the success of advertising.
7. Write a good advertising review, also known as advertising words or slogans. Its conception and design will determine the success or failure of advertising.