ARTISTIC MEANS SCORING COMMERCIALS

Abstract

The article discusses artistic methods of voicing commercials. An attempt was made to identify the factors of effectiveness in articulating promotional products and use of new technical capabilities, as well as broadly reflected the emotional-value component impact promotional videos to a mass audience. Using the existing theoretical base and her own experience in articulating promotional videos, the author defines the methods as auxiliary functions in articulating advertising.

Sound promotional videos is a process that requires professionalism in the creative and technical understanding. In its form it is in many ways similar to the scoring feature, documentary and animated films, but has its own specifics. Modern scholars rightly believe that the most emotional and spectacular views of advertising is television advertising.

Despite the fact that artistic aspects of production and distribution of advertising generally sufficient research (the works of Vuymy, A. Muhayeva, D. Ogilvie, K. Hopkins and others), but it is artistic means and methods of scoring promotional videos and still remain out of sight of scientists. The need for a clear definition of the basic characteristics of the genre of video, identification of key technical and artistic features sound makes promotional videos urgency of the article, whose author can draw on its own expertise.

Advertising as a way of transmitting information takes many forms. However, the most popular and effective among them are promotional videos as covering the widest range of consumers and in contrast to other types of advertising including the emotional factor of influence on the audience.

Sponsored videos are divided into two types: it is informative videos and music clips without music. Commercials musical composition called "jingles". Each has its own specific sound, technical support and opportunities. It should be noted that it is creating music videos are unexplored creative process. Thus, the art of scoring factors commercials deserve special attention.

In today's advertising market there are several types of television advertising. Leading among them is the television video – a small advertising "film" lasting 15-30 seconds. After completion of the visuals, which manages producer, comes an interesting and crucial final phase of video production – editing and dubbing. At the forefront of this creative process are the breaking sound, the singer, if the music video, and necessarily announcer.

All promotional videos are aired at professional recording studios. This may be the studio working only with advertising production and conventional recording studio. Today, almost every professional studio recording commercials (most often – advertising for radio stations). This process requires the participation of recording studio professionals, and quality necessary technical equipment and conditions.

Sound advertising has many forms and specifics. This may be offscreen sound or dubbing. When adapting clip is duplicated basic version, which will be broadcast in another country, replaced all tracks – the speaker's voice and background sound. The original language is replaced with one in which the country is adaptation. Today scoring promotional videos foreign origin – the most popular type of work on the speech.

Sound clips can be carried out as follows: Narration, sounding off screen or frame, a song or a combination of songs and Narration. If a dubbing that is adapting video advertising, announcers or vocalist should necessarily start from the original.

To duplicate some promotional videos used technology. Advertising agency receives a foreign movie version, the session "Pro Tools" (number of tracks), that presented separately music, language specific characters and various effects. The first stage of duplication of video advertising is a translation of the text to be correct and appropriate to the original. Correctly translated text – the basis dubbing.

The manner of scoring in every singer or speaker is an individual. Artists use their "tricks" and secrets possibilities sound of his voice, its timbre and color manner. Considerable importance in voicing the roller are acting ability Artist: announcer and vocalist should work together with the characters "relive" history, proposed director, which is an important component of the quality and success of video advertising.

Sound promotional videos – is painstaking, difficult and interesting creative process. In a short period of time required to draw the audience's attention, hold it and encourage the audience to certain actions. For this interesting video series must be combined with good speech. Commercials that are broadcast on television, often broadcast at intervals of interesting films and programs.