Case analysis of propaganda film copy [three articles]

# Planning # Introduction In the filming of promotional videos, copywriting is the core part of the whole shooting process, which has great guiding significance. Therefore, any excellent promotional video cannot be separated from excellent copywriting. Do you know the method of writing propaganda copy? The following is a case of sorting out propaganda copy, for reference only!

Tiji

I. Introduction to the Project

Dongfang Zuojun Project is the first real estate project jointly developed by Beijing Engineering Company, which was undertaken by a branch of Beijing Engineering Company. It is a large-scale group-type comprehensive building with five functions of hotel, bank, business, business and apartment. The project covers an area of 53 mu, with a building area of 250,000 square meters and a total investment of 450 million yuan. The project is located on the south side of Chilechuan Street in Ruyi Development Zone, Hohhot, facing the adjacent streets of the Development and Reform Commission of the Autonomous Region and the Municipal Public Security Department, and belongs to a prime location in Hohhot. The plane form of the whole building is concave. The overall layout is supported by six main buildings, with a large commercial podium of 80,000 square meters. Four of the six main buildings are arranged in parallel on the side facing the 100-meter landscape avenue, with a span of 220 meters, and were purchased by banks such as China Everbright Bank, Shanghai Pudong Development Bank and Minsheng Bank.

Second, the construction management and operation

Always adhere to the strategic thinking of "strong thinking, leading high-end" and highlight precise management. That is, the connotation of standardized management has been quantified, standards and norms have been implemented, systems and regulations have been implemented, and there is no difference or distortion. Practice has proved that precise management is the most effective way to eliminate hidden dangers and accidents.

Precise management is embodied in safety and adheres to the principle of "handling potential safety hazards without closing the case, and handling them according to accidents". Adhere to "zero risk, zero violation, zero hidden danger, and ensure zero accidents". Every employee involved in the project has built a solid defense line to protect life with excellent moral character and political mission, ensuring the safety of construction and life and property. The safety management of the project has always been in a state of "zero accidents", and the Dongfang Zuojun project was rated as "safe and civilized construction site in Inner Mongolia Autonomous Region".

Precise management is embodied in quality, and we adhere to the working principle of "Excellence in the first time, Excellence in the process, beauty inside and beauty outside, and first-class quality". Through the implementation of brand strategy, it leads the high-end in quality, greatly enhancing the competitiveness of the project, fully affirmed by the local quality supervision department, and successfully passed the third acceptance of "Qingshan Cup".

Always adhere to the strategic thinking of "thinking strongly and leading the high-end", and highlight the core strategic concept of "win with sincerity and sustainable development". Winning sincerely is the law of market survival and the important connotation of control ability. In terms of enterprise development and project management, we pay attention to honesty and trustworthiness, strive to become famous, and faithfully protect the market and friends; For the following people, credit is harmonious and does not compete for profits. On the premise of respecting the contract, we will establish a good win-win relationship with the owners, labor teams and material suppliers.

Always adhere to the strategic thinking of "strong thinking, leading high-end" and highlight refined management. Relying on the brand advantage created by Dongfang Zuojun in Hohhot, it attracted many real estate development companies in Hohhot to inspect the projects of Dongfang Zuojun. The branch adheres to the management principle of "strong thinking, rational management and quality first". For the better and faster development of the branch, the company voluntarily abandoned the Jingfenghui project of Qiushi Group, carefully selected and further negotiated with real estate companies such as Hope Sunshine and Pingya, and signed a contract with Hope Sunshine Group on the morning of February 29th, 20xx. The total construction area is10.4 million square meters, and the site has access conditions; Continue to follow up the high-end hotel and villa projects in Yuyuan Garden, and step up the fine decoration project of Everbright D plot to create conditions for rapid construction.

Three. Internal management of the project

The team of the Eastern Left Army is a core collective with unity, hard work, dedication and fearlessness. Under the unified leadership of Zhang Zhitao, the company's deputy general manager and project manager, and Wei Qinghe, deputy secretary of the company's discipline inspection commission and secretary of the Party Working Committee, a group of employees with good ideological and moral character and strong sense of responsibility have been created. Strong management and leadership skills; A cadre team with excellent business and strong compound ability.

Cadres and employees have fully demonstrated the work style of "thinking, doing, working, communicating, being innovative and being responsible". The project department carried out the selection activities of model workers and brand departments, and a number of "reliable" and "winning" outstanding talents emerged. They have strong ability to perform their duties and strong sense of public responsibility. They think ahead, innovate management, put measures in place, and the construction and production show a good trend of orderly and solid progress. After going all out, they won the "20xx National Excellent Project Management Department".

The project aims at "caring for employees, respecting employees, cultivating employees, developing employees and achieving employees". Watch "Tangshan Earthquake" to enlighten employees' minds; Organize various cultural and sports competitions to enrich everyone's spare time; Travel to the Himalayas, get close to nature and relax; Visit and study in Mengniu Group, feel the corporate culture and standardized management of Mengniu, broaden employees' horizons, learn good experience and strengthen the corporate culture construction of the branch.

Take "everyone is a talent" and "paying attention to thinking, training, assessment and use" as the training principles. Build a learning team, formulate a detailed training plan, and comprehensively develop the overall quality of employees. The soul of Beijing University of Technology and its management norms, business etiquette, explain in detail the professional knowledge such as safety, technology, contract and materials, carry out professional quality examinations on a professional basis, and cultivate compound talents who combine thought, theory and practice.

Under the guidance of "thinking strongly", create an edifying corporate culture atmosphere. Promote the concept and culture of Beijing University of Technology to every corner, enhance the physical fitness of employees, enrich their spare time life and build recreation rooms; Broaden employees' horizons, strengthen theoretical study and open up reading rooms; Let every employee feel the culture of Beijing University of Technology anytime and anywhere, put up concept posters on the wall, and open up small cards for ideological propaganda in the bathroom and bathroom. Where there are people, there is a corporate culture, so as to achieve unity and coordination of ideas, and * * * build * * win * * and forge ahead.

Fourth, the superior leadership inspection and guidance.

Under the care and guidance of leaders at all levels, we have vigorously implemented the company's philosophy and adhered to the development strategy of "thinking strongly, leading the high-end and building an excellent brand in Gong Bei", and achieved good results. Leaders of the government of the autonomous region, leaders of Hohhot, leaders of group companies and company leaders visited the construction site for many times to inspect and guide the work, and spoke highly of the construction scale, design grade and characteristic functions of Dongfang Zuojun Project, and highly praised the standardized management of construction; The Autonomous Region Construction Committee invited the Russian delegation to visit the construction site, which was well received by foreign friends.

Verb (abbreviation of verb) conclusion

A branch bid farewell to the 20xx year full of challenges and opportunities and ushered in the 20xx year full of sunshine and hope. Guided by the culture of Beijing University of Technology and the spirit of Saudi Arabia, they will carry forward and inspire employees' enterprising spirit, embark on a new starting point of scientific development and the second round of leap-forward development, comprehensively strengthen the management and team building of branches, and constantly enhance their rolling management ability, safety management ability and profitability, so as to make due contributions to building a lasting foundation of Beijing University of Technology!

extreme

One. Theme:

Reality and memory

Second, the theme explanation:

Being a teacher in South China for a hundred years left a deep memory for history. Sweep away the dust of history, we can still remember the glory and ups and downs of the past. Today, when we approached the heather, we suddenly found that tenderness and vicissitudes still existed, but it gave us a straight, energetic and majestic momentum of generate.

Entering Nanjing Normal University, we can deeply feel that history has filled this ancient school with culture and details, teachers have dedicated their energy and knowledge to the school, and students of Heather Normal University have injected youth and vitality into their alma mater. This is now Nanjing Normal University, a school with vicissitudes of life without losing its modern flavor.

Wandering among them, I feel not only the memories of my alma mater for more than a hundred years, but also the attachment and nostalgia for his teachers and classmates. On the occasion of the celebration of our alma mater 1 10, we integrate reality and memory, and integrate history and future to express our love and gratitude for our alma mater.

Third, the process overview:

1. From: the century-old vicissitudes of Nanshi (2 minutes)

2. Cheng: Today's campus is simple, modern and prosperous (5 minutes).

3. Turn: University memory, friendship, dreams, youth (2 minutes)

4. Ending: Memories, Forever Memories (2 minutes)

End of movement

Four. Main contents:

Act I: Rise: A Century of South Division, History, Changes and Great Changes (2 minutes)

In a simple room, a photo album lens zooms in on the photo album, the photo album opens and the music starts (Nanjing Normal University school song). Appears: 1902, photos of Sanjiang Normal University campus, photos of Nanjing Normal University campus five seconds later, photos of National Central University campus five seconds later, photos of Nanjing Normal University campus five seconds later. There is a photo of the main entrance of Suiyuan Campus of Nanjing Normal University (all the above photos are set in black and white). After 5 seconds, the picture is frozen, the lens is further enlarged, and it completely enters the picture, and the picture becomes color.

At the same time as the above photos appeared, the century-old history of Nanjing Normal University appeared in the blank space at the bottom of the photo album. The content is: "1902, Sanjiang Normal School was originally established at the beginning of the school; In 2000, a large number of talents came out of Nanjing Normal University, and a number of outstanding talents such as Tao Xingzhi, Chen Rong and Chen Zhongfan emerged. 1927, National Central University, moderns, was in its heyday; 1952, Teachers College of Nanjing University, developing in revival and suffering; From 1984 to now, Nanjing Normal University will reshape the glory of the past, take the lead and move towards the future. " (handwriting in font)

With the main entrance of Suiyuan Campus as the background, "Celebrating the 1 10 anniversary of Nanjing Normal University" appears on the screen (the whole sentence is displayed in bold font No.2). 1 sec later, "History and Reality" appears (below the previous sentence, insert an italic font with font size 3 from the left side of the screen).

Act II: Cheng: Today's campus is simple, modern and prosperous (5 minutes).

Background Music: Childhood (Bandari)

Picture back to the room, take the photo album, take out an ordinary diary, after opening, the text appears in the form of writing:

"1 10 a few days before the celebration.

Through the hustle and bustle, through the glitz, into the Suiyuan campus, it will be a world of its own. Under the lush shade, I don't know how much history is hidden and how many cultures are bred in the flowers. Narrow paths and bluestone steps are full of charm, showing her unparalleled elegance. "

The picture is switched to live shooting (shooting from the first-person perspective, shooting naturally, and introducing each shooting point): the route is to enter from the main entrance, arrive at Wen Jing Garden, introduce Wen Jing Garden, and shoot around Wen Jing Garden, go straight and shoot Building 9 and Building 10, enter the big lawn, and introduce the big lawn (mainly introducing student activities) and shoot 100. Take a close-up view of Building 100, including the plants and flowers around it, directly enter Defeng Garden, (describe the overall feeling of Suiyuan campus environment) pass by the steps of lush trees, take a photo of the middle building, and introduce it. The lens is fixed on the plaque of Zhonglou College of Literature from far to near. Shooting is over.

The diary appears in the picture again, and when it is opened, the text appears in writing:

"60 days before the memorial day.

The weather is gloomy, walking in the back street of Zijin, but obviously full of vitality and vitality. Students in twos and threes peddled on the roadside, decorating a busy and lively street. It is the hope and envy of all students to stop here and throw away the haze in study and life. "

Switch to real-life shooting (shooting from the first-person perspective, shooting naturally, and introducing each shooting point): Go out from Zijin *, enter Zijin Back Street, and go from street to street, close up every exquisite food and storefront you see, and briefly introduce the famous ones. In the meantime, I went into a small shop opened by students and chatted with them. Out of this small shop, the camera rotates to shoot the whole Zijin backstreet, and the shooting is over.

The photo is converted into a diary, and when it is opened, the text appears in writing:

"28 days before the anniversary will be sunny.

The whole campus is shining in the sun, and the modern atmosphere is coming. When I saw the countdown to the anniversary, I couldn't believe that this campus was about to celebrate its 1 10 birthday. Magnificent libraries and rows of buildings bring people back to the prosperity of modern society from the simplicity of gardens. Others don't want to say more. The campus surrounded by mountains makes people feel that a proud modern momentum is rising! "

The picture is switched to live shooting (shooting from the first-person perspective, shooting naturally, and introducing each shooting point): enter from the main entrance, introduce the 1 10 anniversary countdown board, introduce the basic information of the World Plaza around the Century Plaza, and push the camera to the library, including the crowds entering and leaving the library, and introduce the Wen Jing Library. Bypass Wen Jing Library, enter the back hill from the back, enter Lovers' Slope along the back hill path, shoot the International Exchange Center and Caiyue Lake, and introduce Lovers' Slope, Caiyue Lake and International Exchange Center to focus on students' life. Finally, find a couple to shoot while walking, and then finish shooting.

Note: In the second act, all the introduction languages take plain spoken language as the main style, focusing on the photographer's memory and impression, with no fixed form and lines.

Act III: Turning Point: University Memory, Friendship, Dream, Youth (2 minutes)

Background music: WithanOrchid main content: interview students randomly on campus. Interview content: Freshman and sophomore: What is the most anticipated place in the university now? Junior year: What did you take in college?

Senior: What is the last thing you can't give up in college? Video screen: the screen directly cuts into the interview with a classmate, and then the screen is compact in turn. With the increase of the number of people, the speed is faster and faster until the voice of the classmate's answer can't be heard clearly. Finally, the interview photos were spliced together and combined into smiling faces of many college students to become a new photo.

Act IV: End: Memories, Forever Memories (2 minutes)

Background music: Caribbean blue

1. Shoot the scene of a couple strolling among the trees in Suiyuan Campus: The couple walked slowly from far and near, and hugged each other after reaching the lens distance of 20 meters. 15 seconds later, the picture is frozen, turned into a photo, and changed from color to black and white.

2. Shooting the sales scene of small shops in Zijin Campus: The shooting time is 5 minutes, the first 30 seconds are played at normal speed, and the second 30 seconds are played at twice the speed. Until it is completed, the picture freezes and becomes a photo, and the color becomes black and white.

3. Shooting the crowd scene in front of Xianlin Campus Library: The shooting time is 5 minutes, the first 30 seconds will be played at normal speed, and then the next 30 seconds will be played at twice the speed. Until it is completed, the picture will be frozen and turned into a photo, and some colors will become black and white.

Finally, the picture returns to the original photo of Suiyuan school gate, and the photo changes from color to black and white, and goes backwards again, including photos of the campus of Nanjing University Teachers College, National Central University, Nanjing Dorne Teachers College and Sanjiang Teachers College. Close the album.

Epilogue: Appears on the album cover (this passage is accompanied by a male monologue): The history of the school is a hundred years. When we look back, what we see is culture, which is the inside story. When we stand in the present, we will feel very practical and enterprising. Looking forward to the future, we hope that the century-old Nanjing Normal University will make its own voice here, walk out of its own path and create eternal glory!

Tizo

First, the background analysis of the propaganda film era

Second, the estimated film length: 10 minutes Positioning: The city near the sea has been a bustling trade place since ancient times, with merchants gathering and complicated business. As one of the coastal cities in China, Binhai New Area has a unique geographical position, and its central business district has three-dimensional transportation extending in all directions, which is not only connected with many cities in China, but also with many countries in the world to promote economic development. It is also a city where elites realize their ideals and care about their living environment.

3. Concept of propaganda film: As one of the top ten battles in Binhai New Area, the construction of the central business district will surely advance with the momentum of piloting. Focus on "leading the new Binhai" and interpret the leading role of the central business district from the perspectives of financial economy, living environment, transportation and shopping. The Central Business District of Binhai New Area is a place full of dreams of work and life.

Fourth, copywriting creativity:

1, environment-low-carbon harmony, ecological nature, urban oxygen bar.

The central business district advocates ecology and nature, and vigorous green plants are the urban oxygen bar of Binhai New Area.

2, transportation-a powerful hub station, efficient three-dimensional transportation, convenient and fast.

The powerful transportation hub facilitates people's travel, and the three-dimensional transportation is more humanized.

3. Financial business-the business gathering place with the largest scale and the largest number of tall buildings.

Many companies are located in the core business district. Strive to serve the life center of global financial leaders and elites.

4, leisure and entertainment shopping-high-end, luxury goods, features.

Diversified shopping malls, many high-end brands and fashion gathering places.

5. Residential-foreign-related apartments, high-grade houses and serviced apartments.

High-grade living standards, a life museum specially built for successful people and foreigners.

Basic concept of verb (abbreviation of verb)

1, opening:

Photo: (Real scene) In the old coastal areas, the port business is busy. (3D animation) At present, people in coastal areas, (panoramic) large freight airports, (bird's eye view) large containers in ports, and (close-up) railway platforms. The central business district has a powerful transportation hub, wide roads and orderly vehicles. In the green ecological area, insects and birds are singing, and man and nature live in harmony.

Description: Describe the historical process of Binhai, and then highlight the central business district's pursuit of natural ecology and the construction of low-carbon financial areas and ecological residential areas from the aspects of transportation and environment. A large area of green vegetation surrounds the business district, which is the oxygen bar of the city, the place where the city blends with nature, and the fascinating living environment. The three-dimensional transportation network makes people's lives faster, and it takes only a short time to get from home to the company, saving time.

2. Part II:

Screen: Three-dimensional animation shows the modern and international urban features of Jiabao, Xiangluowan, Jiefang Road, Blue Whale Island and Dongxigu.

During the day, as the core business district, many elites gather here. This painting reflects the business office environment and the hard work of elites. People are working hard in the low-carbon financial zone.

As evening approaches, people walk out of the office building after work and enter the surrounding shopping malls to relax. There are all kinds of goods in the shopping center. While enjoying shopping, when I am tired, I will go to a restaurant to eat. Some trendsetters revel in bars and release pressure in KTV.

Some people go back to their harbor after work and take a walk on the green lawn with their families after dinner. The surrounding environment is quiet and comfortable, blending with green nature.

Description: Take a day's life as the track to show the style of the central business district. The business district of the convention and exhibition center is a charming area with elites, fashion trends and high-end houses. It is a leading area full of high-end fashionable living environment and green ecological living environment. It is the representative of integration, which is not found in other urban areas.

Beautiful living environment and three-dimensional traffic have further promoted business investment and employment development. The financial business center attracts more foreign-funded enterprises to settle down, which is the core area of diversification, high grade and internationalization. During the day, you are full of energy and go forward bravely.

Step 3: the ending

Photo: This day is coming. After the rest of the previous night, people get up and step into a new day's life. On the lawn outside the window

The dove flew. People's happy smiles when they pursue career success, and people's happy life in the city.

Explanation: What people feel in the CBD of Binhai New Area is that they can realize their dreams and fully feel the harmonious living environment. Feel happy from the heart. Looking forward to the future, more enterprises will invest in the central business district of Binhai New Area, and prosperity is just around the corner.

Verb (abbreviation of verb) effect expectation of promotional film

Effectively attract many enterprises to invest in the central business district of Binhai New Area, and the economy will grow steadily. Become a famous high-end place in China. It is everyone's dream place.