[Ethan: The Far-reaching Influence of Public Service Advertising] Public Service Advertising Language Encyclopedia

Ethan, who graduated from Beijing Normal University and majored in film and television production, was classmates with Ning Hao, Han Jie and Liang Ying. From 1999, Ethan entered the advertising industry, directed and created nearly 50 commercial advertisements and more than 30 public service advertisements, and won the highest national advertising awards for many times. After ten years of accumulation and tempering, he has a special liking for public welfare movies. From the movie "Dog Angel" to "Running Out of the Sky", he tried to bring a touch to the audience with his unique perspective. Beautiful pictures, wonderful lens angles, unconventional composition and avant-garde visual impact have also become important symbols of his works.

Inspirational stories convey grassroots spirit.

Run Out of the Sky tells the story of Li Xiaotian, a boy who grew up in a single-parent family. Although he has a talent for running, he is often laughed at by his classmates because he is not tall. Dad Xiong Fei wanted his son to succeed and study hard, but he ignored his dreams-running and having a mother! Tian Liang, a boy with big eyes, took a fancy to Xiaotian's running qualification, took him to the "Parkour Night", and let him regain his confidence, train hard and realize his running dream.

There used to be an advertisement that said, "You can't let children lose at the starting line." This sentence is also the inspiration of Ethan, the screenwriter and director of the film. In his creation, Ethan often recalls his childhood memories with friends around him. He refines, summarizes and refines the things he encountered when he was a child, so that it can be reasonably displayed on the protagonist Li Xiaotian, and strives to let the audience see the shadow of his childhood in the film. He also hopes to tell the children through the film: to strengthen confidence, summon up courage and go forward bravely. Losing at the starting line does not mean that you can't win the final victory. Whether in life or in competition, the process is the most critical.

This public welfare film not only won the support of many sports and film stars for free, but also the investors donated all the box office to Hope Primary School in the mountainous area, so that the children there could have a "free lunch". The whole drama took only 1 month from planning to shooting. In the meantime, the choice of the protagonist was postponed until a little boy named Miao entered the cast. The unpretentious appearance and his hopeful eyes made the director think that he was Li Xiaotian, but the fact proved that the director's decisive choice was correct. Miao is a talented little actor. He can bear hardships in his work. In a thief-catching scene in the film, all the staff present are worried about Miao when shooting. The scene was completed in Caochang Hutong, Beijing. The hutong is very narrow, and the actors are running fast on the roof, while paying attention to the high-voltage line on the roof. Such a difficult action is extremely unsafe. Although stuntmen from the martial arts school joined in the performance, Miao Diaoweiya made some close-ups herself, which was a great test of his physical strength and endurance, and this wonderful scene with "big eyes" Tian Liang won applause from the audience when it was shown.

All the staff in and out of the play have extended the spirit of sports competition and made the dream of this warm comedy sublimate step by step. Most of the scenes in this film were shot outdoors. /kloc-In Beijing in October/February, the wind was cold, and all the crew members were dressed like zongzi, and their bodies were undergoing great tests. Looking back at the weather when filming the movie "The Return of the carbine" in Beijing last summer, director Li Yuan has a deep understanding: "The shooting process of the two films is simply' two days of ice and fire', and the work of the film crew is like this. They always shoot night scenes endlessly, grab the sky endlessly, put ice packs when it is hot, and stick warm treasures when it is cold, but no matter which crew member, they are the same. In just a few words, it tells the hardships and sadness of film practitioners, and also tells the "hard-won" of this public welfare film.

Memories of the first novel

Everyone has many firsts, but the first one is unforgettable, just like every director will have different degrees of memories of his first screen movie. The movie "Return to the carbine" is Ethan's first screen debut, the first commercial film, and the first time he had the honor to cooperate with a first-class star.

It's not easy to make a whole movie. It's like a cruel war. Under the premise of limited conditions and tight time, Ethan can finish the shooting task on time, which is the greatest victory. The film tells the story that Li Zhenmu (Yam Tat-wah), a retired painting expert, inadvertently becomes a "prey" in the eyes of everyone: Min Yue (Yi Nengjing), a sexy beauty, throws herself at him. When Li Zhenmu was full of spring, she found that the drunkenness of the other party was not in her heart, and her long-lost daughter unexpectedly appeared, which made Li Zhenmu feel warm. However, her own flesh and blood came all the way to her father to kill him. All this stems from a priceless ancient painting, a legendary story of the Tang Dynasty. Every bit of his creation is still fresh in Ethan's mind, and he has painstakingly thought about the titles of many optical films, such as Stealing Nie Yinniang and Project Nie Yinniang. However, the word "comeback" is a natural coincidence, and even Ethan himself inexplicably thinks that this title is a coincidence with the theme.

Recalling the experience of choosing actors, Ethan sighed even more, and sincerely thanked Yam Tat-wah for his strong support. In less than a month before the film left the plane, all the actors had not had time to finalize it, especially the hero Li Zhenmu. When he learned that actor Yam Tat-wah was filming the film Watcher: Guilty, Ethan immediately came to the crew, trying to meet Yam Tat-wah and talk about his script, hoping that he could join the film and play the leading role of Li Zhenmu. In order to let Yam Tat-wah finish the script of Rebound as soon as possible, Ethan made a new script in traditional Chinese characters that night, and expanded the font size to No.4 font.

During an hour-long conversation with Yam Tat-wah, Ethan nervously told him about the story outline and shooting technique of the movie "Return to the carbine", and finally only expected to tell him one sentence: "Give me three days to read the script. If my schedule is only 18 days, do you dare to use it? " Li Yuan replied without thinking: "Dare to use it, no problem." 18 days is definitely a challenge for the scene of the first hero in a movie. Soon, Ethan received a phone call from Yam Tat-wah, read the script and agreed to star in the film. After that, Yam Tat-wah returned to Hongkong. "I don't know what he is going back to do. When I learned that Yam Tat-wah won the Best Actor in the 29th Hong Kong Film Awards for his film The Thief of Those Years, my mood was both excited and tangled. I was afraid that he would give up being Li Zhenmu in Rebound, and I was even more afraid that his salary would go up, but the day after he won the best actor in Yam Tat-wah, all his worries were eliminated. Yam Tat-wah personally called Ethan and told him all the conditions we talked about before.

Ethan is a man who dares to dream. He spent his childhood in Zhoushan Islands in the East China Sea of Zhejiang Province. Every weekend, he goes to the video hall to watch movies. He watches four movies a week, the earliest Shaw movies, Kung Fu movies, gun battles and other Hong Kong movies. In the second grade of primary school, entering the entertainment circle became his pursuit, but he didn't understand what the entertainment circle was all about. As he grew older, he began to pay attention to the director's name of each film and often compared the same type of films, so when he was in grade one, being a director became his biggest dream in life.

Zhoushan Islands is a remote place. In the late 1980s, there were only two ways to let Ethan know about movies. One is to go to the video hall to see a movie, and the other is the magazine Pop Movie brought by menstruation's family. If the video hall is Ethan's first teacher, popular movies are the bridge between him and movies. By watching popular movies in each issue, Ethan has the most intuitive understanding of the film and television industry. It is no exaggeration.

After graduating from college, Ethan came to Beijing Zhongyinglian Advertising Co., Ltd. for an internship through the introduction of Zhou Kun, and the producer boldly recruited new people. Ethan's literary talent has also been appreciated by her, from planning and writing ideas to director's shooting and post-production, which gives him more opportunities to practice film and television proposition creation just out of school. Special topics, columns, commercial advertisements and public service advertisements. He cherishes every exercise and accumulates experience for making movies and directing in the future. He kept asking the producer, "When can we make a movie? How nice it is to make a movie! "

With a dream and persistent pursuit, Ethan was introduced to a digital film crew in Harbin by a friend. In just 20 days, Ethan finished two digital movies, Northeast Chef Niu Radar and Don't cry, my darling, and finally realized his childhood dream of directing. Everyone is full of praise for Ethan's work ability.

Ethan often said: "No matter what you do, it is a process of learning and accumulation. Even if you review your own works, sum up your own experience and see your own shortcomings, it is also an improvement of your ability. " The materials shot in his works hardly need too much editing, and the films he directed more or less show public welfare complex. These production experiences are attributed to his creative accumulation in shooting commercial advertisements and public service advertisements in the past ten years, which enabled him to learn storytelling skills to attract audiences in a short time and make him handy in post-production.

The pictures in this article are provided by Ethan.

Editor Mei Feng