The Role of Cameraman in the Shooting of Commercials

The purpose of the research is to analyze the role of the cameraman in filming commercials; define the concept of video advertising and describe its main specific development methods; determine the effectiveness of advertising using a video series and demonstrate its specific techniques. Research methodology. The article applies a set of research methods, namely generalization, comparative analysis of media texts, as well as a systematic approach, which manifested itself in a comprehensive analysis of sources on the theory of commercials production and comparing them with the main cameraman techniques that ensure the effectiveness and efficiency of the commercial. The scientific novelty of the article lies in the attempt to analyze the cameraman’s techniques in the creation of the commercial, which are important for the emotional impact on the recipient. The main advantages of video advertising are analyzed. The main ways in which marketers can create convincing videos that arouse the interest of viewers are indicated. The main trends of video advertising, which is a little-studied phenomenon in Ukrainian cinema and media space, are analyzed. Conclusions. The features of the cameraman’s work during the creation of advertising videos are examined. The role of the advertising duration, the definition of the target audience, mobility, cinematography, and specifics of advertising distribution in social networks in creating effective video advertising by cameramen are revealed. The main technical capabilities of the frame have been analyzed. The key objects for applying an effective marketing strategy thanks to videos have been highlighted. It has been found that video advertising is an ideal environment for experimentation, the creation of unique frames, implementation of the most non-standard ideas.