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國外售屋影片
2020.4
觀察五國建案影片
• 英美:強調高大尚,買家說出夢想,築夢踏實
• 日本:重實際地點位置及內裝格局,中規中距
• 韓國:韓綜化,比較有趣,也重實際位置及格局
• 中國:直播主當道,各憑本事,各自發揮
英美新建案
• 角色:網紅經紀人
• 拍攝:有攝影協助拍攝建案現場,由網紅經紀人解
說 案例a
• 劇本:經驗分享/案場注意事項提醒/自我行銷找
他買房
• 角色:網紅經紀人
• 拍攝:自拍建案現場,自己解說
• 劇本:經驗分享/案場注意事項提醒/自我行銷找他
買房
案例b 案例c
英美新建案
• 角色:主持人+有意買家
• 拍攝:專業攝影師
• 劇本:主持人引導有意買家說出買屋需求及理由,
有故事性,買家會私下再錄一段他對這個案場的想
法,有點像實境秀 案例d
英美新建案
• 這個案例不是新建案,不過是另一種節目型式
• 角色:主持人+有意買家們(偏向投資者)
• 拍攝:專業攝影師
• 劇本:主持人帶領買家們參觀案場,買家們都已經
是熟手,所以可以互相討論這個案場的優缺點,如
何裝潢/維修,交換意見與情報 案例f
英美建案
• 角色:主持人+有意夫妻買家
• 拍攝:專業攝影師
• 劇本:主持人帶領夫妻參觀案場,主持人對案場非
常熟悉,必須能解說。夫妻要一邊築夢看家具怎麼
放,party怎麼開 案例g
英美新建案
• 角色:主播兼評論家
• 拍攝:專業攝影師+黑板畫面解說+現場影像說明
• 劇本:主持人先在棚內解說案場,利用黑板畫面直
接畫在螢幕上,連同規格也一起說明,感覺比較綜
藝化 案例h
韓國新建案
• 劇本:會在地圖上看看地點後,講解規格,獲得主持人
認可後(合格)才到案場真的拍攝解說,但只有實景以第
一人稱視角拍攝,沒有主持人入鏡只有聲音 案例h
• 這個介紹模式,新舊建案都用
• 角色:經紀人兼評論家
• 拍攝:專業攝影師+板子畫面解說+現場實景說明
• 劇本:經紀人先在用板子解說基本資料,用地圖實
際看一下環境,就到現場實景解說,中規中矩 案
例i
日本建案
• 角色:直播主/素質較不齊
• 拍攝:現場實景說明
• 劇本:看直播主隨意,有彈幕可給愛心 案例j
中國建案

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