第 1 章 视听语言与视频基本概念 ......................................... 011
1.1 视听语言 .........................................................................................................011
大电影 .............................................................................................................012
微电影 .............................................................................................................013
短视频 .............................................................................................................013
1.2 视频制作团队 .................................................................................................014
1.3 视频概念 .........................................................................................................017
帧、帧频与扫描方式 .....................................................................................017
分辨率 .............................................................................................................020
码率 .................................................................................................................021
视频格式 .........................................................................................................021
视频编码 .........................................................................................................024
视频流 .............................................................................................................026
第 2 章 手机拍摄短视频的设置与操作 ..................................028
2.1 手机拍摄视频的设置 .....................................................................................028
灯光设置 .........................................................................................................028
视频与通用设置 .............................................................................................029
滤镜：拍摄出不同的色彩风格 .....................................................................032
磨皮：让人物皮肤光滑白皙 .........................................................................034
色调风格：设定画面色感 .............................................................................034
2.2 自动模式下的拍摄操作 .................................................................................035
手机自动测光设置明暗 .................................................................................035
手动设置画面明暗 .........................................................................................036
用对焦点控制画面虚实 .................................................................................036
第 3 章 短视频的拍摄设备 ..................................................038
3.1 手机及其配件 .................................................................................................038
苹果手机 ........................................................................................................038
安卓手机 .........................................................................................................040
蓝牙遥控器 .....................................................................................................042
外置手机镜头 .................................................................................................043
常用的滤镜 .....................................................................................................046
手机三脚架 .....................................................................................................048
手机稳定器 .....................................................................................................050
手机灯具 .........................................................................................................051
其他辅助道具 .................................................................................................052
3.2 相机及其配件 .................................................................................................056
运动相机 .........................................................................................................056
口袋相机 .........................................................................................................058
专业相机 .........................................................................................................059
相机三脚架 .....................................................................................................060
相机稳定器 .....................................................................................................061
3.3 无人机 .............................................................................................................063
第 4 章 简单几招，提升视频表现力 .....................................065
4.1 保证画面的速度与稳定性 .............................................................................065
4.2 避免视频的闪烁与脱焦 .................................................................................067
4.3 提升画面表现力的关键——Log 与LUT .....................................................073
4.4 掌握视频剪辑软件的用法 .............................................................................075
专业视频剪辑工具 .........................................................................................076
剪映软件 .........................................................................................................078
4.5 视频特效制作与调色软件 .............................................................................080
4.6 延时视频与慢动作视频 .................................................................................082
延时视频 .........................................................................................................082
慢动作视频 .....................................................................................................083
第 5 章 影响短视频画面美感的要素 .....................................085
5.1 基本构图常识 .................................................................................................085
构图的概念 .....................................................................................................085
画面构成元素 .................................................................................................087
主体与主题 .....................................................................................................089
前景 .................................................................................................................090
透视 .................................................................................................................092
俯拍与仰拍 .....................................................................................................094
封闭与开放 .....................................................................................................097
视频横竖的选择 .............................................................................................098
5.2 景别 .................................................................................................................099
5.3 黄金法则与三分法构图 .................................................................................101
黄金法则 .........................................................................................................101
三分法构图 .....................................................................................................102
5.4 对比构图的趣味性 .........................................................................................105
远近对比构图 .................................................................................................105
虚实对比构图 .................................................................................................106
大小对比构图 .................................................................................................106
明暗对比构图 .................................................................................................107
色彩对比构图 .................................................................................................107
5.5 拍出有趣的画面 .............................................................................................108
5.6 用光基础 .........................................................................................................117
影调 .................................................................................................................117
直射光与散射光 .............................................................................................118
顺光与逆光 .....................................................................................................120
侧光与侧逆光 .................................................................................................122
顶光与底光 .....................................................................................................124
巧用对比 .........................................................................................................124
运用剪影效果 .................................................................................................126
5.7 色彩的魅力 .....................................................................................................127
色彩语言 .........................................................................................................127
冷暖对比画面 .................................................................................................132
相邻配色的画面 .............................................................................................132
对比配色的画面 .............................................................................................134
黑白画面 .........................................................................................................135
第 6 章 短视频分镜头设计、故事画板、场景、服装与道具 ......136
6.1 分镜头设计 .....................................................................................................136
正确理解分镜头 .............................................................................................136
设计分镜头 .....................................................................................................137
6.2 故事画板 .........................................................................................................138
分镜头与故事画板的区别 .............................................................................138
认识故事画板 .................................................................................................139
短视频故事画板 .............................................................................................141
6.3 拍摄场景选择 .................................................................................................141
主题与场景适配 .............................................................................................141
寻找优质场景 .................................................................................................142
6.4 服装和道具的选择 .........................................................................................146
服装与造型的选择 .........................................................................................146
道具的选择 .....................................................................................................147
第 7 章 一般镜头、运动镜头与镜头组接 ...............................148
7.1 短视频镜头的拍摄技巧 .................................................................................148
固定镜头 .........................................................................................................148
长镜头与短镜头 .............................................................................................150
空镜头（景物镜头） .....................................................................................155
7.2 运动镜头 .........................................................................................................156
推镜头：营造不同的氛围与节奏 .................................................................157
拉镜头：让观者恍然大悟 ............................................................................158
摇镜头：替代观者视线 .................................................................................159
移镜头：符合人眼视觉习惯的镜头 .............................................................161
跟镜头：增强现场感 .....................................................................................162
升降镜头：营造戏剧性效果 .........................................................................164
7.3 组合运镜 .........................................................................................................166
跟镜头接摇镜头 .............................................................................................166
推镜头、转镜头接拉镜头 .............................................................................168
7.4 常见镜头组接方式 .........................................................................................169
前进式组接 .....................................................................................................169
后退式组接 .....................................................................................................170
两极镜头 .........................................................................................................172
固定镜头组接 .................................................................................................173
7.5 镜头组接的技巧 .............................................................................................175
动接动：运动镜头之间的组接 .....................................................................175
定接动：固定镜头和运动镜头组接 .............................................................177
轴线与越轴 .....................................................................................................178
第 8 章 短视频平台、类别与未来趋势 ..................................180
8.1 时下热门的短视频平台 .................................................................................180
抖音 .................................................................................................................180
快手 .................................................................................................................181
小红书 .............................................................................................................182
哔哩哔哩 .........................................................................................................183
西瓜视频 .........................................................................................................184
微信视频号 .....................................................................................................185
8.2 短视频的类别 .................................................................................................186
8.3 短视频平台爆火原因 .....................................................................................188
8.4 把握短视频红利期 .........................................................................................188
8.5 短视频的未来 .................................................................................................190
第 9 章 短视频的策划与构思 ...............................................192
9.1 热门短视频策划 .............................................................................................192
根据视频内容来选题 .....................................................................................192
短视频的策划技巧 .........................................................................................196
9.2 短视频题材和数据的分析方法 .....................................................................196
题材分析 .........................................................................................................196
数据分析 .........................................................................................................197
9.3 短视频大纲的规划 .........................................................................................203
可视化列表+ 脚本 .........................................................................................203
拍摄素材的准备 .............................................................................................204
9.4 短视频的片头 .................................................................................................204
9.5 短视频发布时间段 .........................................................................................206
第 10 章 短视频变现的5 种主流方式 ...................................207
10.1 广告流量变现 ...............................................................................................207
广告投放的关键点 .......................................................................................207
自主引流的关键点 .......................................................................................207
签约公司 .......................................................................................................208
参加活动 .......................................................................................................208
10.2 渠道分销变现 ...............................................................................................209
线上渠道变现 ...............................................................................................209
线下渠道变现 ...............................................................................................211
电商小程序变现 ...........................................................................................211
10.3 私域流量变现 ...............................................................................................211
微信/QQ 流量 ..............................................................................................211
独立商城/ 小程序引流 ................................................................................212
10.4 内容付费与打赏订阅变现 ...........................................................................212
内容付费 .......................................................................................................212
打赏订阅变现 ...............................................................................................215
10.5 其他变现方式 ...............................................................................................215
售卖文创周边衍生品 ...................................................................................215
售卖版权 .......................................................................................................215
多账号运营 ...................................................................................................216
运营培训创收 ...............................................................................................216
