Reborn in the 70s / Reborn in 1978

Mr. Yan put down his pen and said: "This word is festive. The time of a daughter can't wait. Let's catch up with the prosperous age and enjoy peace. From the ordinary life of ordinary people during the New Year, we express our love for the party and the country, and our love for the party and the country." Unwavering belief, good, good, this song is enough to be the finale song of the Spring Festival Gala, the boy is really good. Why don't you come and learn from me for a few days?"

Zhang Xingming said: "Mr. Yan, it's not that I don't want to learn. I dare not give you face. I really don't have time. I'm going to Hong Kong right away after the party. I have a lot of things to do there. My own, the company's, and the country's arrangements, I don't have enough time at this time."

Mr. Yan nodded and said: "The greater the ability, the more responsibility, the more responsibility, the more things, I understand this, okay, I will give me two songs, I will go back and play, and I will give you a satisfactory one. Answer the paper, haha, then you are all busy, I will go back and think about it, Xiao Yuan will come with me, just to get acquainted, once you sing these two songs, you will become a big star, hahaha."

Elder Yan stood up and walked away with his notebook behind his back. Yuan Li and Director Zhang Xingming and Huang greeted each other and followed Elder Yan.

Zhang Xingming said to Director Huang: "Okay, don't you need to say that time is too late this time? Think about it quickly, what else needs to be done, and I will help you solve it together."

Director Huang looked at him and said, "Director Zhang, you are more like a director than me, what else can I say?"

Chapter 415 I don't want people who can't take responsibility (5)

Finally, after finishing the program of the party with Director Huang, Zhang Xingming never went to Gongti again. He said what should be said and should not be said, and he did what should be done. Zhang Xingming felt that it would be meaningless to go again. It's not big anymore, and there are still a lot of things waiting for him.

ad.

All the advertising spaces have been sold, a great harvest, but there is no advertising content yet.

Advertising in this era is different from that of later generations. The censorship of advertisements in this era is not so strong. Not to mention false propaganda, even a little exaggeration cannot be published. The content, color, and advertising words are all subject to strict censorship systems and regulations. .

Under the arrangement of Zhang Xingming, the advertising production department has released the cost of advertising production.

TV commercials are all 1-minute versions, which can be cut into 15 seconds, 30 seconds, and 1 seconds according to broadcasting needs, but only 200-minute tapes are provided for the finished film, and the quotation is [-] million yuan for dynamic video recording and editing. Enterprise is RMB. .

Static graphic advertisements are cheap, 30 yuan, the same, foreign companies pay in US dollars, and domestic companies pay in RMB.

When Wang Hongwei got this price, his tongue was cramped. At that time, there were no professional advertising companies in China. The advertisements of domestic enterprises were usually to take photos, and then the TV station helped to add subtitles, and at most a dubbing. It’s just an advertisement. When the TV was turned on in those days, there were all kinds of male and female voices shouting slogans and factory names.

The first commercial in China without a voice-over was Tuopai Qujiu, accompanied by the singing of Wang Zhengzheng’s Yoyo Tuopai.

Yan Wu also sang, but like Vitality 28's one-to-four commercial, the commercial was not filmed and produced in the Mainland, so it cannot be counted.

At that time, the advertisements were usually photos, about the factory, products, and certificates, and the voice-over Barabara kept talking in a very imposing manner. Finally, when the screen changed, the boss of the company appeared sitting on a large chair, or said something. A word of auspiciousness, either to praise the product himself, or to say a few words of promise, anyway, he probably can't remember the words himself.

The party scene is full of static advertisements. There is no PS or even a computer at the moment. Static advertisements are more difficult than TV advertisements.

But this is the Spring Festival Gala, it’s easier to do than the usual page advertisements, it’s a certain company or a certain product to send New Year’s greetings to audiences across the country, the small ones are all text, the big ones are for posting pictures, and the painters are for drawing some backgrounds. Ok, what I want is eye-catching and easy to remember.

Zhang Xingming flipped through the stack of hand-painted drawings brought by Wang Hongwei.

"There is no blueprint for the advertisements of our domestic companies. It is completely a company's random thinking. We helped to figure it out. Anyway, the manufacturer didn't make any comments. You have to take a look at this. The six companies on the Arctic Ocean Soda are all companies in the capital city. , It’s all text, and the plan given by the design side is yellow letters on a red background, which is festive and eye-catching.” Wang Hongwei reported the situation with a notebook.

"Japanese companies all bring their own advertising plans. We are a little uncertain about this. It is up to you to decide. Hehe, and also, Coca-Cola agreed to our quotation of 200 million US dollars. We will make a version and let's take a look. , The money was paid yesterday, but look at what it means, if you don’t satisfy them, you may have to file a lawsuit, which is not a good thing for our new company, comrades, hehe, I don’t know what to do.”

Zhang Xingming flipped through the pages while nodding his head, took out the ones with ideas and put them aside, and said: "Don't worry, comrades, I have me. Let's have a meeting in the afternoon. I will tell everyone. You guys still can't let go. You are always worried about this and that. You are no longer employees of a joint venture advertising company. You are now employees of a joint venture advertising company. Don’t play with state-owned enterprise politics. It won’t work here. People who can’t take responsibility are here with me never get up, and, "

He looked up at Wang Hongwei and said: "Even if you are in the bottom, you can't go on. I don't need it. I just need someone who is willing to do things, take responsibility and be responsible. I don't care how high the salary or treatment is for him. I care about it." What matters is how much responsibility he can do, understand? I’m not afraid of you making mistakes, I’m afraid that none of you dare to make mistakes, so there will be no progress.”

Wang Hongwei nodded, with a little excitement in his eyes, a good boss is a boss who dares to let employees play freely and allow employees to make mistakes.

I went through all the graphic manuscripts, and most of them are passable. After all, the board is just that big, and there is not much space left except for the seven words "Happy New Year to the people of the whole country". At most, I can add a factory name and a product name. , Even the pictures are not easy to display, this is the scene of the Spring Festival Gala, you can't make a street sign with lights brightly, no.

Go through it again, pick up some of the selected ones, take a pen, and explain to Wang Hongwei one by one, why this cannot be used, what is wrong, how to adjust it, which words cannot be used in advertisements, and which types of products cannot For such an advertisement, only the name of the manufacturer can be listed, and it takes more than an hour to talk about it.

Wang Hongwei is studious and capable, so he has just taken a few long notes. Zhang Xingming nodded in satisfaction, put the draft on the table, and started to talk about TV commercials.

80.00% of the manufacturers who bought advertising space for the Spring Festival Gala have pre-negotiated the broadcast of advertisements throughout the year, which involves a lot of TV advertisements.

The big heads are Coca-Cola and Pepsi.

These two brothers are on top, you have me and I have it, you have me and I have to.

Coca-Cola paid 200 million US dollars and is now waiting to see the finished film. Pepsi produced it in Hong Kong and then brought it to broadcast. However, they are also very concerned about the production agreement between Coca-Cola and Golden Sun. Zhang Xingming knows that as long as Coca-Cola The advertisement here is brilliant, and Pepsi will win here.

After all, there is still a big difference in the production price. Although a one-time fee of 200 million US dollars is charged, the condition is that the other party can get the global broadcast. If they produce the exact same version in the United States or Hong Kong, it will definitely cost It's also more than $200 million, and not just a little more.

The production cost of video products in this era is not generally high, and computer technology has not yet taken shape, it all depends on the hard work of the film crew.

Zhang Xingming opened the notebook, and while explaining to Wang Hongwei, he wrote a brief draft of the advertisement.

"First of all, you know that Coca-Cola is a drink, and it's a little expensive drink, right?"

"So, for Chinese people who have just solved their satiety problem, why spend money to drink this?"

"Advertising is not just a product, but a culture. For example, we have to set off whips during the Spring Festival and eat dumplings on the first day of the new year. An act of doing and executing, this is the power of cultural inheritance.”

Chapter 416 Return their advertisement to him (1)

"So, how can a product be turned into a culture? It is very important for this product to enter people's lives. It must be natural, conformable, innovative, and auspicious. This is why Auspicious, Chinese people care more about lip-smacking, right? Everyone likes to listen to good-sounding words, especially during the New Year, auspicious words, auspicious words, blessings, everyone has this demand, right?"

Zhang Xingming wrote a simple case, which is the required shooting content, including old photos, family portraits, reunion dinners, children returning home, snow and street lights at night, running trains, waiting on the platform, fireworks, hugs, red lanterns, City night scene, mountain village snow scene, wrote a bunch.

Then he wrote a heavy sentence at the end: "Unstoppable feeling, Coca-Cola forever."

And then marked on the back: organ, saxophone, accordion, harmonica, trumpet.

Putting down his pen, Zhang Xingming said: "Look for a song that is widely circulated by the common people, adapt it a little bit, record a version with these instruments, and use it as the background music of the advertisement. There should be no human voice in the overall advertisement. The shots I want must be To shoot well, the duration should be set at ten seconds, and we’ll cut it after we’re done. This advert should be recorded in two versions by a man and a woman, and the female version should be a little faster. It’s like one person is saying something very important to another. I’m a little emotionally excited. The male version should be slow, like memories, like talking to yourself, understand?”

Wang Hongwei memorized what Zhang Xingming said, closed the notebook, pondered for a while, nodded and said: "I probably understand, I'll try to figure it out and show it to you."

Zhang Xingming nodded. In this brief case he made, the screen used Pepsi's family portrait series in 2000, and the slogan used was the slogan launched by Coca-Cola in 1993 and 1998.

Give your ad back to you.

In the afternoon, Zhang Xingming gave a long lecture to all the existing staff in the company's temporary conference room.

How to use the limited time to convey a culture to the audience.

How to use limited time to shape a culture for the product.

What is product promotion, what is image promotion, and what is brand promotion.

"We Chinese are generally behind foreign countries in terms of advertising. For thousands of years, Chinese businessmen have always believed that the smell of wine is not afraid of deep alleys, but in fact few people really understand the meaning of this sentence."

"The most prominent part of Chinese culture is idioms, which is a cultural inheritance that can kill the brain cells of foreigners."

There was a burst of laughter from the audience.

"But in fact, let alone foreigners, we don't really inherit much. Let me say a few words, and you have all heard it. There is a saying that a small amount is not a gentleman, a non-toxic man is not a husband, and a small amount of alcohol is not a pure man. A man who is not ruthless is not a real man, right? Is this the understanding?"

Some people laughed, some nodded, and some answered yes.

Zhang Xingming shook his head and said: "Small size is not a gentleman, and excess is not a husband. A person with a small mind is not an upright gentleman, and a man with no tolerance cannot be a man. This is the original sentence. As for the sentence of non-toxic and not a husband." , It is from the "Folk Song of the High Supervisor Si Yao" in the Yuan Dynasty: the law is guaranteed to make the people obey, and it is expected that there will be no punishment to assist the emperor. Some people in the Yuan Dynasty borrowed this sentence to extend another sentence, hate Xiaofei gentlemen, non-toxic and not husbands, if you are interested, look for "Xie Jinwu", the third chapter: "Wang Shumi Shangyun: Hate Xiaofei gentlemen, Non-toxic no husband. "

"There is another sentence, we use it a lot in our lives. The three cobblers have surpassed Zhuge Liang, have they all said it? Then why did the cobbler and Zhuge Liang get together? The fact is that they can't be moved at all. The original words are generals , understand? Adjutant, secretary, is the deputy of the chief officer anyway, why is it stinky? A group of big masters in the ancient military camp, can they not stinky? General Xi’s opinion, so people can’t look down on themselves.”

"That being said, what does it mean that the aroma of wine is not afraid of the depth of the alley? If the wine is well brewed, no matter how deep the alley is, its fragrance can waft out for people outside to smell it, so they can find the person who made the wine. Why? Buy wine."