Chapter 347 An advertisement that sounds the charge
After three days of research and discussion, cars from the relevant departments of Pujiang City slowly drove into the Oriental Metropolis Newspaper office.
In a classroom on the third floor of the newspaper office, many employees of the unit were leading their children to stand on the moon and take photos.
When the lights and shadows are illuminated, it looks like a moon occupied by the people.
What a rare scene!
It's hard to find anywhere in the world, so I couldn't help but come here and take some photos. I feel sorry for my insider status.
Of course, in addition to the employees of the newspaper, many related households also rushed over after hearing the news, including several old acquaintances from the translation studio.
After all, these match advertisements that are about to be exported need to be accompanied by various languages and various characters.
"Xiaoxiao," Jiang He handed the camera in his hand to Lu Xiao: "You can help your colleagues take the next photos. I have to go downstairs for a meeting."
"Okay," Lu Xiao took the camera and gestured to Ding Jianhua, who was sitting in the crater: "It's really similar."
"Be careful," Jiang He said, still reluctant to leave: "Pay attention to your feet. The terrain of the moon is quite complicated."
"Okay," Lu Xiao showed a reassuring smile: "Go and do your work!"
…
On the stairs of the office building, Wang Shixiang, who was going downstairs with Jiang He, gave instructions as he walked:
"Second brother, don't forget to help me develop a few more of the photos you just took. When you get back to Yanjing, I can show them to my friends. I, Mr. Wang, will also one day go to the moon."
"There's no need to wait at all," Huang Yongyu on the side was still thinking about the previous photo-taking process:
"As soon as I get the photo, I will go to the post office and send it as soon as possible. We must let them see the glorious image of us standing on the moon wearing spacesuits as soon as possible."
Wang Shixiang and Huang Yongyu were head to head, shoulder to shoulder, and the more they chatted, the more excited they became.
"Send one for each posture," Wang Shixiang said with a smile: "Let those three people who returned to Yanjing early regret it. How dare they laugh at us as unemployed people?"
"Bah," Huang Yongyu said, "What we have to do next, I don't know how meaningful it is."
"The key is still interesting," Wang Shixiang said, "right?"
Jiang He, who had already gone down to the first floor, stopped and looked at a few cars not far away: "This time... I guess it won't be that easy."
"Yes," Huang Yongyu, who also stopped and looked over Jiang He, said, "Just thinking about it, it's quite difficult."
"By the way," Wang Shixiang, who was standing in a row with them, asked curiously: "Has Jiang Shan come up with an idea? How come I heard that he has been hiding in the bakery opposite these days?"
"I can't tell you exactly what the third child is busy with," Jiang He turned around and pointed in the direction of Jiang Shan's office: "You will understand everything in a moment."
…
At this moment, under the door sign of the Advertising Planning Department, Deputy Director Liu of the Municipal Culture Bureau was standing.
Deputy Director Liu raised his finger and pointed to the signboard above his head, and said to Xu Muchun: "I didn't know who this comrade Jiang Shan was until yesterday? Why did it sound so familiar to me before?"
"I'm telling you, you should have remembered it a long time ago," Xu Muchun, who had his hands behind his back, also looked at the door sign: "Our Pujiang New Stars Concert was so successful, how come you don't know his name."
Deputy Director Liu, who was originally smiling slightly, changed his expression after hearing this: "What, that Rising Stars concert is none of his business?"
"Comrade Jiangshan is the deputy director of this concert, don't you know?" Xu Muchun paused: "Then what are you talking about?"
"He is also the assistant director of the concert? Oops, I really didn't know about it carefully before. I only know that this concert is a TV station and..."
Speaking of this, Deputy Director Liu pointed upward: "By the way, this concert was organized by the TV station and this newspaper."
Seeing that Xu Muchun and Deputy Director Gong from the Second Commercial Bureau were still looking at him, Deputy Director Liu quickly introduced:
"As early as two years ago, our country had an advertisement that won a silver medal at the Tokyo Advertising Festival. And the designer of this advertisement was Comrade Jiang Shan."
"..." When Xu Muchun heard this, he turned back and looked at Section Chief Han: "Why don't I know about this?"
Section Chief Han also looked surprised: "I don't know either."
Deputy Director Gong of the Second Commercial Bureau looked at Deputy Director Liu with a look of realization: "Why did you suddenly express your full support for Jiangshan's two-in-one advertising plan? It turns out that you went back to investigate."
"Isn't this our old tradition," Deputy Director Liu said with a smile:
"It is recommended that you and our two departments work together to use the opportunity of this New York Advertising Festival to clear up the reputation of MSG, restore production value, and restore the good international image of Chinese food."
Director Gong nodded: "But after the bureau distributed the task, no one dared to take up the challenge. They all said that let alone planning an advertisement that was guaranteed to win an award, they didn't even know where to start with an advertisement to promote Chinese food."
"Alas," Deputy Director Liu of the Cultural Bureau looked at Xu Muchun and said with a wry smile:
"Have you not seen the few MSG advertising samples in our bureau? Even the backbone of Pujiang Advertising Company said: They are no different from popular science documentaries."
Deputy Director Zhang of the Propaganda Department smiled and said: "Old Liu, this is your fault. If you had come to me earlier about this matter, I guess you would already know Xiao Jiang."
Director Liu himself also smiled bitterly: "How did I know that a cultural unit can't even produce an advertisement?"
The national advertising revival planning department is Pujiang's propaganda department. How could Director Zhang not know how difficult it is:
"Comrades have put down their work for more than ten years. There is nothing that can be easily picked up. There is still a lot to learn."
Xu Muchun nodded with deep feeling: "It's not just advertising, it's the same in many industries."
"However," Director Zhang smiled faintly, always remembering the political propaganda work: "As long as we are heading in the right direction, even if we are barefoot, we will catch up one day."
At this time, Jiang Shan and Huang Hua, who were standing aside, looked at each other and smiled.
With a smile on his face, Jiang Shan looks like an intellectual young man full of justice and sunshine: "We're going to cooperate again, old man."
The advertising cooperation model in which Chunfengdu is responsible for planning and Pujiang Advertising Company is responsible for shooting has always been smooth sailing.
Huang Hua, who has maintained a semi-permanent smile all year round, whispered softly: "Jiang Shan, you are really lucky this time. A batch of advanced photographic equipment our company ordered at the end of last year was all shipped to the company last month."
Jiang Shan knows better than anyone else the brilliant future of Pujiang Advertising Company.
"This is not my good luck," Jiang Shan patted Manager Huang's arm: "This is our government's good luck."
…
Corey, the advertising planner of Oriental Metropolis Daily, sees advertisements everywhere.
Here, you can not only see the advertising design artworks planned by Jiangshan, but also many behind-the-scenes photos of the advertising production.
In addition, there are photography works, advertising fonts, well-known foreign advertising cases that Jiang Zhuangzhuang and Ding Lingling practice on weekdays... and small-level advertising design that does not require Boss Jiang to do it himself.
After some serious opening remarks, the representatives from the four departments of light industry, secondary commerce, culture, and publicity sat firmly and looked quietly in the same direction.
"Dear leaders," Ding Lingling, standing in front of the blackboard, was obviously a little nervous: "Next, let me introduce to you the design concept and shooting plan of the entire advertisement:
First of all, this is a three-protagonist advertisement that promotes Chinese food, MSG, and matches.
Among them, there are many theories about the origin of MSG, one of the protagonists, some say Japan, and some say China.
If you want to find out the truth, you must first understand the fact that although MSG in Japan and my country are the same substance, they are extracted in two completely different ways.
As early as 1866, German chemists isolated a crystal from wheat plant protein.
However, due to technical limitations, this product could not be mass produced at that time.
In 1908, a Japanese university professor evaporated kelp soup and extracted a crystal called 'glutamic acid'.
After that, he announced that he had found the secret recipe to make the food more delicious.
Subsequently, this crystal, named "Ajinomoto", began to become popular all over the world, including our country.
However, the ‘Ajinomoto’ discovered in Japan is a method of extracting 2 grams of sodium glutamate from 10 kilograms of kelp.
Such an extraction method will inevitably lead to a high price for ‘Ajinomoto’.
In 1921, Wen Yunchu, a Chinese chemical expert, discovered various methods of freshening food that had been recorded in my country after reading many ancient documents.
Among them, fish and sheep soup, beef and sheep soup, crab oil and shrimp paste, which are derived from the word "fresh", have been recorded in detail as early as the Spring and Autumn Period.
In addition, there are many fresh seasonings extracted from plants, such as bamboo shoot powder, mushroom powder, etc.
After careful study and study, Wu Yunchu and his wife developed a method of extracting sodium glutamate from grains using only simple chemical instruments such as alcohol lamps and reagent bottles.
In 1923, Wen Yun first came up with the recipe, and the "Tianchu MSG Factory" co-founded by Shanghai sauce tycoon Zhang Yiyun was officially launched.
The "Buddha's Hand" brand of MSG, which Wu Yunchu designed his own trademark, has come into people's sight ever since.
The economical and affordable pure domestic "Buddha's Hand" MSG was quickly accepted by the Chinese people.
After that, after actively participating in several domestic and foreign exhibitions, "Foshou MSG" gradually opened up the international market.
At this time, Ajinomoto, which was losing ground in the Chinese market, lodged a protest with the Beiyang government.
The lawsuit filed against Wu Yunchu about the Foshou brand MSG extraction process is plagiarizing their "Ajinomoto" extraction results.
In fact, ‘Ajinomoto’ has always kept its extraction process strictly confidential, and outsiders have no chance to peek into it.
Wu Yunchu, who had never paid attention to the island country's craftsmanship, immediately decided to announce his product formula to the outside world by applying for an international patent.
This is also the first time in our country’s modern history that we have applied for patent protection abroad.
Since then, starting from 1926, Bergamot MSG has represented my country's chemical manufacturing industry, participating in and winning many international exposition awards.
After that, in order to completely drive out the Japanese devils who were making money and robbing our country at the same time.
MSG king Wu Yunchu not only donated money, food and fighter planes to the Anti-Japanese Front, but also announced that he had completely given up the domestic patent rights for MSG formulas.
Encourage people from all walks of life across the country to mass-produce domestic MSG.
Shortly after the move was announced, more than a dozen MSG brands sprung up in China like mushrooms after a rain.
The Japanese Ajinomoto, which retreated again and again, could only take a breather in a small part of the area occupied by the Kwantung Army.
However, precisely because of this, Wu Yunchu was chased and robbed several times by the Japanese army on the way to the factory.
What's even more annoying is that in 1944, the Nationalist Government suddenly sent people to seal down the Tianchu MSG Factory.
It was not until 1947 that Wu Yunchu moved the Xiangjiang branch back to Pujiang.
Later, due to a public-private partnership, the name of the factory was changed to Pujiang MSG Factory. It was not until 1977 that the original name of Tianchu was restored.
Since the 1960s, Foshou brand MSG has been a national inspection-free product every year.
Its products are exported to Hong Kong, Macao, Southeast Asia, Brazil and Spain and other countries and regions.
Just when everything was going well for Tianchu MSG Factory, it encountered an unprecedented product trust crisis along with all domestic MSG companies.
In April 1968, a Chinese-American named Robert went to a familiar Chinese restaurant for dinner as usual.
Later, according to his own description: After this meal, he suffered from physical fatigue, numbness in his arms, and rapid heartbeat.
Not long after, Robert wrote an article about his experience as a doctor and submitted it to the New England Journal of Medicine.
A few days later, the New England Journal of Medicine published the article without any investigation.
Not only that, the editor also added the prefix "physician" to the author's signature, and the "one experience" in the article was also changed to "multiple experiences" without permission.
But despite this, this article still failed to attract much attention.
So a month later, the New England Journal of Medicine published more than a dozen related articles, many of which were noted as authors.
Incredibly, at the end of these articles, they all speculated that the cause of post-meal discomfort in diners was MSG, a unique seasoning in Chinese dishes.
With the help of the media, the diners unexpectedly had a psychological effect, and actually felt the various discomforts after eating Chinese food.
On May 19 of the same year, the New York Times published a report on "Chinese Restaurant Syndrome", which not only created an unprecedented new medical name, but also completely inspired ordinary people to panic about Chinese food.
Subsequently, major North American media followed up with reports, pointing the finger directly at China's MSG.
For a time, foreign Chinese food lovers who originally loved Chinese cuisine had to give up their preference.
Various Chinese restaurants opened abroad, as well as the international sales market of MSG, have encountered varying degrees of resistance and forced withdrawal..."
Listening to Ding Lingling's introduction on the stage, Director Gong and Director Liu unexpectedly heard some information they had never understood before.
At this moment, while they lamented the powerful power of foreign media, they also felt the power of domestic media.
"Actually, the chemical essence of MSG is sodium glutamate,"
At this time, the narrator of the meeting in front of the blackboard had been replaced by Jiang Shan:
"To put it simply, it is 9% wheat bran fermentation liquid, which is contained in mushrooms, onions, asparagus, broccoli, peas and other vegetables.
Long-term consumption is not only harmless to the human body, but also very beneficial. It has certain health effects on human brain nerves and liver.
Regarding the above research report, I will scroll it at the bottom of the commercial with live subtitles..."
In addition to these advantages of MSG, Jiang Shan, who was standing in front of the blackboard at this time, also knew a fact that would not be announced to the world more than 20 years ago:
[Robert, the instigator of “MSC” and “Unhealthy Chinese Food”, announced to the media in 2018: The letter he sent in 1966 was originally just a bet with a friend.
In the Chinese restaurant that he would go to every week, because the food was so appetizing, 'Robert' and his friends not only stuffed themselves every time, but also drank a lot of beer.
Later, his friends laughed at him because he was a surgeon but had not published any work articles in medical journals.
So 'Robert', who made a bet with his friend, compiled an article about his feelings after eating Chinese food and submitted it to the "New England Journal of Medicine".
But the subsequent development was no longer in his imagination.
After decades of guilt, Professor Howard, who has become a trustee of Gate University in the United States, declared to the public that he was Robert back then, and that the article that brought disaster to MSG was just a $10 bet back then.
】
But even if the truth comes to light, my country's lotuses, plum blossoms, chrysanthemums, water chestnuts...many MSG manufacturers named after flowers have already suffered varying degrees of impact.
Many of them have been forced to close their doors.
"We all know that this battle to clear the name of MSG and Chinese food is definitely not something that can be solved with just one advertisement,"
At this moment, Jiangshan’s face is clear and clear:
"But this ad will undoubtedly be at the forefront of that battle.
Therefore, the person who wins this battle is not Chunfengdu Advertising Company, let alone me, Jiangshan.
But the full support of every department leader sitting here..."
At this moment, the four directors sitting in the advertising department all felt the fighting spirit in Jiangshankou.
At this moment, Ding Lingling placed advertising plans in front of them.
These planning documents are like strategic cooperation documents at this time.
Looking through the information in his hand, Deputy Director Liu of the Ministry of Culture saw familiar unit names: "Liu Xiaoqing, Fang Shu from Yanjing Film Studio, Pan Hong from Emei Film Studio..."
Director Zhang of the Propaganda Department also noticed this page:
"Actors from Pujiang Film Studio: Zhang Yu, Gong Xue, extras from Xi'an Film Studio: Zhu Lin, students from Yanjing Yue Opera Troupe: Li Lingyu...
Hey, Xiao Jiang, why do you need so many actresses for this advertisement?"
