Chapter 348 Gong Xue in the South and Zhu Lin in the North
Ho-ha, ho-ha, ho-ha
Who sent you to me? It was the round bright moon, the bright moon...
When he heard Director Zhang pronounce the three words "Li Lingyu", Jiang Shan's damn mind immediately started singing and dancing.
"This three-in-one commercial that is about to be shot is called "A Wonderful Banquet in the Forbidden City,"
Jiang Shan said calmly:
"Its other name is "The Feast of the Ming Dynasty". Through two editing methods of the advertisement, it will be used for the promotion and publicity of MSG and matches respectively."
"I think as soon as the leaders heard these two names, they already understood the general direction of this advertisement,"
In the office that was originally a classroom, Jiang Shan looked like a storyteller:
"The Ming Dynasty, the official owner of the Forbidden City, the dinner parties hosted by his family are definitely not comparable to those of ordinary people.
We are curious, and foreigners are even more curious.
Putting aside everything else, this advertising theme is enough to attract people all over the world..."
When the people sitting there heard this, everyone nodded.
Just look at where the foreign guests from our country have gone in recent years, and you will know.
What are they most interested in and most willing to pay for?
Most of them are those 5,000-year-old royal ruins above and below ground!
"Then since we have attracted the curiosity of outsiders, we must not let them down.
This has to be linked to the words "Qi" and "Sheng" in the title of the advertisement. These two words may seem difficult to achieve, but in fact they are.
But as long as the leaders come forward, this advertisement, which is related to our country's five thousand years of food culture, will be successfully shot.
Our wronged MSG companies and aggrieved match factories,
Under the command of the leaders of various departments, we will be able to regain the prestige of the factory and achieve greater success again."
After a round of applause, several leaders sitting in the audience began to look intensely.
Therefore, Jiang Shan took advantage of the situation and said: "The entire advertisement is roughly composed of three parts: the Lantern Festival, the secret skills of the royal chef, and the royal feast.
Among the attendance lists of royal members, concubines accounted for a large proportion of the appearance.
Since the purpose of this advertisement is to be gorgeous and eye-catching, the queens and ladies of our country cannot be cast by ordinary people.
Your appearance must be... correct!"
In the next ten to twenty years, our country will have no shortage of well-known directors who reflect the ugliness, poverty, and feudal backwardness.
He wasn't good at taking pictures of mountains and rivers, so he just wanted to take pictures of the magnificent and beautiful solid mountains and rivers, the dazzling historical civilization... and the beautiful and delicious beauties.
"So it turns out that the ones on this list are the actresses who will play concubines in advertisements in the future?"
Director Zhang of the Propaganda Department finally figured it out: "These lesbians are all... good-looking?"
"Yes," Jiang Shante nodded calmly: "They are all recommended by people in the industry. Our shooting time is not long, so it will not take up much of their time."
In addition to Nan Gong Xue and Bei Zhu Lin, there is another one who is still looking for.
Director Liu of the Cultural Affairs Bureau said: "Our advertisement, which is about to be exhibited abroad, can be regarded as the top priority in the literary and art circles at present. Any film and television work should be tilted towards it."
Didn't Comrade Jiang Shan just say that as long as cadres like them take the lead, this advertisement, which is related to China's five thousand years of food culture, will definitely be successful.
Thinking of this, Director Liu looked at Director Zhang: "Lao Zhang, you and I can handle this matter for the actress?"
Director Zhang: "I'll do it!"
"Okay," Director Liu said, "leave it to me to arrange the lanterns!"
Director Zhang poked at the plan in his hand and gave a friendly reminder: "Old Liu, you have to contact the box lamp here as soon as possible. This thing requires the most effort, and the others are probably ready-made."
When Jiang Shan heard this, he quickly said: "There are also rolling lanterns."
"Comrades, please rest assured that the lights for the Lantern Festival have not yet come down today." Since Director Liu can take the initiative to make arrangements for him, he must have already made a plan in his mind:
"Comrade Xiao Jiang, if you like any lights again later, just tell me in time, and the Ministry of Culture will come forward to coordinate the arrangements."
Of course, Jiang Shan is aware of their power: "Let me just say, with all the leaders here, our advertisement will definitely be completed smoothly."
Director Zhang got a little carried away at this moment: "As for the selection of the advertising folklore consultant, I will personally call and invite Comrade Hou Baolin to take up the position."
Liu Bureau of the Ministry of Culture also actively took charge of the project: "The advertising shooting partners: the Forbidden City, Fangshan, Tingli Pavilion... I will get in touch with the relevant departments in Yanjing."
Now that things have developed, Xu Muchun feels much more relaxed:
"Xiao Jiang, the shooting of this advertisement is different from the past. The time is tight, the tasks are heavy, and the stall is huge. You...if there is anything else you need, you must report it to the organization!"
Jiang Shan noticed the implication of Xu Muchun's words and thanked Xu Ju with a grateful look:
“In order to complete the tasks assigned to me by the organization with high quality and quantity, our Chunfengdu Advertising specially invited:
Professor Wang Shixiang, former research specialist of the Imperial Palace Museum in Yanjing, is the set consultant for this advertisement;
Mr. Huang Yongyu, a professor at the Central Academy of Fine Arts and a famous painter, is the art director of our advertising;”
At this time, Huang Yongyu and Wang Shixiang, who were sitting with Yu Sigui, stood up and nodded to everyone who was applauding.
"Ms. Yu Sigui, the general manager of Japan-Japan Dadi Advertising Company, provides photography technical guidance for our advertising."
As soon as the two old comrades sat down, Yu Sigui stood up again with a smile.
"Zhang Lu from Pujiang TV Station and Wang Fulin from CCTV are the interior and exterior directors of this advertisement respectively," Jiang Shandao said:
"Another important thing is the costume of this advertisement, that is, the clothing, accessories, utensils, ingredients, etc. that need to be used in the advertisement are all props that need to be prepared in advance."
"These things..." Director Gong of the Second Commercial Bureau looked at the list in the plan: "Do they need to be so particular?"
"Of course it doesn't need to be so particular if it's an ordinary advertisement," Jiang Shan explained with a smile:
"But, isn't our advertisement for international competitions? If you want to win the grand prize, you have to be so particular!"
Director Liu from the Cultural Affairs Bureau said with a serious look on his face: "You really can't take it lightly. Any advertisements that can be sent to the New York Advertising Festival are definitely not easy to mess with."
"It's not simple," Zhang Bureau of the Propaganda Department has already realized: "What kind of place is that? A place where outstanding advertisements from various countries gather together."
"Well," Director Gong from the Second Shang Company also reacted: "They must be filming vigorously!"
"At the beginning of last year," Director Xu of the Light Industry Bureau thought of something: "More than 10 traditional craft factories in Pujiang were merged into an arts and crafts products factory. You can go there to take a look at these performance props needed in the advertisement."
"There is also a factory like this in Yanjing City," Wang Shixiang said at this time:
"Just last year, Yanjing established an arts and crafts factory that merged 14 traditional craft and folk workshops.
It includes all kinds of traditional porcelain firing, iron paintings, lacquer boxes, jade hairpin screens... all are handicrafts specially provided to Youyi Store."
The selling price is dozens of times that of some antiques, and it is deeply loved by foreign guests.
Some of these exquisite products are specially prepared as meeting gifts for foreign leaders.
In the late 1970s and early 1980s, foreigners were the same as those in China.
When dealing with old antiques in certain professional fields, they have not yet realized their importance.
"Since other countries attach so much importance to it," Director Zhang of the Propaganda Department said, "then we must pay more attention to it than they do."
"That's right," Director Liu said with a sharp look, "otherwise, why would they award the award to our country?"
"But," Director Zhang said, "What kind of advertisements can win awards at the New York Advertising Festival?"
"The New York Advertising Festival, founded in 1957, is one of the three major advertising festivals in the world today,"
When Jiang Shan approached the curtain in front of the blackboard, Jiang Zhuangzhuang immediately started playing the slideshow:
"It is different from the Tokyo Advertising Festival. The New York Advertising Festival is an international advertising election event held every year.
The award-winning works selected at the advertising festival are considered to be the world's best advertising works in various fields.
According to different advertising communication carriers, it is divided into multiple competition sections including film and television, radio, print, and outdoor.
Among them, the works submitted to participate in a single broadcast advertisement should generally not exceed 180 seconds.
The regulations for film and television advertisements are usually between 30 seconds and 15 minutes."
Xu Muchun, who had just finished several commercials, was shocked when he heard this: "There are still 15 minutes of commercials left?"
How much will that cost?
"In France, there is the Cannes Advertising Festival, which was established in 1954. Its influence is greater than the New York Advertising Festival," Jiang Shan:
"There is no need to consider the duration of the works exhibited at this advertising festival. As long as they are excellent advertisements, they will have a chance to win."
In 2017, the Cannes Advertising Festival, which has been renamed the Cannes Lions International Festival of Creativity, awarded the grand prize to a 17-minute advertisement.
China UnionPay also filmed a 16-minute commercial for the Advertising Festival.
The plot rhythm of telling the story in a leisurely and unhurried manner also captures the audience's attention very well.
But when it came to the advertising festival at that time, although the strict rules were liberated a lot,
But like Jiangshan is doing now: planning to shoot an advertisement at the end of March and sending it to an exhibition in May, there is no need to even think about it.
Because in later generations, advertising entries sent to Cannes were more popular than movies.
China alone can send more than 300 advertisements in different categories to the organizing committee.
Therefore, as time continues to move back, the submission time for advertising festivals will also continue to move forward.
By 2000, if you didn't submit your work before March, even if your photos looked like flowers, you would only get a "sorry" from the organizer.
"Fifteen minutes of advertising time is not uncommon at advertising festivals," Jiang Shan said, looking at Director Xu:
"Actually, when our commercial is cut, it won't be short. I estimate it will have to be ten minutes anyway.
However, the duration of the advertisements for the competition is different from the usual commercial advertisements, and we can shorten them according to the purpose.
Take Match as an example. If it is divided into two episodes, three minutes of each episode would be enough."
"That's pretty much it," Xu Muchun nodded assuredly, but the next second:
"Xiao Jiang, professional matters have to be decided by you in the end. You can't cut out the most exciting parts just to save some advertising money.
The purpose of playing advertisements is to create benefits, and we will never do such uneconomical things as losing a large amount for a small amount of money."
"I listen to you," Jiang Shan loves to hear these words most: "We will never do anything that is not cost-effective!"
At this moment, the slide on the curtain was showing a brightly colored advertising painting.
"The advertising poster you will see now is the Japanese Ajinomoto we mentioned at the beginning,"
As soon as Jiang Shan finished speaking, another poster appeared on the curtain:
"These two posters are Ajinomoto advertisements published in 1975 and 1978 respectively."
Everyone in the audience felt their eyes light up when they saw it.
"Oh, why are the photos so gorgeous?"
“With so many dishes put together, it’s hard to see.
"Why is it all food and no products..."
"The product is still there," Jiang Shan raised his hand and circled it: "It's just that the proportion is a little smaller."
"It turns out to be here,"
Director Gong of the Second Commercial Bureau touched his chin: "The title font is also very small, which is different from that in our country."
"Have you ever thought about a question? Why is Japan's Ajinomoto not in crisis even though they are producing goods of the same substance?" Jiangshan said with his back leaning on the blackboard and his arms folded.
What happened:
"Why haven't Japanese dishes been boycotted? Is it just because Robert went to a Chinese restaurant?"
As soon as these words came out, the big guys in the advertising planning department frowned.
"That's right. What foreigners are boycotting now is MSG."
"Although the extraction method of Japan's Ajinomoto is different from ours, it is the same substance!"
"Speaking of which, adding Ajinomoto to Japanese food is equivalent to adding MSG. Why don't they have any influence at all?"
Seeing that his question had received responses from everyone, Jiang Shan continued:
"I have to explain one thing first. After entering the 1970s, whether it was the MSG production enterprises in Japan or my country,
All have stopped using their previous glutamate extraction methods.
It was replaced by a new, cheaper and simpler extraction technology..."
In 1957, in the laboratory of the University of Tokyo, Su Yuanzhi from Taiwan developed a method of using bacteria to produce MSG.
Although this thing sounds exaggerated, it is actually the leftover stuff from our ancestors.
It is actually the same principle as when we use microorganisms to produce liquor and vinegar.
As we all know, bacteria are a type of microorganisms.
They play an important role in food, medicine, industry and agriculture, environmental protection... and other fields.
It has long been inseparable from human life.
After Su Yuanzhi developed a method of using bacteria to extract MSG from sucrose.
He immediately returned to Taiwan and cooperated with the local Weiquan company to produce "Weiquan" brand MSG.
This new process of producing monosodium glutamate through bacterial fermentation has quickly become popular in countries around the world.
The production and price of MSG have entered an unprecedented stage.
Therefore, although MSG is cheap, it is not a chemical product, but a biological product like liquor and vinegar.
