After Chen Peisi returned to Beijing, Jiangshan's cabin resumed its usual daily meetings.
At this moment, Comrade Jiang Hai, the eldest member of the Jiang family, was leading his younger brothers to study new documents and implement new ideas.
"I didn't expect that I just came back from Yanjing and you two would go to Yanjing again."
Two days ago, the "National Journalists Conference" was held in Beijing.
As the head of the news unit, Comrade Jiang Hai attended the meeting without hesitation.
"Boss," Jiang Shan said with a smile, "How can my second brother and I compare with you?"
Jiang He nodded in agreement and put it bluntly: "Lao San and I are going to do a large-scale private job at best."
"Hey," Jiang Hai said, "No matter what private work you do, this trip for you two is very meaningful."
"Yes, that's very meaningful," Jiang Shan said, "Brother, tell us what you said at such an important meeting?"
"The main thing is that I hope that journalists like you and me will adhere to the correct guidance of public opinion and promote the development of the four modernizations..." Jiang Hai:
"I have sorted out the spirit of the meeting and I think it will be sent to your office tomorrow."
Jiang Shan threw two cigarettes out: "Then I will definitely study hard when I get back."
"This meeting was held on two days," Jiang Hai continued: "The "News Unit Commercial Promotion" conference held on the second day was really exciting!"
Jiang Shan: "How exciting?"
“First of all, the Propaganda Department of the Central Committee of the Communist Party of China announced the “Notice on Publishing and Broadcasting Chinese Advertisements in Newspapers, Advertising, and Television,” Jiang Haidao:
"We plan to launch a professional advertising magazine in our country next year, and propose that some colleges and universities offer advertising majors..."
Hearing this, Jiang Shan knew that everyone was coming: "It's all good news."
After this meeting, CCTV was finally able to broadcast foreign commercials normally, without the need to produce short documentaries as before.
The first thing that appeared was the Coca-Cola commercial that was shown with "The Man from the Bottom of the Atlantic".
In addition, with the airing of a jeans advertisement, the word "fashionable" officially appeared in the official media.
"After the meeting, when we were divided into groups to discuss with each other," Jiang Hai said with a smile:
"Our delegations from Pujiang and Guangdong have really become a hot topic.
News representatives from other provinces and cities come to us to learn about their experiences.
Did you know that it was not until January this year that Hunan People’s Broadcasting Station aired their first advertisement?”
Jiang Hai thought for a moment: "It seems to be "Drink Herbal Tea to Cure Colds" from Guangzhou No. 6 Traditional Chinese Medicine Factory."
Jiang He wondered: "Why is it still an advertisement from another province?"
"It's good that it's not given to foreign investors," Jiang Hai said: "It is said that it costs 12 yuan per minute and has been broadcast 40 times. The total cost of advertising and advertising is less than 500 yuan.
Jiang Shan clicked his tongue when he heard this: "It's not enough for our newspaper to publish it for one day."
“Compared to Jiangsu, Zhejiang, Shanghai and Guangzhou, which started a year earlier, the advertising industry in many places is still in its infancy.
The huge disparity in advertising costs is not surprising, but the strange thing is still in the afternoon,"
Jiang Hai looked at Jiang Shan mysteriously: "Lao San, do you know what the brand's slogan is?"
"I know," Jiang Shan said, "It's just an advertisement!"
After hearing what Lao San said, Jiang Hai knew that there was no need to explain more:
“In the afternoon of that day, in addition to group discussions, the leaders of the Machinery Department also met with our delegation from Pujiang and Guangdong.
According to leaders, the ‘Dongfeng’ brand trucks produced by my country’s Second Automobile Manufacturing Plant
Since the successful completion of the transportation mission on the front line last year, we have begun to comprehensively promote the supply and development of the civilian market.
As early as 1978, Second Automobile Manufacturing Company produced the first batch of more than 5,000 Dongfeng trucks for civilian use..."
At this point, Jiang Hai's voice gradually lowered: "Today's military truck order volume simply cannot meet the expectations of Second Automobile Works.
Last year, the factory also faced the crisis of "stop, slow down and build".
After study and approval by relevant departments, a reform method was formulated in which profits would be split half-and-half between the state and enterprises.
After that, in order to increase R&D funding and improve production equipment, Second Automobile Group applied for a special fund from the state.
For the shortfall, I also applied for a loan from the bank.
The reason why the Machinery Department came to talk to us this time was because they wanted us to promote the "Dongfeng Brand" civilian trucks in newspapers and periodicals."
After hearing this, Jiang Shan couldn't help but sigh: "State-owned enterprises are still guaranteed. Not only does it not cost money to advertise, but it also..."
Second brother: "It has become a political mission."
Jiang Shan smiled: "Fortunately, it's not that difficult. Just find someone to write a promotional article and you'll be done."
"The key is," Jiang Hai continued:
"The leaders of the Machinery Department, after hearing about Pujiang's advertising development results.
They also asked us if we could help write a loud promotional slogan for the Dongfeng brand trucks of the Second Automobile Works Corporation."
"..." Jiang Shan: "Brother, what did you answer at that time?"
"Me?" Jiang Hai smiled bitterly: "In such an occasion, how can it be my turn to speak?"
Jiang Shan continued: "Did anyone else provide a response at the meeting?"
"No," Jiang Hai said, "Both Guangdong and Pujiang have just said that they will go back and seriously consider it.
Besides, this is not a question that can be answered on the spot, no one is allowed to go back and think about it carefully."
"Lao San," Jiang He asked as soon as he saw Lao San looking like he was plotting secretly, "If you...could you have given an answer on the spot?"
"Huh?" Jiang Hai, who was catching tea leaves, immediately held his teacup steady: "Third brother, are you interested in this matter?"
"I'm so interested." Jiang Shan replied very crisply.
Looking at the third child with burning eyes, Jiang Hai asked tentatively: "Don't you think...you have already come up with a suitable slogan?"
"There's no need to think too much about this," Jiang Shan said without even trying to hide his words:
"In the five thousand years of Chinese civilization, our ancestors have left us so many good words and sentences. If we don't use them now, why should we leave them to outsiders?"
By early 1982, a particularly eye-catching billboard would be erected near Yanjing Airport - There must be a road to the mountain, and there must be a Toyota car on the road.
As one of the first foreign automobile brands to land in the Chinese market and take the lead in advertising in China: Japan's Toyota.
Before coming, I specially invited two Japanese who were born and raised in China to carefully plan this advertising slogan, which is known as the most Chinese.
To be honest, the advertising slogan "There must be a road before the car reaches the mountain, and if there is a road, there must be a Toyota car" is indeed wonderfully written.
But why did Jiang Shan feel uncomfortable after listening to it?
It's obviously an old saying in our country, why should it be used to promote other countries' car brands?
The key point is that you don’t have to pay a penny. Just like Ajinomoto’s Panda MSG bottle, the national treasure is all shared by outsiders for free.
No, we can't just let this matter go.
Jiangshan is so small-minded that he must make no less money than he should, and he must settle every account he must make!
If you count it this way, the time when Toyota wrote this sentence is not far away.
Just as Jiang Shan was holding a cigarette and calculating with his fingers, Jiang Hai suddenly interrupted him:
"Come on, come on, tell us what good words your ancestors have left for you?"
When it comes to playing with words, Jiang Hai feels that his time is no shorter than that of Lao San.
He didn't believe it. He could come up with something that no one in the room could think of by just opening his mouth?
As a result, Jiangshan really said: "Everything is ready, just wait for the east wind; there must be a road before the car reaches the mountain, and there must be an east wind chariot when there is a road."
Compared with today, people in later generations may not find it smooth enough to listen to.
It’s no wonder, after all, one has been listening to it for decades, and the other just came to the fore.
But the preconceived truth will make people in this life re-understand an advertising slogan.
"Don't tell me," Jiang He slowly looked at Lao Dadao: "It sounds really good."
"..." Jiang Hai also thought to himself several times at this moment: "Well, that's good. It seems that our ancestors really left us a lot of good things."
"Boss," Jiang Shan Youyou exhaled a thin puff of smoke: "Do you know where to go in the future?"
"I understand, it turns out that foreign-sounding advertising slogans can be easily solved by relying on our old sayings," Jiang Hai said that he was very fruitful:
"Today's meeting is very necessary. From now on, the three of us will organize regular study sessions."
"Brother,"
Although Jiang Shan also felt that the meeting was important, he now wanted to know more about how to deliver this: "Who were the leaders of the Machinery Department who attended the meeting that day?"
Jiang He also wanted to ask at this moment: "Isn't this machinery department very kind to Dongfeng trucks? Not only did they specially convene a meeting for it, but they also encouraged you to think of words for it?"
"Let me think about it," Jiang Hai thought for a moment:
"There is an old leader named Rao who seems to be the oldest. There is a leader next to him named Jiang. Both leaders look very polite.
But they took a stand not long after the meeting started, the third child, the third child..."
Jiang Shan came back to his senses in a second: "Huh?"
"What are you thinking about? Your eyes are wandering."
"Big brother, second brother," Jiang Shan retracted his distant gaze: "Do you know the brand of the first car in New China?"
"Dongfeng brand car," Jiang Hai blurted out, but the next second:
"No, why do I remember that the first Dongfeng brand car was produced by FAW? Why are the cars of FAW now also called Dongfeng?"
"Because," Jiang Shan said slowly:
"Both the Dongfeng of FAW and the Dongfeng of Second Automobile Works are all built by the same person. This person is the father of automobiles in our country: Rao Bin..."
In 1953, Jilin Changchun, FAW laid the foundation.
Rao Bin, the "white-faced scholar", was appointed as the first director of FAW.
Three years later, the first truck in New China: the Jiefang brand car was born.
In 1958, the Dongfeng brand car, which Rao Bin took from the chairman's famous saying "East wind prevails over west wind", was also born.
But this bright red Dongfeng brand car did not have the "Dongfeng" logo when it just rolled off the assembly line.
Just on the front of the car, a row of pinyin letters for "Dongfeng" is pasted.
After that, factory director Rao personally drove a "Dongfeng" car on his way to the capital to be inspected by leaders.
A member of the public mistakenly thought they were driving an imported car.
Only then did Rao Bin realize that the cars produced independently by our country should be given a Chinese logo.
At this time, there are less than 12 hours left before the review time.
Director Rao quickly found the editor-in-chief of the People's Daily and a comrade from the Yanjing Gongnong Automobile Repair Factory overnight.
When everyone learned that the beautiful car in front of them was actually the first car in New China.
We immediately worked together overnight to hand-make the word "Dongfeng" selected from the chairman's font for this car.
Since then, the automobile brand named "Dongfeng" has taken root in China.
