In the practice room of the Pujiang Song and Dance Theater, a tape recorder was playing disco music.
In the room, several girls with their hair tied up were laughing and twisting their waists to the music.
"Stop jumping, stop jumping." Suddenly, the recorder was turned off with a "click": "Zhou Jie, Dong Zhizhi, Dean Xia asked you two to go to her place."
In the practice room, the two most beautiful girls turned back at the same time: "What are you calling us for?"
"It's said that the Cultural Affairs Bureau assigned you two to go to the Forbidden City to participate in the dance shooting of the promotional video!"
"Dance shooting?" 19-year-old Zhou Jie looked more mature than 20-year-old Dong Zhizhi: "What kind of dance are you shooting?"
"Water Sleeve Dance."
…
In an office of the Wuhan Song and Dance Theater, dancer Liu Xiaoli and the theater leaders were discussing the dance repertoire to be performed in Beijing.
"Actually, you don't need to be too nervous. The comrades from the Ministry of Culture have said to choose the type of dance you are best at."
"Then..." 21-year-old Liu Xiaoli tilted her neck and thought for a while: "Since we are going to dance in the Forbidden City, Indian dance and Spanish dance must not be chosen."
"Not even ballet."
"How about I just do the sleeve dance!"
…
Diaoyutai State Guesthouse, Yanjing.
At this moment, Jiang Shan, who was staying in the brigade commander's suite, didn't know that with the help of many backstage, he was already a capable general.
To be honest, Jiang Shan is not a womanizer.
He didn't care at all about the beauty of Yuhuan, Xishi and the fairy.
For a folk artist like him, all he cares about is the artistic attainments of the three lesbians.
Even if we can only give them an average of 5 or 6 seconds of frame time, it’s still fate!
However, Jiangshan did not expect that all three lesbians would choose the "Water Sleeve Dance".
If you think about it carefully, the scene of Zhou Jie and Dong Zhizhi dancing sleeves seems to have actually appeared in a movie.
…
"Look at this picture," Jiang Shan pointed to the first drawing and said, "This is the advertisement that Benz used to make both the donkey and the horse rest."
Rao Bin was already looking at it: "Is this hand-painted by you?"
"The painting is a bit hasty," Jiang Shan said, "That's what I mean, you just have to make do with it."
"What did you just call this car? Stupid Ci?" Rao Bin looked at the letters on the drawing and smiled.
Jiang Shan: "What do you call it?"
"I haven't thought about it yet," Rao Bin said, "but this car is actually called a Mercedes-Benz in Xiangjiang, and it becomes a Mercedes-Benz when it gets to Taiwan."
"I see," Jiang Shan nodded: "I was talking about the name during the Republic of China. The first car that Mr. Mei Lanfang gave to his wife was this brand."
This was the first time Rao Bin had heard of this kind of gossip: "I'm so willing to give it up!"
"Boss Mei didn't pay a penny," Jiang Shan's sitting posture gradually became his own:
"He was the spokesperson for this car back then. After Benz landed in Pujiang, he not only found a celebrity to endorse for himself.
An advertisement was also published in the newspaper: Swords are given to knights, fragrant cars are given to famous people. Listen to this, don't you think it is very Chinese?"
Not to mention Rao Bin, even Secretary Han nodded.
After Jiang Shan finished speaking, he flipped through the first drawing and saw a poster of the Republic of China with "Swords for knights, fragrant carriages for celebrities," on the table.
"My drawings must be a little different from those at the time," Jiang Shan explained: "But the model and advertising words are definitely correct."
"..." Rao Bin lowered his head and looked at the drawing. This time, Benz had one more carriage than the previous poster: "Have you ever seen these advertisements?"
"Yes," Jiang Shan was unambiguous: "You can borrow old newspapers from the city libraries in Pujiang and Yanjing."
"So that's it," Rao Bin simply revealed the news to Jiang Shan: "You know, little comrade, the car that our mechanical department originally wanted to introduce was a Benz."
"Not now?"
"It has been changed, but the final decision has not been made yet."
Rao Bin did not lie to Jiangshan, and the Machinery Department has indeed not decided to introduce "Volkswagen".
The brand currently being discussed for cooperation is Audi 80.
If the negotiation process hadn't gone so smoothly, it would have been delayed until the birth of "Santana".
In the 1980s and 1990s in our country, it was not Volkswagen that was popular on the streets, but Audi.
"Then," Rao Bin became interested in Jiangshan's drawings: "Are there any other car advertisements?"
"Since Benz, many car brands have been born one after another," Jiang Shan continued:
“In 1923, Chevrolet entered the Chinese market and combined the name of Lafayette and gave itself the name ‘Lafayette’.
For a time, there were advertisements for the ‘Lao Fo Lai’ car in all the newspapers, and the sales were so good!”
"Old Buddha is here?" Rao Bin was convinced: "Chevrolet is currently called Chevrolet in Xiangjiang."
"The name still sounds nice," Jiang Shan actually wanted to say:
"But Chevrolet's translation is far less successful than 'Lao Folan', because it is both a car name and an advertising slogan, and it also got Lafayette to endorse it for free."
"You look like a capitalist," Rao Bin hadn't thought of this at first: "I really went to great lengths to make money."
Jiang Shan was shocked by Rao Bin's intimidation and immediately sat up straighter: "A few years later, the world war broke out."
The drawings on the table then changed to another style.
"At this time, all car companies have changed their promotional posters," Jiang Shan pointed at the picture: "Basically, there are either multiple aircraft or multiple cannons, and even the drivers are all wearing military uniforms."
“When Hollywood movies were on the rise in the 1950s, all car company posters, without exception, featured blond female models,”
After that, beauties wearing beautiful cars became a traditional habit at car shows.
Jiang Shan: "It was also during this period that the popularity of private vehicles abroad increased dramatically."
"This is also the time when car companies develop most rapidly," Rao Bin felt envious in his heart:
"To be honest, I only paid attention to the development process of foreign vehicle technology before, and I didn't pay attention to their advertising work at all."
"The progress and competition of foreign car companies are going on at the same time," Jiang Shan also told the truth:
"In this process, many small car companies have been eliminated or merged.
Therefore, major well-known car brands pay great attention to the promotion of their own products.
In addition to the advertising slogans created with the situation or opening up new markets, they also have their own fixed advertising slogans.
Because these fixed advertising slogans represent the image of your own brand, you must be very careful when choosing them.”
Rao Bin said directly: "For example?"
"For example, Benz, its current fixed advertising slogan is: the most advanced car in the world," Jiang Shandao:
"Bavaria's is: cars born for sports. Cadillac: the world standard. Jeep: not all Jeeps are called Jeeps.
Ford just unified its advertising slogan last year: Build a tough Ford..."
Many times, various car companies will change their previous advertising slogans due to the appointment of a new CEO.
In 2007, the CEO of Volkswagen gave Volkswagen a new word: Das Auto.
It was originally an abbreviation of two words, but it was reduced to one: Volkswagen is a car.
But the Chinese refused to listen and took it seriously: it meant beating Alto to death.
Among them, Comrade Jiangshan was also included.
What is surprising is that just when Volkswagen was busy clarifying to the outside world: "I am not going to beat Alto to death."
The popularity of Volkswagen has increased as never before.
For a time, sales surged, as if they were back to the heyday of the 1990s.
The major car companies, which were originally waiting to see the joke, immediately realized some kind of wonderful publicity method.
So, a kind of conflicting advertising slogans came.
From that moment on, the promotion departments of major car companies put down all the work they were doing and focused exclusively on word research.
Just one line of lyrics can cause thousands of waves to be stirred up by them.
In 2013, Jeep invited Li Zongsheng to be its brand spokesperson.
Not long after, Jeep launched a new promotional poster.
There is an advertising slogan in this poster: After crossing the hill, I found that no one was waiting.
Outsiders can tell at a glance that Jeep used Li Zongsheng's people, and also used Li Zongsheng's songs.
Just when the people said "wonderful" in unison, something even better happened.
Because Jeep has a reputation for being short-tempered in the automotive industry.
Often scolding will start a whole group of people.
Before that, it just used the sentence: "Everyone has a Jeep in their heart", greeting Volkswagen, Mercedes-Benz, and BMW.
So when Jeep said: "After crossing the hill, I found that no one was waiting."
Replies from other people came immediately.
BMW printed a new poster overnight: After crossing the hill, I realized that I had lost track of you.
Mercedes-Benz starts changing its posters as soon as dawn: After crossing the hill, I realize that you have gone home for overhaul.
The pattern of the public is even bigger: when you go over the hill, you realize that you are still immature.
The Land Rover takes one look and comes uninvited: after crossing the hill, it realizes that you have fallen into a ditch.
Lexus: Over the hill, you realize you're out of gas.
Chevrolet has upgraded its map: after crossing the snowy peaks, you realize you are still on the hills.
Toyota was the last to arrive and scolded the most: After crossing the mountains and snowy peaks, I realized that you only cheated.
…
At this point, Li Zongsheng's phrase "over the hills" has become an unprecedented and unprecedented advertising lyrics conference.
By the way, it also makes all the melon-eating people satisfied with their car addiction.
"You mean that a car brand must not only have fixed advertising slogans,"
Rao Bin has fully realized the importance of advertising slogans: "We must also launch appropriate advertising slogans in a timely manner according to the development stage of society."
"Yes chief,"
Jiangshan is very happy to deliver this message to the leaders in a timely manner:
"A fixed slogan represents a brand's corporate culture, for example: There must be a road before the car reaches the mountain."
Rao Bin: "If there is a road, there must be a east windmill."
Jiang Shan smiled brightly: "Advertising slogans launched at other times represent the message they want to convey. In other words, they are the publicity purposes that the car companies want to achieve."
Before Rao Bin could ask in detail, Jiang Shan had already revealed the answer.
Looking at a newly displayed drawing on the table, Rao Bin naturally read out an advertising slogan: "East wind, east wind, pioneer in getting rich."
As soon as he finished speaking, the entire brigade commander's suite fell completely silent.
In fact, Rao Bin didn't think there was anything wrong with this sentence.
After all, nowadays, you can hear the slogans of "getting rid of poverty and becoming rich" and "realizing the four modernizations as soon as possible" everywhere.
The reason why he is silent now is because of the drawing on the table.
The entire poster is split up and down, half of it is rural and half is city.
Different areas have two opposite lanes drawn.
On the road going back and forth, large "Dongfeng" brand trucks are drawn with the artistic techniques of comics.
The interesting thing is that on one side of the large trucks facing each other are piles of agricultural products, fresh fruits and vegetables, plump poultry and livestock...
On one side is a large wardrobe, TV, tape recorder, electric fan, bicycle...
There were several pairs of cars that stopped and exchanged dialogues.
Some talked about income, car condition, driving experience...
Anyway, the text in the dialog box is all praise from the masses for the "Dongfeng" truck.
The meaning is obvious: it means transporting a truckload of goods out and getting back a truckload of modernization.
Seeing this, Rao Bin laughed unconsciously.
"East wind, east wind, pioneer of getting rich," he raised his head and glanced at Secretary Han: "What do you think of this sentence?"
"It's catchy when you read it," Secretary Han said truthfully.
"Pioneer to get rich," Rao Bin kept clicking on a line of words on the drawing: "I feel that this sentence is not only true for the civilian market, but also an expectation for the Second Automobile Group itself."
"Indeed," Secretary Han nodded: "I hope Dongfeng trucks can make Second Automobile and private enterprises rich together."
In the 1980s and 1990s, whether driving a taxi or a large truck was indeed a shortcut to getting rich quickly.
Therefore, the advertising slogan of FAW's "Jiefang" brand truck in the 1990s was simply: Jiefang truck, a money-making machine.
It's a complete mess.
But the effect is also very good.
Many people who originally didn't know the truth learned through this sentence that you can make a lot of money by driving a big car.
Because the effect was so good, FAW still uses this advertising slogan to this day.
Also because the effect was so good, FAW immediately took down the advertising slogan "Dongfeng World, Carefree".
I also wrote an advertising slogan for the "Dongfeng" flat-head truck: drive on the eight-level firewood, and the wealth will come rolling in.
Once launched, it immediately captured the truck market in the southwest and northwest.
“Analyze the current market,” Jiangshan advises:
“You can paint a large number of advertisements on the walls of public places across the country with Dongfeng Dongfeng, Pioneer of Getting Rich.
Especially in the south where township enterprises are developing rapidly..."
"I will sort out Comrade Jiangshan's suggestions later,"
Rao Bin liked Jiang Shan's precise advice: "Write him your phone number again."
Secretary Han nodded: "Okay."
"Comrade Xiao Jiang," Rao Bin patted the drawings on the table: "Can you leave these drawings of yours for us?"
Jiang Shan stood up immediately and said: "Of course, I can do my part for the organization. I feel very honored."
It is indeed an honor to be able to sit in a room and talk with such a leader. I guess I will never do it again in this life.
"I heard that you came to Yanjing from Pujiang to help the Propaganda Department shoot a promotional video."
"Yes, sir," Jiang Shan said with a smile: "A promotional video to promote Chinese food culture."
"No wonder you came to live in Diaoyutai," Rao Bin also laughed: "How about it, does the food here taste good?"
"To tell you the truth," Jiang Shan said, "We only had a standard meal after checking in last night. We won't have the opportunity to interview several master chefs in charge of the state banquet until this afternoon."
"How many days will you stay at Diaoyutai?"
"Three days."
"Today is the second day?"
Jiang Shan smiled bitterly: "Yes."
"Xiao Jiang," Rao Bin said slowly, "Want to have a taste of the state banquet?"
