Huaqing University and Jingcheng University are the two universities in Beijing and the country.

Huaqing University, science is stronger than liberal arts. Jingcheng University is the Taishan Beidou of liberal arts, so Hu Yiming is still a little surprised that Huaqing University came to invite him.

Hu Yiming said to the vice president of Huaqing University: "I am not very old, and I am only a shallow learner, how dare I go to the top universities in China to give lectures?"

The vice president of Huaqing University said with a smile: "Mr. Hu, you are modest, in the field of hype, you are the leading figure in China." The students of our school's School of Journalism and Communication are full of admiration for your play. Those who are capable are teachers, regardless of age. ”

The topic of Hu Yiming's lecture is positioned: What is hype?

"Hype" is an unconventional new mode of communication, just like you put out the radio and post big-character posters on the busy street, which is normal, so "hype" should be a neutral word in the first place, and people can't discriminate against him or look at him with colored glasses. "Hype", a verb invented for certain actions in the new era, should not be labeled as vulgar or suspected of attacking morality. Hype is a business technique that is constantly being renovated, the basic purpose is popularity, that is, the attention of the masses, and the ultimate goal is fame and money.

Well-known hype in history:

"The so-called hype, is it to make some scandals, indecent photos, tearing, candid photos, and go naked?"

"That's the lowest form of hype. ”

Low-level hype, purely to attract attention.

Medium-level hype, not only attracts attention, but also gains favor.

High-level hype, whatever I want, I can get it!

In the past, Jiang Ziya fished in Weishui, hyped himself, and finally King Wen of Zhou appointed him as the prime minister. Zhuge Liang is called a hermit, but in fact, he used the mouth of others to hype himself, Fulong, Fengxiao, and he could settle the world, and finally let Liu Bei take care of the thatched house. ”

"Only by reaching this level can we be called a master of hype. Hu Yiming said lightly.

Let me tell you a classic hype in marketing, the story of diamonds:

What is the intrinsic meaning of the slogan "Diamonds are eternal"? It is to let you keep the diamond and don't throw it away, otherwise the market price of the diamond will not be stable.

Until more than 100 years ago, diamonds were found in only a handful of Indian rivers and in the jungles of Brazil, and only a few kilograms of gem-quality diamonds were produced each year. At that time, diamonds were just a type of gemstone.

However, in 1870 a huge diamond mine was discovered in the Orange River in South Africa, and the production could be measured in tons. Overnight, the market was flooded with diamonds. The British investors behind the South African mines are scared that diamonds have no use value, and the high price is entirely because of their rarity, and with the development of new mines in South Africa, diamonds will sooner or later fall into ordinary gemstones. In response, the major investors in these diamond mines merged their assets to create a separate entity that controlled production and maintained the public perception of diamond scarcity.

This entity is De Beers, founded in South Africa in 1888. De Beers controlled the global diamond trade by setting up trading companies in various countries. De Beers' control of the diamonds was quite successful. While the prices of other commodities, whether gold, silver, copper, rubber, grains, or oil, fluctuate greatly with economic conditions, only diamonds have been able to rise steadily since the 30s. Its control over prices is so strong that during the high inflation in the United States in the 70s, some people even used diamonds to preserve their value. This is not only a monopoly to control prices, but also a way to make carbon crystals a universal identity as a symbol of wealth, power, and love.

De Beers controls not only supply, but also demand. The crowd was taught that diamonds were not a tradable commodity gemstone, but an integral part of courtship and married life. In order to stabilize the market, De Beers gave the stone the illusion of sacredness, which is forever and forever meant that it should not be resold.

The saga began in the Great Depression of the 30s, when European diamond prices had collapsed and it was difficult to regain public confidence. Couples in Germany, Austria, Italy, and Spain no longer use diamond rings as engagement gifts. In England and France, diamonds were considered the exclusive preserve of the aristocracy. Moreover, Europe was on the brink of war, and it was almost impossible to expand the sale of diamonds. Then the United States became the only market for De Beers, just as at the moment, Europe and the United States are in difficulty, and luxury companies are using China as a lifesaver.

Ayer's plan is to reinforce the public's association with diamonds and romantic love, to convince men that bigger and better diamonds can express stronger love, and to encourage women to see diamonds as a necessary part of any romantic courtship.

The specific advertising campaign starts with movies and movie stars, giving the public a symbol of undying love with diamonds. News stories and photos are then published in newspapers and magazines to reinforce the bond between diamonds and romantic love. News stories focus on the size of diamonds given to their loved ones by celebrities, while photos focus on sparkling close-ups of diamond rings on the hands of well-known women, and fashion designers say diamonds are a fashion trend in interviews.

The British royal family was also taken into account, and since Britain had so many interests in the diamond industry, the royal family should wear more diamonds than other jewelry to support the diamond industry, and the queen later visited South Africa with great fanfare, visited several diamond mines, and accepted diamonds as gifts.

To reinforce the advertising effect, diamonds were placed alongside paintings by Picasso, Derain, Dali and Dufy in magazines that represented and shaped the views of the elite, showing that diamonds were as unique works of art as famous paintings (which is now common). The results were immediate, and three years later, diamond sales in the U.S. had increased by 55%.

Ayer came up with a new plan to do an advertisement that doesn't generate direct sales, doesn't require viewers to remember the brand, and is just a concept – the eternal sentimental value that surrounds diamonds. During this period, the advertising slogan "A Diamond is forever" was proposed, accompanied by a picture of a young couple on their honeymoon.

Ayer argues that by this time, the consumption drive of the American middle class had slowly shifted from practicality to showing off and displaying status and status. The gift of a diamond is considered a symbol of personal and family success. The theme of the advertisement then changed to that diamonds are a personal reflection of a man's success, and that they are matched by the characteristics of high-end clubs such as haute couture, antique leather goods, and walnut (Chivas Regal's advertisement).

"Chocolates, flowers, furs," wrote in one of Ayer's reports, none of these gifts could satisfy a woman's deep psychological need for a "renewed romance." Advertising reinforces the perception of a diamond gift many years after marriage as a symbol of "love that lasts forever".