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Chapter 093, [Zhang Lei's Outstanding Performance]

The pictures on the big screen are strange, deserts, penguins, Antarctica, camels.

As soon as he saw this familiar picture, Sun Tian suddenly smiled.

Zhang Lei asked: "I won't talk about this advertisement, let's guess it first, and see if anyone can guess what product it is?" ”

Except for Sun Tian, Sun Xixi, Qi Ming, and Qi Peng, everyone present saw this advertisement for the first time.

Camels appeared in Antarctica, penguins wandered into the desert, in addition, Zhang Lei deliberately removed the pictures and texts related to air conditioning, and even the domineering sentence "temperature changes the world" is gone.

For a while, almost everyone on and off the stage was speculating, the students were talking about it, and a few students were already raising their hands confidently.

Wang Fangfang reacted very quickly, and immediately pointed to one of the boys: "This classmate here, have you guessed it?" ”

The boy stood up: "This is supposed to be a public service announcement related to climate, right?" Isn't it ...... global warming?"

Wang Fangfang looked at Zhang Lei, but Zhang Lei shook his head with a smile, "It's not a public service advertisement, it's a product advertisement!" ”

Wang Fangfang called another girl: "This female classmate will talk about it!" ”

The girl excitedly stood up and faced the camera: "I like to travel very much, I think this should be an advertisement for a travel agency, encouraging us to go to places that we have never been to, just like the camel in the advertisement, bravely go to the cold Antarctic, to see a different vast world!" ”

Zhang Lei was stunned for a moment, looked up at his advertisement, and then smiled: "This schoolgirl's idea is very good, it seems that there is really such a meaning, but I still didn't guess correctly!" ”

The girl was slightly stunned, but not embarrassed, and sat down with a smile.

"Does anyone else want to guess?" Wang Fangfang asked again, "...... this classmate here?"

……

On the judges' bench, President Wu and Li Jinhe couldn't help but smile at each other, and when they looked at Zhang Lei again, there was a hint of appreciation in their eyes.

Although they haven't guessed what kind of advertisement this is, Zhang Lei's interactive link is really well designed, and now the atmosphere is very active, which none of the previous players can do.

The dissertation defense itself is relatively boring, which is something that President Wu has been worried about before, but Zhang Lei's thesis has novel views and a lot of dry goods, and it is already a great highlight to boldly analyze his own works, and now he is actually playing with the audience, I have to say that this young man has put a lot of thought.

As the leader of the school, Principal Wu only hopes that this live broadcast will be as exciting and beautiful as possible, he has been worried that the show will be too dull, and Zhang Lei's appearance has simply saved him, so he is also a little impressed with Zhang Lei now.

There was a burst of laughter from the audience, and it turned out that a student guessed that it was an ice cream advertisement, and then someone shouted "foodie" in the back, which caused a lot of joy at the scene.

Seeing that no one guessed correctly, Zhang Lei had to add a few words to the picture, "Let me give you a little hint, this is the copywriting I helped with product design." ”

Temperature changes the world.

Baili Qingxi on the judges' bench had been guessing just now, and after seeing these words, a sudden excitement suddenly occurred in his mind.

"I'll guess one too," Baili Qingxi suddenly said into the microphone, "Zhang Lei, this should be an advertisement for air conditioners, right?" ”

"Wow, senior sister is really discerning, this is indeed an advertisement for air conditioning, and it is a dual-purpose type of cold and warm!" Zhang Lei couldn't help but smile and looked at this beautiful and smart senior sister.

He remembered that Baili Qingxi, like Sun Xixi, had long black hair two years ago, and now it was cut into short hair, although it was less elegant and charming, but it had a touch of calm and dignified beauty. Two years after graduation, the precipitation of the years has given her beauty another new interpretation.

After Baili Qingxi explained the answer, the students in the audience suddenly realized.

Wang Fangfang smiled a little annoyed: "Yes, why didn't I think of it!" ”

"Actually, I guessed based on the copywriting, the creativity is very good, and the picture is also very eye-catching, but I prefer this copywriting, although it is only six words, it is very atmospheric and unforgettable!" Baili Qingxi's tone did not hesitate to praise Zhang Lei, "Zhang Lei, which brand of air conditioner is this, it shouldn't have been put on yet, right?" If it had already been placed, I would have known about such a wonderful advertisement! ”

"It's Qiufeng air conditioner, this is a draft I just designed for them a few days ago, and they really haven't officially launched it yet, but it should be soon." Zhang Lei explained with a smile.

Sure enough, it's Zhang Lei's work again!

"Zhang Lei is really amazing, the works are one after another, and each one is so hanging!"

"I thought Zhang Lei's three works were already very good, but I didn't expect there to be a fourth!"

"One word, convinced!"

"Mom, how can Zhang Lei have so many awesome works? Is today his solo work launch, am I in the wrong venue? ”

"I haven't heard of this Qiufeng air conditioner before, but it looks like it's going to sell well this year!"

"I think this advertisement will also be popular, it's over, why do I think every advertisement of Zhang Lei will be popular?"

The students in the audience were discussing, and seeing that Zhang Lei seemed to have something to say, Wang Fangfang hurriedly signaled the audience to be quiet a little.

"People misunderstand me, in fact, I don't give these examples to show how good my personal work is, I just want to show that creativity really has a routine. My own works are the most familiar to me, so they are the easiest to analyze, such as this air conditioner advertisement, which contains a variety of template ideas I just mentioned. ”

Speaking of this, Zhang Lei subconsciously raised his voice: "The first is the extreme scenario, which is the first template. Because it is advertising air conditioners, the first thing that comes to my mind is, where is the air conditioner most needed? The answer is obvious, the hottest and coldest places need air conditioning the most! ”

"It's the desert and the South Pole, right?" Wang Fangfang answered with a smile.

"Yes, deserts and Antarctica are the two most extreme environments and the easiest to understand, so these two places were chosen for the preset scenario of the ad."

"Secondly, I have also used the template thinking of latitude conversion here, which is the sixth template I just mentioned. We all know that air conditioners are for us humans, but what interesting things happen if we change the latitude and use them on animals? ”

Wang Fangfang nodded: "Since the environment is a desert and Antarctica, the animals are naturally camels and penguins, which is logical." ”

"That's right. Further, what kind of magical effect will there be when using our air conditioning products, which is the obvious 'product use consequence presentation', which is the second template I just mentioned. In this example, the consequence is that the desert is no longer hot, so penguins can happily step on the sand, Antarctica is no longer cold, and even camels are able to adapt to the cold ice and snow, why? ”

Zhang Lei clicked the mouse as he spoke, and a complete Qiufeng air conditioner advertisement immediately appeared on the big screen: "Because we have Qiufeng air conditioning, with Qiufeng air conditioning, we can change the temperature, and then change the world!" ”

As soon as the words fell, a burst of thunderous applause broke out in the audience, and even the staff carrying the camera seemed to want to throw down the camera and applaud Zhang Lei.

"It's so exciting!"

"Well analyzed!"

"Zhang Lei is really amazing!"

The judges on the judges' bench also nodded frequently when they listened, Zhang Lei's explanation just now was really exciting, and he had nothing to say.

Full of dry goods!

Generally speaking, each paper needs to cite a lot of other classic works or works in order to better argue your point, and at the end of the paper, you need to mark all these citations. In addition to quoting some excellent advertising works at home and abroad, Zhang Lei also cites his own works to argue, which not everyone can do.

Because it is difficult for ordinary graduates to have so many excellent works to cite!

What's more, each of his advertising works is very good, full of unexpected creativity, but after his own layers of analysis, he can really summarize the templates and routines, so that his advertising works are very consistent with his thesis views, which makes the whole paper obviously improve several grades.

Such a novel point of view, powerful argumentation, and highly personal essay work seems to have never appeared in the advertising academic community so far!

Sun Xixi in the audience was so excited, she knew that Zhang Lei's paper was very good, but she didn't expect the on-site reaction to be so enthusiastic!

When Zhang Lei talked about the six templates before, although the students on the scene also listened to them with relish, they didn't applaud so warmly as now!

In fact, it is not difficult to understand that the examples given by Zhang Lei before are all creative advertisements at home and abroad, and even many of them are award-winning works at some large-scale international advertising festivals such as the Cannes Advertising Festival, and the authors of these advertisements are the top creatives of some large advertising companies, or the top advertising teams, they are too far away from the students and cannot be reached.

But in the end, Zhang Lei analyzed his own works, and the author of these works is Zhang Lei, the person who stands in front of them alive, their alumni, seniors, and classmates, and a person they are likely to meet when they go to the cafeteria to eat, go to the library to read books, and go to the commissary to buy milk tea.

is such a seemingly ordinary Zhang Lei, but he has so many advertising works of international standards, and he has contributed such wonderful papers to them, who will applaud him if he doesn't applaud?

What's more, there is a live broadcast on the TV station, which is simply a glory for the school!

The scene was hot, but Xia Bing's heart was as cold as water, according to the heat of the scene, Zhang Lei didn't seem to win the award!

Now, he can only pin his last hope on the judges.

Thinking of this, he couldn't help but look towards the judges' bench.

Tu Shengyuan, Zhang Lefeng and Qi Ming were getting together to discuss something, and looking at that, they seemed to have some kind of controversy.

Qi Peng also poked his head out and stood behind them. (To be continued.) )