Chapter 101, [The Third Burst of Applause]

"Holy, what the hell is this?" Director Wang in the studio couldn't help but scream. Pen "Fun" Pavilion www.biquge.info

After Zhang Lei asked the staff to give a close-up just now, he thought that the composition was not perfect enough, so he specially put the bottle of cream on the podium lightly, and asked the staff to give a big close-up again.

Director Wang was calling, but Xiao Li next to him didn't squeak, because they couldn't understand it.

Not only them, but almost all the people looking at the big screen at the scene were confused, obviously not understanding what Zhang Lei wanted to express.

On the big screen, the bottle of cream that had just been opened was originally as smooth as a white jade plate, but because of Zhang Lei's previous actions, the cream had been marked with two finger marks vertically, and it was not as smooth as it was originally.

Under the shooting of high-definition lenses, the cream as white as mutton fat is delicate, and the two finger marks are like a number 11, which makes the original good-looking cream have a feeling that it has been destroyed.

"What the hell is Zhang Lei doing?"

"What kind of meme is this?"

"I don't understand!"

"This is Zhang Lei's idea? I can only hehe! ”

"Is Zhang Lei poor in donkey skills and starting to come nonsense?"

"Does anyone see that? Ask for answers! ”

Some of the students in the audience were discussing, some were shaking their heads, some were thinking hard, and the judges on the judges' bench were also looking at each other.

Lu Tao and Tang Run, as well as several other classmates in Zhang Lei's class, were the most embarrassed, they wanted to cheer for Zhang Lei, but they didn't know what to say, and everyone looked confused.

"Zhang Lei, is this what you call creativity?" Zhang Lefeng asked into the microphone with a smile.

Zhang Lei glanced at the big screen, and then nodded, "Yes, the picture is basically like this......"

"To be honest Zhang Lei, I don't understand your creativity at all," Zhang Lefeng quickly interrupted Zhang Lei's words, and then glanced at the other judges next to him, "Brother Sun, Wu Xiao, Brother Zhou, Xiaoguan...... Do you all understand? ”

They all shook their heads.

The scene was a little cold for a while, and Wang Fangfang hurriedly asked the audience loudly: "Do any students understand Zhang Lei's idea?" If you have one, please raise your hand to speak! ”

The students in the audience, you look at me, I look at you, but not a single one raised their hands to speak.

Suddenly, a boy muttered: "Zhang Lei wrote an 11, wouldn't it imply that a bottle of cream only sells for 11 yuan, right?" Lolandelle is an international brand! ”

This immediately sparked a small burst of laughter.

Qi Peng and Xia Bing also pursed their lips and snickered underneath, it seems that Zhang Lei is really going to SB this time!

Why? The reason is very simple, as soon as the idea of the laptop just came out, everyone can basically understand it without explanation, and they really have nothing to say about that idea, a word, service.

But now this idea, no one can understand the huge scene! Such an obscure advertisement, even if Zhang Lei waits to talk about it again, it is still two words after all, obscure!

This is a big no-no in print advertising!

Let's ask, how can advertisements that consumers can't understand be advertised?

Qi Ming on the judges' bench obviously thought of this, and he said in a deep voice: "Zhang Lei, I have to say that with my more than ten years of experience, if more than 90% of a creative person can't understand it......"

"Brother Qi, it's not 90 percent now, it's that everyone doesn't understand, 100 percent!" Zhang Lefeng reminded with a smile.

"That's right," Qi Ming smiled and nodded, "If all the people can't understand an advertising idea, then it's definitely not a good idea!" And I must also point out that many of the people on the scene are advertising practitioners, including myself. Those of us who are more sensitive to advertising than ordinary consumers are, but now, even we are confused, which shows how obscure this advertising is! ”

"I very much agree with Mr. Qi's statement," Zhang Lefeng nodded in agreement, "In fact, I have been observing the advertising industry in the past few years, and I have found that print advertising has an increasingly obvious trend, that is, straightforward and simplistic, the advertising you present in front of consumers must be simple and easy to understand, and you can't make too many detours, otherwise, the communication effect will be greatly reduced!" ”

"Yes, and there is an old saying in the advertising industry, half of the advertising cost placed by enterprises is actually wasted, but if Lolandelle really uses Zhang Lei's advertisement," Qi Ming said and pointed to the close-up of the cream on the big screen, "Then I can conclude that the other half of the advertising cost placed by Lolandelle is also wasted!" ”

"Isn't all the advertising money wasted?" Wang Fangfang was a little puzzled.

"Yes!" Qi Ming replied with a smile.

Mr. Qi meant that Zhang Lei's advertisement ...... Is it good for nothing? Wang Fangfang finally came back to her senses.

Qi Ming glanced at Zhang Lei, nodded and said, "So to speak!" ”

Zhang Lei was a little speechless, "But Mr. Qi, you haven't heard me explain my idea yet!" ”

"Is there any need for an explanation?" Zhang Lefeng shook his head and replied for Qi Ming, "Zhang Lei, if you don't explain, everyone can't understand it, after you explain, maybe ten percent of people can finally understand it, and they can understand it, but there are still ninety percent of people who can't understand it!" So what's the use of you explaining, whether you explain it or not, it doesn't essentially change the basic fact that this is a bad ad! ”

"Teacher Zhang, I don't agree with you talking like that!" Zhang Lei finally couldn't help but erupt, these two old guys are really too much, the Lao Tzu wall hasn't fallen yet, you just push it so hard, this is too anxious, right?

If you want to step on Lao Tzu again, you have to wait for Lao Tzu to fall before you kick out, right? It's sun!

Zhang Lei's tone was obviously very unhappy, Zhang Lefeng and Qi Ming obviously didn't expect him to have such confidence now, and they were both stunned. In their opinion, Zhang Lei should be hiding and crying now, how dare he choke with them like this?

"You can say that my creativity is terrible, that I design bad ads, but you can at least let me present the whole work, right?" Zhang Lei held back the anger in his heart and shouted loudly, he knew that this was a live broadcast, so he was polite in terms of wording, but the anger in his tone could be felt by everyone in the audience.

It was a little cold just now, it's a little hot now, and it's a little too hot!

It's almost on fire!

Qi Ming and Zhang Lefeng's two old faces suddenly sank.

Wang Fangfang hurriedly played a round and said: "The two judges, Zhang Lei is also reasonable, no matter what, he has to let him finish the work first, right?" ”

Qi Ming and Zhang Lefeng didn't squeak, but they had the same disdainful expression on their faces, and they had already decided that Zhang Lei's advertisement couldn't play any new tricks.

Baili Qingxi, who had been staring at the big screen just now, suddenly asked: "Zhang Lei, you just said that the picture is like this, according to my speculation, does your idea still have a copywriter?" ”

Zhang Lei glanced at Qi Ming and Zhang Lefeng angrily, then turned around and nodded towards Baili Qingxi, "Yes, there is indeed a copywriter who has not been typed, I wanted to hit it just now, but Mr. Qi and Mr. Zhang criticized my creativity as soon as they came up, and I haven't had time to do it yet......"

"Zhang Lei, don't worry, it's still too late to hit now, senior sister is waiting to see!" Baili Qingxi seemed to be cheering Zhang Lei up, and his eyes were full of encouragement.

"Okay, I'll hit it right away." Zhang Lei put his hand on the keyboard of his laptop.

……

After this needle-to-wheat mang, the popularity on the live broadcast page has reached a new high-tide!

The administrator threw out the question vigorously: "Last time, let's guess Zhang Lei's copywriting!" ”

Countless barrages flew by at the bottom, and all kinds of gods guessed!

"Lolandelle, 11 pieces free shipping!"

"Death is good!"

"11 should mean single, send MM Lolandelle, let you get off the single from now on?"

"Lolandelle, buy one get one free!"

"Day, but buy one get one free is at least more reliable than 11 free shipping, this must be admitted!"

Of course, there are also people scolding Qi Ming and Zhang Lefeng, because they are targeting Zhang Lei too obviously.

"I hope Zhang Lei must get an erection!"

"Yes, the copywriting must be strong!"

"Hanging, although Qi Peng and his old son hate it, but his analysis just now is still very reasonable, don't you think?"

"Yes, Zhang Lei's is basically no chance of turning over!"

"Alas, you guys don't dare to look at this baby......"

"Stop arguing, let's see what Zhang Lei wrote!!"

……

At the scene, after Zhang Lei knocked the copywriting on the picture, he quickly synchronized the picture to the big screen.

"The copy is written." Zhang Lei's voice.

Everyone looked up at the big screen.

The copy is not long.

"Lolandelle, press the pause button for you!"

There was a sudden silence.

Wang Fangfang was going to read the copy, but after seeing this line of words, she seemed to forget it all of a sudden, and the hand holding the microphone stopped in mid-air.

This sentence is like a magic spell, not pressing the pause button of the years, but like holding down the pause button on the spot.

Originally, the picture that no one could understand, but now suddenly everyone understands it!

Because after seeing this copy, almost everyone suddenly realized in an instant!

No wonder Zhang Lei had to scratch two finger marks on the originally smooth cream!

That's what it means!

Those two scratches are really not 11 pieces of free shipping!

Its moral is very ingenious!

The bottle of the cream is round, and after drawing two vertical marks, this simple composition of two circles and two verticals is perfectly combined into a "pause" button!

Lolandelle, press the pause button for you!

The originally obscure picture suddenly became very easy to understand at this moment!

Looking at the picture on the big screen and the copywriting, after being stunned for three seconds, Baili Qingxi finally couldn't help but raise his hands and applaud gently.

Her applause seemed to have a deadly contagious effect, and the thunderous applause broke out for the third time in the audience!

There are girls screaming frantically: "Zhang Lei, Zhang Lei, Zhang Lei, Zhang Lei......"

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PS: Thank you Brother F for the tip!

There are a lot of things today.,But I saw someone subscribed (although not much),Someone rewarded.,I can't help but code words.,Today's chapter hopes everyone will read it cool! (To be continued.) )