"Brother Ziche, what do you think advertising is?" Halu suddenly asked me a question that was close to a philosophical one.

Have you seen Nagisa Oshima's Merry Christmas, Mr. Lawrence?

At the end of the film, Lawrence says this to Ohara: "It was as if Celil's death had sown a seed in Senoi's heart, and we all shared the growth of the seed." ”

What I want to tell you is that the mission of the advertising man is like David Bowie's Celil Shaozo kissing Captain Senoi played by Ryuichi Sakamoto at the end - to open your long-suppressed desires, plant a seed called "good" in the huge hole created by the moment of desire release, and let all people who have the same desire share the growth of this seed.

Maybe you think I'm an idealist, maybe you think I'm dividing advertising into the realm of art.

And I think advertising is advertising, advertising is not art, and advertising is not science. Advertising is advertising, and advertising should be about business.

Indeed, the most important work in the strategy phase is consumer insight, which requires an extremely solid foundation in consumer psychology, on top of which the concept of communication is logically derived.

Even many peers who do big data and research give brands development guidance through the summary of data.

Indeed, these are quite scientific.

When the communication concept arrives at the creative department, the copywriter (most of them) should package the communication concept, package it into the consumer's consumption scene or use scene, install it in a good story, and then cooperate with the aesthetics of the design to form the advertiser's vision, and the director's lens language to form the advertising film.

Looking at it this way, it is indeed inseparable from art.

But looking at it today, such an idea is too outdated.

That's right, today's anchor opens a live broadcast, it seems that he doesn't need any consumer psychology, no time to tell you any stories, no flowery rhetoric, and no need to understand any color, composition, gold cut and what lens language - just need to try it or read it according to the script given by the manufacturer to sell the amount of goods that the advertisement can't sell.

Maybe I'm looking at live streaming as too simple, right?

However, it is difficult for me to say that the form of live streaming does not belong to the category of advertising.

Because it has a lot to do with business.

It seems to have something to do with business, and everyone thinks it's an advertisement.

It's no wonder that the advertising industry is coming to an end.

Especially in the environment where the advertising people themselves are not competitive. Alas, I'm really angry about it - how many copywriters today still sit in high-paying chairs and refuse to give in, insisting on using homophonic stalks to make words and sentences to show off their wit?

How many people or companies who are not from advertising strategy rely on rebates to pull relationships to snatch business from advertisers?

How many so-called "professional" advertising people regard themselves as high or rely on the old to sell the old, so that they can be cold and reserved with Party A, and as a result, they give up their own business?

There are still many so-called KOLs, UP owners and small video Internet celebrities who do fake data, and they have caused a permanent collapse of the price system in the industry through continuous price reduction without a lower limit.

It is the business that makes advertising not like advertising, and it is the business that kills advertising in China.

Alas, I'm sorry, but an old advertising man complained to you.

Let's come back again, what is advertising?

The confused thoughts of an idealistic old bastard -

Advertising is a light that guides people who are worried and fearful, and guides them to the life they want.

Halu silently chewed on what I had answered.

I suggested that she accompany me for another walk around Shengarido.