After three days of research and discussion, the cars of the relevant departments of Pujiang City slowly drove into the Oriental Metropolis Daily.

In a classroom on the third floor of the newspaper office, many employees of the unit are leading their children to stand on the moon and take pictures.

As soon as the lighting effect shines on the light and shadow, it is a moon occupied by the people.

What a rare scene!

It's hard to find a place in the world, and if you can't take a few photos, you really can't live up to your insider status.

Of course, in addition to the employees of the newspaper, many related households also rushed over after hearing the news, including several old acquaintances of the translation studio.

After all, these match advertisements that are about to be exported have to be accompanied by various Chinese languages and various languages with them.

"Xiaoxiao," Jiang He handed the camera in his hand to Lu Xiao: "You can help your colleagues take the photos in the back, I will hurry downstairs for a meeting." ”

"Okay," Lu Xiao took the camera and gestured to Ding Jianhua, who was sitting in the ring mountain: "It's really quite similar." ”

"Pay attention," Jiang He was still a little reluctant to leave: "Pay attention to the foot of the point, the terrain of the moon is more complicated." ”

"Okay," Lu Xiao showed a reassuring smile: "Hurry up and hurry up and go!" ”

……

On the stairs of the office building, Wang Shixiang, who went downstairs with Jiang He, instructed while walking:

"Er, don't forget to wash a few more photos for me when you took the photos just now. After returning to Yanjing, let my old friends take a good look at it, and my old king will also have a day on the moon. ”

"There's no need to wait," Huang Yongyu on the side was still reminiscing about the previous photo process:

"As soon as I get the photos, I'll go to the post office, send them as soon as possible, and I must let them see the glorious image of us standing on the moon in spacesuits as soon as possible."

Wang Shixiang and Huang Yongyu were head to head and shoulder to shoulder, and the more they talked, the more excited they became.

"Send one for each posture," Wang Shixiang said with a smile: "Let those three people who returned to Yanjing in advance regret going, and dare to laugh at the two of us as unemployed people?" ”

"Phew," Huang Yongyu: "We don't know how meaningful it is to do what we are going to do next." ”

"The key is interesting," Wang Shixiang: "Yes, second?" ”

Jiang He, who had already gone down to the first floor, stopped at this time and looked at a few cars not far away: "This time...... I guess it's not that easy. ”

"Yes," Huang Yongyu, who also stopped, looked at Jiang He's gaze: "I think about it on the side, it's not easy." ”

"By the way," Wang Shixiang, who was standing in a row with them, said curiously: "Jiangshan, did he come up with an idea?" How did I hear that he had been going to the bakery across the street these days? ”

"I can't say what the third child is busy with," Jiang He turned around and pointed in the direction of Jiang Shan's office: "You will understand everything in a while." ”

……

At this meeting, under the door number of the advertising planning department, was standing Deputy Director Liu of the Municipal Bureau of Culture.

Deputy Bureau Liu raised his hand and pointed to the signboard above his head, and said to Xu Muchun: "I didn't know until yesterday which comrade this Jiangshan is?" I said it sounded so familiar. ”

"I'll just say, you should have remembered it a long time ago," Xu Muchun, who was holding his hands behind his back, also looked at the door number: "Our Pujiang Rising Star Concert is so successful, how can you not know his name." ”

Deputy Liu, who was originally smiling slightly, changed his face after hearing this: "What, that new star concert is also about him?" ”

"Comrade Jiang Shan is the deputy chief director of this concert, don't you know?" Xu Muchun paused: "Then what are you talking about?" ”

"He's also the assistant director of the concert? Heck, I really hadn't looked at it before, I just knew that this concert was a TV station and a ......"

Speaking of this, Deputy Director Liu pointed upwards: "By the way, this concert was organized by the TV station and this newspaper. ”

Seeing that Xu Muchun and Deputy Director Gong of the Second Commercial Bureau were still looking at him, Deputy Director Liu hurriedly introduced:

"Two years ago, a commercial in our country took home a silver medal at the Tokyo Advertising Festival. And the designer of this advertisement is Comrade Jiang Shan. ”

"......" When Xu Muchun heard this, he looked back at Section Chief Han: "Why don't I know about this?" ”

Section Chief Han was also surprised: "I don't know." ”

Deputy Director Gong of the Second Commercial Bureau looked at Deputy Director Liu with a look of sudden realization: "I said how could you suddenly say that you want to fully support Jiangshan's two-in-one advertising planning, it turned out that I went back to investigate it." ”

"Isn't this our old tradition," Deputy Director Liu said with a smile.

"The above suggests that you and I work together to use the opportunity of this New York advertising festival to correct the name of MSG, restore the output value, and restore the international image of Chinese food."

Director Gong nodded: "But after the bureau dispersed the task, no one dared to fight, and they all said that they didn't know where to start with an advertisement that was sure to win the award, and they didn't even know where to start with an advertisement to promote Chinese food." ”

"Alas," Deputy Director Liu of the Cultural Affairs Bureau looked at Xu Muchun and said with a wry smile:

"Didn't you see the MSG advertising samples of our bureau, and even the backbone of Pujiang Advertising Company said: It's no different from a popular science documentary."

Deputy Director Zhang of the Propaganda Department said with a smile: "Lao Liu, this is your mistake, if you had come to me earlier about this, it is estimated that you would have known Xiao Jiang a long time ago." ”

Director Liu himself smiled bitterly: "How would I know that a cultural unit can't even handle an advertisement." ”

The national advertising revival planning department is the Propaganda Department of Pujiang, how can Director Zhang not know that it is not easy:

"Comrades have put down more than ten years of work, where is it said that you can pick it up, and there are still many places to learn."

Xu Muchun nodded with deep feelings: "Not only advertising, but also many industries. ”

"However," Director Zhang smiled faintly, and the political propaganda work was often remembered: "As long as the direction is right, even if it is barefoot, we will catch up one day." ”

At this time, Jiang Shan and Huang Hua, who were standing on the side, smiled at the corners of their eyes.

Jiang Shan, who was smiling, looked like an intellectual young man full of justice and sunshine: "I'm going to cooperate again, old man." ”

Chunfeng is responsible for planning, and Pujiang Advertising Company is responsible for shooting the advertising cooperation model, which has always been smooth.

Huang Hua, who has maintained a semi-permanent smile all year round, whispered softly: "Jiangshan, you are really lucky this time, a batch of advanced photographic equipment ordered by our company at the end of last year was all shipped to the company last month." ”

For the brilliant future of Pujiang advertising company, Jiangshan knows better than anyone else.

"This is my luck," Jiang Shan patted Manager Huang's arm: "It's the luck of our government." ”

……

Oriental Metropolis Daily's advertising planning department is full of advertisements.

Here, you can not only see the advertising design artwork that Jiangshan once planned, but also see a lot of tidbits and photos in advertising production.

In addition, it is Jiang Zhuangzhuang and Ding Lingling's photographic works, advertising fonts, and well-known foreign advertising cases...... and small-level advertising design without Boss Jiang personally going out.

After the opening remarks, the representatives of the four departments of light industry, second business, culture and propaganda sat firmly in it and quietly looked in the same direction.

"Leaders," Ding Lingling, who was standing in front of the blackboard, was obviously a little nervous: "Next, let me introduce to you the design concept and shooting plan of the whole advertisement:

First of all, this is a three-protagonist advertisement for Chinese food, monosodium glutamate, and matches.

Among them, there are many theories about the origin of monosodium glutamate, one of the main characters, some say Japan-Ben and some say China.

If you want to explore it, you must first understand the fact that although Japan-Japan and China's monosodium glutamate are the same substance, they are two completely different extraction methods.

As early as 1866, German chemists isolated a crystal from the vegetable protein of wheat.

However, due to technical constraints, this product could not be mass-produced at that time.

In 1908, a university professor in Japan evaporated kombu soup and extracted a crystal called 'glutamic acid'.

After that, he announced that he had found a secret recipe to make the food more delicious.

Subsequently, this crystal, which was named 'Ajinomoto', began to become popular all over the world, including Japan.

However, the 'Ajinomoto 'discovered by Japan-Moto, is a method of extracting 0.2 grams of monosodium glutamate from 10 kilograms of kelp.

This method of extraction will inevitably result in a high price tag for 'Ajinomoto'.

In 1921, Wen Yunchu, a chemical expert in China, discovered various methods of food freshness that had been recorded in China after reading many ancient documents.

Among them, the fish and sheep hanging soup, beef and sheep broth, crab oil, and shrimp paste derived from the word 'fresh' have been recorded in detail as early as the Spring and Autumn Period.

In addition, there are many bamboo shoot powder, mushroom powder...... and many other seasonings extracted from plants.

After careful research and study, Wu Yunchu and his wife only relied on simple chemical instruments such as alcohol lamps and reagent bottles to develop a method for extracting monosodium glutamate from grains.

In 1923, the "Tianchu MSG Factory" established by Wen Yun's initial formula and Shanghai sauce tycoon Zhang Yiyun was officially launched.

Wu Yunchu's own trademark "Buddha's hand" brand monosodium glutamate has since entered people's attention.

The economical and pure domestic "bergamot" monosodium glutamate was quickly accepted by the Chinese people.

After actively participating in several exhibitions at home and abroad, "bergamot monosodium glutamate" gradually opened up the international market.

At this time, Ajinomoto was losing ground in the Chinese market and protested to the Beiyang government.

Suing Wu Yunchu for the Buddha's hand MSG extraction process is plagiarizing their "Ajinomoto" extraction results.

In fact, Ajinomoto has been keeping its extraction process a secret, and outsiders have not had the slightest chance to peek into it.

Wu Yunchu, who had not seen the craftsmanship of the island country, immediately decided to apply for an international patent to announce his product formula.

This is also the first time in China's modern history that patent protection has been applied for abroad.

Since then, since 1926, Bergamot monosodium glutamate has begun to represent China's chemical manufacturing industry, participating in and winning many international exposition awards.

After that, in order to completely drive out the Japanese-Ben devils who made money and robbed in our country, they went out of the country.

Wu Yunchu, the king of monosodium glutamate, not only donated money, food and fighters to the anti-Japanese front, but also announced that he had completely given up the patent rights of monosodium glutamate formula in China.

Encourage people from all walks of life across the country to manufacture and produce domestic monosodium glutamate in large quantities.

Soon after the announcement of this move, more than a dozen MSG brands sprung up in China.

And the Japanese-Ajinomoto retreat again and again could only take a breather in the small areas occupied by the Kwantung Army.

However, it is precisely because of this that Wu Yunchu was chased and robbed by the Japanese army several times on the road to relocate the factory.

What's even more infuriating is that in 1944, the Nationalist Government suddenly sent someone to seize the Tianchu MSG Factory.

It was not until 1947 that Wu Yunchu moved the branch of Xiangjiang back to Pujiang.

Later, due to the public-private partnership, the name of the factory was changed to Pujiang MSG Factory, and it was not until 1977 that the original name of Tianchu was restored.

Since the 60s, Bergamot monosodium glutamate has been a national inspection-free product every year.

Its products are exported to Hong Kong, Macao, Southeast Asia, Brazil-West and other countries and regions.

Just when everything was going well in the kitchen monosodium glutamate factory, it encountered an unprecedented product trust crisis with all domestic monosodium glutamate companies.

In April 1968, a Chinese-American named Robert went to a familiar Chinese restaurant for dinner as usual.

Later, according to his own description, after this meal, he experienced physical fatigue, numbness in his arms, and rapid heartbeat.

It wasn't long before Robert wrote an article about his experience as a physician and sent it to the New England Journal of Medicine.

A few days later, the New England Journal of Medicine, which had not investigated it in any way, published the article.

Not only that, but the editor also added a prefix of "physician" to the author's signature, and the "one experience" in the article was changed to "multiple experiences".

But despite this, the article failed to attract much attention.

A month later, the New England Journal of Medicine published more than a dozen related articles, many of which were noted as doctors.

Incredibly, at the end of these articles, they all speculate that the cause of the discomfort after the meal is the unique seasoning in Chinese cuisine - monosodium glutamate.

With the assistance of the media again and again, the diners invariably had a psychological effect, and they really felt all kinds of discomfort after eating Chinese food.

On May 19 of the same year, the New York Times published a report on "Chinese Restaurant Syndrome", which not only created a new medical name for the first time, but also completely aroused the panic of ordinary people about Chinese food.

Subsequently, major media in North America followed up with reports and pointed the finger at China's MSG.

For a while, foreign Chinese food lovers, who were originally very fond of Chinese cuisine, had to give up their own preference.

All kinds of Chinese restaurants opened abroad, as well as the international sales market of MSG, have been resisted and forced to retreat to varying degrees......"

Listening to Ding Lingling's introduction on the stage, Director Gong and Director Liu actually heard something that they had never known before.

At this meeting, while lamenting the powerful power of foreign media, they also felt the power of domestic media.

"Actually, the chemical essence of monosodium glutamate is called monosodium glutamate,"

At this time, the narrator of the meeting in front of the blackboard has been replaced by Jiang Shan:

"To put it in layman's terms, it is 99.9% wheat bran fermentation broth, which is found in mushrooms, onions, asparagus, broccoli, peas and other vegetables.

Long-term consumption is not only harmless to the human body, but also very beneficial. It has a certain health care effect on the human cranial nerves and liver.

Regarding the above research report, I will scroll through the bottom of the commercial in the form of subtitles live......"

In addition to the advantages of these monosodium glutamate, Jiang Shan, who was standing in front of the blackboard at this time, also knew a fact that would not be announced to the world more than 20 years later:

[Robert, the initiator of "delicate cancer" and "unhealthy Chinese food", announced to the media in 2018: The letter he sent in 1966 was originally just a bet with a friend.

At the Chinese restaurant that he had to go to every week, Robert and his friends not only ate themselves every time because the food was so appetizing, but also drank a lot of beer.

Later, because his friends ridiculed him as a surgeon, he did not publish a mission article in a medical journal.

So Robert, who made a bet with a friend, wrote and sent his feelings after eating Chinese food to the New England Journal of Medicine.

But the development after that was no longer in his imagination.

After decades of guilt, Professor Howard, who has become a trustee of the University of Rice Gate, declared to the outside world: He is the Robert of the year, and the article that brought disaster to MSG was just a $10 gamble that year. 】

But even if things have come to light, my country's lotus, plum blossoms, chrysanthemums, and rhombus flowers ...... Many monosodium glutamate manufacturers in the name of flowers have already suffered varying degrees of impact.

Many of them have been forced to close their doors.

"We all know that this battle for MSG and Chinese food is definitely not something that can be solved by an advertisement,"

At this moment, the face of the country is clear:

But this ad will undoubtedly be the vanguard of this battle.

Therefore, the person who won this battle was not Chunfeng Advertising Company, let alone my country.

It's the full support of every department leader here......"

At this moment, the four directors sitting in the advertising department all felt the rolling battle intent in Jiangshankou.

At this moment, Ding Lingling put a copy of advertising planning books in front of their eyes.

These planning documents are like strategic cooperation letters at this time.

Looking at the information in his hand, Deputy Director Liu of the Ministry of Culture saw familiar unit names: "Liu Xiaoqing and Fang Shu of Yanjing Film Studio, and Pan Hong...... of Emei Film Studio"

Director Zhang of the Propaganda Department also noticed this page:

"Actors from Pujiang Film Studio: Zhang Yu, Gong Xue, extras from Xi'an Film Studio: Zhu Lin, students of Yanjing Yue Opera Troupe: Li Lingyu......

Hey, Xiao Jiang, why do you need so many actresses for this advertisement? ”

(End of chapter)