Roar, roar, roar

Who sent you to me, the round moon, the bright moon......

When he heard Director Zhang pronounce the three words "Li Lingyu", Jiang Shan's damn mind immediately began to sing and dance.

"This three-in-one commercial that is about to be filmed is called "The Wonderful Banquet of the Forbidden City,"

Jiang Shan said calmly on the surface:

"Its other name is "Daming Feast", and through two editing methods of advertising, it will be used for the promotion and publicity of MSG and matches, respectively.

"I think as soon as the leaders hear these two names, they already understand the general direction of this advertisement,"

In the office that was originally a classroom, Jiang Shan looked like a storyteller:

"The Ming Dynasty, the main owner of the Forbidden City, the dinner party organized by his family is definitely not comparable to ordinary people.

We are curious, and foreigners are even more curious.

Regardless of anything else, just look at the theme of the advertisement, which is enough to attract the world......"

When a few of the people in the room heard this, they all nodded.

Just look at where the foreign guests of our country have been going in recent years.

What are they most interested in and willing to pay for?

Most of them are those 5,000-year-old royal ruins above and below ground!

"Then since we have summoned the curiosity of outsiders, we must not let them down.

This has to be linked to the words 'Qi' and 'Sheng' in the headline of the ad, which seem difficult to do, but in fact they are.

But as long as the leaders come forward, this advertisement, which is related to our country's 5,000-year-old food culture, will definitely be filmed successfully.

Our wronged monosodium glutamate enterprises and aggrieved match factories,

Under the command of the leaders of various departments, we will be able to revitalize the factory and create new achievements. ”

After a round of applause, several leaders sitting in the audience began to look at each other.

So, Jiang Shan said while it was hot: "The whole advertisement is roughly composed of three parts: the Lantern Festival, the secret skills of the imperial kitchen, and the royal feast.

Among them, in the attendance list of the royal family, the appearance rate of the concubines accounted for a large proportion.

Since the purpose of this advertisement is to be gorgeous and eye-catching, then the queens of our country can't find ordinary people to play them.

You have to have a look...... Proper! ”

In the next one or two decades, there will be no shortage of well-known directors in our country who embody ugliness, poverty, and feudal backwardness.

If he can't shoot that thing, he wants to shoot some magnificent and beautiful solid soil mountains and rivers, dazzling historical civilization...... and beautiful and delicious beauties.

"It turns out that this list is the actress who will play the concubine in the advertisement in the future?"

Director Zhang of the Propaganda Department finally figured it out: "These female comrades are all ...... Good-looking? ”

"Yes," Jiang Shante nodded indifferently: "It's all recommended by industry insiders, our shooting time is not long, and it won't take up much of their time." ”

In addition to Nangong Xue and Bei Zhu Lin, there is another one who is being searched.

Director Liu of the Cultural Affairs Bureau said: "Our advertisement, which is about to go abroad to participate in the exhibition, can be regarded as the top priority in the current literary and artistic circles, and any film and television work should be inclined to it." ”

Didn't Comrade Jiangshan just say that as long as these cadres take the lead, this advertisement, which is related to China's 5,000-year-old food culture, will definitely be filmed successfully.

Thinking of this, Director Liu looked at Director Zhang: "Old Zhang, will you handle the actress and I will do it?" ”

Director Zhang: "I'll do it!" ”

"Okay," Director Liu: "Leave the arrangement of the lanterns to me!" ”

Director Zhang poked the plan in his hand, and reminded him kindly: "Lao Liu, you have to contact the box lamp here as soon as possible, this thing is the most laborious, and the others are estimated to be ready-made." ”

When Jiang Shan heard this, he also hurriedly said: "There are also rolling lights." ”

"Comrades, please rest assured, the lantern festival lights have not fallen until today," since Director Liu can take the initiative to arrange it by him, he must have drawn a score in his heart:

"Comrade Xiao Jiang, if you look at any more lights when you go back, just tell me in time, and the Ministry of Culture will come forward to coordinate and arrange it."

Their strength, Jiang Shan naturally knows: "I'll just say, with all the leaders here, our advertisement will definitely be successfully completed." ”

Director Zhang will be a little upset: "Regarding the candidate for the advertising and folklore consultant, I will personally call and invite Comrade Hou Baolin to serve as the consultant." ”

The Liu Bureau of the Ministry of Culture also actively said: "The filming cooperation units of the advertisement: the Forbidden City, Fangshan, Tingli Museum...... I'll get in touch with the relevant departments in Yanjing. ”

Things have developed so far, Xu Muchun is much easier:

"Xiao Jiang, the filming of this advertisement is different from the past, the time is tight, the task is heavy, and the stall is still big, do you ...... If there is anything else you need, you must report it to the organization! ”

Jiang Shan noticed the meaning of Xu Muchun's words, and thanked Xu Ju gratefully:

"In order to complete the tasks assigned to me by the organization with quality and quantity, we specially invited:

Former researcher of the Palace Museum in Yanjing: Professor Wang Shixiang, the set consultant for this advertisement;

Mr. Huang Yongyu, a professor at the Central Academy of Fine Arts and a famous painter, is the art director of the advertisement; ”

At this time, Huang Yongyu and Wang Shixiang, who were sitting with Yu Sigui, got up and nodded to everyone who was applauding.

"Ms. Yu Sigui, general manager of Japan-Honda Advertising Company, is the technical director of photography for the main advertisement."

As soon as the two old comrades sat down, Yu Sigui stood up with a smile again.

"Zhang Lu of Pujiang TV and Wang Fulin of CCTV are the interior and exterior directors of this advertisement, respectively," Jiangshan Road:

"Another important thing is the costume problem of this advertisement, that is, the clothing, accessories, utensils, ingredients, etc. that need to be used in the advertisement are all props that need to be prepared in advance."

"These things ......" Director Gong of the Second Commercial Bureau looked at the list of plans: "Can you use them so carefully?" ”

"Of course, if it's an ordinary advertisement, you don't have to be so particular," Jiang Shan explained with a smile:

"But, our advertisement is not for international competitions, if you want to win the grand prize, you have to be so particular!"

Liu Ju of the Cultural Affairs Bureau looked at it: "It is true that you can't take it lightly, and the advertisements that can be sent to the New York Advertising Festival are definitely not easy to mess with." ”

"It's not simple," the chapter of the Propaganda Department has already realized: "What kind of place is it, a place where excellent advertisements from various countries gather." ”

"Well," Director Gong of the Second Business Company also reacted: "They must be shooting hard!" ”

"At the beginning of last year," Xu Ju of the Light Industry Bureau thought of something: "More than 10 traditional craft factories in Pujiang have been merged into a arts and crafts factory. ”

"There are also such factories in Yanjing City," Wang Shixiang said at this time.

Just last year, Yanjing created a arts and crafts factory that was formed by the merger of 14 traditional crafts and folk workshops.

It includes all kinds of traditional porcelain firing, iron paintings, lacquer boxes, and jade hairpin screens...... They are all crafts that are specially supplied to the Friendship Shop. ”

The price is dozens of times that of some antiques, and it is deeply loved by foreign guests.

Some of them are also special gifts for foreign leaders.

In the late 70s and early 80s, foreigners were just as good as those in Japan.

When it comes to some antiques in the professional field, they are not aware of their importance.

"Since other countries attach so much importance to it," said Zhang, the director of the Propaganda Department, "then we must pay more attention than they do." ”

"That's right," Director Liu's eyes lit up: "Otherwise, why would people award the award to our country." ”

"But," Director Zhang, "what kind of advertisements can win awards at the New York Advertising Festival?" ”

"Founded in 1957, the New York Advertising Festival is one of the three major advertising festivals in the world today,"

When Jiang Shan approached the curtain in front of the blackboard, Jiang Zhuangzhuang immediately began to play the slideshow:

"It's different from the advertising festival in Tokyo, which is an international advertising contest held every year.

The winning entries selected at the festival are considered to be the best in the world in their respective fields.

According to the different advertising communication carriers, it is divided into film and television, broadcasting, print, and outdoor competition plates.

Among them, the length of the submitted works participating in a single radio advertisement generally cannot exceed 180 seconds.

For film and television commercials, the regulations are often between 30 seconds and 15 minutes. ”

Xu Muchun, who had just taken the lead in completing a few commercials, was taken aback when he heard this: "There are still 15 minutes of commercials? ”

How much does that cost?

"In France, there is a Cannes advertising festival founded in 1954, and its influence is even greater than that of the New York advertising festival," Jiang Shan:

"The exhibits at this advertising festival don't need to be time-bound at all, as long as they are excellent advertisements, they will have the opportunity to win awards."

In 2017, the Cannes Advertising Festival, which had been renamed Cannes Lions, awarded the Grand Prize to a 17-minute commercial.

China UnionPay also filmed a 16-minute advertisement for the advertising festival.

The plot rhythm of telling the story without hurry can also catch the audience's attention.

However, at that time, the advertising festival, although the rules and regulations were liberated a lot,

But like Jiangshan now: preparing for the shooting of advertisements at the end of March, and sending the exhibition in May, you don't even have to think about it.

Because in later generations, the advertising entries sent to Cannes were much more popular than the movies.

Just one China can send more than 300 advertisements of different categories to the organizing committee.

Therefore, as time continues to move forward, the submission time of the advertising festival will also continue to move forward.

In 2000, if you didn't submit your work by March, even if you did the same as a flower, you would only get a "pity" from the organizers.

"15 minutes of advertising time is not uncommon at advertising festivals," Jiang Shan looked at Xu Ju and said:

"Actually, when our ad is cut out, it won't be short, I guess it will have to be ten minutes.

However, the duration of the advertisement is different from the usual commercial advertisement, so we can reduce it according to the purpose.

Take matches as an example, if you divide the upper and lower episodes, it is enough to cut each episode for three minutes. ”

"That's pretty much it," Xu Muchun nodded reassuringly, but the next second:

"Xiao Jiang, you still have to make up your mind in the end of professional matters, but you can't cut the most exciting part in order to save some advertising costs.

Advertising is to create benefits, because of the small loss of the big is not a cost-effective thing, we resolutely do not do. ”

"I listen to you," Jiang Shan likes to listen to this: "It's not cost-effective, let's resolutely not do it!" ”

At this moment, the slide on the curtain is showing a brightly colored advertising painting.

"The advertising poster that you will see here is the Japanese-Ajinomoto that we mentioned at the beginning,"

As soon as Jiang Shan's words fell, another poster was changed on the curtain:

"These two posters are Ajinomoto advertisements published in 1975 and 1978, respectively."

Everyone in the audience felt that their eyes were bright.

"Wow, how do you shoot all the bells and whistles!"

"With so many dishes put together, it's dazzling to watch.

"Why is it all food and no products......"

"There are still products," Jiang Shan raised his hand to circle it: "It's just a little smaller." ”

"So it's here,"

Director Gong of the Second Commercial Bureau touched his chin: "The font of the title is also very small, which is different from that of our country." ”

"Have you ever thought about a question, why the Japanese-original Ajinomoto has not encountered a crisis when they are also producing the same kind of material goods," Jiang Shan leaned back on the blackboard, crossed his arms and said very similarly:

"Why hasn't the Japanese-native dish been boycotted? Is it just because that Robert went to a Chinese restaurant? ”

As soon as these words came out, the big guys in the advertising planning department frowned.

"That's right, isn't it MSG that foreigners are boycotting now."

"Although the Ajinomoto of Japan is different from our extraction method, it is a substance!"

"Speaking of which, the Ajinomoto in the Japanese-main dish is not the same as putting MSG on the shelf, so why don't they have any effect at all?"

Seeing that his question had been responded to by everyone, Jiang Shan continued:

"I have to explain one thing here, after entering the 70s, whether it is Japan-Japan or China's monosodium glutamate production enterprises,

All of them have discontinued their previous glutamate extraction methods.

In its place, a new, cheaper and easier extraction technology is available......"

In 1957, in the laboratory of the University of Tokyo, Su Yuanzhi from Taiwan developed a method for producing monosodium glutamate using bacteria.

Although this thing sounds exaggerated, it is actually the leftover stuff of the ancestors.

And we use microorganisms to produce liquor and aged vinegar, in fact, it is the same truth.

As we all know, bacteria are a type of microorganisms.

They are used in food, medicine, industry and agriculture, environmental protection, ...... and other fields.

It has long been inseparable from human life.

After Su Yuanzhi researched a method of using bacteria to extract MSG from sucrose.

Immediately returned to Taiwan and cooperated with the local Weiquan company to produce "Weiquan" brand monosodium glutamate.

This new process of using bacterial fermentation to produce monosodium glutamate was also quickly popularized in countries around the world.

The production and price of monosodium glutamate have entered an unprecedented stage.

Therefore, although MSG is cheap, it is not a chemical product, but a biological product like liquor and aged vinegar.

(End of chapter)