Since Chen Peisi returned to Beijing, Jiangshan's hut has resumed its usual daily meetings.

At this meeting, Comrade Jiang Hai, the boss of the Jiang family, was leading his younger brothers to study the new documents and implement the new ideas.

"I didn't expect that I just came back from Yanjing, and you two are going to Yanjing again."

Two days ago, the "National Conference of Journalists" was held in Beijing.

Comrade Jiang Hai, who is the number one leader of the news unit, attended the meeting without any concessions.

"Boss," Jiang Shan said with a smile, "How can I compare with you with my second brother." ”

Jiang He nodded in agreement, and said in one sentence: "The third child and I are at best going to do a large-scale private job." ”

"Hey," Jiang Hai: "What are you doing private work, your two trips are also very meaningful." ”

"Yes, yes, it's very meaningful," Jiang Shan: "Big brother, tell us, what did you say at such an important meeting?" ”

"The main thing is to hope that journalists like you and me will adhere to the correct guidance of public opinion and promote the four ...... of modernization development" Jiang Hai:

"I have sorted out the spirit of the meeting, and it is estimated that it will be sent to your office tomorrow."

Jiang Shan threw two cigarettes out: "Then I will study hard when I go back." ”

"This meeting was held in two days," Jiang Hai continued, "The next day, a conference on 'commercial publicity of news units' was called a wonderful one! ”

Jiang Shan: "What's so exciting?" ”

"First of all, the Central Propaganda Department announced the "Notice on Newspapers, Advertisements, Television Publication and Broadcast of Chinese Advertisements," Jiang Haidao:

"We plan to launch a professional advertising magazine in our country next year, and propose that some colleges and universities open advertising professional ......"

Hearing this, Jiang Shan knew that there was no one who should come: "It's all good news." ”

After this meeting, CCTV can finally broadcast foreign advertisements normally, and there is no need to make short documentaries as before.

The first to appear was the Coca-Cola commercial that aired with "The Man from the Bottom of the Atlantic".

In addition, with the broadcast of a jeans advertisement, the word "fashionable" officially appeared in the official media.

"After the meeting, when the group exchanged and discussed with each other," Jiang Hai said with a smile:

"Our Pujiang and Guangdong-Dong delegations are really fragrant.

Representatives of the press from other provinces and municipalities came to us to listen to their experiences.

Did you know that it wasn't until January of this year that the Hunan-South People's Radio broadcast their first commercial,"

Jiang Hai thought for a moment: "It seems to be the "Drinking Herbal Tea and Treating Colds" of the Sixth Factory of Traditional Chinese Medicine in Guangzhou. ”

Jiang He said strangely: "Why is it still an advertisement from another province." ”

"It's good if I didn't give it to foreign businessmen," Jiang Hai said: "It is said that it costs 12 yuan per minute, and it has been broadcast 40 times, and the advertising fee plus a total of less than 500 yuan."

Jiang Shan listened to it and pouted: "It's not enough for our newspaper office to be on the page for one day." ”

"Compared with Jiangsu, Zhejiang, Shanghai and Guangzhou, which started a year earlier, the advertising industry in many places is still in its infancy.

The disparity in advertising costs is not surprising, and the strange one is still in the afternoon,"

Jiang Hai looked at Jiang Shan mysteriously: "Third child, do you know what the brand's promotional slogan is?" ”

"I know," Jiangshan has nothing to grind in his own home: "It's the advertising slogan!" ”

After listening to the words of the third child, Jiang Hai knew that there was no need to explain:

"In the afternoon of the same day, in addition to the group discussion, the leaders of the Ministry of Machinery also met with our Pujiang and Guangdong-Dong delegations.

According to the leaders, the "Dongfeng" brand trucks produced by China's second automobile manufacturing plant,

Since the successful completion of the transportation mission on the front line last year, it has begun to comprehensively promote the supply and development of the civilian market.

As early as 1978, the second automobile produced the first batch of more than 5,000 civilian Dongfeng brand trucks......"

Speaking of this, Jiang Hai's voice gradually lowered: "Today, the order volume of military trucks cannot meet the expectations of the second automobile at all."

Last year, the factory also faced the crisis of "stopping, slowing down and building".

Later, with the research and approval of the relevant departments, the reform method of dividing profits between the state and enterprises in half was formulated.

After that, in order to increase R&D funds and improve production equipment, the second automobile specially applied for a special fund from the state.

For the shortfall part, I also applied for a loan from the bank.

The reason why the Ministry of Machinery came to talk to us in the past was that they wanted us to promote and publicize the "Dongfeng brand" civilian trucks in the newspapers and periodicals. ”

After listening to this, Jiang Shan couldn't help but sigh: "It's still a state-owned enterprise that is guaranteed, not only does it not cost money to advertise, but it also ......."

Second brother: "It's also a political task." ”

Jiang Shan smiled: "Fortunately, it's not a difficult thing, just find someone to write a propaganda draft, and it's over." ”

"The point is," Jiang Hai continued:

"The leaders of the Machinery Department, after hearing about the development results of Pujiang's advertising.

He also asked if we could help the Dongfeng brand truck of the second automobile to write a loud propaganda slogan. ”

"......" Jiangshan: "Brother, how did you answer at that time?" ”

"Me?" Jiang Hai smiled bitterly: "On such an occasion, how can it be my turn to speak." ”

Jiang Shan continued: "Did anyone else respond at the meeting? ”

"No," Jiang Hai: "Whether it's Guangdong-Dong or our Pujiang, they just said that they would go back and think about it seriously."

Besides, this is not a question that can be answered on the spot, and who should not go back and think about it. ”

"The third child," Jiang He asked when he saw the ghost look of the third child who wanted to say goodbye, "If you ...... Is it possible to give an answer on the spot? ”

"Huh?" Jiang Hai, who was rushing for tea, immediately stabilized the teacup: "Third child, are you interested in this matter?" ”

"I'm so interested." Jiangshan answered very crisply.

Looking at the third child with burning eyes, Jiang Hai asked tentatively, "You won't be ...... Already come up with a suitable slogan? ”

"I don't need to think about it a lot," Jiang Shan didn't even cover up:

"In the 5,000-year-old Chinese civilization, our ancestors have left us many good words and sentences. If you don't use it at this time, will it not be left to outsiders? ”

By the beginning of 1982, a particularly eye-catching billboard would be erected near Yanjing Airport - there must be a road before the car reaches the mountain, and there must be a Toyota car on the road.

As the first batch of foreign brands to land in the Chinese market and take the lead in advertising in China: Japan-Toyota.

Before coming, I specially invited two people who were born and raised in China, and carefully planned this advertising slogan, which is known as the most Chinese color.

To tell the truth, the advertising slogan "There must be a road before the car reaches the mountain, and there must be a Toyota car when there is a road" is indeed wonderful.

But how do you listen to it and how do you feel uncomfortable!

It's obviously an old saying in our country, why should it be used to promote other countries' car brands.

The key is that you don't have to pay a penny, just like Ajinomoto's panda MSG bottle, all the national treasures have been divided among outsiders for free.

No, it can't just be left at that.

Jiangshan's heart is small, and he can't lose any money he should earn, and he should calculate the account!

In this way, it is not far from the time when Toyota wrote this sentence.

Just when Jiang Shan was smoking and pinching his fingers to calculate, Jiang Hai's words suddenly interrupted him:

"Come on, come on, come and tell us, what good words have the ancestors left for you?"

When it comes to playing with words, Jiang Hai consciously feels that his time is not shorter than that of the third child.

He didn't believe it, what a room full of people couldn't think of, he could come with his mouth open?

As a result, Jiangshan really opened his mouth and came: "Everything is ready, just wait for the east wind; There must be a road before the car reaches the mountain, and there must be a Dongfeng car when there is a road. ”

Compared with today, the masses of later generations probably don't feel comfortable listening to it.

It's no wonder, after all, one has been listening to it for decades, and the other has just emerged.

But the preconceived truth will make the masses in this life re-understand an advertising slogan.

"Don't say it," Jiang He slowly looked at Jiang Hai: "Sounds really good." ”

"......" Jiang Hai also said several times in his heart: "Well, it's good, it seems that the ancestors really left us a lot of good things." ”

"Boss," Jiang Shan leisurely spat out a thin cigarette, "Do you know where to go in the future?" ”

"I understand, it turns out that advertising words can be easily solved by relying on our old sayings," Jiang Hai said that he was very rewarding:

"Today's meeting is very necessary, and we must organize and study often in the future."

"Big brother,"

Although Jiang Shan also felt that the meeting would be very important, he would like to know how to hand it over: "Who are the leaders of the Machinery Department who attended the meeting that day?" ”

Jiang He also wanted to ask: "This mechanical department is also too good for Dongfeng brand trucks, not only specially convened a meeting for it, but also encouraged you to think of words for it?" ”

"I'll think about it," Jiang Hai thought for a moment:

"There is an old leader surnamed Rao who looks the oldest, and a leader who follows him is surnamed Jiang, and the two leaders look very polite.

However, they took a stand not long after the meeting began, and the third and third ......"

Jiang Shan came back to his senses for a second: "Huh? ”

"What do you think? The eyes drifted. ”

"Big brother, second brother," Jiang Shan retracted his distant gaze: "Do you know what brand the first car in New China is?" ”

"Dongfeng brand car," Jiang Hai blurted out, but in the next second:

"No, how do I remember that the first Dongfeng brand car was produced by FAW, and why is the car of the second automobile also called Dongfeng now?"

"Because," Jiang Shan said slowly:

"Whether it is the Dongfeng of the FAW or the Dongfeng of the Second Automobile, it was built by the same person, and this person is the father of our country's automobile: Rao Bin ......"

In 1953, Ji--Lin Chang-Chun, FAW laid the foundation.

Rao Bin, a "white-faced scholar", was appointed as the first director of FAW.

Three years later, the first truck in New China: Jiefang brand car was born.

In 1958, the Dongfeng brand car taken by Rao Bin from the chairman's famous phrase "the east wind overpowers the west wind" was also born.

But this big red Dongfeng brand car did not press the "Dongfeng" sign when it just rolled off the assembly line.

It's just that at the front of the car, a row of pinyin letters of "Dongfeng" was pasted.

After that, Director Rao personally drove the "Dongfeng" brand car to the capital to be inspected by the leaders.

They were mistaken by a member of the public for an imported car.

Only then did Rao Bin realize that we should give our country's self-produced cars a Chinese sign.

At this time, there were less than 12 hours left before the review.

Director Rao hurriedly found the editor-in-chief of the People's Daily and the comrades of the Yanjing Workers' and Peasants' Automobile Repair Factory overnight.

When the big guy learned that the beautiful car in front of him was actually the first car in New China.

Immediately made a concerted effort to help this car overnight, and hand-created the word "Dongfeng" selected from the chairman's font.

Since then, this car brand called "Dongfeng" has taken root on the land of China.

(End of chapter)