In the practice room of the Pujiang Song and Dance Theater, a tape recorder is playing disco music.

In the room, a few girls with their hair tied were twisting their waists to the music.

"Don't jump, don't jump," Suddenly, the tape recorder was extinguished with a "click": "Zhou Jie, Dong Zhizhi, Dean Xia asked you two to go to her." ”

In the practice room, the two most beautiful girls turned around at the same time: "What are you asking us to do?" ”

"It was said that the Cultural Affairs Bureau transferred the two of you to the Forbidden City to participate in the dance shooting of the promotional video!"

"Dance shooting?" 19-year-old Zhou Jie looks more mature than 20-year-old Dong Zhizhi: "What kind of dance are you shooting?" ”

"Water Sleeve Dance."

……

In an office of the Wuhan Song and Dance Theater, dancer Liu Xiaoli is discussing with the leaders of the theater about the dance repertoire to be performed in Beijing.

"Actually, you don't have to be too nervous, the comrades from the Ministry of Culture said, pick the dance you are best at."

"That ......" 21-year-old Liu Xiaoli leaned her neck and thought about it: "Since it is a dance to be danced in the Forbidden City, Indian dance and Spanish dance must not be chosen." ”

"Ballet doesn't work either."

"Why don't I just do the sleeve dance!"

……

Yanjing, Diaoyutai State Guesthouse.

At this time, Jiang Shan, who stayed in the brigade commander's suite, didn't know that with the help of many backstagers, he was already a capable general.

To put it bluntly, Jiangshan is not a womanizer.

He didn't care about the beauty of Yuhuan, Xi Shi, and the fairy at all.

For a folk artist like him, all he cares about is the artistic attainments of the three female comrades.

Even if they can only be given 5 or 6 seconds per capita to enter the camera, isn't it a kind of fate!

However, Jiangshan didn't expect that these three female comrades would all choose the "Water Sleeve Dance".

Thinking about it carefully, the scene of Zhou Jie and Dong Zhizhi dancing together seems to have really appeared in a film.

……

"Look at this picture," Jiang Shan said, pointing to the first drawing, "This is the advertisement that Benz used to put the donkey and horse to rest." ”

Rao Bin was already looking: "This is your hand-drawn?" ”

"It's a bit hasty," Jiang Shan said, "That's what it means, you'll just look at it." ”

"What did you just call this car? Stupid porcelain? Rao Bin looked at the letters on the sketch and smiled.

Jiang Shan: "What do you call it?" ”

"I haven't thought about it yet," Rao Bin: "But this car is actually called Pingzhi in Xiangjiang, and it has become a Mercedes when it comes to Taiwan." ”

"I see," Jiang Shan nodded: "I said the name of the Republic of China, and the first car that Mr. Mei Lanfang gave to his wife back then was this brand." ”

This kind of gossip, Rao Bin heard of it for the first time: "It's really willing!" ”

"Boss Mei didn't pay a penny," Jiang Shan's sitting posture gradually became himself:

He was the spokesperson of this car back then, and after Benz landed on Pujiang, he not only found a celebrity for himself to endorse.

The newspaper also published an advertising slogan: The sword is given to knights, and the incense car is sent to celebrities. Listen to this, isn't it very Chinese? ”

Not to mention Rao Bin, even Secretary Han on the side nodded.

After Jiang Shan finished speaking, the first sketch was flipped over, and the poster of the Republic of China of "The sword is given to the knight, and the incense car is given to the celebrity," was placed on the table.

"My sketch is definitely a little different from that time," Jiang explained, "but the model and advertising words are definitely not wrong." ”

"......" Rao Bin looked down at the sketch, this time Benz had an extra carriage than the previous poster: "Have you ever seen these advertisements?" ”

"Yes," Jiang Shan was not ambiguous at all: "In the city libraries of Pujiang and Yanjing, you can borrow old newspapers from that year." ”

"So that's the case," Rao Bin simply revealed a message to Jiang Shan: "You know, little comrade, the car that our mechanical department originally wanted to introduce was Bentz." ”

"Not now?"

"I changed it, but I haven't made a final decision yet."

Rao Bin did not deceive the country, and the Ministry of Machinery has indeed not decided to introduce "Volkswagen".

The brand currently under negotiation is the Audi 80.

If it weren't for the fact that the negotiation process was too unsmooth, it dragged on until the birth date of "Santana".

In the 8th and 90s in our country, it was not Volkswagen that ran on the streets, but Audi.

"And then," Rao Bin will be interested in Jiang Shan's stack of sketches: "Are there any other car advertising words?" ”

"Since Bentz, many car brands have been born one after another," Jiang continued:

"In 1923, Chevrolet entered the Chinese market and gave himself the name 'Lafayette' in combination with the name Galeries Lafayette.

For a while, all the newspapers had a car advertisement of 'Lafayette', and it sold so well! ”

"Lafayette coming?" Rao Bin served: "Chevrolet is currently called Chevrolet in Xiangjiang. ”

"It's still a good name," Jiang Shan actually wanted to say:

"But Chevrolet's translation is far less successful than 'Old Flam', because it is both a car name and an advertising slogan, and the piggyback also allows Galeries Lafayette to endorse him for free."

"Get rid of the face of a capitalist," Rao Bin didn't think of this stubble first: "In order to make money, I really hollowed out my mind." ”

Jiangshan gave Rao Bin a shock of deterrence, and suddenly sat up a lot straighter: "After a few more years, the world war broke out. ”

The sketches on the table then changed to a different style.

"At this time, all car companies have changed their own propaganda posters," Jiang Shan pointed to the picture: "Basically, it is not multiple planes, or multiple cannons, and even the drivers are all wearing military uniforms." ”

"By the time Hollywood movies rose in the 50s, blonde and blue-eyed female models appeared on the posters of all car companies without exception,"

After that, the beauty of the fragrant car became a traditional habit of the auto show.

Jiang Shan: "It was also during this period that the penetration rate of private vehicles abroad increased by leaps and bounds. ”

"It is also the time when car companies are developing the most rapidly," Rao Bin was envious in his heart:

"To be honest, I only noticed the development of foreign vehicle technology, and I didn't pay attention to their advertising work at all."

"The progress and competition of foreign car companies are going on at the same time," Jiangshan is also telling the truth:

"In this process, many small car companies have been eliminated or merged.

Therefore, all major well-known car brands pay attention to the promotion of their own products.

In addition to the advertising words that are created with the situation or the expansion of new markets, they also have their own fixed advertising words.

Because these fixed advertising words represent the image of their own brand, they are all very careful when choosing. ”

Rao Bin directly: "For example? ”

"Bentz, for example, has a fixed advertising slogan at the moment: "The world's most advanced car," Jiangshan said:

"Bavaria: cars made for sport. Cadillac: the world standard. Jeep: Not all Jeeps are called Jeeps.

Ford just unified the advertising slogan last year: Build a tough guy Ford ......"

In many cases, car companies will change their previous advertising slogans because of the new CEO.

In 2007, Volkswagen's CEO gave Volkswagen a new word: Das Auto.

Originally, it was an abbreviation of two words, but it became a small contract: Volkswagen is the car.

But the Chinese did not listen to it, and recognized it as what it meant: killing Alto.

Among them, Comrade Jiangshan is also included.

Surprisingly, just when the public was busy clarifying to the outside world: "I'm not going to kill Alto," it was.

Volkswagen's popularity has never been higher.

Sales soared for a while, as if it was back to the heyday of the 90s.

The major car companies that were originally waiting to see the joke on the sidelines immediately realized some wonderful way of publicity.

So, a kind of mutual porcelain advertising slogan came.

From that moment on, the promotion departments of major car companies put down all the work in their hands and devoted themselves to text research.

A single line of lyrics can be set off by them.

In 2013, Jeep invited Li Zongsheng to be the brand spokesperson.

Not long after, Jeep unveiled a new promotional poster.

In this poster, there is an advertising slogan: cross the hill, only to find that no one is waiting.

Outsiders can see at a glance that Jeep is a person who uses Li Zongsheng, and also uses Li Zongsheng's song by the way.

Just when the masses of the people said "wonderful" in unison, something even better came.

Because, Jeep has a reputation in the car industry.

Often a scolding is a nest.

Before that, it just used a sentence: "Everyone has a Jeep in their heart", and greeted Volkswagen, Mercedes-Benz, BMW, and all over again.

So when Jeep said, "Go over the hill and find no one waiting."

The replies of the others came immediately.

BMW printed a new poster overnight: "Over the hill, only to find that you have lost it."

Mercedes began to change the poster as soon as it was dawn: over the hill, only to find that you had gone home for overhaul.

When the public saw this, they felt that they were too calculating: they crossed the hill and found that you were not yet mature.

Land Rover looked at it and came uninvited: over the hill, only to find that you had fallen into a ditch.

Lexus: Crossing the hill, only to find that you are out of gas.

Chevrolet upgraded the map: over the snowy peaks, only to find that you are still in the hills.

Toyota came the latest and scolded the most: over the hills and snowy peaks, only to find that you can only fool.

……

So far, Li Zongsheng's sentence "over the hills" has become an advertising lyrics conference that has never been seen before or since.

By the way, it also made all the people who eat melons too addicted to cars.

"What you mean is that a car brand should not only have a fixed advertising slogan,"

Rao Bin is fully aware of the importance of advertising words: "It is also necessary to launch appropriate advertising words in a timely manner according to the stage of social development. ”

"Yes Chief,"

Jiangshan is very happy to deliver this message to the leaders in a timely manner:

"The fixed slogan represents the corporate culture of a brand, for example: there must be a road before the car reaches the mountain."

Rao Bin: "If there is a road, there must be a Dongfeng car." ”

Jiang Shan smiled brightly: "The advertising words launched in other periods represent the message it wants to convey, in other words, the publicity purpose that the car company wants to achieve." ”

Before Rao Bin could ask in detail, Jiang Shan had already opened the answer.

Looking at a new sketch on the table, Rao Bin naturally read out an advertising slogan: "Dongfeng Dongfeng, get rich pioneer." ”

As soon as the words fell, the entire brigade commander's suite fell completely silent.

Actually, Rao Bin didn't think there was anything wrong with this sentence.

After all, the slogans of "getting rid of poverty and becoming rich" and "realizing the four modernizations at an early date" can be heard everywhere.

The reason he didn't speak was because of the drawing on the table.

On the whole poster with the upper and lower frames, half is rural and half urban.

Different areas are drawn with two opposite lanes.

On the road coming and going, the "Dongfeng" brand trucks were drawn in the art of comics.

Interestingly, on one side of this large truck, there are piles of agricultural products, fresh fruits and vegetables, and fat poultry and livestock......

On one side is a large wardrobe, a television, a tape recorder, an electric fan, and a bicycle......

There are several pairs of cars that will stop and send out dialog boxes to each other.

There are people who talk about income, car conditions, and driving experience......

Anyway, the words in the dialog box are all praise from the masses for the "Dongfeng" truck.

The meaning is obvious: it is to transport a truckload of goods out and exchange it for a modern truck.

Seeing this, Rao Bin laughed unconsciously.

"Dongfeng Dongfeng, get rich pioneer," he glanced up at Secretary Han: "How do you feel about this sentence?" ”

"It's catchy to read," Secretary Han said truthfully.

"Get rich pioneer," Rao Bin kept clicking on a line of words on the sketch: "I feel that this sentence is not only for the civilian market, but also for the second automobile itself." ”

"Yes, indeed," Secretary Han nodded: "I hope that Dongfeng brand trucks can make the second automobile and private enterprises rich together." ”

In the 8th and 90s, whether it was driving a taxi or driving a large truck, it was indeed a shortcut to get rich quickly.

Therefore, the advertising slogan of FAW's "Jiefang" brand trucks in the 90s was directly as: Liberate trucks, make money machines.

Straightforward mess.

But the effect is also too good to be a mess.

Many people who originally didn't know the truth knew through this sentence that they could make a lot of money by driving a big car.

Because the effect is so good, FAW still hangs this advertising slogan until now.

Also because the effect is too good, the second automobile immediately took down the advertising slogan of "Dongfeng world, carefree".

According to the gourd painting scoop, he also made up an advertising slogan for the flat-head truck of "Dongfeng": Drive Baping firewood, and the wealth will roll in.

As soon as it was launched, it immediately took down the truck market in the southwest and northwest.

"Analyze the current market," Jiang Shan suggests:

"On the walls of public places across the country, a large number of advertising words can be painted with Dongfeng Dongfeng and Prosperity Pioneer.

Especially in the areas to the south, where the development of township enterprises is relatively fast......"

"I will sort out Comrade Jiangshan's suggestions in a moment,"

Rao Bin liked Jiang Shan's precise advice: "Write him your phone number again." ”

Secretary Han nodded: "Okay." ”

"Comrade Xiao Jiang," Rao Bin patted the sketches on the table: "Can you leave us these sketches?" ”

Jiang Shan immediately got up and said: "Of course you can, I feel very honored to be able to contribute to the organization." ”

It's really an honor to be able to sit in the same room and talk with such a chief, and it is estimated that there will be no next time in this life.

"I heard that you came to Yanjing from Pujiang to help the Propaganda Department shoot a propaganda film."

"Yes, chief," Jiang Shan said with a smile, "a propaganda film promoting Chinese food culture." ”

"No wonder you came to live in Diaoyutai," Rao Bin also laughed: "How is it, is the food here still to taste?" ”

"I'll tell you the truth," Jiang Shan: "We only tasted the standard set meal after checking in last night. Wait until this afternoon to have the opportunity to interview several masters in charge of the state banquet. ”

"How many days will you be at Diaoyutai?"

"Three days."

"Today is the second day?"

Jiang Shan smiled bitterly: "Yes." ”

"Xiao Jiang," Rao Bin said slowly, "Do you want to taste the taste of the state banquet?" ”

(End of chapter)