Chapter 421 Taking you to skip class
Next to the work "Baidu Knows" is Gao Gujie's "Bite Your Teeth" series of advertisements.
Xie Bingran looked at the set of posters, slightly lost in thought.
Xu Chen smiled and said: "How is it? Is it very high-end?"
Xie Bingran was silent, but seemed a little moved.
Xu Chen looked up and instantly understood Xie Bingran's state of mind.
"Bite your teeth and get over it..."
"Strong as teeth..."
This is the core concept of this advertisement.
This pitiful little classmate next to me may have had a history of "gritting his teeth" and "persisting" when he was young.
Xu Chensheng felt distressed and reached out to hold her hand.
Xie Bingran was stunned, turned around and said:
"You are so awesome."
Her eyes are sparkling.
Behind the black mask, there is probably a beautiful smile.
……
Xu Chen and Xie Bingran wandered around the exhibition hall and found that seniors from the same college were lining up one after another.
Dean Lin Ruyang and Professor Ni Zhi had just arrived.
Two teachers and a group of students have already begun to watch the exhibition and study.
Xu Chen led Xie Bingran and mingled with the large army, following a group of seniors.
Lin Ruyang led the team to focus on the works of the "Great Wall Advertising Award".
Professor Ni Zhi made some special preparations before starting:
"Today is a rare learning opportunity, everyone must cherish it.
The Great Wall Advertising Awards are the most authoritative and largest advertising awards in China.
The works that can be shortlisted for the Great Wall Award are also recognized as the best advertising works of the year...
Everyone must observe and learn carefully. ”
He glanced at the dean Lin Ruyang next to him, suddenly put on a smile and emphasized:
"Especially since Dean Lin is here today, he can give us some analysis!
This is a rare opportunity, so everyone must listen carefully and take notes!
If you have any questions, you can also ask Dean Lin for advice!
Dean Lin is an honorary judge of the Great Wall Award. Being able to hear Dean Lin’s teachings today is something that no one in the industry could ask for! ”
When Ni Zhi finished speaking, senior Zhao Siting took the lead in applauding.
The other students were a little confused, but they still clapped their hands.
Xu Chen clapped his hands, but he couldn't help but curse in his heart:
I didn’t realize that Professor Ni Zhi was actually very eloquent in front of the “leaders”!
Dean Lin Ruyang squinted his eyes and smiled, waving his hand to signal everyone to stop.
He glanced at the students, but happened to see Xu Chen in the back row.
Dean Lin didn't say anything, but cast a look of approval and encouragement at Xu Chen.
Probably because I finally met Xu Chen today, I felt that "there is a lot that can be improved by knowing your mistakes."
Since you are willing to come over early in the morning to see the exhibition and listen to the teachings, then you are still a good little comrade who can be taught...
Xu Chen was a little confused and bowed slightly, nodded and smiled at Dean Lin.
……
Lin Ruyang looked around the exhibition hall for a while and said with a smile:
"As Professor Ni said, I am also an honorary judge for the Great Wall Prize.
I myself participated in the evaluation of the works you see today. ”
Before he finished speaking, Professor Ni Zhi quickly pursued the victory and said repeatedly and emphatically:
"Today I can hear personal comments from the honorary judges of the Great Wall Award. Everyone must cherish this rare opportunity!
Keep your ears open and take notes! ”
As he spoke, he took out a small notebook from his arms and pulled out a short pen from the small notebook.
Xu Chen: "..."
Lin Ruyang waved her hand gently again and said with a smile:
“It just so happens that the ‘Great Wall Award’ has not yet announced the final selection results.
The works on display today are all ‘shortlisted works’. ”
He looked around at the next group of students:
"Today I will also test your eyesight and see which works have a chance to win the gold medal..."
Ni Zhi clapped his hands appropriately and said with a slightly exaggerated expression:
"Dean Lin, this is a great idea!
Not only can it test the students' eyesight and improve their professionalism, but it also greatly enhances the fun of viewing the exhibition today! ”
Lin Ruyang smiled and narrowed his eyes.
He waved his hand gently again, signaling Ni Zhi to stop speaking and to stop.
……
Xie Bingran may have found it a little funny and inexplicable, so she turned to look at Xu Chen.
Xu Chen looked embarrassed and put on a meaningful expression.
It probably means...
Our school is really a good school rated 985.
All the teachers are talented and speak well...
……
Exhibited in the exhibition hall are all the works shortlisted for the "Great Wall Award".
The "Great Wall Award", like the "Daguang Competition", has seven major categories.
In fact, as a student competition, the "Daguang Competition" mainly refers to the competition system and award setting of the "Great Wall Award".
Different from the first to third prizes of the "Daguang Competition", the "Great Wall Award" has four awards: gold, silver, bronze and shortlisted.
The trophy of the "Great Wall Award" is exactly the shape of a Great Wall extending upward, which is very Chinese.
Lin Ruyang and Ni Zhi led a group of students through various works.
Professor Lin naturally commented, while Professor Ni and a group of students listened carefully.
Regardless of whether he understood or not, he nodded frequently and took notes carefully in a small notebook.
Xu Chen still took a careful look at the works shortlisted for the awards. At a glance, he knew that most of them were works by foreign-funded 4A companies, and most of the customers were foreign-funded or joint venture companies.
At this time, in 2006, the advertising industry was still dominated by foreign-funded companies, and local advertising companies were lacking in both scale and creative capabilities.
In fact, in the past few years, local people in academia and awards circles have also intentionally wanted to support some local advertising companies, but unfortunately, most local companies have really poor creative capabilities.
In addition to its own "creative ability", it actually also has something to do with the projects and customers.
Most of the people approached by local advertising companies are small and medium-sized brands and small and medium-sized projects from the mainland.
Their aesthetics and project appeals also have limitations, especially in terms of creativity, which tend to be practical and can directly stimulate sales.
They are not interested in advertising that favors brand expression and creativity at all, thus forming a certain vicious cycle.
……
Dean Lin pointed to a piece of work and was analyzing it in simple terms:
“This work actually wins in its production.
As you can see, the cost of shooting its commercials must be very high.
The production cost of this set of graphic drafts alone is in the millions..."
Xu Chen took a look and saw that what Lin Ruyang was explaining was an advertisement for an overseas milk powder brand. The idea was to use exquisite 3D animation to show a warm family story.
"Dean Lin, isn't the Great Wall Award a competition for creativity? Why do ads with high production budgets still have an advantage?"
Lin Ruyang smiled:
"The 'Great Wall Award' is for advertising works that are commercialized and released on the street. Of course, it is not purely a competition for creative creation.
Budget and cost are, of course, also very important aspects of advertising.
Advertisements with high budgets have an advantage in terms of precision and aesthetics.
When creativity is lacking, a high budget is a plus and a compensation.
Even some advertisements with mediocre creativity can be loved by the audience and bring good sales to the products due to their exquisite production. ”
He paused:
"For example, many car advertisements, luxury goods advertisements..."
A group of students were thoughtful, but they all nodded along.
……
The group of people moved forward slowly.
Xu Chen and Xie Bingran followed behind, watching the flowers. Xu Chen looked at the time and thought that it was a good thing that he was standing at the back of the team. When it was time for dinner, he could leave early.
……
"I think you have all seen this advertisement about 'fear of getting angry'.
This year is considered a very influential project..."
Lin Ruyang's explanation came from the front.
Xu Chen smiled helplessly and came to the exhibition area of "Wang Laoshun"'s works.
"Mr. Xu" still moved forward and looked at his work.
The submission of the "Great Wall Award" was made by Chen Xinyi of Jiaduobao, so Xu Chen did not read the submission documents carefully.
He took a quick glance and found that what Chen Xinyi reported was "Integrated Marketing".
That is to say, it is not just an advertising slogan, but the marketing, communication, and distribution strategies behind it are packaged into an integrated marketing case.
Please...you...collect 6...9...books...!
This is a very reasonable operation.
After all, Wang Laoshun's success will definitely not be promoted by an advertising slogan.
Lin Ruyang smiled and said:
“Test you, what’s so good about the theme ‘fear of getting angry’?
Why is it so memorable and brings such huge sales? ”
A group of students thought about it for a while, and some activists took the initiative to "seek performance" in front of Dean Lin.
"In our lives, we all have situations where we get angry, that is, we all have this need.
There has never been a drink that can be linked to this demand!
With such promotion of Wang Laoshun, everyone felt that they were getting angry, so they went to buy Wang Laoshun..."
“And his word ‘fear’ is also very good, it’s a sense of prevention.
That is, when you don’t get angry, you can drink it normally..."
"And it can also avoid the risk of promising effects. Is it also avoiding advertising regulations?"
"Other beverage advertisements are all about promoting a delicious taste, but Wang Laoshun directly adds a function, which is still a common function. This is very powerful!"
……
Xu Chen listened for a while and thought that his group of seniors and sisters were still quite good.
The analysis basically focuses on some key points of communication strategies.
Lin Ruyang narrowed his eyes, nodded with a smile and said:
"Not bad! Everything you said is very good!"
He paused for a moment:
"Behind all this is actually a 'positioning' idea and strategy."
"Positioning?"
Lin Ruyang: "Product positioning, market positioning, function positioning, user positioning..."
Then, Dean Lin spoke eloquently, quoting from classics and other sources.
A group of students were stunned for a moment, and quickly took out their notebooks and mobile phones to record.
Xu Chen shrank behind the team and was instantly frightened.
I never imagined that there could be so much advertising theory and knowledge embedded behind this slogan!
Professor Lin Ruyang deserves to be the dean, and his ability to "fool" is truly the best in the entire academy!
……
The group of people wandered around for more than half a circle.
Xu Chen was already a little dizzy after hearing this.
He looked at the time and then looked at Brother Bing beside him with a smirk.
"What's wrong?" Xie Bingran asked in a low voice.
Xu Chen smiled "hehe":
"Skip class and go eat. I already researched it last night. There is a very good buffet nearby.
Brother Bing will definitely like it! ”
Behind the black mask, Brother Bing showed a wicked smile:
"Aren't you a good student? Do you also skip classes?"
Xu Chen said jokingly: "I haven't been hanging out with Brother Bing for a long time!"
……
Brother Bing is obviously more comfortable with skipping classes.
She found a gap where the two teachers were not looking, and pulled Xu Chen to squat down slightly.
Under the cover of the crowd, he quickly fled towards the exit.
Xu Chen followed Brother Bing, but his heart was filled with joy.
It seems quite refreshing to skip class with Brother Bing!
If I had known earlier, I should have skipped class and hung out with her in middle school and high school!
……
……
After walking out of the Kuncheng International Convention and Exhibition Center, Brother Bing pulled down his big mask, revealing a delicate and beautiful smile.
It seemed that he was also panicked by the mask, so he took a big breath of the cold and clean air of Kuncheng.
Xu Chen held Xie Bingran's hand and ran towards the parking lot...
The two got into the car and slammed the door twice.
Xie Bingran was fastening his seat belt when Xu Chen suddenly came over.
"What do you want to do?"
"Your little mouth looks delicious, let me eat it..."
"..."
"Please, Brother Bing, I'm so greedy!"
……
"Be careful with your hands!"
"..."
……
The hotel Xu Chen found was probably the best buffet restaurant in Kuncheng at this time.
Compared with five-star hotels in Shanghai or Yangcheng, it is not much inferior.
The main thing is that the ingredients are fresh and there are some special local foods from the Diangui Plateau.
Double seat by the window.
The "Sanqi Steam Pot Chicken" was particularly delicious. Xu Chen couldn't stop eating two bowls of it.
The little rich woman was chewing a piece of gallinobacteria. She seemed to like this local fungus.
Xie Bingran was eating while holding her cell phone to reply messages.
Xu Chen showed a sense of alertness:
"Are you sending a message to Su Rong again?"
Xie Bingran showed a hint of provocation: "Yes, I really like Su Rong."
"..."
……
While Xu Chen and Xie Bingran were already enjoying the delicious food, the group of seniors were still hungry and listening to Dean Lin's lecture.
Lin Ruyang put her hands behind her back, dismantling and commenting on the "Great Wall Award" works one by one, and seemed to be enjoying it.
Professor Ni Zhi on the side played steadily and complimented him from time to time, making Dean Lin more and more immersed in it.
And Lin Ruyang didn't talk to himself. He interacted with a group of outstanding students in teaching from time to time, which was quite interesting.
And when he happened to talk about a toothpaste advertisement, Lin Ruyang narrowed his eyes and said:
"Let me test you first, how did you come up with the creative idea for this advertisement?"
There were two "activist" students who were eager to try, but Lin Ruyang said:
"Where's classmate Xu Chen? Why didn't you see the speech today?
Our ‘National First Prize’ must also have the courage to express his or her opinions...
Only in this way can we continue to improve! ”
Professor Ni Zhi quickly looked around and said "not good" to himself.
……
……
(End of chapter)