Chapter 414 Jiang Shan Has the Final Say on This Matter

"1Kat Chocolate created the first advertising song "Give Me a Rest" in the history of candy in the world.

In 1971, the Coca-Cola Company launched its first advertising song, "I Want to Buy the World a Coke," and sales surged once it was released."

In an office in ZNhai, Jiang Shan took out a Sony Walkman of the same model as Star-Lord:

"In 1976, Wade Advertising Company customized a commercial song "Plop, Plop, Zizzi" for the German company Bayer.

Then in 1977, a drink called "Dr. Pepper" launched its own advertising song "You Are Pepper".

However, compared to Coca-Cola, the products of several other companies did not become popular because of the launch of advertising songs.

The reason is mainly because it doesn't sound good. "

Hearing this, Li Qiang, who was sitting on the single sofa, smiled: "So, Xiao Jiang, the song you wrote must be very good?"

Jiang Shan smiled and put his hand on the Walkman: "I don't have to say this myself, it's up to you."

After seeing Li Bu's slight nod, Jiang Shan's hand pressed the music.

…

I wonder how, I wonder why;

Yesterday you told me about the blue blue sky;

And all that I can see;

Is just a yellow lemon tree

…

As a lively and cute children's chorus "lemon tree" plays...

Several comrades in the room drank a glass of refreshing lemonade to quench their thirst, as if in the hot season.

On the path outside the office, two lesbians who happened to pass by couldn't help but stop.

While listening to the music with open ears, he unknowingly approached Li Bu's office.

Li Qiang had been sitting facing the window.

While tapping his fingers to the rhythm, he silently observed the expressions of the comrades around him.

After the last line of singing ended, Li Bu waved to the window: "How is it? Do you think this song is good?"

Outside the window, the two lesbians who had just been immersed in the music were stunned at the same time.

The next second, stand at attention facing the window:

"Report to the chief, this... this song... this song is very nice."

"Reporting to the chief, we...we like this song very much."

"Hmm~"

After Li Qiang nodded slightly, the two lesbians quickly shrank their necks and left quickly.

At this time, Li Bu turned around and looked at Jiang Shan: "Like them, I also think this song is very nice."

…

The song title "lemon tree" has appeared twice in the history of music.

One is from 1965 and the other is from 1994.

Although the two songs have the same title, the songs are completely unrelated.

Jiangshan is Laoshan mineral water, an advertising song that has been transplanted from flowers to trees.

It is the German group "Fool's Garden" released on 1tree".

Although the lyrics of this song are plain and simple, the rhythm is lively and cheerful, and the melody is exquisite and fresh.

Whether it is a solo or a chorus, it sounds like a sunny, optimistic and refreshing piece of music.

Once this golden song was released, it became popular all over the world.

It has remained popular ever since, and was even covered by Bay Wan singer Su Huilun with the same name.

To this day, he is still active on various online platforms.

"Reporting to the chief, this song is called "Laoshan Mineral Water", you can also call it "Lemon Tree","

Anyway, Jiangshan has the final say:

"Just think about it: Can a striking advertisement, coupled with this internationally oriented English song, catch the attention of overseas audiences as soon as it is released?"

Facing Jiang Shan's question, Li Qiang was silent for a few seconds.

Although he also feels that this English song has a bright rhythm and is catchy.

But for the advertising industry, he is really a layman.

Could it be that I want to learn another "advertising" course?

"I can only talk about my own feelings,"

Li Bu analyzed each one for Jiang Shan:

“First of all, the previous advertisement about officials in the Forbidden City is very interesting.

Personally, I really like it.

Let’s talk about this song again. To be honest, Xiao Jiang, when you leave this office, I will definitely listen to it a few more times.

As for the reason, of course it’s because I really like the feeling when listening to this song. "

"I'm not hiding anything from you," Jiang Shan said without blushing and his heart not beating:

"When I was composing this song, I felt very happy from beginning to end. I had one idea at the time, that I must bring this joy to everyone who can hear this song."

"So," Li Qiang said with a smile: "You think it is very conducive to advertising?"

"Yes,"

Having said this, Jiang Shan continued to ring his Walkman: "Bu Li, listen to this song again."

After a tinkling children's song.

Li Bu asked curiously: "What kind of song is this? Although it is obviously not as good as "Laoshan Mineral Water", it is quite interesting to listen to."

"This is also an advertising song," Jiang Shan said:

"This is a song I wrote specifically for the McDonald's fast food restaurant in Hong Kong. It is currently the most popular advertising song for taxis in Hong Kong..."

During Jiangshan's narration, several comrades in the room, including Li Bu, all opened their eyes wide in surprise.

It was from this moment that Li Qiang realized clearly.

Although the young comrade sitting in front of him looked young, he was already a victorious general in the advertising industry.

At this moment, Li Bu felt very gratified and reassured that he could meet an old hand in advertising planning at the first time of reform and opening up and going abroad... victory was in sight.

"When I asked Mr. He Zhanhao from Pujiang Conservatory of Music to help with the arrangement, I also asked him to help find a group of children to sing this song."

"Really," Li Qiang was chatting happily with Jiangshan at this time:

"It must be very difficult to find so many children to sing an English song. Teacher He should be praised."

It was not until this time that several comrades in the office finally understood:

Why did Li Bu not only give Jiangshan a pass to enter the ZNhai office area, but also meet Jiangshan in person in his office.

"Didn't you say there is another ad that makes people want to drink water at first sight?"

Li Qiang remembered Jiang Shan's words: "By the way, did you bring those outdoor advertising drawings?"

"Please let me go back and prepare them," Jiang Shan:

"I've been busy recording the ads for "Lemon Tree" and "The Curious Case of Benjamin Button". Tomorrow, I will definitely bring them to you..."

...

In the second half of 1980, several beverage and coffee vending machines appeared on several street corners in Wangfujing for the first time.

A giant Coca-Cola billboard on the streets of Yanjing was also being painted overtime.

In 1978, Yanjing Department Store had its first giant spring couplets that had disappeared for ten years, and the Qianmen Square had set up new year stalls again.

The people witnessed the first wave of reform and opening up in person.

At the end of 1979, a large group of curious people gathered in front of a Panasonic display window in Wangfujing Yanjing Department Store every day.

In their view, the color TVs, refrigerators, washing machines, dryers, mini stereos, cameras, dishwashers, rice cookers, toasters... in the display windows are a small window for them to understand foreign modernization.

However, in the eyes of some leaders, they think deeply.

Therefore, in order to maintain the image of the capital:

"Some foreign goods display windows have a very bad political impact;"

"Even if the whole country is doing advertising, the capital should not do it;"

"In the future, foreign goods advertisements should not be displayed in stores;"

"In the future, no foreign window advertising contracts should be signed"

...

The suggestions set the pace of the people, and the voices of opposition were higher and higher.

Among them, the most impacted was the agent of these advertisements, Yanjing Advertising Company.

However, this advertising company, which was established just one year ago, is not a soft persimmon.

In February 1980, "China Youth Daily" published a long article "Thoughts from the Panasonic Electric Exhibition", guiding Chinese youth:

【From these colorful modern appliances, we should inspire the passion to work hard for the four modernizations. 】

Then the People's Daily specially published a "Situation Brief" - "Foreign Businessmen's Doubts about the Cancellation of Window and Road Sign Advertisements".

【The practice of "Yanjing does not advertise foreign businesses" proposed by the relevant departments has caused dissatisfaction and doubts among some foreign businesses.

The suggestions put forward by the relevant departments of Yanjing, such as "no advertising in subways, stations, and airports now or in the future", are obviously inconsistent with the spirit of the "Notice on Newspapers, Television Stations, etc. Broadcasting Foreign Product Advertisements" issued by the Central Propaganda Department.

Not only will it cause a considerable amount of foreign exchange losses, but it will also affect the country's credibility.

Since our products can be advertised abroad, foreign products can certainly be advertised in our country.

I hope that the leaders of the relevant departments will strengthen correct guidance and promptly correct some people's incorrect views on advertising. 】

After the "Situation Brief" of the People's Daily was published, five senior leaders gave "approval" instructions one by one.

The Panasonic window, which was originally to be removed when the contract expired in March 1980, was extended to September.

Later, because Matsushita's founder, Matsushita Shinnosuke, would visit China in October 1980, the stay was allowed to be extended again.

…

At this moment, Comrade Jiangshan stood in front of the Matsushita window of Yanjing Department Store.

He had not yet realized what rich and colorful influence Matsushita Shinnosuke's arrival would bring to him.

"Huaiying,"

Mother Jiang pointed at the rice cooker in the window: "Do you think that one looks like the rice cooker that the third child brought back from the United States?"

"Huh?" Li Huaiying took a look: "It's exactly the same."

"It's the same thing, how can it be different," Li Ruocheng said on the side: "Look, it says Panasonic!"

"Auntie,"

At this moment, Yu Sigui, who was holding Mother Jiang's arm, said:

"When I come back next time, I will bring you a refrigerator. That thing is more practical than a rice cooker."

"Really?"

Mother Jiang looked at the direction of her finger:

"It's better not to buy it. This thing looks like it consumes electricity. Besides, it's so tiring for a girl like you to carry such a heavy thing."

"It's okay, Mom," Jiang Shan liked it very much: "I'll help her carry it when the time comes."

"What are you carrying?" Father Jiang: "Remember to pay."

As the group talked, they walked further and further away.

Before they knew it, they came to a row of vending machines.

Without saying anything, Jiang Shan immediately paid for Xiaoyu and Xiaobai to try the new products.

Afterwards, after a delicious meal at Quanjude.

The group of Jiang's family, accompanied by Huang Yongyu and Wang Shixiang, walked into the Forbidden City that Jiang's father, Jiang's mother, and Li Ruocheng had been looking forward to for a long time.

Finally arrived in the capital.

Jiang Chuan, who got a Kodak Polaroid camera, was busy taking pictures everywhere as soon as he entered the door.

While muttering that the photo paper was too expensive, he still couldn't help pressing the shutter.

Gradually, the group of Jiang's family also gradually felt the joy brought by this camera with strange image quality.

"Auntie, can you let me play with it once?" Jiang Xiaoyu looked eagerly.

Jiang Xiaobai: "Aunt, I want to play too."

"Grandpa, I'll take pictures for you this time."

"Uncle San, I want to eat that colorful popsicle."

"Brother, I want to eat it too."

Not long after entering the Forbidden City, several children saw two or three stalls selling cultural and creative popsicles.

Jiang Shan saw it, of course.

But he was now reviewing whether his marketing plan was successful.

Looking all the way, I found that the cultural and creative popsicles, which cost three yuan each for foreign guests and one yuan each for domestic guests, were quite popular.

Between the golden tiles and red walls of the Forbidden City, tourists holding colorful and creative popsicles of various shapes can be seen everywhere.

Among them, many foreign guests can be seen holding cultural and creative popsicles, grinning and laughing at the camera.

"Want to eat popsicles?"

Jiangshan raised his foot: "Wait, Uncle San will buy it for you. Do you want to try it, old comrades?"

"Don't."

"That thing looks like it will hurt your teeth."

"One dollar a popsicle? It's a robbery."

After Jiangshan left, Huang Yongyu and Wang Shixiang, who had been watching the fun, couldn't help laughing:

"You don't know yet, this robbery popsicle was the idea of ​​your third brother."

"It's for," Wang Shixiang lowered his voice: "to plunder the wallets of those foreigners."

"Auntie, look,"

Yu Sigui, his accomplice at the time, quietly pointed at the tourists coming and going in the Forbidden City: "Those foreign guests are so happy eating."

"Or It's Jiangshan," Huang Yongyu: "How can they eat such artistic popsicles."

"That's right," Wang Shixiang: "Selling it for three yuan a popsicle is a bargain for them."

"What?"

Jiang's father was surprised: "This... Such beautiful popsicles were invented by the third brother?"

Li Ruocheng: "Is this what Jiang's third brother was busy with in Yanjing a while ago?"

"Little Third Brother,"

Jiang's mother quickly tiptoed and waved: "Buy a popsicle for mom too."

Jiang's father: "And me."

Li Huaiying quickly followed and waved: "Don't forget to bring me one, your uncle Li will be fine."

Li Ruocheng: "..."

Soon, a group of people holding various cultural and creative popsicles appeared in the Forbidden City.

In this era, foreign guests from all over the world did not find China's double-standard charging standards strange at all.

Until 1988, the ticket price for the Tiananmen Gate Tower was still clearly written as 40 yuan for foreign guests and 10 yuan for domestic guests.

According to Jiangshan's understanding, these consumptions that the domestic people felt were sky-high at the time were, in the eyes of foreigners, a highly cost-effective overseas trip.

If we don't take the opportunity to enrich the consumption content, we will really let down this fleeting era.

After a while, Jiangshan happened to walk to the Nine Dragon Wall and quickly bought a few more cultural and creative popsicles.

After that, he took Jiang's father and mother, uncle and aunt Li, and took a check-in photo holding the cream-flavored "Nine Dragon Wall".

When the foreign guests around saw this scene, the light bulbs above their heads lit up immediately.

I quickly followed their example, paid for popsicles, and went straight to the Nine Dragon Wall.

...

August in Yanjing City is not cooler than Pujiang.

In Jiangshan's opinion, this stuffy and dry climate... how do you say that?

The body surface comfort index is quite low.

In the guesthouse, Jiangshan, wearing a sweat vest and big shorts, kept brushing a few glass bottles in the basin.

Yu Sigui squatted on the side, sucking on a popsicle while fanning Jiangshan vigorously.

There was no trace of a capitalist lady.

After three knocks on the door.

Chen Peisi, with a walkman on her waistband, came in with two thermoses.

Ever since Jiangshan brought him a Sony walkman from New York, Chen Peisi has never been willing to take it off.

"Come, come and try it,"

Chen Peisi started looking for a water cup as soon as she entered the door: "Two bottles of ice water I just bought, drink them while they are cold."

"Hey,"

Jiangshan was happy when he heard it: "You really touched the hearts of the people."

After drinking half a porcelain jar of ice water, Jiangshan's head immediately felt much lighter.

"Second son, your company hasn't arranged a new movie for you recently?"

"Third son, you forgot that I just finished filming that movie not long ago," Chen Peisi smiled proudly:

"Even if I won the Hundred Flowers Award now, you can't arrange a new movie for me so soon."

"That's perfect," Jiang Shan took another sip of ice water:

"I may go to Qingdao to shoot a commercial in a few days. If you are willing, I will ask Li Bu to tell your company."

"Where are you going to shoot the commercial?" Chen Peisi's eyes lit up.

"Qingdao Laoshan."

"That's great, third son," Chen Peisi jumped up:

“Zhu Shimao is currently filming “Flying Symphony” in Qingdao. We can go there with him on a fighter jet.”