I’m Really a Superstar

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inside the house.

It's about one o'clock in the afternoon.

After watching for a while, Zhang Ye was contented to cover himself with the quilt and went to sleep. He snored one after another. He was at peace and had his own sweet dreams. However, the outside world and the Internet were still resounding with his legend at this time. , a public welfare advertisement that usually feels very inconspicuous, a small smoking cessation advertisement that usually seems to have no attention or concern at all, today has led to an overwhelming craze, which is rare in the history of the Republic. The incident caused heated discussions and shock, and it is another myth in the advertising industry.

Mom is on the phone in the living room.

"Did you see it?" Mom smiled from ear to ear.

A neighbor on the other end said: "Look, your Xiaoye really makes you proud. My old man saw the advertisement and usually gets three or four cigarettes an hour, but now he has not smoked for an hour. Xiao Cao, if my wife can quit smoking, I will have to thank your son."

My mother smiled and said, "Look at your polite Aunt Cui."

Aunt Cui said, "I'll get you some pine nuts in the evening."

"No, there's plenty of food at home." Mom said politely.

Aunt Cui couldn't help but said: "I bought too much yesterday, so I have to get you some. Xiaoye also liked to eat small belly when he was a child. Haha, my grandson has just been admitted to college and majored in advertising. He may not wait until he graduates from college. After I get married, I have to ask your Xiaoye to help me find a job. It’s hard to find a job now, and it’s getting harder and harder to find a job. Xiaoye is such a famous person in the advertising industry, and I want my grandson to learn more from him if I take the time. As for learning, even if I learn a little bit from your son, I won’t worry about staying in the advertising industry in the future.”

The more my mother listened, the more beautiful she became, but she said: "Hey, what is that boy's ability? Aunt Cui, come as soon as you come, don't take anything. We have been old neighbors for many years, and we don't have to be so particular. From now on, Xiaoyan University After you graduate, just tell me and I will ask my son to help him find a job, and he will definitely not be able to do it again."

Aunt Cui said hurriedly: "Then I'd like to thank you first, Xiao Cao. Isn't it troublesome?"

Mom said: "Then what's the trouble? Although my son is not very popular, he still has a little face. Don't worry and leave it to me."

After a while, Zhang Ye's uncle also called.

The uncle said: "Sister, where is Xiaoye?"

"Are you sleeping, okay?" Mom asked.

The uncle was speechless and said: "I have to say that the advertisements he made were so eye-catching that I couldn't even eat a few mouthfuls of food at lunch. Let Xiaoye find a new job quickly, but don't do it in a public welfare company." The road is getting farther and farther, and I almost let him carry it to me because of my hobby of smoking."

My mother was amused and said, "Haha, come on, why not smoke less? Xiaoye made this advertisement just to get you smokers to quit smoking."

The uncle snorted: "I think it's causing trouble for us."

There are also praises and criticisms online.

"Teacher Zhang, I hate you."

"I thought that Zhang Ye had just experienced the collective criticism of the Peking University incident and would have to be quiet for a while. I didn't expect that just a few days later, Teacher Zhang would pop up and commit evil again. Oh, the last time he went to war with Japan. This time Zhang Ye has pointed his gun at us poor smokers again. Is it easy for us to tear up the table with tears? We must boycott Zhang Ye’s boycott of the smoking cessation advertisement this time."

"puff"

"Same Boycott"

"Quickly remove the advertisement, Beijing TV Station"

"Yeah, thank you. Please take it off the shelves. I think compared to this ad, the previous black lung and bloody quit smoking ad is better. The New Deal is really messy. Why should we use the previous bloody quit smoking ad? Why is the ad removed from the shelves? Are the people responsible for reviewing public service advertisements blind? Don’t you feel that Zhang Ye’s ad is more bloody and violent than the previous black lung ad?”

“After watching this Ye Ye advertisement on hTV once, you won’t want to watch it a second time.”

"Zhang Ye really came up with new tricks in advertising."

Although there are curses, most of the "curses" are enclosed in double quotation marks. They are not real curses, but more of a joke, or a full affirmation of Zhang Ye's advertising production level. If Smokers will just watch ordinary quit smoking advertisements, and if they don't like them at most, they just choose to ignore them. A smoking cessation advertisement that can make a group of smokers collectively protest and boycott is obviously not an ordinary advertisement. It shows that everyone cannot be out of sight and calm. It shows that this advertisement is really scary and has really implanted fear into the smokers' hearts. If you think about other types of advertisements, the curse words may mean problems, but the curse words under the smoking cessation advertisement illustrate the breakthrough results of the advertisement.

curative

This is the ultimate purpose of public service advertising

In the afternoon evening news, newspapers in several places across the country reported on this shocking smoking cessation advertisement from Beijing TV that was the first of its kind in history.

"A new era of public service advertising?" 》

"The scariest smoking cessation ad in history"

"Beijing TV Station joins forces with Zhang Ye again"

"An Ambiguous Cooperation between an Old Boss and an Old Employee"

How many years ahead of the world is Zhang Ye's advertising production level? 》

"A historic breakthrough in smoking cessation advertising"

Zhang Ye—a darling of the advertising industry"

After all, public service announcements are not a mainstream news route, and there are not so many reports. However, some limited reports have also attracted great attention from the society, especially on World No Tobacco Day, some newspapers and periodicals also This news was given a good page position.

At eight o'clock in the evening, suddenly, a plagiarism incident appeared in the online news

The first news to be released was the news page of a large portal website. The picture above was somewhat similar to hT1's public service announcement, except that the cigarettes were not made of lungs, but the stomach. It was a burning stomach, and it was not a video. It is a public service announcement in the form of a picture, and the news pointed out that the picture was posted on the No Tobacco Day promotion website by a Dutch TV media. Apart from some differences in form, its core elements are clearly plagiarized from the Republic of China. hT1 smoking cessation advertisement

There are no more netizens.

“This is obviously plagiarism.”

"The people from the Dutch TV station must have watched Zhang Ye's works."

"It should be considered as a reference."

"It's nothing to borrow from, how can it be copied?"

"Sue them."

"Beijing TV station, foreigners copied our ideas"

"This is the first time, this is the first time that a foreigner has copied our public service announcements. In the past, our advertising industry in the Republic learned from other people's advanced advertising knowledge."

"Although I am unhappy with the plagiarism, I have to say that Zhang Ye really gave the Chinese people a sigh of relief. Foreigners came to study and were attracted. This also shows that the advertising level of our Republic is no longer the best. The world’s backward standards”

"After all, Zhang Ye is still the best."

"Yes, there are always people scolding Zhang Ye for this and Zhang Ye for that, but look at it, Teacher Zhang still has to come to the rescue at the critical moment, or Teacher Zhang can give the Republic a boost. Although I also know that Teacher Zhang Ye has this and that. shortcomings, such as character, such as temper, but so what, no one is perfect, and the reason why geniuses are called geniuses is because they are different from ordinary people."

"Always support Teacher Zhang Ye"

"Yes, no matter how others evaluate you or say anything about you, in my eyes, you are the pride of the Republic."

At this time, an expert scholar who was certified by Weibo as a sociologist stood up and said a few words. He said modestly: "A few days ago, although I was also involved in major events, I criticized Zhang Ye and felt that he had such and such question, but I have to say that after watching this smoking cessation advertisement, I still admire Zhang Ye. I am not a professional in advertising research, but even so, I can see how valuable this advertisement is. To show how excellent it is, I am not interested in the specific situation but the person. For this advertisement, I must give Zhang Ye a thumbs up."

This time, Zhang Ye's works no longer caused large-scale controversies like before. Everyone was on the same page, and almost all the society gave positive comments, because this was a public service announcement, and Zhang Ye's work was taken from the CCTV of his earth. There are indeed no flaws in the public service advertisement. It is perfect. Just like what some netizens said, even if the specific elements of quitting smoking are put aside, the advertisement is also an art. It is a pinnacle of advertising art that can be appreciated from multiple angles.

This night.

People from several advertising companies or advertising departments of related TV stations across the country are working overtime.

Everyone sat there and watched the hT1 set's smoking cessation advertisement over and over again as the leader asked, ten, fifteen, twenty times, tirelessly.

"Amazing"

“This music is just right”

"The finishing touch is the breathing sound. I really don't know how Zhang Ye came up with it. You guys try to silence the breathing sound. Without this, this advertisement won't be as powerful at all."

"Yes, I just found it scary the first time I watched it. I thought this ad won the prize because of the idea of ​​cigarettes forming lungs. But after watching it more than a dozen times, I realized it was not that simple at all. From the first few seconds, it was meaningless and excessive. The foreshadowing, to the music, to the sound, to the lighting, are all so meticulously crafted, every step is the most exquisite advertising art. This Zhang Ye... is really amazing. Are you really sure that he is a broadcasting and hosting professional?"

"Oh, people are really incomparable. "

"Dutch TV stations have plagiarized Zhang Ye's advertisements. This is really weird. It has never happened before in history, right? The Dutch people react so quickly."

"They are still discerning and know the value of this advertisement."

analyze

Research

Reanalyze

Some advertising companies do not do public service announcements and never accept such advertising cases, but they are still holding meetings to discuss and study the details of the pictures and related core elements again and again. Their purpose is not to enter public welfare in the future, but to , advertising production is all the same, just like the previous study of Zhang Ye's brain gold advertisement, they may not necessarily use this style, and they do not necessarily have to imitate it, but you must know where it is successful and how it attracts What are the core elements of human beings? Absorb and learn. Only in this way can you increase your own level to cope with the advertising industry that is increasingly stuck in a bottleneck. If you don’t make progress, you will only be eliminated.

Zhang Ye's several advertisements undoubtedly opened a new door to the advertising industry of the Republic.