Era: Beginning from the Modu Translation Studio

Chapter 392: Peak Hour for Print Advertising

On Manhattan's Eighth Avenue, a warehouse-style supermarket that had just opened for half a year was greeted by a lively scene comparable to Christmas not long after it opened its doors this morning.

In this era without 4G or 5G, print media is exuding its unparalleled power at all times.

Today's New York Post is like a positive shopping guide.

It has attracted wave after wave of customers to Phoenix and Forever brand bicycles.

When Jiangshan and his party arrived at the parking lot, they saw from afar a number of brand new Phoenix and Forever bicycles being pushed and ridden out of the supermarket by New York citizens.

"It's really a ghost."

Huang Yongyu looked at the magical scene in front of him and said: "Why do I feel like I'm in Wangfujing?"

"It's still a long way to go before we can reach the scale of Wangfujing," Jiang Shan looked at the scene with satisfaction, "The American people still have to keep working hard!"

Chen Zichao: "The president of the United States must also continue to work hard!"

Huang Hua said: "This is really a pleasant surprise!"

Wang Fulin: "You must give a verbal praise."

……

Seeing that good things come in pairs, the group walked into the supermarket while chatting.

Looking at the foreigners pushing bicycles in front of him, Jiangshan felt that their temperaments were different.

When they arrived at the Phoenix and Permanent exhibition area, they would have almost thought they had come to the wrong place if the cartoon murals on the wall had not been there.

"Gone?"

Chen Zichao looked at the few salesmen who stayed behind and asked, "Are they all sold out?"

"Brother Chao," said the salesperson at Anliangtang, who was responsible for the promotion, "If you had come two minutes earlier, you could have seen the exciting scene of two foreigners fighting over a bicycle."

"If there's no stock, go to the warehouse and pick it up. Didn't I tell you to act according to circumstances?"

"Gone?" The brothers of Anliang Hall said, "All gone."

"Did you hear that?"

Chen Zichao looked back at Jiangshan: "They are all sold out."

Jiang Shan nodded blankly, but his eyes were looking somewhere else.

In the promotional areas of Phoenix and Forever, a display board with four pages of New York Post newspapers was particularly eye-catching.

The page not only features lively and cute bicycle advertisements, but also pictures of George H.W. Bush and his wife riding bicycles.

"Mr. Chen, did you do this?"

"How is it, looks good, right?"

"You are such a talent!"

"That's nothing," Chen Zichao gasped as he praised, "If newspapers weren't so hard to buy, I could post them all the way from the parking lot to the gate..."

……

As a die-hard fan of Nixon, Bush Sr. had the idea of ​​temporarily staying away from the hustle and bustle after the Watergate scandal.

Ford, who came to office without being elected, treated Bush Sr. well.

When he asked Bush to choose between Britain and France, Bush Sr. chose China.

In 1974, George H.W. Bush came to China with his wife to take office.

In order to gain a deeper understanding of Yenching University and to get closer to the Chinese people, Bush decided to adapt to the local customs.

After buying two bicycles, he took his wife Barbara and started strolling around the city of Yanjing.

Barbara recalled in her later years: The happiest time I had with Bush was when we were stationed in Yenching…

Today, in order to add some substance to our own newspaper and to add some fireworks to Reagan's popularity.

Murdoch added fuel to Phoenix's permanent advertising.

With the help of this fuel, more than 4,000 Phoenix Forever brand bicycles suddenly became hot-selling commodities.

……

"Are there any bicycles left? If there are, get on them quickly."

The sudden reminder made Jiangshan look at Chen Zichao.

"If the warehouse of this supermarket is gone," he and Huang Hua glanced at each other, "I guess all the Phoenix and Forever stores in the city will be sold out."

"Team Leader Jiang,"

At this time, Chen Zichao felt even more positive than Jiangshan: "Hurry up and contact your comrades in China and ship the goods to New York as soon as possible."

"This is not something we can decide," Jiang Shan said. "This batch of bicycles is not consignment sales, but bilateral trade. It's not as simple as you think."

"..." Chen Zichao was silent for a few minutes: "So, do you plan to open a store specializing in domestic bicycles in New York?"

"Not yet," Jiang Shan said, "Why, do you want one?"

It's a good idea to set up a store specializing in domestic bicycles in Chinatown.

"Come on," Chen Zichao said, "We at Anliang have the people and the land. We can afford to open a bicycle store."

"Mr. Chen, there are many rules for doing business with us,"

As they walked out side by side, Jiang Shan gave the other person a shot first: "Are you sure you can accept it?"

"As long as you are a businessman, you should follow the rules," Chen Zichao said. "Anyone who dares to break your rules will not be able to pass my test."

"It's easy with your attitude," Jiang Shan began to speak from the bottom of his heart: "As long as you are willing to behave yourself, why worry about not making money?"

"That's right," Chen Zichao thought to himself, this is what I want.

"So, about opening a store in Chinatown...?"

"After we get back," Jiang Shan said, "I will help you put in a few good words to the higher-ups about this matter."

"That's what I've been waiting for, Team Leader Jiang,"

Even before the project was paid, Chen Zichao's temperament had changed: "Please rest assured, domestic leaders, we will do our best to maintain the glorious image of Phoenix and Forever Bicycles."

"In addition to bicycles, has Mr. Chen ever considered opening a travel agency?"

"What about this?"

"How about the scenery in our food advertisement?" Jiang Shan continued to give advice: "If I were you, I would just add a wall-mounted light box in the restaurant..."

It was not until they broke up at the door of the small hotel that Chen Zichao felt that his day as the richest man in New York was not far away.

On the way back, Chen Zichao kept asking himself: Do I really want to embark on this path?
"Brother Chao, look,"

At this moment, the driver reminded him to look ahead: "It's not even dark yet, and the queue at Tanhualou is already forming."

"Let me see,"

When the black Lincoln slowly drove past his restaurant, Chen Zichao looked at the row of foreigners at the gate in surprise: "Is this still my Tanhua Restaurant?"

He could hardly recognize himself.

As the effect of the advertisements gradually increased, the Chinese restaurants in Chinatown became more and more prosperous.

Seeing this, Sir Chen immediately made a decision: he must hold on to Team Leader Jiang.

After all, he was the only one who could establish a connection between him and the mainland. …

The next day, the advertising team from China was brought to the Lincoln Center by car.

As the theme of today's award ceremony has changed, the venue has also been changed to a large stepped lecture hall.

According to the custom of the New York Advertising Festival, they always give everyone a case analysis at this critical juncture.

Of course, the organizers put a lot of thought into providing lessons to the global advertising elites.

At this moment, Jiangshan was looking quietly at David Ogilvy on the podium.

I was so excited that I took several breaths before I could finally catch my breath!
In fact, it was not just Jiangshan. Ever since the 60-year-old Owigg waved and walked onto the stage, the applause and whistles on the stairs have never stopped.

The atmosphere in the venue finally quieted down after the host finished his introduction and handed the microphone to Owigg.

Born in 1911, Orwig has always been known as the "Godfather of Advertising" in the industry.

When he was young, because he failed too many courses, Owigg was expelled from his beloved Oxford University.

In 1948, after working as a chef, salesman and farmer for a while, Orwig invested $6000 to establish Ogilvy & Mather Advertising Company in New York.

In just ten years, Ogilvy & Mather, which has branches in 29 countries, has become one of the top five advertising companies in the world.

He also increased his company's account from 6000 US dollars to 8 million US dollars.

Look at this incredible speed of money production, it is definitely a model for entrepreneurship in Jiangshan.

The reason why Owig was able to create this miracle was that he seized the opportunity of the explosive growth in the marketing industry.

Another reason is Owigg’s keen insight and his ability to turn that insight into action.

Although he already has more than 10,000 employees, Owig prefers to do everything himself.

In 1938, after researching rival companies, he coined the term "box office poison."

After taking a test ride in a Rolls-Royce, Owig wrote the slogan that made Rolls-Royce famous:
[The loudest noise you can hear in a Rolls-Royce is the ticking of the clock.]

To help the Hathaway clothing factory, which had been unknown for 116 years, Orwig gave their shirt models a pair of $1.5 eye patches.

As soon as this advertisement was published in the newspaper, all readers immediately saw a big red flower with a strong personality in the forest of advertisements...

Now, standing at the New York Advertising Festival, Owig resigned as chairman 15 years ago in order to concentrate on creative design.

But his legend continues.

"The customer is not an idiot, she is your lover."

“There are no boring products, only boring advertising.”

Owigg's two mottos coincide with Jiangshan's statement that "Party A's interests are everything."

So at this moment, Jiangshan looked at Owig as if he was seeing his industry idol.

As the lighting was adjusted, another project session of the advertising festival arrived.

According to the program, after analyzing several classic print advertising cases, the organizer will announce the winners of print advertising and outdoor advertising on the spot.

At this moment, when a picture was displayed on the big screen, Owig, who was standing beside the screen, laughed together with the advertisers present.

At the same time, some guests on the field looked in the direction of the Chinese team.

At this time, Owig began to speak: "Before explaining this case, let us applaud our advertising colleagues from China..."

After a round of applause, Owig looked in the direction of the Chinese team:
“Thank you for bringing us a visual feast and for teaching us the application of double-sided advertisements.”

At this moment, the high-tech podium was displaying a two-in-one advertising picture of Phoenix and Forever bicycles.

"Just yesterday, I contacted an old friend of mine,"

Before analyzing the other party’s case, Owigg wants to say something to the Chinese advertising team:
"We all agree that the double-sided advertisement you designed should be included in the teaching materials of the Advertising and Media Department of New York University...

We apologize for choosing your design as today's first advertising case without prior notice.

However, if you find this offensive, I will immediately stop analyzing this case.”

While saying this, the old man on the stage kept looking in the direction of the Chinese team.

Not only him, everyone in the venue was looking at the Chinese team.

"please,"

After Jiangshan stood up and made a polite gesture, Owigg, with a smile on his face, finally began to teach and answer questions.

"…So in my opinion, the emergence of double-sided perspective advertising is not only a new design direction for the advertising industry,"

Owig, sitting in a high chair, concluded: "It's still a milestone in print advertising..."

After an in-depth and thorough analysis, Jiangshan realized that there were so many subtle design ideas put into his advertisement.

"So that's what you thought at first," Yu Sigui came over and whispered, "If he hadn't told me, I wouldn't have known it!"

"If he didn't tell me," Jiang Shan said, "I wouldn't know either."

Yu Sigui would never believe Jiang Shan: "Just try your best to pretend to be ignorant even though you know the truth."

Just as Huang Yongyu quietly approached and was about to listen to what they were whispering about.

In a flash, a new print advertisement appeared on the big screen.

As soon as this picture appeared, a lot of murmurs were heard in the venue.

Compared with the double-sided advertisements that we are already familiar with, what is displayed on the big screen at this moment is outdoor advertising that no one has ever heard of.

“Same as the previous double-sided ad,” Orwig laughed.

“The owner of this outdoor advertisement has not submitted an application to the organizer of the advertising festival.

However, I still want to share this advertising case with you here because it is so outstanding.

As the founder of an advertising agency, I can say that the ad you see is the funniest outdoor ad ever made.”

Amid the discussions in the room, Jiang Shan, Yu Sigui and Huang Yongyu stared at the picture on the screen in amazement.

A few seconds later, the three comrades retracted their heads together.

Jiang Shan: "How could it be this?"

"Didn't they say it's not fully completed yet?" Yu Sigui said, "How did the news get to New York?"

"But you have to say," Huang Yongyu said, "it looks unusual."

"What are you three talking about?" Wang Shixiang came closer curiously: "Have you seen this advertisement?"

"This is an advertisement," Wang Fulin looked at the big screen intently, "Why doesn't it look like one to me?"

"Actually, I don't need to tell you,"

At this time, Owig's voice sounded again: "I'm sure you have guessed who it represents!"

As soon as this question was asked, the whole place was filled with the answer - McDonald's.

At this moment, what was displayed on the big screen of the Advertising Festival was the McDonald's French Fries Sidewalk designed by the second contractor Jiangshan Gang "Huang Yulin".

"Look at what's going on,"

Seeing this, Jiang Shan, whose legs were shaking, put on an indescribable smile:

"I originally wanted to learn about advertising design from advanced countries, but I didn't expect that... it was all me!"

(End of this chapter)