Era: Beginning from the Modu Translation Studio

Chapter 414 Jiang Shan has the final say on this matter

In 1957, KitKat chocolate created the first advertising song in the history of candy in the world, "Give Me a Break".

In 1971, Coca-Cola Company launched its first advertising song "I Want to Buy a Bottle of Coke for the Whole World", which greatly increased sales.

In an office in ZN Hai, Jiang Shan took out a Sony Walkman of the same model as Star Lord's:
"In 1976, Wade Advertising Company tailored an advertising song for Bayer AG in Germany, "Plop, Plop, Zizzle".

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 sell well just by launching advertising songs.

The main reason is that it doesn’t sound good.”

Hearing this, Li Qiang, who was sitting on the sofa, smiled and said, "So, the song you wrote, Xiao Jiang, must be very nice?"

Jiang Shan smiled and put his hand on the Walkman: "I don't have the final say on this. You have the final say."

After seeing Li Bu nod slightly, Jiangshan 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
……

With the playing of a lively and lovely children's chorus "Lemon Tree"...

The comrades in the room felt as if they had drunk a glass of cool, thirst-quenching lemon soda in the hot season.

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

While listening to the music with my ears perked up, I unknowingly approached Minister Li's office.

Li Qiang has 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 the song ended, Li Bu waved out the window and said, "How about 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, he stood at attention facing the window:

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

"Commander, we...we like this song very much."

"Hmm~"

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

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 music history.

One was in 1965 and the other was in 1994.

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

Jiangshan is an advertising song for Laoshan mineral water.

It is "Lemon Tree" released by the German group "Fools' Garden" in 1994.

Although the lyrics of this song are plain, 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 song.

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

The song has remained popular ever since and was even covered by Taiwanese singer Elva Hsiao.

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

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

Anyway, Jiangshan has the final say:
"Just think about this: Can an eye-catching advertisement, coupled with this international English song, capture the attention of overseas audiences as soon as it is released?"

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

Although he also felt that this English song had a brisk rhythm and was catchy.

But when it comes to advertising, he is really a layman.

Do I have to take another course called “Advertising”?
"I can only speak for my own feelings,"

Li Bu analyzed them one by one to Jiang Shan:
“First of all, the advertisement featuring the officials in the Forbidden City is very interesting.

Personally, I really like it.

Let’s talk about this song. To be honest with you, 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 I get when I listen to this song.”

"I won't hide it from you," Jiang Shan said calmly:
“When I was writing this song, I was in a very happy mood from beginning to end. I had only one thought at that 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 play his Walkman: "Minister Li, please listen to this song again."

After a tinkling children's song.

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

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

"This is a song I created for 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, opened their eyes wide in surprise.

It was from this moment that Li Qiang realized clearly.

The young comrade sitting in front of him, although looking young, is already an undefeated general in the advertising industry.

At this moment, Li Bu felt very pleased and reassured that he had met a veteran advertising planner at the first moment 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 me arrange the music, I also asked him to find a group of children to sing this song."

"Really?" Li Qiang was chatting happily with Jiang Shan.
"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 Jiang Shan a pass to enter the ZN Hai office area, but also personally meet with Jiang Shan in his own office?

"Isn't there another commercial that makes people want to drink water?"

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

"Please allow me to go back and make some preparations," Jiang Shan said.
"I've been busy recording the commercials for 'The Lemon Tree' and 'The Curious Case of Benjamin Button' lately. Tomorrow, I'll definitely bring you some..."

……

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

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

Starting from 1978, huge spring couplets that had disappeared for ten years appeared in Yanjing Department Store for the first time, and New Year's goods stalls were set up again in Qianmen Square.

The people were there to witness the first wave of reform and opening up.

At the end of 1979, a Panasonic appliance display window in the Yanjing Department Store in Wangfujing was surrounded by a large group of curious people every day.

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

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

Therefore, in order to maintain the image of the capital:
“Some window displays of foreign goods have a very bad political impact;”

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

"In the future, no more advertisements for foreign goods should be displayed in stores;"

"From now on, no more window advertising contracts with foreign companies will be signed"

……

Each suggestion set the pace of the people, and the voices of opposition became louder and louder.

Among them, the one most affected was the agency of these advertisements, Yanjing Advertising Company.

However, this advertising company, which was established only a year ago, is no pushover.

In February 1980, China Youth Daily published a lengthy article titled "Thoughts from the Panasonic Exhibition" to guide Chinese youth:

【We should learn from these colorful modern electrical appliances to inspire our passion for the four modernizations and to start a business with hard work.】

Immediately afterwards, the People's Daily published a special "Situation Briefing" - "Foreign Investors' Concerns Aroused by the Cancellation of Window and Road Sign Advertising."

[The policy proposed by relevant departments that "Yanjing will not engage in foreign advertising" has caused dissatisfaction and doubts among some foreign investors.

The relevant departments of Yanjing proposed suggestions such as "no advertising in subways, stations, and airports, whether now or in the future";

This is clearly inconsistent with the spirit of the "Notice on Newspapers, Television Stations... 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.

We hope that leaders of relevant departments will strengthen correct guidance and promptly correct some people’s incorrect views on advertisements. 】

After the People's Daily published the "Situation Brief", the five leaders gave their approval one by one. The Panasonic display windows, which were originally scheduled to be removed at the end of the contract in March 1980, were extended to September.

Later, because Panasonic founder Shinnosuke Matsushita was going to visit China in October 1980, the period was allowed to be extended further.

……

At this moment, Comrade Jiangshan is standing in front of the Panasonic window of Yanjing Department Store.

I have not yet realized what rich and colorful impact the arrival of Matsushita Shinnosuke will bring to me.

"Huai Ying,"

Mother Jiang pointed at the rice cooker in the window and said, "Does that look like the rice cooker that the third child brought back from the United States?"

"Hmm?" Li Huaiying took a look and said, "They are exactly the same."

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

"Aunt,"

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

"Next time I come back, I'll bring you a refrigerator. It's more practical than a rice cooker."

"Is it,"

Mother Jiang looked at the direction of her finger:

"I'd better not do that. This thing looks like it consumes a lot of electricity. Besides, it would be very tiring for a girl like you to carry such a heavy thing."

"It's okay, mom," Jiang Shan was very happy: "I'll help her carry it when the time comes."

"What are you carrying?" Jiang's father said, "Remember to pay."

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

Before I knew it, I arrived in front of a row of vending machines.

Without hesitation, Jiangshan took out money and let Xiaoyu and Xiaobai have a taste of the delicacy.

Afterwards, after a delicious meal at Quanjude.

The Jiang family, accompanied by Huang Yongyu and Wang Shixiang, entered the Forbidden City, which Jiang's father, Jiang's mother, and the elderly couple Li Ruocheng had been looking forward to for a long time.

Finally arrived in the capital.

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

While muttering that the photo paper was too expensive, I still couldn't help but press the shutter.

Gradually, the Jiang family members began to feel the joy brought by this camera with strange image quality.

"Aunt, can you let me play with you once?" Jiang Xiaoyu looked at her 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 too."

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

Of course Jiangshan saw it too.

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

Looking along 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, are 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, you can see many foreign guests holding cultural and creative popsicles, grinning and laughing at the camera.

"Want some popsicles?"

Jiang Shan raised his foot and said, "Wait, Uncle San will buy it for you. Do you old comrades want to try it?"

"Don't."

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

"One dollar a stick? That's stealing."

After Jiangshan left, Huang Yongyu and Wang Shixiang, who had been watching the fun from the side, couldn't help laughing and said:
"You may not know this yet, but this money-stealing popsicle was the idea of ​​your third child."

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

"Auntie, look,"

My accomplice at the time, Yu Sigui, quietly pointed at the tourists coming and going in the Forbidden City and said, "Those foreign guests are having such a great time eating."

“If it weren’t for Jiangshan,” Huang Yongyu said, “how could they have eaten such artistic popsicles.”

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

"what?"

Father Jiang was surprised: "This...was this beautiful popsicle invented by the third child?"

Li Ruocheng: "Is this what Jiang Lao San was busy with in Yanjing a while ago?"

"Xiao San'er,"

Jiang's mother quickly stood on tiptoe and waved, "Buy me a popsicle too."

Father Jiang: "And me."

Li Huaiying quickly followed suit and waved: "Don't forget to bring me one too, 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 do not find China's double standards in charging fees strange at all.

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

According to Jiangshan's understanding, these expenses, which seemed astronomical to the domestic people at that time, were considered to be extremely cost-effective overseas trips in the eyes of foreigners.

If we don't take this opportunity to enrich consumer content, we'd be doing a disservice to this fleeting era.

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

Afterwards, he pulled Jiang's father and mother, Uncle Li and Aunt Li, and took a check-in photo while holding up 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 headed straight to the Nine Dragon Wall.

……

August in Yanjing City is not any cooler than that in Pujiang River.

In Jiangshan’s opinion, this stuffy and dry climate...how does that saying go?

The body surface comfort index is quite low.

Inside the guesthouse, Jiangshan, wearing a vest and shorts, was scrubbing several glass bottles in a basin.

Yu Sigui, who was squatting aside, was sucking on his popsicle while fanning Jiangshan vigorously.

There is not a trace of a capitalist lady at all.

After three knocks on the door.

Chen Peisi, with a Walkman tucked into her waistband, walked in carrying two thermoses.

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

"Come, try it,"

Chen Peisi started looking for a water cup as soon as she entered the room: "I just bought two bottles of ice water. Drink them while they are cold."

"Hey,"

Jiang Shan was delighted when he heard this: "You really touched the hearts of the people."

After drinking half a porcelain jar of ice water, Jiangshan immediately felt a lot lighter.

"Second son, has your studio arranged any new plays for you recently?"

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

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

"That's great," Jiang Shan took another sip of ice water:
"I may go to Qingdao to shoot a commercial in a couple of days. If you're willing, I'll ask Li Bu to let your factory know."

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

“Laoshan, Qingdao.”

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

"Zhu Shimao is in Qingdao filming "Flying Symphony". We can go with him on a fighter jet."

(End of this chapter)