The ceo's secret

"I said that you are always out of my expectation, and your creative plan today makes me look at you with new eyes," she said, smiling at me. Then, there was a little hesitation in her eyes, and she whispered, "but -"

"there's nothing to be done," I looked at her and said, "since it's OK, let's take it to solve the urgent problem first! This is the most important point! "

"All right then!" Liu Linlin said with a smile.

I also laughed: "that's right!"

"Can you tell me how you came up with this idea," she said, looking at me curiously, "you have a unique perspective on the problem!"

I shrugged and said with a smile, "it's not worth mentioning."

"Especially here, you see," she said, pointing to the page of the creative book. I came to have a look. She was referring to the two pages of the flat copy. She said, "you will further enrich and extend the brand connotation of beautiful clothes. It's very good indeed

"Mushroom cool, you flatter me." I said, looking at her with a smile.

She looked at me with interest and asked a question.

She said, "can you tell me what copywriting is? ——”

"this question seems very profound," I said, grimacing at her. Then I felt my nose, looked down at her, and said, "copywriting should be the embodiment of creativity, wisdom, inspiration, the perfect expression of comprehensive ability, and the starting point of advertising design. With the development and change of the market, the design of advertising copy is more and more extensive. It is the new requirement of advertising copy planning to draw experience from the continuous change of the market, constantly improve the adjustment strategy, and develop forward with rational research and perceptual creativity, always keeping in touch with the psychological changes of consumers. Liu Linlin looked at me with great interest and made a gesture of please continue.

I'm also interested, because it's not always the time when you can be so lucky to stand in front of the person you want to stand and talk.

I smile at her, and then continue to say: "in order to bring better benefits to an enterprise, at the beginning of the planning of an advertising copy, we should investigate and study the public psychology of the consumers of this product, and capture the sensitive and dynamic side, that is, the attitude, ideas, likes and dislikes, interests and desires of consumers. Only in this way can we have a deep understanding and grasp of consumer psychology, have a definite aim, create advertising works with psychological appeal and shocking power, truly touch the hearts of the public, stimulate the psychological interaction and behavior interaction of the public, and make them produce a series of psychological effects of "attracting attention - arousing interest - stimulating desire - deepening impression - causing action", so as to make the public feel better Advertising really becomes an effective advertisement to achieve the purpose of promotion. Chongqing Aoni shampoo's advertisement copywriting appeal can be said to be more successful in this point. " I also said: "the copywriting planning of an advertisement can not be spread out in an all-round way. Only by finding a simple and concise entry point, emphasizing the communication between the form of expression of this point and the form of public acceptance, can it be possible to make an advertisement truly effective. At the Cannes Advertising Festival, which represents the highest level of international advertising, an advertisement from Volkswagen fully illustrates this point: when a gentleman shaves, he opens and closes the dresser door back and forth, and when he drinks coffee, he repeatedly picks up the cup cover to check - put on his work clothes, come to a car, stretch out his hand to open the door, and then close the door tightly! The gentleman finally showed a smile, and the sign on his chest said: "quality inspector of Volkswagen." Liu Linlin looked at me with a smile, nodded with appreciation and said, "brilliant! Xu Ming, if you don't work for big advertising companies, it's a serious waste of talent! " "Where, where." I said, shaking my head with a smile.

In my heart, I hate to think that I didn't know who was wasting talents when I sent my resume to Simei?!

"I believe your creative plan can move people," Liu said

"If you are touching, don't be sentimental." I said with a smile, "the ancients did not deceive me."

Roger and Linda are so easy to persuade Liu yunyun back to the conference room again. Of course, the key to Liu yunyun's willingness to return to that meeting room is Roger's "in fact, we have a most excellent creative plan. Please forgive us for arranging a backup plan first!"

Liu yunyun's two thin eyebrows almost stood up. She looked at Roger and said, "what do you mean? Are you kidding me? "

Linda licked her face and said with a smile, "why? With our courage, we dare not deceive Mr. Liu! We want to surprise Mr. Liu. "

Liu yunyun snorted. Under the persuasion of Roger and Linda, he went back to the small meeting room.

In fact, I guess the reason why Liu yunyun didn't immediately go out of Simei advertising and go back home is that she hasn't completely given up her trust in Simei.

Of course, there may be other reasons. For example, the summer promotion of the beauty mall has entered a critical stage, and the schedule is very tight. If the proposal is not passed this time, even if he goes to another advertising company, he may not be able to arrange the time!

After sitting down, Liu yunyun stared at me and said, "where have you been? Why don't you say a word about such a bad idea? ——”Then she whispered, "what did I tell you when I came here? Go back and I'll deal with you! ——”I said with a smile, "I went to the bathroom."

She glared at me and said, "how long have you been in the bathroom? ——”

I almost say I'm constipated, OK? "I have a friend here. I went to see him. I haven't seen him for a long time," he said

Liu yunyun hummed and said, "now listen to the proposal!"

I nodded and said, "sure, sure."

Liu yunyun turned his face and looked at Simai and said directly, "this is my last chance for Simai. I don't care what you are playing, but this is my last endurance! The ideas you will show, as you say, are the best

I don't know if it is because of the relationship between Liu yunyun and Liu Linlin that all of you here can tolerate her temper. Advertisers are always self righteous. How can they allow customers to slander their creative crystallization? ——

Roger said to Liu yunyun with a smile, "please rest assured that this creative project will certainly arouse your interest." then he whispered a few words to Zhou Huan, and Zhou Huan got up and walked to the stage -

Liu Linlin didn't speak much, so she must have some remorse in her heart. She didn't expect that the 4A standard Simei advertisement still needs foreign help!

Zhou Rui left his seat, walked onto the stage, stood in front of the projection screen, turned around, bowed to everyone, and started the proposal of graphic design. He looked a little nervous, and his facial muscles were not very stable. He knew very well that he was facing an extremely picky advertiser!

He had to choose his own words carefully. He said, "Mr. Liu! The following is another creative book of mine. This creative book is the crystallization of our serious discussion and thinking. The reason why we didn't come up with a plan is that there is a big difference between this plan and the previous plan. Secondly, there are still some problems in the details of this plan, which has not been finalized. Since you've been sitting for quite a long time, I'll go straight to the topic... "

Liu yunyun is impatient.

"Mr. Zhou!" She said, "you can omit all the nonsense and come up with a creative plan to show me!"

Because there was no time to make slides, Zhou Rui explained my creative book in words. He first elaborated the originality of TV advertising. He said that Binhai city is a coastal city with a long history, and beauty mall has a history of more than 30 years. Its predecessor was a clothing wholesale mall. It was bought by "Pengyu" real estate Group Co., Ltd. two years ago, and officially named beauty mall, which became a monopoly Mall for beautiful clothes.

Therefore, this TV advertisement creativity is to use Binhai's unique historical and cultural resources.

TV advertising creativity: a fashion girl in bat sleeves and bell bottoms leaps into the picture with laughter, and a fashion boy chases into the picture with an old camera. They are young lovers walking in the square in front of the clothing store with laughter. The boy playfully holds the old camera to capture the girl. The picture is black and white, the scene can refer to the 80's clothing mall square photos. Then the picture turns into color. A fashionable girl in beautiful clothes walks into the beautiful clothes square holding a fashionable boy's hand. The girl is holding a beautiful Duowei female mobile phone in her hand. They listen to a love song with earplugs and smile happily (the same pair of men and women).

The camera is slightly overhead to highlight the beautiful floor of the beauty mall under the blue sky and white clouds. At this time, beautiful female voice: different times, the same joy; different backgrounds, the same happiness; different clothing, the same fashion - beautiful clothing, the pursuit of constant taste.

The reason why I think of the idea of bat sleeves and flared pants is that I happened to read an article about flared pants and bat sleeves. From this, I know some fashion trends and fashion pioneers in the late 1970s and 1980s.

From that article, batpants and flared pants are the beginning of a restless era.

At the end of 1970s, with the opening of the country, all kinds of new ideas and new trends poured into China. It was during this period that batshirts and bell bottoms came into China. One year before the appearance of bell bottoms, young people entered the college entrance examination room and realized the value of knowledge from the fair selection of talents. Their hearts have become as colorful as the outside world.

How bell bottoms first caught the eyes of the Chinese people has something to do with the two Japanese films which were popular in China in 1978. One is "Wangxiang". The reporter played by Kurihara Xiaojuan wears a pair of white bell bottoms, which makes her figure more graceful. The other is the sunglasses, sideburns, long hair and a pair of flared trousers of the sheriff in the pursuit, which became the fashion in the eyes of young people at that time.

The Batman shirt has wide sleeves and is connected to the side of the garment. Its arms are spread out and it looks like a bat. The width of the sleeve is large or small, and the sleeve is exaggerated. After unfolding, the sleeve and the hem of the clothes are almost connected into a right triangle.

Bell bottoms also quietly entered the country, its appearance, overturned decades of Chinese people's stereotyped cognition of clothing. This kind of trousers has a low waist and short crotch, which is tightly wrapped around the hips. The legs are narrow from top to bottom and gradually open from the knee to form a trumpet shape. Some of the legs are wide enough to be like a broom sweeping the street. The most intolerable thing for conservatives is that the zipper is fully open in front of it, both men and women. You know, before that, women's trousers have always been "right side opening".