Rebirth: My dad is too obedient

Chapter 421 Taking You to Skip Class
Next to the work of "Baidu Knows" is Gao Gujie's "Bite the Teeth" series of advertisements.

Xie Bingran looked at the posters, a little absent-minded.

Xu Chen smiled and said, "How is it? Is it very advanced?"

Xie Bingran remained silent, but seemed somewhat moved.

Xu Chen looked up and instantly understood Xie Bingran's mood.

"It will pass if you grit your teeth..."

"As strong as teeth..."

This is the core concept of this advertisement.

This pitiful little classmate next to me may have often had to "grit his teeth" and "persevere" when he was young.

Xu Chen felt distressed and reached out to hold her hand.

Xie Bingran was startled, turned around and said:

"you are great."

Her eyes are shining.

Behind the black mask, there is probably a beautiful smile.

……

Xu Chen and Xie Bingran wandered around the exhibition hall and found that seniors from the same college were lining up to come in one after another.

Dean Lin Ruyang and Professor Ni Zhi had just arrived.

The two teachers, along with a group of students, have already started visiting the exhibition and learning.

Xu Chen led Xie Bingran and mixed in with the main group, following a group of seniors.

The focus of Lin Ruyang's team was still on the works of the "Great Wall Advertising Award".

Before he started, Professor Ni Zhi laid the groundwork:
“Today is a rare learning opportunity, and everyone must cherish it.

The 'Great Wall Advertising Award' is the most authoritative and largest advertising award in China.

The works that are shortlisted for the 'Great Wall Award' are also recognized as the best advertising works of the year...

Everyone must watch and learn carefully. "

He glanced at the dean Lin Ruyang beside him, suddenly put on a smile and emphasized:
“Especially with Dean Lin here today, he can give us some analysis!

This is a rare opportunity, so everyone must listen carefully and take good notes!
If you have any questions, you can also ask Dean Lin!

Dean Lin is an honorary judge of the Great Wall Award. Being able to hear Dean Lin’s teachings today is something that many people in the industry would love to have! "

As soon as Ni Zhi finished speaking, senior Zhao Siting actually took the lead in applauding.

The other students seemed a little confused, but they still clapped their hands.

Xu Chen clapped his hands, but couldn't help but complain in his heart:
I didn’t realize that Professor Ni Zhi was so eloquent in front of the “leader”!

Dean Lin Ruyang squinted his eyes and smiled, then waved his hand to signal everyone to stop.

He glanced at the students and happened to see Xu Chen in the back row.

Dean Lin didn't say anything, but gave Xu Chen a look of approval and encouragement.

Maybe it was because I finally met Xu Chen today that I felt that "it is a great help to admit one's mistakes and improve them."

Since you are willing to come early in the morning to see the exhibition and listen to the teachings, you are still a good comrade who is teachable...

Xu Chen was a little confused, and bowed slightly to Dean Lin and nodded with a smile.

……

Lin Ruyang glanced around the exhibition hall and said with a smile:

"As Professor Ni said, I am also an honorary judge for the Great Wall Award.

I personally participated in the evaluation of all the works you have seen today.”

Before he finished speaking, Professor Ni Zhi quickly seized the opportunity to press on, repeating emphatically:
"Today, we are able to hear the personal comments from the honorary judges of the Great Wall Award. We must cherish this rare opportunity!

Keep your ears open and take notes!"

As he spoke, he took out a small notebook from his pocket and pulled out a short pen from the notebook.

Xu Chen: “…”

Lin Ruyang waved his hand again and said with a smile:

“It just so happens that the Great Wall Award has not yet announced the final selection results.

Those exhibited today are all considered ‘shortlisted works’.”

He looked around at the next group of students:
"Today, let's test your vision and see which works have the chance to win the gold medal..."

Ni Zhi clapped his hands appropriately and said in a slightly exaggerated manner:

"Dean Lin, this is a good idea!

It not only tests students’ vision and improves their professional quality, but also greatly increases the fun of today’s exhibition!”

Lin Ruyang smiled and narrowed his eyes.

He waved his hand gently, signaling Ni Zhi to shut up and stop.

……

Perhaps Xie Bingran found it a little funny and puzzled, so he turned around and glanced at Xu Chen.

Xu Chen looked embarrassed and had a meaningful expression on his face.

It probably means...

Our school is really a good 985 school.

The teachers are all talented and speak nicely...

……

Exhibited in the exhibition hall are works that are shortlisted for the "Great Wall Award".

The "Great Wall Award" has seven major categories, just like the "Grand Advertising Competition".

In fact, as a student competition, the "Daguansai" actually focuses on the competition system and award settings of the "Great Wall Award".

Unlike the first to third prizes of the "Grand Advertising Competition", the "Great Wall Award" has four awards: gold, silver, bronze and shortlisted.

The trophy of the "Great Wall Award" is shaped like a Great Wall that winds upward, which is very Chinese.

Lin Ruyang and Ni Zhi brought a group of students to travel through various works.

Professor Lin naturally made some comments, and Professor Ni and a group of students listened attentively.

Regardless of whether he understood it or not, he nodded frequently and took notes seriously in his small notebook.

Xu Chen took a careful look at the works shortlisted for the awards and realized at a glance that most of them were works from foreign-funded 4A companies, and most of the clients were also foreign-funded or joint venture companies.

At this time in 06, the advertising industry was still dominated by foreign companies, and local advertising companies were lacking in both scale and creative ability.

In fact, in recent years, local people in the academic and award circles have also intended to support some local advertising companies, but unfortunately, the creative capabilities of most local companies are indeed worrying.

In addition to one's own "creative ability", it is also related to the projects and clients.

Most of the clients contacted by local advertising companies are small and medium-sized brands and projects in the mainland.

Their aesthetics and project demands are also limited, especially in terms of creativity, they tend to be practical and can directly stimulate sales.

They are not interested in advertisements that focus on brand expression and creative creation, thus forming a vicious cycle.

……

Dean Lin pointed at a piece of work and gave a simple and in-depth analysis:

“This work actually wins in production.

As you can see, the cost of shooting the commercial must be very high.

The production cost of this set of graphic drafts alone is in the millions..."

Xu Chen took a look and saw that what Lin Ruyang was explaining was an advertisement for an overseas milk powder brand. The creative idea was to use sophisticated 3D animation to show a heartwarming family story.

"President Lin, isn't the Great Wall Award a competition of creativity? Why can advertisements with high production budgets still have an advantage?"

Lin Ruyang smiled:

“The Great Wall Award is aimed at commercial advertising works that are put on the market, and it is certainly not a pure competition for creative creation.

Budget and cost are, of course, also very important aspects of advertising.

Advertisements with high budgets have advantages in terms of sophistication and aesthetics.

When creativity is insufficient, a high budget is a plus and a compensatory factor.

Even some ads with mediocre creativity can be loved by the audience and bring good sales for the products due to their fine production.”

He paused:

"For example, many car ads and luxury goods ads..."

A group of students seemed to be thinking about something, but they all nodded.

……

The group walked slowly forward.

Xu Chen and Xie Bingran followed behind, taking a quick look. Xu Chen looked at the time and thought it was a good thing that he was standing at the back of the team, so that he could leave early when it was time for lunch.

……

“I think you’ve all seen this advertisement about ‘fear of getting angry’.

This year, it is a project with great influence..."

Lin Ruyang's voice of explanation came from the front.

Xu Chen smiled helplessly, and actually came to the exhibition area of "Wang Laoshun's" works.

"Mr. Xu" still moved forward and took a look at his work.

The submission for the "Great Wall Award" was made by Chen Xinyi of Jiaduobao, so Xu Chen did not read the submission documents carefully.

He took a quick look and found that Chen Xinyi had submitted an application for the "Integrated Marketing" category.

That is to say, it is not just a slogan, but the market, communication and distribution strategies behind it, packaged into an integrated marketing case.

This is a very reasonable operation.

After all, Wang Laoshun’s success could not be achieved by just an advertising slogan.

Lin Ruyang smiled and said:

"Let me test you. What's so good about the theme 'fear of getting angry'?
Why is it so memorable and has such a huge sales volume? "

The group of students thought about it for a while, and some activists took the initiative to "seek performance" in front of Dean Lin.

"We all have this need in our lives, as we all get angry sometimes.

There has never been a beverage that can meet this demand before!

After Wang Laoshun was promoted like this, everyone went to buy Wang Laoshun when they felt they were getting angry..."

“And his word ‘fear’ is also very good, it gives a sense of prevention.

That is, when you are not getting angry, you can drink it normally..."

"And it can also avoid the risk of promising efficacy, which is also circumventing advertising regulations, right?"

"Other beverage ads all promote the delicious taste, but Wang Laoshun directly promotes a function, and it's a common function. This is amazing!"

……

Xu Chen listened for a while and thought that his seniors were quite capable.

The analysis basically hits the key points of some communication strategies.

Lin Ruyang narrowed his eyes, smiled and nodded, saying:

"Good! You said it very well!"

He paused for a moment:

"Behind all of this is actually a 'positioning' idea and strategy."

"position?"

Lin Ruyang: "Product positioning, market positioning, function positioning, user positioning..."

Then, President Lin spoke eloquently, citing classics and making extensive references.

A group of students were stunned when they heard this and quickly took out their notebooks and mobile phones to take notes.

Xu Chen was hiding behind the team and was frightened in an instant.

I never thought that there are so many advertising theories and knowledge behind this slogan!

Professor Lin Ruyang is worthy of being the dean, and his ability to “fool” people is indeed the best in the entire college!
……

The group wandered around for another half circle.

Xu Chen was already a little dizzy after listening to it.

He checked the time, then glanced at Brother Bing beside him with a sly smile.

"What's wrong?" Xie Bingran asked in a low voice.

Xu Chen smiled and said:

"I'm skipping class to go eat. I researched last night and there's a pretty good buffet nearby.

Brother Bing will definitely like it!"

Behind the black mask, Brother Bing showed a wicked smile:
"Aren't you a good student? Do you also skip classes?"

Xu Chen joked, "It's because I've been hanging out with Brother Bing for too long!"

……

When it comes to skipping classes, Brother Bing is obviously more familiar with it.

She found a gap when the two teachers were not looking over here, pulled Xu Chen and squatted down slightly.

He quickly fled towards the exit under the cover of the crowd.

Xu Chen followed behind Brother Bing, but he was very happy.

It seems like it feels pretty good to skip class with Brother Bing!

If I had known this earlier, I should have skipped classes to go out and play with her in junior high and high school!

……

……

Walking out of the Kuncheng International Convention and Exhibition Center, Brother Bing pulled down his big mask, revealing a delicate and handsome smile.

He seemed to be suffocating because of the mask, so he took a deep breath of the cool and clean air of Kuncheng.

Xu Chen held Xie Bingran's hand and ran towards the parking lot...

The two got into the car and slammed the door twice.

Xie Bingran was fastening her seat belt when Xu Chen suddenly came over.

"What do you want to do?"

"Your little mouth looks delicious, let me have a taste..."

"..."

"Please, Brother Bing, I'm so greedy!"

……

"Keep your hands to yourself!"

"..."

……

The hotel that Xu Chen found should be the best buffet restaurant in Kuncheng at this time.

Compared with the five-star hotels in Shanghai or Guangzhou, it is not much inferior.

The main feature is the freshness of the ingredients, as well as some local delicacies characteristic of the Yunnan-Guizhou Plateau.

Double seat by the window.

The "Sanqi Steam Pot Chicken" is extremely delicious, and Xu Chen has already eaten two bowls in a row and couldn't stop.

The rich young lady was chewing a piece of chicken mushroom. She seemed to like this local mushroom very much.

Xie Bingran was eating while replying to messages on his phone.

Xu Chen showed a sense of vigilance:
"Are you messaging Su Rong again?"

Xie Bingran showed a hint of provocation: "Yes, I like Su Rong quite a bit."

"..."

……

While Xu Chen and Xie Bingran were enjoying the delicious food, the group of seniors were still listening to Dean Lin’s lecture on an empty stomach.

Lin Ruyang put his hands behind his back, analyzing and commenting on the works of the "Great Wall Award" one by one, and seemed to enjoy it.

Professor Ni Zhi on the side performed steadily and praised Dean Lin from time to time, making him more immersed in it.

Lin Ruyang did not just talk to himself, but interacted and taught with a group of outstanding students from time to time, which was quite interesting.

When they talked about a toothpaste advertisement, Lin Ruyang narrowed his eyes and said:
"Let me first ask you, how did you come up with the creative idea for this advertisement?"

There were two "activist" students who were eager to try, but Lin Ruyang said:

"Where's Xu Chen? Why didn't I see him speak today?

Our 'National First Prize' must also be brave enough to express our own opinions...

This is the only way to continue to improve!"

Professor Ni Zhi quickly looked around and said to himself, "Not good."

……

……

(End of this chapter)