Rebirth: My dad is too obedient

Chapter 322: It can’t be yours, right?
Hong Xiaoqiang looked at the end of the advertisement on the projection screen, which had the "Fuyanjie" logo on it.

He couldn't help but think of the website page of Xu Chen's company that he saw last night, which naturally also had the Fuyanjie logo on it.

Hong Xiaoqiang scratched his head and couldn't help but turn around to look at Xu Chen.

Professor Ni Zhi cleared his throat and said with a smile:

“This advertisement has been intensively placed in major domestic media recently.

We just came to analyze it.”

He looked at the students in the audience:
"What do you think of this advertisement? Please give your comments first."

……

There was some murmur among the audience, but some students still raised their hands.

Ni Zhi raised his arm and called out two or three students one after another.

“Teacher, it is really sad that there are such advertisements in our country.

No wonder the creativity of domestic advertising is so backward, because this kind of advertising is played on TV every day..."

“I think this ad still has some merits, at least I can remember it after watching it once.

Especially the last sentence, 'Washing is healthier', at least everyone has an impression of it."

"It's no use having an impression. I hate this ad and will never buy such a product!"

"That's because... you are a man..."

……

There was a sudden burst of laughter in the classroom.

The one who said that he “would definitely not buy it” was the “academic master” Jiao Tianbo.

Jiao Tianbo's expression turned a little ugly, but he still said:

“Whether I would buy it or not, this ad is too tacky.

It's not high-end at all. What big brand or foreign company would make such an advertisement?
This kind of thing is just a noisy noise when it is broadcast on TV..."

……

Ni Zhi smiled, raised his hand and signaled everyone to stop.

In particular, he signaled Jiao Tianbo to control his emotions.

“We are students of advertising and professionals.

As a 'professional', you still have to analyze from a professional perspective and not completely put yourself in the perspective of a TV viewer."

After the words were spoken, the discussions gradually died down.

Ni Zhi continued:

“Let me make two points first, and then we can discuss it.

First, being able to place so many advertisements on TV must cost a lot of money.

If the effect of the campaign is not good, isn't this company crazy?
Therefore, the fact that companies are willing to spend tens of millions or even hundreds of millions of dollars to place advertisements on major TV stations is enough to show that the advertising is very effective.”

Jiao Tianbo raised his hand:
"Teacher, how do you judge whether the effect is good?"

Ni Zhi smiled and said:
“Advertisements are placed by companies and the money is spent by companies.

Whether the effect is good or not naturally depends on the perspective of the enterprise.

Naturally, there are many angles from which to judge a company, as has been covered in previous courses.

Awareness, reputation, loyalty, etc.

The most important factor, which also determines whether a company will continue to invest and the amount of investment, is the impact of advertising on sales.

The fact that this Fuyanjie advertisement was able to be released on a large scale and with a large budget shows that it has a very good impact on product sales.”

He paused for a moment:

“You have all taken courses on the history of advertising. When advertising was first invented, it was for the purpose of attracting business and selling goods.

Even though the forms and purposes of advertising have become extremely diverse over the past decades or hundreds of years, its most fundamental and core function is still to sell goods.

So from this perspective, the Fuyanjie advertisement is a good advertisement..."

After the words were spoken, there were still bursts of low discussions from the audience.

Especially the "academic master" Jiao Tianbo, who was obviously still a little unconvinced.

Ni Zhi continued:
“I just said, there are two points…

The second point is that our college is involved in this project.”

After the words were spoken, the students were still surprised.

Xu Chen scratched his head, thinking that maybe he was talking about himself...

Ni Zhi paused and said with a smile:
"As an expert consultant to the company, Professor Wang Jian, an associate professor in our advertising department, was directly involved in this project.

At that time, I also discussed it with seniors from the advertising class in my third year. ”

Xu Chen, sitting in the back row, inexplicably felt a sense of relief.

It turns out that I wasn’t talking about myself…

Teacher Wang Jian was one of the consultants among the judges during the competition for "Fu Yanjie".

Xu Chen was able to apply for Tonghai University because he accepted some of Wang Jian’s advice, and Wang Jian helped Xu Chen apply for the special scholarship for “star admission”.

It’s just that Professor Wang Jian went to Europe for exchange and study in the past six months, and Xu Chen has not seen him yet.

……

A classmate below said:

"So this advertisement was made by Teacher Wang Jian?"

Ni Zhi: “Of course not.

Teacher Wang Jian only participated in this project as an expert consultant.

This advertisement was made by a professional advertising company.

When Mr. Wang Jian comes back to teach next semester, you can consult him in person."

He paused:

“Now, let’s get back to the topic and try to analyze the thinking path of this advertisement.

Why is it recognized by customers and why they spend a lot of money to launch it...

Let me give you a tip: don’t stand in the perspective of a TV viewer and hate or criticize something out of preconceived opinion.

Instead, we should analyze and look at it from the perspective of professional advertising students and advertisers.

Who are the target users of the product? How is the advertising strategy formulated? What is the logic behind the advertising slogan?

Also, is there any specific strategic consideration in the selection of spokespersons?"

……

Under Ni Zhi's guidance, the students below were still immersed in thinking and whispered discussions, looking very serious.

Xu Chen sat in the back row, still feeling very weird.

I never thought that the advertisement I "sold" to the client would be analyzed like this by my classmates.

He was stunned for a moment, feeling someone was looking at him.

I turned around and saw that it was my roommate Hong Xiaoqiang who sat at the next table...

There seems to be great confusion hidden in those small eyes.

Ni Zhi waved his hand to signal to stop:

"Which student would like to try to analyze it?"

The scene was quiet for a while, but students continued to raise their hands to speak.

Classroom case analysis will be counted as extra points in the final examination. This is the rule that Ni Zhi informed us at the beginning of the course.

There are still many students who are eager to try.

Ni Zhi smiled and began to call on students to stand up and speak.

……

“I think the good thing about this ad is that it is easy to understand and uses colloquial language that ordinary people can understand.

But I still don’t like the slogan, I think it should be more like ‘refreshing and clean’…”

“I think the advertising effect is good because the spokesperson was well chosen, especially the song “Dear Lover”, which is still very brainwashing.

As for the ad itself, I still don’t think it’s that good, it’s just because of this song…”

“It’s still targeted at the target users; it’s a drug after all.

If you have the same disease, you will feel it when you see this advertisement..."

……

Several people stood up to speak one after another. Ni Zhi listened carefully and nodded slightly to show his approval of some of the speeches.

Xu Chen sat in the back row and still felt a little weird.

In his opinion, some students' opinions and speeches were indeed immature.

After all, they are just freshmen, have not taken many professional courses, and have never been exposed to practical advertising, so it is understandable.

Xu Chen listened to the speeches of a group of classmates and also observed silently. Jiao Tianbo, the "student master", did not seem to have much talent.

Apart from being very hardworking, he really doesn't have any great talent, which is a pity.

At least in the advertising creative industry, he is afraid that it will be difficult for him to make great achievements. He rushed to speak twice, but what he said was a little dry and childish...

There were two girls who hit upon some of the key points, and their analysis was reasonable and showed some insight.

……

Xu Chen was distracted while listening.

Professor Ni Zhi suddenly called out his own name:

"Student Xu Chen...who is he?"

As he spoke, he raised his head and glanced across the classroom.

Xu Chen: “…”

As many classmates turned their heads to look, Xu Chen raised his hand helplessly.

I usually stay in the back row and keep a low profile, and I haven't even faced Professor Ni Zhi in front of me yet.

Ni Zhi looked at Xu Chen and said with a smile:

"I want to hear Xu Chen's analysis and insights."

Xu Chen felt helpless, but he still stood up.

It seems that Professor Ni Zhi in front of him actually knew that the "Fuyanjie" advertisement was created by Xu Chen.

And this could only be told by Teacher Wang Jian...

Ni Zhi smiled gently:

"Please explain it in detail so that the students can understand more about it!"

Xu Chen: “…”

A group of students were confused and some did not understand the meaning of Ni Zhi's words just now.

Xu Chen smiled, afraid that Ni Zhi would say more, so he said:

"Then I'll try to analyze it. But it's just my superficial opinion..."

Ni Zhi was stunned for a moment, then he understood something and smiled at Xu Chen.

Xu Chen cleared his throat and became a little more serious.

But the tone still sounds modest and cautious:

“I think the main advertising strategy of this advertisement is to provide ‘category education’.

For example, the core content of the copywriting..."

"From the advertising copy and the style of the pictures, we can see that the advertising strategy is to 'brainwash' the audience, and the purpose of making them 'remember it after seeing it' is very clear..."

“‘Washing is healthier’ is not just a catchy phrase, it also implies a ‘threatening’ connotation.

Of course, we are not the target audience, so we may not be able to understand it at the first time..."

"Combined with the setting of the couple as spokespersons, this can basically convey the logic of 'intimidation' to the target users...

Married life...if you don't wash, it's unhealthy..."

"In the two categories of medicine and insurance, this method is low-level in persuasion logic but is the most effective..."

……

Xu Chen spoke leisurely, explaining the strategy and creative logic behind this advertisement in simple terms.

When he first started speaking, the students in the audience seemed a little indifferent.

As he spoke more and more in depth, everyone listened attentively.

After all, they were all students majoring in advertising. Although they had only a superficial understanding of professional knowledge, they were still able to listen to Xu Chen's narration.

Many people couldn't help but sigh secretly.

"So that's what it means..."

"I never expected that there would be such a consideration."

"That does make sense. These details are all for brainwashing."

"No wonder I remembered it after reading it once. It turns out that every word and every picture was specially designed."

"Xu Chen...seems to be very powerful."

……

Ni Zhi paced on the podium, nodding as he listened.

After Xu Chen finished his brief talk, Ni Zhi looked up at him, his eyes full of approval.

The classroom was a little quiet as the students were still digesting Xu Chen's analysis.

Even the "academic master" Jiao Tianbo was frowning and thinking, with an expression as if he had realized something.

These advertising students were truly "eye-opening". They never imagined that behind a seemingly ordinary advertisement, there were so many detailed and precise strategies and logical thinking.

Hong Xiaoqiang turned his head and looked at Xu Chen, and couldn't help thinking: This advertisement couldn't really be made by him...

Ni Zhi smiled and said:

“The analysis is very good, and there are some strategic thoughts that even I didn’t expect.

This is indeed the case with advertising. It may appear to be just an ordinary slogan, but there is a complex strategy behind it.

Advertising is not about unbridled inspiration and creativity, but about careful and meticulous logical reasoning.

Every word and even punctuation, every picture and even background element must stand up to scrutiny.”

He looked at Xu Chen:

“Thank you Xu Chen for sharing!”

As he spoke, the professor and head of the Advertising Department actually looked up and applauded.

Amidst the applause, Xu Chen smiled a little embarrassedly and sat back in his seat obediently.

Qian Xin, who was standing by, crossed his legs, gave Xu Chen a thumbs up and whispered, "Well said!"

Hong Xiaoqiang came over from the side:

"Boss Xu...it wasn't you who really did this?"

Xu Chen smiled mysteriously: "Guess!"

Hong Xiaoqiang: “Yes?”

Xu Chen: "Guess again?"

Hong Xiaoqiang: “…”

He thought about it and still found it too incredible.

The page I looked at yesterday seemed to include Wang Laoshun, Shenbao, and even a Jeep car.

How is it possible that Xu Chen, a freshman, has already worked as an advertiser?!

……

After class, a group of boys gathered around and joked with Xu Chen:

"Boss Xu is really good. You usually seem absent-minded in class, but now you analyze cases very well!"

"You are such a good eloquence. You can analyze a crappy advertisement like this..."

"Yeah, that makes me want to buy a bottle and try it!"

Xu Chen: “…”

The person who dared to make such a joke was naturally the "Little Prince of Jiangsu and Zhejiang" Qian Xin.

Hearing Qian Xin say these words, several girls couldn't help but turn their heads and glared at him angrily.

Qian Xin was carefree and didn't seem to care at all.

……

Several people in the dormitory left the classroom together.

In the corridor, Xu Chen was stopped by Professor Ni Zhi.

Ni Zhi lit a cigarette and said with a smile:

“I wanted to talk about this case, so I consulted Teacher Wang Jian.

Only then did I know that this advertisement was made by you...

I never thought that there was a treasure like you hidden in the 06 advertising class."

Xu Chen: "Teacher Ni, you are too kind. I opened an advertising company after class and just happened to win the bid."

Ni Zhi: “This is not ‘just right’. Based on your strategic analysis just now, this is not a competition that was won by luck.

I also want to thank Professor Wang Jian for recruiting such a genius to our college."

Ni Zhi took a puff of cigarette, and suddenly remembered something, and said:
"There's an advertising competition for college students. Two of your class's works have been shortlisted for the national finals. Could yours be one of them?"

Xu Chen: “Ah?”

(End of this chapter)