"When you entered the Little Red Book, did Li Tian not want you?"
"Why do you take ads because of a lack of money?" Or is it famous? ”
"You ask East and West every day, does your family know?" Aren't they embarrassed? ”
The above is a question raised by netizens to the famous interview reporter and Internet celebrity Yi Lijing.
In the advertising film shot by Yi Lijing for NetEase, netizens vented their grievances and dissatisfaction through a dense barrage.
This woman, who is known as the female demon head of the entertainment industry, the ultimate nemesis of the artist, and the master of human destruction, cannot escape the feng shui rotation after all. Once only Teacher Yi threw out sharp questions to kill others, and today netizens also let her taste the taste of the gun to the brain door.
After participating in the "Spit Conference", Teacher Yi made a small fire, and then opened the road of Internet celebrities who entered major platforms and took over advertisements.
However, in the entertainment industry, Teacher Yi, who killed all sides and countless fans, why did shooting advertisements cause netizens to burst into tears and burst out of tears" to "get out of the way".
Teacher Aiyi, are you afraid?
I have long heard that Teacher Yi has settled in Xiaohongshu and Douyin, and it is estimated that the major business resources in the near future should also be gradually exposed.
At the beginning, it was Yi Teacher's 2 minutes and 50 seconds NetEase strict selection advertisement that caused mass destruction. In the video, Teacher Yi unceasingly and intensively sprinkles salt on the anxiety wounds of modern people:
"Are you staying up late for tomorrow, or are you running away from tomorrow?" "Is there love in your life?" (Here Teacher Yi Wan'er smiled) "Have you bought a house?" "Do you have something you want to do but haven't done yet?" ....... The knife is deadly.
Before the beginning of the film, everyone has already hit the fear on the public screen, and some people say that the shocking memories brought by the female class teacher who "killed crazy" in the Japanese horror movie "Confession" awakened by Yi Lijing, not to mention that the shape is really similar.
In the face of Teacher Yi, who is like Tang Monk chanting a tight hoop spell, Goku shouts "Shut up" to express resistance, and then floats over "Don't scold and whine", Goku is already numb.
In the comment area, everyone expressed their feelings after watching, and some of YiJie's fans thought she was quite cool and could always be counter-corrected to the point. But most of the B station friends do not buy it, "so the first half of the part makes me think about the anxiety of life, and the second half lets me buy things?" ”
Teacher Yi did not give up, the day before yesterday L'Oréal bought #Yi Lijing and asked people to freeze the Weibo hot search.
In the advertisement, Teacher Yi sits in a white suit in the black curtain, like a cold-faced female prison guard in the prison science and education propaganda film, and the audience accepts serial interrogations and confesses leniency and resists strictly. "Are you really not afraid of getting old?" "Have you really used a bottle of good essence?" "Is it okay to have young skin?" And finally Amway 3rd Generation L'Oréal Black Essence.
How appeal is Teacher Yi, who cooperates with high-end skin care products for the first time? Open this article in the L'Oréal official micro-comment area, 60 articles have more than half of the spit about the essence of "long hair, sticky, and thin mud". Dissatisfaction with the product itself even sat down to Teacher Yi, "there is no desire to buy at all, and Yi Lijing's design is completely inconsistent." ”
I hope that the idea of washing your soul and empowering you through Teacher Yi has failed, and the original incarnation of wisdom is also teaching you how to fight aging.
However, a few days ago, Zhang Zifeng also endorsed this "difficult to use" black essence, and the comment area was another prosperous scene. Fans rushed to get the same model immediately placed an order, and there was no bad review at all.
When Teacher Yi first entered the entertainment circle, there was no hard-core fan escort, and he had to bear the crime of "just rotten rice".
Just eat right, find the right posture
According to the data of the Times fun insight engine, more than 60% of Mr. Yi's fans are women, the post-90s and post-95s are the main force, and one-sixth of the post-85s supporters. Fan consumption potential and purchasing power are quite strong, "Spit Conference" has repeatedly exploded to illustrate the popularity and passers-by plate is also good, Teacher Yi is now a "net red" player in the eyes of the brand, but it has attracted disgust in the endorsement business.
Image source: The Times Fun Institute
Teacher Yi's fame and overturning are all because of the tried and tested "easy to speak".
In the derivative program "Definition" of "Sister Lang 1", Yi Lijing quickly came out of the circle with his cold questioning of Wan Qian. People realized in hindsight that there was still this number of people in the entertainment industry, and they sharply asked questions without dead ends to shoot the sore spots of stars.
The highlight moment of Yi Jie's interview with the artist is still widely circulated as a star's embarrassing moment. For example, Guo Jingming's short, asking plagiarism problems led to frequent tactical drinking of water on the other side; in the face of Yang Mi, who is good at playing tai chi, she did not let go of her acting skills until the other party confessed frankly.
Lian asked Zhou Jie, "Why are you so easily criticized?" "Isn't your defense a kind of self-consolation?" It was strongly hit back by Zhou Jie. The scene was awkward at one point, but it was brilliant for the audience. Teacher Yi used her easy words to ask the questions that everyone was most concerned about but the stars avoided talking about.
The second highlight of the easy talk was applied to talk about talk shows, and from this point on the sharp interview style began to entertain.
Teacher Yi gracefully took the stage in cheers, poked at the guests' sore spots with several "yin and yang weird" question sentences, and "intellectuals who curse people without dirty words" filled the spit effect. In the next period, Teacher Yi relied on the universal formula of "easy to speak and easy to speak", and the moves were not many, and they worked.
The tools and weapons originally used to pursue the truth were taken to the stage of "offense" on the talk show;
The "easy to say" that can make celebrities spit out the truth and reveal their true feelings has become a popular "pop meme", and everyone can play.
Folk masters quickly refined the essence of "easy to speak", wearing mushroom-headed wigs and black-rimmed glasses to perform "Yi Lijing's daily life". The content is simply summarized as a small cool drama of "shaking the sky", and when encountering relatives who are not pleasing to the eye, and tony who sells cards can fight back with easy words. Videos imitating Yi Lijing on Douyin can receive 30w+ likes.
1 Yi Lijing stood up, and thousands of bloggers who rose to the top by "easy to speak" also got up.
From the interview style to the spit formula, "easy to talk" is now a set of standard advertising copy. At present, several brand endorsement advertisements of Teacher Yi have all continued to ask questions from the heart, and Yi Lijing has also incarnated into a human-shaped anxiety manufacturing machine and become a spiritual thug for brands.
The "easy words" that made the stars feel frightened at that time had no sharp edge under the commercial operation, and only the form was left. The stem is always newer than today, and netizens who abandon the "clear words" may immediately play "easy to say". How far Teacher Yi can go on the road of Internet celebrity by relying on this model is unknown.
If Teacher Yi's killer skill as an Internet celebrity is only easy to say, what is the difference between her and the vibrato funny blogger?
As a fan of Teacher Yi's career, what I am most worried about is that after she has the identity of an Internet celebrity, she will be killed when she returns to interview the star: they are all mixed with the entertainment industry, what qualifications do you have to question the predecessors as a junior?
Of course, there are dreams that everyone is amazing, Teacher Yi wants to be a popular Internet celebrity, the key is to find the right posture.
The first person set the tone. Teacher Yi's expression of "iron-faced selflessness distinguishing between loyalty and adultery" is more suitable for being a pseudo-real grass pulling blogger, and Amway Xiang will be slightly awkward. For example, teacher Yi recently released a "anti-male color lipstick" video in Xiaohongshu, and Teacher Yi, who only applied lip balm, said that the sister beheaded men never used lipstick and used their brains. The feedback is very positive, "I like my sister's kind of human sobriety."
The second is to avoid endorsing products that are risky in public relations and have black spots in word of mouth. Since Teacher Yi's style is "revealing the short-term spit", the brand must have the confidence to be examined. For example, the endorsement L'Oréal Black Essence has a fan comment "to Yi Lijing pulled the crotch". Teacher Yi is also a media person, and he is most afraid of consuming the credibility of intellectuals.
The third is to connect the high-end, pulling tone of the product publicity, the audience loves the attitude and personality of Teacher Yi the most, which meets the needs of shaping the brand power. Netizens suggested that Teacher Yi is the most suitable for endorsement law firms (although it is not needed).
Yi Lijing, who is known for telling the truth and being critical, it is best not to let the beautiful projection of the wisdom sister be destroyed.
Then again, as long as it is a person, it will be uncomfortable to see the "easy to speak" advertisement.
Because in the past, Teacher Yi never "attacked" ordinary people, and her target was a bright and beautiful big star. The people liked to see the stars being pulled off the altar and exposing their vulnerable faces, but now Teacher Yi suddenly turned the muzzle of the gun and aimed at the onlookers.
Teacher Yi, who faces the camera and breaks the fourth wall, makes the audience feel uncomfortable, because the adults who have been beaten by society have fragile and hidden corners, and Yi Jie tears the last layer of decency. Although Socrates said that "an unexamined life is not worth living", no one can stand being hit in the soul by Yi Jie.
Teacher Yi was commercialized and we found that self-esteem is very brittle and broken when it is poked. The resistance of "don't scold" and "get out of here" is the reaction of being accurately sniped.
In the advertisement of NetEase Yanxuan, the first half of Teacher Yi is forced to torture sentient beings step by step, and the second half tells you that buying, buying and buying life can be better.
It is a pity that the audience can't see the end, after all, "people have been asked to disappear".