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Originally, there was no advertising in the world, and after the desire to sell and the desire to consume collided, there was advertising.
Unlike the ads we see on mobile phones today, a long, long time ago, ads looked different. As this article slowly unfolds, you can discover how we were shocked, deceived, and brainwashed by advertisements in those years.
Okay, let's start 40 years ago.
For the long history, it was an ordinary day; And for the history of advertising in China, it was an extraordinary day.
In January 1984, a national audience in front of the television was captivated by a unique advertisement.
In the shot, a fashionably dressed young man, dressed in a shiny disco costume, dances briskly to the rhythm, and his every movement lands accurately to the beat, which is eye-catching.
This is the advertisement of the Yan Dance tape recorder, with the sentence "Yan Dance, Yan Dance, a song to a piece of love", which successfully captured the hearts of the young people of that era.
@中国数字博物馆
Yanwu tape recorder quickly became popular in the country, and in 1985, the output value exceeded 100 million yuan, and the profits and taxes exceeded 10 million yuan, opening a precedent for domestic advertising "brainwashing".
The opposite of brainwashing is "elegant".
Speaking of elegance, we have to mention the Spring Festival Gala.
From 1984, when Kangbasi Watch was the first advertising sponsor of the Spring Festival Gala, it was followed by Qinchi Liquor, Confucius Banquet Wine, Harbin Pharmaceutical No. 6 Factory, China Mobile, Alibaba and other Internet giants......
For more than 30 years, the advertisements of the Spring Festival Gala have been like a "barometer of China's economy", and advertisers are constantly changing.
Looking back at the rise and fall of the brand over the years, we must not sigh, "the iron-clad Spring Festival Gala, the advertiser of flowing water".
As soon as the Spring Festival sounded in 1983, the "new folk customs" belonging to the Chinese began.
Liu Xiaoqing wore a bright red shirt with a black skirt, which instantly attracted the attention of all the audience.
Soon after, "Xiaoqing shirt" became synonymous with fashion, and almost overnight, people could be seen wearing "Xiaoqing shirt" on the streets and alleys.
In 1984, the Spring Festival Gala once again unexpectedly gave birth to a popular product.
Cross talk master Ma Ji Yin Yang amused:
"If you don't smoke my cosmic cigarettes, you won't have a happy family! You can't get a match for a young man! You can't get into college, your student! All of you here are having a bad New Year! ”
, duration 08:12
The business opportunity came.
At the end of the same year, a cigarette brand called "Universe Brand" was officially registered in Muling County, Heilongjiang Province, and quickly became popular in the market, with annual sales exceeding 1 billion yuan when it was the best-seller.
The outer packaging of the Cosmos brand cigarettes
The Spring Festival Gala, which has its own attribute of "selling goods", will naturally not give up business opportunities.
As the countdown clock rang, a brand new voice broke the routine calm: "Jinan Combas Watch Factory tells you the time." ”
This is the first time in the history of the Spring Festival Gala that commercial advertisements have been integrated, and the price of all this is the exchange of 3,000 clocks and watches from Combus.
After one night, the Combus brand exploded, breaking through the two million mark for three consecutive years and becoming a leader in the market.
From 1984 to 1993, the zero o'clock time of the Spring Festival Gala almost became the exclusive show of Combus (in 1989, it was the Seagull Watch).
With the launch of the advertising space of the Spring Festival Gala, especially the zero-hour time advertisement, brands have found a new stage to show themselves, and the Spring Festival Gala has become a vane leading fashion and market trends.
Some people say that the advertisement shows the progressive power of a country, and also reveals the progressive consumption attitudes and concepts of residents.
In 1989, China's social atmosphere and material culture were undergoing profound changes.
At this time, it is no longer the "three turns and one ring" (watches, bicycles, sewing machines) that represent the best dowry in the marriage market, but have been replaced by 24-inch color TVs, double-door refrigerators and sofas.
@"Memory Shaanxi" Exhibition Comic "Three Turns, One Ring, One Click"
The market and TV are full of brands such as "Kai Ge", "Feiyue", "Venus", "Peony", "Kelon", etc., and under the boom, there is a young man whose work is not going well, named Duan Yongping, and later many people called him the "godfather of business".
Twenty years later, Huang Zheng, the founder of Pinduoduo, said, "The biggest business education for me is Duan Yongping. ”
But that's for later.
Duan Yongping
Duan Yongping, a bachelor's degree from Zhejiang University and a graduate student of Renmin University, came out of the Beijing Electron Tube Factory that year, thinking of changing his fate, he went south, and finally settled in Zhongshan, Guangdong, and became the director of an electronics factory with a debt of 2 million.
As soon as the factory was started, he was stabbed in the back by his own people.
I thought that cooperating with a Hong Kong creator brand would pull up the factory. Who knows, this Hong Kong agent and the creator are "playing double reeds" behind their backs, and this brand has been rented and used in Rihua, and they also secretly give the same brand to other factories to use.
Nikhua Plant
Duan Yongping thought for a while, and said in his heart: "Cooperation? Inexistent! I'll do it myself. ”
In this way, he waved his hand and broke off his cooperation with the creator. But in a hurry, we have to hurry up with a sign.
Duan Yongping had a flash of inspiration and thought of a well-known name - "Little Overlord".
At this time, there is also an actor in the Northeast, who is worried about being able to go to the Spring Festival Gala.
He carefully prepared a program and planned to perform at the Harbin branch venue. But because his program was too heavy, the show was canceled. Hearing that if he wants to go to the Spring Festival Gala, he has to go through the road of gift-giving, so he decided to give it a try.
He brought 12 bottles of Moutai, and his plan was to find the boss behind the Spring Festival Gala, send the wine out, and change the opportunity to go on stage.
But when he arrived in Beijing, he found that he didn't know who to give it to.
In a guest house in Beijing, he began to drink alone. One bottle of Moutai a day. After 12 days, the wine ran out and hope was gone.
Later, he said that it was at this time that he developed his drinking.
At that time, no one expected that a year later, in 1990, he made his debut on the stage of the Spring Festival Gala in the sketch "Blind Date", which became popular all over the country.
Unexpectedly, in the blink of an eye in the millennium, he became the actor with the highest advertising endorsement fee, but behind this 100 million worth of 100 million is naked fraud.
He is the "sketch king" Zhao Benshan.
, duration 16:56
With the gradual affluence of people's lives, once the clock and watch did not return, it was replaced by medicine and wine.
In July 1988, the state decided to abolish the control of the planned price of famous liquor, and gave liquor manufacturers the authority to set their own prices.
Subsequently, the ban on food prices was also lifted, double happiness was coming, and the production capacity chain of the liquor industry was completely released.
Circular of the State Council on Liberalizing the Prices of Famous Tobacco and Liquor and Raising the Prices of Some Tobacco and Liquor
In the context of such a rapid development of the industry, the Spring Festival Gala, a big stage of national attention, has naturally become the focus of competition among major liquor brands. Many liquor companies have invested heavily in order to occupy a place in the Spring Festival Gala advertising, in order to maximize the brand effect.
At this time, a wine company on the verge of bankruptcy in Weifang, Shandong Province saw a glimmer of life.
In 1993, Ji Changkong became the new director of Qinchi Distillery, and despite the fact that there were more than 500 employees in the factory, half of them were no longer willing to continue working, and in the face of this situation, Ji Changkong decided to adopt a bold marketing strategy:
He went straight to Shenyang with a cash acceptance check of 500,000 yuan, rented a large airship to cruise over the city, and at the same time sprinkled tens of thousands of advertising leaflets.
Screenshot of the 2018 interview with Ji Changkong by China Economic News
As it turned out, his plan worked.
In just 20 days, the sales of Qinchi wine surged. Ji Changkong did not stop, and he quickly published a news advertisement in the local media that "Qinchi liquor is out of stock in Shenyang", and continued to add fuel to the fire.
Through this series of well-planned marketing campaigns, Qinchi Distillery's reputation and sales rose rapidly in the northeast region, completely reversing the decline of the factory.
Ji Changkong, the helmsman of Qin Chijiu, won the bid king
This trick was entirely inspired by the successful promotion of Confucian banquet wine in Xi'an in 1992.
They used TV stations and buses to advertise extensively, and then held a wine tasting in front of Xi'an's busiest department store, attracting a lot of attention from customers and the media.
Not only that, but Confucius Banquet Wine also adopted a very unique means of publicity, they used model airplanes and airships to carry advertisements and cruise in the skies of Xi'an.
This innovative advertising method greatly enhanced the visual impact and market recognition of the brand at that time, greatly stimulated the curiosity and purchase desire of the public, and successfully opened up major markets such as Wuhan and the three northeastern provinces in 1993 and 1994.
Confucius banquet wine production line in the 90s (source: "China Quality Journey")
It was also in this year that the TV series "Beijinger in New York" became purple, and Jiang Wen and Wang Ji's performers are well known. Liu Huan's "Thousands of miles, I am chasing your ......" became a wanderer's memory.
, duration 02:44
This song actually comes from the advertisement of Confucius Wine (which is a sworn enemy of Confucius Banquet Wine) "Thousands of miles, I must return, my home, Confucius wine, makes people homesick!" ”
It is reported that at that time, some distributors were even willing to wait in line for up to a week in order to taste this wine from their hometown, and their sales exceeded 500 million that year.
*Confucius Liquor is in Qufu City, Jining, and Confucius Banquet Liquor is in Yutai County, Jining, which are two brands that are not the same company. *
Wang Ji endorses the Confucian family
In 1994, CCTV ushered in a new era of advertising.
Tan Xisong, then director of the advertising department and director of the Advertising Economic Information Center, decided to sell the prime advertising time through public bidding.
"One knows the world, the world knows on stage", countless enterprises are waiting for the opportunity to move.
At the first prime-time advertising bidding meeting, Confucius Banquet Wine won the 5-second advertising period in front of "News Network" at a high price of 30.79 million yuan, and the one-second advertising fee was as high as 6.15 million. The advertising slogan of "drinking Confucius banquet wine and making articles in the world" has become the memory of the times, and sales have doubled, and its general manager Jiang Yanhua has been named "King of Standards".
Qinchi Liquor won the advertising space at a record price of 66.66 million yuan at the second bidding meeting, and Wang Zhuosheng, the owner of Qinchi Liquor, vividly described the return on this investment and said:
"Every day we drive into a Santana to CCTV and drive a luxury Audi."
The following year, Qinchi's sales surged fivefold.
In 1996, in order to run for the bid king, Qin Chi directly offered an epic sky-high price of 320 million, and the advertising fee per second was as high as 64 million, which was 10.4 times that of last year.
This investment exceeded Qinchi's total profit in 1995, but the return was even more lucrative, and the sales revenue in the second year was as high as 950 million yuan, five times that of 1995.
Screenshot of the 2018 interview with Ji Changkong by China Economic News
At this time, it is in the stage of national popularity, and Xiaobawang is not far behind.
Duan Yongping knows that although simple entertainment game machines are popular, if parents want to pay for them, they must make the product educational. So, in 1993, he took an innovative step – adding keyboards to game consoles and transforming them into learning machines.
In addition to being ahead of the times in product innovation, he has also established a nationwide sales network, implemented a unified price policy, and provided warranty replacement services.
More importantly, Duan Yongping knows how to use celebrity effect to enhance brand awareness.
He first spent 400,000 yuan to advertise a promotional competition with prizes on CCTV - "Have a Xiaobawang, hit a 10,000 yuan household", and then invited the international movie star Jackie Chan to endorse the Xiaobawang learning machine.
The advertising slogan "The same is the heart of parents in the world, hoping that the son will become a dragon and a little overlord" quickly became popular all over the country, making the little overlord learning machine the first choice for many urban families.
, duration 00:38
In its heyday, its rapidly growing sales and profits became the focus of the industry. At first, Duan Yongping achieved a profit of 8 million in only two years. The sales momentum that followed was even more impressive:
In 1992, sales exceeded 100 million for the first time;
In 1993, sales increased to 200 million;
In 1994, sales reached 1 million units, and sales climbed to 400 million;
In 1995, sales soared to 1 billion;
Between 1996 and 1999, even in the face of competition from new technologies such as DVDs, Xiaobawang's total sales still reached at least 4 billion.
The operation of the plant also reflects this heat.
During the Spring Festival in 1994, even in the Chinese New Year's Eve, workers would work overtime because the company would pay up to five times the salary to ensure the continuous operation of the production line and meet the high demand of the market.
At that time, dealers from all over the country flocked to the factory, their convoys lined up in long lines, sometimes more than a kilometer long, and dealers often had to wait four to five days outside the factory to load their goods back.
Dealers generally have a positive rating of Xiaobawang, believing that this high-intensity production and supply chain management ensures a quick turnaround of products and market supply, and that the high returns make the wait worthwhile despite the long waiting time.
1992 - 1994 Xiaobawang's sales @ the edge of the base
This business idea of "deep cultivation of marketing and expansion of channels" has also continued to Duan Yongping's negative departure and the promotion of brands such as BBK, OPPO, and vivo:
From the initial invitation of Korea pop idols such as Super Junior-M, Kim Min-ji, and Song Hye Kyo, to the introduction of international stars such as Leonardo · DiCaprio, and then to the use of high-traffic stars such as Yang Mi and Lu Han in the domestic market......
In 2016, although Xiaomi, Huawei, Apple and Samsung almost monopolized the smartphone market, OPPO and vivo still gained a competitive advantage through an extensive offline sales network across the country, with more than 200,000 sales points across the country, especially in county markets.
Online celebrities drain traffic, and offline advertisements are flying all over the sky.
Duan Yongping threw another 2 billion yuan and played the advertising gimmick of "charging for five minutes and talking for two hours", which made the brand's sales increase significantly, and even surpassed Xiaomi and Huawei, which were in the limelight at that time, in terms of shipments, and jumped to the top two in the Chinese market.
Throughout the 90s, it can be said that advertising was overwhelming, covering clothing, food, housing and transportation and other aspects, from basic industrial products to consumer living goods, reflecting the changes of the times and the improvement of people's living standards.
The growth in TV advertising revenue also reflects the boom in China's advertising industry during this period.
According to statistics, it increased from 561 million yuan in 1990 to 11.444 billion yuan in 1997, with an average annual growth rate of 53.83%.
But in 1997, the Asian financial turmoil seriously affected the liquor market, and two years later, in 1999, BBK VCD bid 30 million at zero and successfully won the Spring Festival Evening News advertisement, which finally put an end to the competition in the liquor market that had lasted for several years.
The era of pharmaceutical companies is coming.
In 1997, the Harbin pharmaceutical factory was facing a financial crisis and decided to invest all the remaining 10 million yuan in a TV commercial.
Surprisingly, the strategy was a great success, and the advertising slogan "Calcium in a blue bottle, good calcium" quickly became popular across the country, greatly boosting the sales performance of Harbin Pharmaceutical Group, and sales soared to 120 million yuan the following year.
Source: Harbin Daily
Subsequently, in 2000, Harbin Pharmaceutical Group further increased its investment and spent 1.2 billion yuan to launch the promotion of Harbin Pharmaceutical No. 6 Factory in the CCTV Spring Festival Gala advertisement, making the sales of that year reach an astonishing 6.4 billion yuan, becoming a leader in the industry.
The advertising slogan has become a wonderful childhood memory of the post-90s:
"The new cover is covered with high-calcium tablets, and one top five tablets."
"Actually, parents are the best teachers."
However, with the popularity of pharmaceutical advertising, some advertising copywriting has been exaggerated and even suspected of fraud - "If you give a gift, you will give it to Ant Lishen, who will use it".
This phenomenon eventually attracted the attention of society and regulators, prompting the revision of the Advertising Law and the intensification of supervision.
The advertising market is gradually becoming more standardized.
After the turn of the millennium, the style of advertising has changed, and the more brainwashed the copywriter, the better the sales.
"I don't accept gifts during the holidays this year, and I only receive brain platinum for gifts", just one sentence helped Shi Yuzhu net up to 40 million per month.
Hengyuanxiang's "notorious" advertising slogan - "rats, rats, rats, cows, cows, sheep, sheep, sheep, sheep,
Renhe Pharmaceutical's advertising slogan "Gynecology is clean, washing is healthier" has made it the No. 1 brand of women's private care in China, with an average annual sales volume of an astonishing 300 million.
However, these are not the most brainwashing, some people say that the childhood of the post-90s generation is "the golden age of sand sculpture advertising, of which Want Want Group accounts for half".
Like what:
"People are prosperous, qi is prosperous, and the body is prosperous", the next sentence is_____
"Give me O bubble, give me O bubble", please pick up _____
And you may have forgotten which class you were in primary school, but you must remember Li Ziming, a classmate in the third (6th) class. His mother deliberately held two cans of Wangzi milk during recess, and the whole school loudspeaker broadcast it to him.
BGM with Li Ziming's mental OS:
"Mother! Mother! I love you so much! ”
Growing up as a child VS growing up
In 2017, Li Ziming's story continued.
Li Ziming went from being a student who was chased by his mother to feed milk all day long, to a teacher in a blink of an eye. What hasn't changed is that his mother is still shouting on the radio, and she is sending Wang Tsai's milk as always.
However, this time it is an upgraded 8L Wangzai.
The exaggeration of creativity, the strangeness of the plot, and the brainwashing of the lines are undoubtedly poisonous.
Most importantly, Want Want Group has made a name for itself in the domestic beverage market with its advertising story of "going crazy". By 2013, sales directly exceeded 11.2 billion.
If Want Want is half, then the other half is none other than Xizhilang.
Xizhilang is a miracle in the domestic snack market - 400,000 starts, 8.5 billion net worth.
The fledgling started by selling jelly, but you must know that jelly is a difficult thing to sell.
The secret of Xizhilang's ability to stand out from so much competition lies in their marketing strategy and star effect.
Xizhilang's advertising strategy has never been stingy with investment, they will choose popular celebrity spokespersons, and even hold their own titled music award ceremony to build their own momentum.
Jay Chou endorses Xi Zhilang
At the "2001 Xizhilang First Music Billboard Awards Ceremony", Andy Lau, Tao Zhe, Lin Yilian, Faye Wong, Tian Zhen, Na Ying, Sun Nan, Sun Yanzi and other first-line singers were invited.
Its sub-brand Youlemi invited Jay Chou to endorse, and his joining directly enhanced the brand's youthful image and market influence.
Jay Chou used the phrase "You are my Yoremi" in the advertisement, with his song "Dandelion's Promise", which made the brand famous in the milk tea market, with sales of more than 600 million in 2008.
In addition to celebrity endorsements, Xi Zhilang has the same brainwashing advertising slogan as Brain Platinum.
Like what:
"Kinoro Cici can suck jelly";
"I love Xizhilang when I am jelly";
"Seaweed, I just want a good time."
The same nonsensical social death plot as Want Want.
In 1999, the "Crystal Love" series of products advertised coincided with the hot release of "Titanic", and Xi Zhilang imitated the classic scene of the movie:
Jack (Chen Long) and Rose (Huo Siyan) in the bow of the boat romantic hug with jelly elements......
The Taiji Group next door was stunned.
This was followed by the launch of "Why Chase Me?" I want to rush syrup" has become a puzzle for a generation and an "unsolved mystery" in the advertising industry to this day. With this advertisement, Taiji Group's sales exceeded 400 million in 2004, so it won the title of "China's Cough King".
Xizhilang is also good at using hot events to enhance advertising effectiveness.
During China's successful bid for the Olympic Games, they invited diving champions Guo Jingjing and Tian Liang to endorse, combined with the country's Olympic enthusiasm and the good results of the diving team at this time, the total sales of Xizhilang quickly exceeded 800 million.
In fact, if you think about it carefully, although 20 years have passed, we can still clearly remember these advertisements, in addition to the magic lines and sand sculpture plots, but also the second creation of the majority of netizens.
Through spoofs and ghost animals, these ads have been transformed into various funny videos and memes, which have been widely circulated, thus further promoting the familiarity and recognition of the brand by the new generation.
Netizens spoofed Want Want
Little Sunflower Mother's Classroom was originally a heart-warming popular science advertisement, but it was spoofed by netizens into a "black humor":
"It's not good for children to cough all the time, most of them are wasted", "It's good to take a beating" has become a popular meme.
As of 2023, the brand's series of drug market sales have exceeded 600 million, and it is a star product in the children's drug market.
Similarly, the advertisement of Lan House, which was originally intended to show men's fashion, was frequently made into emojis by netizens because of the "anti-fashion" clothing style on its posters, which became a new "root of all evil".
According to statistics, as of the first half of this year, the sales of Heilan House were 11.37 billion.
The consumer market is booming, and the Internet is beginning to emerge on the other side.
In March 2002, China Mobile caters to the needs of the young market and launches the communication brand "M-ZONE" designed for young people.
This brand and China Mobile's other two brands, "Shenzhou Xing" endorsed by Uncle Ge and "Global Tong" with the slogan "I can", form the company's brand lineup.
At the same time, Jay Chou made his mark in the Chinese music scene, releasing three successful albums in a row, "JAY", "Fantesi" and "Octave Space", and quickly became a dark horse in the music scene.
With the blessing of the top stream, it is difficult not to succeed.
In 2006, Beijing Ogilvy announced that Jay Chou, SHE, and Wilber Pan became the image spokespersons of the "Dynamic Zone". Jay Chou's "My Turf" was chosen as the theme song for the Dynamic Zone.
The Dynamic Zone brand has quickly become a leader in the campus and youth communications market, with more than 80% of the new market share of colleges and universities every year. In colleges and universities in some provinces, the orientation poster even declares: "Nine out of ten freshmen use the dynamic zone".
As a result, "M-ZONE people" became a kind of cultural identity for the young people of that era.
In 2010, with the launch of the micro-film "Old Boy" by Youku and Chevrolet, micro-film advertising ushered in the development of China ushering in.
Through the perspective of "Xiao Dabao" and "Wang Xiaoshuai", the film vividly expresses the sentimentality of the loss of youth:
"Youth is like a rushing river, never going back, too late to say goodbye, only I am numb, and I have no blood of the year...... Let many North Drifters feel the same way.
The highly sung song of the same name, "Old Boy", brought the "Chopsticks Brothers" to the fire, and also made Chevrolet's sales in China reach 544,000 in 2010, a year-on-year increase of 63.4%.
Since then, many productions with strong influence and luxurious casts have emerged on the market:
In 2011, Jiang Wen collaborated with Canon on "Watching the Ball";
"Three Minutes" shot by Chen Kexin for iPhone X in 2018;
Jia Zhangke's "A Bucket" for iPhone XS in 2019;
This year, Zhang Yimou and Mengniu jointly created the Olympic TV commercial "Opening".
Advertising, once a tool used solely by businessmen, has now permeated every corner of life and become ubiquitous.
From the first newspapers and television to today's Internet, from simple words and images to complex multimedia interactive experiences, advertising reflects the changes of the times and the progress of society in its unique way.
Like the advertisements randomly pasted in elevators and the cleverly inserted goods in pop dramas, these are no longer a single means of sales, but have become a mixture of culture and commerce.
The rise of 4G and 5G has pushed this hybrid to a new climax.
China's first newspaper advertisement "Tianjin toothpaste"
During the Spring Festival in 1979, a simple advertisement for "Ginseng Gui Yangrong Wine" only cost 260 yuan. Today, China's advertising market has exceeded 1.3 trillion yuan.
Movie "Me and My Fathers" (top) advertisement (bottom)
Okay, after watching so many advertisements, have we realized?
The advertisement says: don't look at the advertisement, look at the curative effect.
Well, for the sake of a happy and authentic life, we should also make a great decision - not to watch ads, but to see what is needed.
There are many products that we don't "need", but the dominance of advertising will brainwash us and make us "want". Then buy, buy, buy, and then make money, make money, make money, and then get tired, tired, tired, and then go to buy and buy in order to treat yourself......
Then, we finally lived as cows and horses.
Back in the 80s 40 years ago, there were no advertisements and overwhelming desires, but life was still passable, even if it was poor, but it was simple, healthy, sunny and bright.
Let's end with the poem that is popular in the 80s of the last century:
From tomorrow onwards, be a happy person
Feed the horses, chop wood, and travel the world
From tomorrow, care about food and vegetables
…… (Deer)
Resources:
1. "Xi Zhilang is the king of brain control in the advertising industry", Shen Gongzi
2. "40 Years of Spring Festival Gala Advertising History: Iron Fighting Gala, Sponsor of Flowing Water", Zhenguan
3. "Directly attacking the truth of "bankruptcy", how did Xiaobawang play himself to death? Chopping wood
4. "The History of the 36th Advertising Title Change of the Spring Festival Gala: From the "Old Three" of Clocks and Watches to the Domination of BAT Screens", Titanium Media
5. "40 Years of Spring Festival Gala Advertising: A History of Top Commercial Changes", DT Business Observation
6. "Forty Years of Chinese Advertising: From 300 to 700 Billion Market|In-depth Planning", the beauty of marketing
(Excerpted from the WeChat public account Visual Journal)