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There is a honeycomb in the front, and there is a knowing hu in the back. Since last year, waves of brainwashed repetitive ads have bombarded viewers in turn.
Forced into the brain, no beauty, no creativity - this is the rough brainwashing advertising has always been criticized, but under the controversy, after the advertisement broadcast, the brand has increased the number of searches and the increase of market share.
Behind this discussion, in essence, is the contradiction that the advertising circle has long focused on - the natural conflict between advertising effect and advertising aesthetics. <b>Recently, Ye Maozhong, who is known for his brainwashing advertising in the industry, also appeared at the "China Advertising and Brand" conference hosted by China Advertising Magazine, and combined with the online controversy, he and the audience had an exchange and sharing. </b>
The following is a summary of the speech "Simple and Rough, One Trick Fatal" compiled by Mei Xiaohua, who went deep into the frontline.
At the beginning of the speech, a landscape painting appeared in the center of the screen.
Ye Maozhong threw out a question: how should we introduce it to others (ordinary consumers) so that people can think that this painting is very powerful.
In the face of the confused audience, Ye Maozhong first introduced two more professional practices, one is to start from the product: the painting can be evaluated using the criteria of the "Sheikh Six Methods" (the standard for evaluating works of ancient Chinese art), namely "vivid rhyme, bone method with pen, object pictogram, color with class, business position, transmission and touch writing", at this time the audience was at a loss.
Similar evaluation methods include "five strokes and seven inks" (the name of Chinese painting techniques), namely "one day flat, two days round, three days stay, four days heavy, five days change", "thick ink method, light ink method, ink breaking method, splash ink method, ink accumulation method, jiao ink method, Su ink method".
However, most of the audience is a layman in the field of fine arts, and the scene is still at a loss.
Ye Maozhong seemed to have anticipated such a situation long ago, and then introduced the second method.
The second method is to start with the brand: for example, the author of this painting is called "Huang Binhong", who is a master in front of Qi Baishi, but not many people know.
In the face of the still doubtful audience, <b>Ye Maozhong provided several extremely impactful figures: </b>
<b>345 million, which is the price at which the painting was auctioned. </b>
The scene suddenly sounded a warm applause, and Ye Maozhong used a few numbers to introduce the theme of "Simple and Rough, One Move Fatal".
The applause has not subsided, and Ye Maozhong has thrown out a question: how can a brand new brand break through in the highly competitive shampoo market?
When Ye Maozhong's team encountered this problem, the customer had said that they could consider the market segment of anti-split hair, but Ye Maozhong thought that this would definitely fail.
Ye Maozhong continued: "So how can the new brand change the track? ”
Just as everyone was thinking hard about the new method, the three big words "shampoo" appeared on the screen.
Ye Maozhong then analyzed in conjunction with the advertising slogan: <b>"'After washing your hair all your life, have you ever washed your scalp?' Don't underestimate this sentence, this sentence will create a new demand, and will change the track of the shampoo, the product is not on the normal track of the shampoo. ”</b>
The big screen shows that shampoos that adopted this strategy have seen an increase in data such as sales.
During the World Cup, Ye Maozhong's team made an advertisement for Ma Honeycomb.
The main content of the advertisement is: Huang Xuan took the mobile phone and said "before the tour" next to Tang Monk, and before the voice fell, Tang Monk asked doubtfully, "Why do you want to get on the horse honeycomb first", and then repeated the plot continuously.
Shortly after the advertisement was broadcast, because the content was suspected of discriminating against the image of Tang Monk, Ye Maozhong's team received a request from the relevant departments to remove the advertisement.
When the incident happened suddenly, Ye Maozhong, who received the notice, took the team out for a run, and did not stop thinking of new ideas.
<b>So in the updated version that night, Tang Monk became a string of talking words. </b>
You think this is the end?
Netizens who had just been brainwashed wondered why Tang Monk was gone.
So in the final version designed by Ye Maozhong, the advertisement asked itself and answered the sentence "People, travel is going." “
Later, during the World Cup, netizens encountered the "Tang monks" arranged by Ye Maozhong's team in various parts of Russia, and some people posted on social media after meeting Tang monks.
In fact, these "Tang monks" were all sent by Ye Maozhong's team.
"CCTV during the World Cup, often in the Red Square to do street visits, we let a lot of Tang monks, see the CCTV camera to go to the side of the dangle. Gradually, many colleagues on the Internet began to praise us, even those who have always been critical, not only turned to the buzzing Tang monk, but also blamed themselves for following netizens to denounce the world cup advertising behavior, <b>they said that they thought it was just a viral advertisement, but they did not expect to be played into a palace-level advertising planning case in the blink of an eye. </b>Ye Maozhong said.
Just when the scene once again sounded applause, the screen showed that Mafengwo had greatly improved its Data such as Baidu Index with this advertisement.
summary:
In the context of the Internet era, the audience's time is more and more fragmented, and the effect-oriented advertising represented by "Ye Maozhong" invades the audience's line of sight in a simple and direct and even rough way, although the controversy is continuous, <b>this kind of "often spit on the Network" advertising has indeed achieved a certain effect to some extent. These effective market feedbacks are reflected in Ye Maozhong's frequently used corroborative data (market share, download rankings, Baidu index, etc.), and</b> objective data has become the main basis for his defense of brainwashing advertising.
It is undeniable that the controversy over "effect" and "aesthetics" in the advertising industry will continue, and who will have the upper hand in the next marketing war? Can the two find the perfect fit? Let's wait and see
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