How did Zheng Zhihua debut?

Zheng Zhihua, the advertising road without regrets No one can tell you what love is

No one can judge whether you are right or wrong

Young dream, girl! To grasp to the fullest

The longing of youth, to pursue passionately

Wipe away your tears and be a happy me

Have the most beautiful moment in your life Maybe right, maybe wrong

We know love is changing the world

Something deep in my heart

The fire is burning in my soul

So many dreamings, We strive to make them appear

How can you understand, All I need is only a friend

Wipe off your tears and dont't be afraid

I do everything with my own way——"For Happy Girl" I began to be recognized by the advertising industry because of the "Happy Girl" advertisement;

Because of "Bo Dad Bo Mom Bo Ge Bo Jie Bo" "Tea" advertisement left the advertising industry...

Success is a terrible thing;

It will make people forget who they are... After graduating from Taipei Polytechnic College My first job was to help with structural calculations in an engineering company. The salary for this assistant-level job was not high, but it was stable. As long as I didn't make big mistakes, there was no problem in making ends meet. Because I run a business with a friend, I am tired of the ups and downs in the mall; so as long as I can live a stable life, I have nothing to be demanding.

The engineering company is all about discipline, system and rationalization; inevitably, I was forced to wear a uniform. The company's uniforms are the same. Regardless of class or job title, men must wear a light blue shirt, dark blue tie and trousers; women must wear a pink shirt, red and white plaid tie and skirt. In order to be easily identifiable, the company stipulates that employees below the manager level must wear name tags; at the time, the name tags gave me the impression that they were identity certificates worn only by the company's unnamed soldiers and pawns.

My name tag says this: Department: Structural Engineering Department

Name: Zheng Zhihua

Position: Assistant Engineer

Gender : Male The entire engineering company is like a big yamen, and all documents and signatures must be passed on layer by layer. I stayed in this company for eight months, which was exactly the time it took for me to make a proposal and get it approved by the general manager.

A life that is too regular can make people dull. I often stare at the computer screen alone in a daze, with my head empty and unable to think...

One day at noon because of a structure I couldn't figure out the solution to the problem at the office, and my mood suddenly fell into a low ebb...

There is a coffee shop downstairs next to the back door of the company. I heard it was very quiet, so I didn't join the company and went to the coffee shop alone. Shop to worry about your own problems.

I ordered a business lunch and ate it without any taste... Suddenly, there was a burst of laughter from young people in the quiet coffee shop!

It turned out that a group of young people, including three men and two women, wearing black leather jackets, walked into the store. They look about the same age as me...

I wonder who they are? What kind of work do you do? What's the relationship between them? However, it is obvious that they are a tribe or group!

The most important thing is that they are full of free energy...

"Freedom"! !

I haven’t smelled the free air for a long time! I live a nine-to-five, clock-in and clock-out day every day; I look less and less like an energetic young man.

Who eroded the enthusiasm of my youth and made it lifeless?

I looked at the uniform I was wearing, the design drawings and calculation books in my hands...

This is my job!

Am I going to live like this all my life?

No! no way! !

After returning to the company, I resolutely resigned... I resigned from my job in the engineering company and became a veritable homeless person.

The business I co-operated with my friend also collapsed, and it really rained all night because of the leak...

I didn’t dare to let my family know about these things, so I silently carried it out alone. Fortunately, a friend gave me a mortgage on his house in Garden City, which temporarily solved the financial crisis. This friend and I are not close friends. I don't understand why he wants to help me? He said that people like me had a good chance of making a comeback; he was willing to bet!

"Comeback"! ? What I long for in my heart is another kind of life; a life in which I can control myself, without time constraints, and without having to wallow in shopping malls.

I was twenty-two years old that year, and I tried to draw up a blueprint for my future...

I knew that I had nothing at that time, I had no money (and I owed (full of debts), no family background; even my so-called friends, after being shocked to hear that my business collapsed, they ran away one after another...

What is left of me is a personality that refuses to admit defeat!

Since the friend who helped me was in the business of video copying, I had the opportunity to gain knowledge in this area.

It’s just that I didn’t go into this business because I was not interested in the video copy business. What interested me was the film itself and some advertising films shot abroad. Especially foreign advertising films, whether in terms of creativity, performance or shooting skills, are unmatched and out of reach of domestic advertising.

I had a very naive idea:

"I want to do advertising!"

"It's better to let a painter!" my friend said to me disdainfully .

"I will never sell my paintings!" I told myself; but I was really worried, why should I advertise? I know nothing about advertising!

"Maybe you can pay me back as soon as possible for selling paintings; advertising? How long do I have to wait?" My friend thought of the house he mortgaged for me...

"People always It’s a gamble!” I patted my friend on the shoulder and said.

"It's just that you may not win the bet."

I have made my decision anyway; the decision cannot be changed easily!

Yes, I want to make a comeback; just not in business... but in advertising. I pay attention to the classified ads in newspapers every day, wishing that every advertising company was short of people.

Suddenly I saw an advertising company urgently recruiting COPYWRITER...

"COPYWRITER"?

What is COPYWRITER?

Probably a photocopy scribe! If it is a photocopying scribe, it is enough to hire work-study students. Why does the advertisement say "high salary poaching"?

I don’t care about so much anymore. As long as I can get into an advertising agency, I’m willing to do anything. About a week after my resume and autobiography were mailed, I received a reply notifying me of the written examination. "Photocopying Scribe" also requires a written test, probably to see if the handwriting is good or not!

According to the time and place notified, I stepped into the door of the advertising company for the first time.

The exam took place in the conference room of an advertising company. There were already several candidates before me, engrossed in writing and writing...

They looked nothing like each other. He is a work-study student, especially his temperament and appearance. One of the men had a crew cut, but had a long strand of hair in front of his forehead. My gut feeling is that he should start acting or modeling instead of applying for this job...

I got the "exam paper"! There are total three questions above, each question is related to a certain product.

The first question is to introduce a shampoo that washes, moisturizes, and conditions hair in one. The English name is Marfelan. I am asked to help it give it a nice and easy-to-remember Chinese name. .

The second question asked me about my associations with dogs, horses, cups, and the sea. The third question hopes to sell a banana-flavored sandwich biscuit to consumers. It requires me to write the catchamp; Body of the print advertisement...

"Catch", "Body"?

Why do we need to "grasp" and "body"?

I wrote the answers to the first two questions first. In the first naming question, I named Marfelan about forty names, such as "Ma Fei Ni", "Ma Felan", "Ma Felan"... I suddenly felt that naming was fun, and finally I added "Ma Felan". "The names are all written on the examination paper.

This is how I answered the second question:

Dog = bites, loyal, good dog, bad dog...

Horse = beautiful, runs , freedom...

Cup = can make invisible liquids tangible, likes to collect various cups...

Sea = sailing, vastness, drowning...

Later I found out that the second question was a personality test question.

The dog hides a person's view of his friends; the horse is his view of himself; the cup is his view of love; the sea is his view of the future...

As for the third question , I was puzzled, so I had to raise my hand and ask:

"Why do you need to 'grab' or 'body'?"

As soon as I asked this question, everyone present Everyone was dumbfounded! After a while, I was taken away from the written examination site...

"Mr. Zheng, don't you have any practical experience in advertising?"

The person who asked me the question was from this advertising company. General manager.

"No." I answered simply.

This made the general manager frown, and then he patiently told me:

Catch means the title of the advertisement. Things like "Children who learn piano will not become evil", "Dragon's scales and claws, phoenix's wings", "Please tell everyone"... these are all advertising titles!

Body is advertising copy. In addition to the title, the other text that appears on the ad is the ad copy.

I nodded in understanding...The general manager smiled and said:

"You don't understand anything, how come you came to take the exam?"

This sentence had a contemptuous meaning, and I counterattacked intuitively:

"If you have discernment, you shouldn't ask this question."

The general manager thought for a moment Said:

"You go back first, we will notify you in a few days."

"Notify you later"! !

No matter how stupid you are, you will know that this is a polite way of expelling a customer. Now I got angry:

"Your advertising company is too difficult to maintain! Recruiting photocopiers The general manager also needs to spend so much effort!"

The general manager frowned again...

"Mr. Zheng, COPYWRITER is an advertising writer, a creative person, not a photocopyer. Member!" It can be seen that he is also very angry.

"Oh..." This time I really gave up.

After I got home, I was secretly upset that it was my first time to make such a big joke at an advertising agency. It seemed like this job was ruined!

The next day, the advertising company called me to inform me that I had been accepted.

Really? I feel like I'm dreaming... In the first half year of joining the company, it can be said that I suffered a lot. I found that people in advertising agencies speak completely differently from ordinary people. They will complicate a seemingly simple matter, and then discuss and analyze it from different angles... What's even more frightening is that they are full of professional terms, like what? "Strategy", "Selling Point", "Target Consumer"... I can't understand a word of it!

My strong personality drove me to a path of no return...

I hardly slept for three or four hours a day in order to enrich the advertising expertise I lacked.

Many young friends often look at me with envy when they see what I have now.

In fact, these are no luck, not genius, but hard work! Maybe it was luck; maybe it was recognition of my abilities. About a year later, some people began to notice the appearance of a character named "Zheng Zhihua" in the advertising circle. At that time, I happened to be planning the commercials for Kaixin Shampoo and Longjiaosan (Yao Houde). As a result, the success of these two commercial videos laid the foundation for my future development in the advertising industry.

It is worth mentioning that the commercial song "Happy Girl" for Happy Shampoo became my stepping stone into the music industry. This song is my debut and I have never written any song before. Initially, in order to coordinate with the advertisement of Happy Shampoo, we needed to create an advertising song. I was thinking about who to write it for, and one day while eating lunch, inspiration suddenly flashed in my mind, and the song "Happy Girl" was born!

Unexpectedly, with the success of the Happy Shampoo commercial, this song has also spread throughout the streets. To this day I still don’t understand why I, who don’t know any musical instruments and can’t read musical notation, can actually write lyrics and compose music.

The song "Happy Girl" attracted the attention of the record company. By chance, he met Ms. Gui Mingyu, the boss of Dianjiang Record Company. She encouraged me to release my own album. Out of curiosity, I went to the recording studio to audition for the first time in my life. From then on, I fell in love with microphones and plunged into the record industry...

I worked in an advertising company for six years. What I am most proud of these six years is not how many popular advertisements I created; But I learned how to think and how to tolerate all kinds of people.

Before entering the recording industry, I always thought that I was a thoughtful person. Actually, I was wrong! I am just good at judging, not thinking...

Real thinking is not just based on experience index, it is even overturning experience and creating new opportunities. So thinking is interesting, it is not necessarily logic; it is not a subjective judgment. Thinking is like a tight, precise game, and he can directly find the black hole between the reasonable and the unreasonable.

As for being tolerant of all kinds of people, it is also a personality that is naturally formed in the actual work of advertising. An advertising agency is like a zoo, with all kinds of exotic animals in it. There once was a colleague who kept snakes in the office; there was another who dressed in heavy metal every day; what’s even more outrageous is that there was someone who committed suicide in the office with a knife... Most excellent advertising people have some personality flaws. The nation of advertising has found relief in dreams. For example, if there is a girl who is mediocre in appearance and unattractive, she may imagine that she is a beautiful girl with a thousand faces, playing with men at her fingertips, and let this psychologically suggestive character appear in the advertising video she creates. Another example is a man who likes to drink, and is often carried home after being extremely drunk. As a result, he is inevitably nagging by his wife. So in the advertisement created by this man, there will definitely be a drinking hero. Every time he drinks, he will naturally exude a masculine charm and attract all the beauties. There are also some advertisers who suffer from severe loneliness or narcissism. The advertisements they create usually deliberately emphasize the so-called "personal taste" and deliberately highlight a kind of cleanliness that "does not conform to the world"...

Everyone needs to be affirmed and loved. We often use subjective prejudices to hate certain people or exclude certain people for no reason. This was also the case before I entered the advertising world. Later, after I interacted with more and more different types of people, I discovered that everyone has certain characteristics that are worthy of being liked and getting close to him or her. If you can tolerate more different people, you can be tolerated by more people.

Many friends were very disapproving of my decision to leave the advertising industry around August 1989 and devote myself entirely to music creation and singing! Of course, I have worked hard in the advertising industry for six years, and it would be a pity to give up this achievement so easily, but I have always believed that:

Real success is only achieved by those who are not attached to success.

In the past six years, I have heard too much applause, but am I really that good?

Success will make a person forget who he is...

I need to calm down!

The day before I left the advertising company, I met several children playing on the street. Among them was a little boy who was reciting the phrase from the advertisement for Bol tea (couplet) I created: Boroboye Borobomo Boromi... I suddenly froze in place for a long time!

It turns out that the job I was engaged in was a kind of social education, not just advertising...

The next day, I resigned!

I have no regrets in my six-year advertising career, but I need a new start...