In room. 屋里。 Around 1 : 00 pm. 下午一点多。 Looked at little while Weibo, Zhang Ye has covered the quilt to sleep well satisfied, the snoring sound one after another, he was calm and steady, was having the one's own fond dream, but in the outside and network as before were actually resounding through his legend in this time, usually felt that very common public welfare category advertisement, usually as if radically nobody paid attention to Xiaoxiao no-smoking advertisement that and worried about, today actually eagerly anticipates the upsurge of turning blots out the sky, this in the Republic history was the rarely seen matter, discussion and shock of creating, was a time advertisement myth! 看了会儿微薄,张烨已经心满意足地盖上被子睡觉了,呼噜声一声接着一声,他是安稳了,做着自己的美梦,不过外界和网络上却在此时依旧响彻着他的传说,一个平时感觉很不起眼的公益类别的广告,一个平时似乎根本没什么人关注和操心的小小的戒烟广告,今天却引领了一翻铺天盖地的热潮,这在共和国历史上都是不多见的事,造成的热议和震惊,又是一次广告界的神话！ Mother telephones in the living room. 老妈在客厅打电话。 „Looked?” Mother smiles does not gather together the mouth. “看了吧？”老妈笑不拢嘴。 The neighbor of that head said: „Looked, your family Little Ye really gives you rising face, my family old man looked at advertisement, usually one hour 34 cigarettes, but now one hour has not smoked, Little Cao, my spouse, if can stop smoking, must thank your son.” 那头的一个邻居道:“看了看了,你家小烨真是给你涨脸啊,我家老头看了广告,平时一个小时得34根烟呢,可现在都一个小时都没抽烟了,小曹啊,我老伴儿要是能戒了烟,可得谢谢你儿子了。” Mother said with a smile: „Looks at your polite Cui Aunt.” 老妈笑道:“瞧您客气的崔大妈。” Cui Aunt said: „In the evening I take pine small stomach to you.” 崔大妈道:“晚上我给你拿点松仁小肚儿。” „Does not use, in the family|home eats are many.” Mother guest angrily said. “不用,家里吃的多着呢。”老妈客气道。 Cui Aunt said rashly: „I bought yesterday, must take to you, Little Ye also liked eating small stomach in childhood, he he, my grandson was just admitted to a university, is advertisement that studies is specialized, later did not say that after permitted and other universities to graduate, but must trouble your family Little Ye help to look for a work, now works is not good to look, the employment was getting more and more difficult, Little Ye was so famous in the advertisement profession, found time also to let my grandson with his much study study, on the arithmetic your son's superficial knowledge, later had not worried that could not stay in the advertisement profession.” 崔大妈不由分说道:“我昨天买多了,必须给你拿点,小烨小时候也爱吃小肚儿呢,呵呵,我外孙子刚考上大学,就是学的广告专业,以后说不准等大学毕业了以后啊,还得麻烦你家小烨帮忙找个工作呢,现在工作都不好找,就业越来越难了,小烨在广告行业这么大名鼎鼎的,抽空也想让我孙子跟他多学学呢,就算学了你儿子的一点皮毛,以后也不愁在广告行业呆不下去了。” Mother more listens more beautiful, on mouth said: „Hi, the boy has any skill, Cui Aunt, you come to come, do not take the thing, our many year old neighbors, did not have that many art, later Little Yan university graduated, you told me that I made my son help him look for a work, definitely inferior.” 老妈越听越美,嘴上却道:“嗨,那小子有什么本事啊,崔大妈,你来就来,甭拿东西,咱们多少年的老邻居了,没那么多讲究,以后小严大学毕了业啊,你就跟我说,我让我儿子帮他寻摸个工作,肯定次不了。” Cui Aunt busy [say / way]: „I thank you wasn't Little Cao, first troublesome?” 崔大妈忙道:“那我先谢谢你了啊小曹,不麻烦吧？” Mother said: „That troubles anything, although my son popularity is not quite good, but this face has, you felt relieved that gave me.” 老妈道:“那麻烦什么啊,我儿子虽然人缘不太好,不过这点面子还是有的,您就放心吧,交给我了。” When the little while, the Zhang Ye uncle has also made the phone call. 待了会儿,张烨的大舅也打来了电话。 The uncle said: „Elder sister, Little Ye?” 大舅道:“姐,小烨呢？” „Sleeps, does?” Mother asked. “睡觉呢,干嘛？”老妈问。 Uncle speechless [say / way]: „I must say him! Made that advertisement also very infiltrated the person! Visits me not to eat several food at noon, hurrying makes Little Ye look for a new work, may more not walk on the path of public welfare is farther, I smoke this hobby, almost made him give a nest to carry!” 大舅无语道:“我得说说他！弄得广告也忒渗人了啊！看得我中午都没吃下去几口饭啊,赶紧让小烨找个新工作吧,可千万别在公益的道路上越走越远了啊,我就抽烟这点爱好,差点让他给一窝端了！” The Mother hear was happy, „he he, you resulted, little pulled out not to be good? Little Ye makes this advertisement, to let your this group of smokers stops smoking.” 老妈听乐了,“呵呵,你得了吧,少抽点还不好啊？小烨做这个广告,就是为了让你们这帮烟民戒烟的。” The uncle snort|hum said: „I looked that adds to stop up to us.” 大舅哼道:“我看是给我们添堵的。” ...... …… Online also has to praise to scold. 网上也有赞有骂。 „Teacher Zhang I hate you!” “张老师我恨你啊！” „This thinks that Zhang Ye just experienced the collective criticism of Peking University event, the quiet days, must stop time, do not want then several Heavens/Days Teacher Zhang to jump ‚behaving badly’, previous time with Japan - person makes war, this chapter of Zhang Ye your mother aimed at our these pitiful smokers the muzzle, tears! Raises the table! We are easy we! This time must resist Zhang Ye! Resisting no-smoking advertisement!” “本以为张烨刚经历北大事件的集体批评,得沉寂一段日子,得消停一段时间,没想这才几天啊张老师又蹦出来‘作孽’了啊,上次是跟日-本-人开战,这回张烨又你妈把枪口对准我们这些可怜的烟民了啊,泪目！掀桌！我们容易么我们！这次必须抵制张烨！抵制戒烟广告！” „Pū!” “噗！” „With resisting!” “同抵制！” „Hurried to remove advertisement! Beijing TV Station!” “赶紧把广告撤了吧！京城电视台！” „Yes, calculates that I, hurried Off the shelf thank you, I thought that came compared with this advertisement, before was, no-smoking advertisement of that black lung and bloody violence was better! The new deal also really disturbs, why must beforehand bloody no-smoking advertisement Off the shelf! Why! Was the person who is responsible for the public welfare advertisement verification blind? You could not feel Zhang Ye this advertisement compared with the beforehand black lung advertisement bloodier violence feeds!” “是啊,算我谢谢你们了,赶紧下架吧,我觉得比起这个广告来,还是以前那个黑肺和血腥暴力的戒烟广告更好啊！新政也真是捣乱啊,为什么要把之前的血腥戒烟广告下架！为什么！负责公益广告审核的人难道瞎了吗？你们难道感觉不到张烨这广告比起之前的黑肺广告更血腥暴力的么喂！” „Btv this Zhang Ye advertisement, looked that one time does not want to look at the second time!” “btv这张烨的广告,看一次就不想看第二次了！” „Zhang Ye also was really plays the new pattern advertisement!” “张烨也真是把广告玩出了新花样啊！” Although there are to scold the sound, but that „scolded sound” 80% to add the double quote, did not scold, what were more was teasing, or was full affirmation to a Zhang Ye advertisement manufacture level, if common no-smoking advertisement, the smokers looked also looked, most did not like looking also disregarded on the choice is OK. Can make one group of smoker collectives protest and resisting no-smoking advertisement, obviously is not general advertisement, explained that everybody cannot achieve not to see with own eyes calm, explained that this advertisement frightened the person, implanted the smokers really frightened at heart! If other type advertisement, scolded the sound possibly to mean the issue, but the scolding sound under no-smoking advertisement, was showing this advertisement breakthrough result! 虽然有骂声,可那“骂声”八成都是要加双引号的,不是真骂,更多的是一种打趣,或者说是一种对张烨广告制作水平的一个充分肯定吧,要是寻常的戒烟广告,烟民们看了也就看了,最多不喜欢看的也就选择无视就可以了。能让一帮烟民集体抗议和抵制的戒烟广告,显然不是一般的广告,说明大家做不到眼不见心静,说明这个广告真的吓到人了,真的将恐惧植入到了烟民们的心里！要是其他类型的广告,骂声可能意味着问题,但是戒烟广告下的骂声,正说明了该广告的突破性成果！ Has the curative effect! 有疗效！ This is the public welfare advertisement finally goal! 这正是公益广告的最终目的！ ...... …… In afternoon evening news, the nation had the newspapers of several places to report Beijing TV Station scary no-smoking advertisement of the foundation history beginning. 下午的晚报上,全国有好几个地方的报纸都报导了京城电视台的这则开创历史先河的骇人戒烟广告。 «public welfare advertisement new times?» 《公益广告的新时代？》 «startled! In history scariest no-smoking advertisement!» 《惊！史上最吓人的戒烟广告！》 «Beijing TV Station collaborates Zhang Ye once more!» 《京城电视台再次联手张烨！》 The ambiguous cooperation of «master and senior staff!» 《老东家和老员工的一次暧昧合作！》 Has the «Zhang Ye advertisement manufacture level, actually led world how many years?» 《张烨的广告制作水平,究竟领先了世界几年？》 Historical breakthrough of «no-smoking advertisement!» 《戒烟广告的历史性突破！》 A «Zhang Ye advertisement darling!» 《张烨一个广告界的宠儿！》 Because public welfare advertisement this type of thing after is not the mainstream news route, reported that is also not that many, but the limited report also has actually aroused the social very big interest, especially in World No Tobacco Day gnaws on knot, some publications have also given this news very good page layout position. 因为公益广告这种东西毕竟不是主流新闻路线,报导也并不是那么多,可是有限的一些报导却也引起了社会很大的关注,尤其还是在世界无烟日这个啃节儿上,一些报刊也给了这则新闻一个很好的版面位置。 To 8 : 00 pm times, suddenly, plagiarism appeared in the Net News! 到了晚上八点的时候,突然,一个抄袭事件在网络新闻中出现了！ What earliest emits the news is a news special area home page of large-scale portal, the above picture is a little impressively similar to btv-1 public welfare advertisement, but the cigarette composes was not the lungs, but was the stomach, was a stomach is burning, moreover was not public welfare advertisement of video shape, but was only advertisement of picture nature, the news pointed out that this picture was hung by Netherlands television media on the smokeless date publicity homepage, besides differences in some shapes, its core element actually obviously plagiarizes Republic btv-1 no-smoking advertisement! 最早放出新闻的是一个大型门户网站的新闻专区首页,上面一个图片赫然跟btv-1的公益广告有点类似,只不过香烟组成的不是肺部了,而是胃部,是一个胃在燃烧,而且不是视频形态的公益广告,而只是一个图片性质的广告,新闻指出,该图片是被荷兰一家电视媒体挂在无烟日宣传网页上的,除了一些形态上的区别外,其核心元素却是明显抄袭共和国btv-1的戒烟广告！ The netizens do not do. 网友不干了。 „This plagiarizes obviously!” “这明显抄袭啊！” „The Netherlands that TV station person definitely read the Zhang Ye work!” “荷兰那电视台的人肯定看了张烨的作品了！” „Should calculate that uses for reference.” “应该算借鉴。” „Uses for reference, this copied any appearance!” “借鉴个屁,这都抄得什么样子了！” „Considers them.” “告他们。” „Beijing TV Station, the foreigner copies our creativity!” “京城电视台,老外抄咱们创意！” „First time, first time has foreigner to copy our public welfare advertisement, before may be our Republic advertisement learns others advanced advertisement knowledge!” “头一次啊,头一次有老外来抄咱们的公益广告,以前可都是咱们共和国广告界学习人家的先进广告知识啊！” „Although is not feeling well that plagiarism, but has saying that Zhang Ye also really gives the people to make every effort to succeed, the foreigners have studied, was attracted, this is also explained that our Republic advertisement level, is not the backward standard in world!” “虽然不爽那抄袭行为,但是不得不说,张烨还真给国人争了一口气啊,老外都来学习了,都被吸引过来了,这也正是说明咱们共和国的广告水平啊,已经不是世界上的落后水准了！” „Said over and over again, was Zhang Ye is fierce.” “说来说去,还是张烨厉害。” „Yes, some old people scolded Zhang Ye this to scold Zhang Ye that but you had a look, the critical moment saved the scene by Teacher Zhang, Teacher Zhang can give the Republic rising posture! Although I also know that Teacher Zhang Ye has this and that shortcoming, for example disposition, for example temperament, but that is also what kind , the person does not have the complete human, moreover reason that the talent is called the talent , because, they are different from the common person!” “是啊,老有人骂张烨这个骂张烨那个的,可你们看看,关键时刻还是得靠张老师来救场,还是张老师能给共和国涨姿势！虽然我也知道张烨老师有这样那样的缺点,比如性格,比如脾气,可那又怎么样,人无完人,而且天才之所以被称作天才,就是因为,他们和寻常人不一样！” „Forever supports Teacher Zhang Ye!” “永远力挺张烨老师！” „Right, how regardless of others appraise you, said you, in my eyes, you are the pride of Republic!” “对,无论别人怎么评价你,怎么说你,在我眼里,你都是共和国的骄傲！” At this time, the weibo authentication was the experts of some sociologist stands to speak a few words, he sent Weibo saying: „Couple days ago, although I ’ have also criticized Zhang Ye after ‚ the Peking University event, thought that he has this and that issue, but has saying that after looking at this no-smoking advertisement, I admire Zhang Ye this person, I am not conduct the advertisement research specialized, but so, I can also look at this am valuable advertisement, could see that it is outstanding, I am concerned with the matter and not the individual, this time advertisement, I must result to a Zhang Ye to praise!” 这时,有一个微博认证是某社会学家的专家学者站出来说了一段话,他发微薄说:“前几天,虽然我也在‘北大事件’后批评过张烨,觉得他有这样那样的问题,但不得不说,看了这戒烟广告后我还是佩服张烨这个人的,我不是专业搞广告研究的,但就算如此,我也看得出来这是个多么有价值的广告,看得出它有多么优秀,我对事不对人,这一次的广告,我必须得给张烨点个赞！” This, the Zhang Ye work has not appeared like before again disputed massively, everybody melody is very consistent, the whole society almost is the positive appraisal, because this is public welfare advertisement, moreover Zhang Ye this is taken from his Earth CCTV public welfare advertisement, truly does not have what flaw, is perfect, wants to have the netizen who has said that even if abandons the no-smoking the specific element, this advertisement is also an art, is can multiple perspectives appreciation the advertisement art of reaching the pinnacle! 这回,张烨的作品再也没有像以前那样出现大规模争议了,大家调子都很一致,全社会几乎全都是正面的评价,因为这是公益广告,而且张烨这个摘自他那个地球的央视公益广告,也确实没有什么缺陷,非常完美,就想有的网友说过的一样,即便抛开戒烟的特定元素,该广告也是个艺术,是个可以去多角度欣赏的登峰造极的广告艺术！ ...... …… This evening. 这一晚。 National several advertisement Corporation or the people of related TV station advertisement department worked overtime. 全国好几家广告公司或相关电视台广告部门的人都加班了。 Everybody sits there looks at btv-1 set of no-smoking advertisement of according to leader's request repeatedly, ten, 15, 20, take great pains! 大家坐在那里一遍一遍地按照领导的要求看着btv-1套的戒烟广告,十遍,15遍,20遍,不厌其烦！ „Quite fierce!” “好厉害！” „This Music, is really just right!” “这音乐,真是恰到好处！” „The pen of adding the finishing touch is that breathing, does not know how really Zhang Ye thinks, you try the breathing deafen, if has been short of this, this advertisement simply not that big effort!” “点睛之笔是那呼吸声,真不知道张烨是怎么想到的,你们试一试把呼吸声消音,如果少了这个,这广告根本没有那么大力度！” „Right, first time looks only thinks scary, thought that this advertisement won in the creativity of that cigarette composition lungs, may look at several to discover that at all was not that simple, from starting for several seconds ‚insignificant’ excessive upholstery, to Music, to Voice, to the ray, has carved, every step was the exquisitest advertisement art! This Zhang Ye...... Really fierce! You determined really he is the broadcast Host specialized family background?” “对,第一次看只觉得吓人,觉得这广告赢在了那个香烟组成肺部的创意上,可看了十几遍才发现根本不是那么简单,从开始几秒钟的‘无意义’过度铺垫,到音乐,到声音,到光线,都太精雕细琢了,每一步都是最精湛的广告艺术！这个张烨……真的厉害！你们真的确定他是播音主持专业出身的？” „Oh, is really the person cannot compare compared with person.” “唉,真是人比人不能比。” „Netherlands TV station plagiarized Zhang Ye advertisement, this matter also was really extraordinary, historically hasn't appeared? The Netherlands person responded really quickly!” “荷兰电视台都抄袭张烨的广告了,这事儿也真是奇葩,历史上还没出现过呢吧？荷兰人反应真快啊！” „They are insightful, knows this advertisement value.” “他们还是有眼光的,知道这广告的价值。” Analysis! 分析！ Research! 研究！ Analyzes again! 再分析！ Some advertisement Corporation do not make public welfare advertisement also never to take this kind of advertisement case, but they in meeting to discuss that places are studying the detail and related core element in picture, they for is not later marches the public welfare, rather, the advertisement manufacture is interlinked, studied Zhang Ye Brain Gold advertisement like before, this style they may not use, not necessarily must imitate, may you probably know where it succeeded, must know that what its appealing core element was, the absorption, the study, can increase own level like this, by dealing fell into the advertisement industry of bottleneck more and more. It is not progressive, that can only be eliminated! 有些广告公司是不做公益广告也从不接这类广告案子的,但是他们还是在开会讨论,一次次地研究着画面上的细节和相关的核心元素,他们为的不是以后进军公益,而是,广告制作都是相通的,就像以前研究张烨的脑黄金广告一样,这种风格他们不一定会去用,也不一定必须要模仿,可你必须知道它成功在哪里,必须知道它吸引人的核心元素是什么,吸收,学习,这样才能增加自身水平,以应对越来越陷入瓶颈的广告业。不进步,那就只能会被淘汰了！ Zhang Ye several advertisement, gave Republic advertisement to open a leaf of brand-new front door without doubt! 张烨的几次广告,无疑给共和国广告界打开了一扇崭新的大门！