Chen Hanyuan, party member, a famous TV artist, 1936 was born in Yueqing County, Zhejiang Province, and 196 1 graduated from the Chinese Department of Shanghai East China Normal University. He planned and produced many popular documentaries. In the same year, he was assigned to Beijing TV Station (predecessor of CCTV) as an editor, and served as editor-in-chief of CCTV, deputy director of CCTV, deputy director of China TV drama production center and chairman of documentary academic committee of China Television Association. In addition, there is the revolutionary Chen Hanyuan who followed Sun Yat-sen. ..

Chinese name: Chen Hanyuan

Nationality: China.

Place of birth: Yueqing County, Zhejiang Province

Date of birth: 1936

Occupation: TV artist

Graduate school: Shanghai East China Normal University

Faith: China * * *

Representative works: The Sculptor Liu Huanzhang, The Story of the Yangtze River, Talking about the Canal, Renting House.

basic document

Name: Chen Hanyuan

Gender: male

Date of birth: 1936

Ethnic group: Han nationality

Personal profile

Zhejiang Yueqing people. Party member, CPC. 196 1 graduated from the Chinese Department of East China Normal University. He has served as editor-in-chief, deputy director, director of special topics department, director of editorial office, assistant director, deputy director and deputy editor-in-chief, executive deputy director and senior editor of TV production center. Chairman of China TV Documentary Academic Committee and Deputy Director of Film and Television Literature Committee of Chinese Writers Association. Published works 65438 to 0958. 1995 Join the Chinese Writers Association. He has a collection of works, reportage The Sculptor, TV documentary Writing the Story of the Yangtze River, Talking about the Canal, Renting Houses, TV series Tang, Wu Zetian, Thunderstorm, Song of Youth, Hong Kong Story, Changfeng Last Night and Pujiang Narrative.

biographical notes

196 1 graduated from the Chinese Department of East China Normal University.

Published works 65438 to 0958.

1995 Join the Chinese Writers Association.

He joined Sunshine TV in 2000 and is currently the executive director, executive vice president, creative and production director.

Personal deeds

Advertising is like canvassing.

Someone once said that a person's life is a process, a process of constantly losing people who love him. There were many people who loved him, and then fewer and fewer. Chen Hanyuan believes that the same is true for enterprises. There were quite a few people who liked it at first, but later it became less and less. Competition is often mentioned in market economy. In the final analysis, competition is to compete for the support rate of the people. Let's see who has a high support rate and who has a longer interest relationship with the people. This is a successful enterprise. This way of winning support, like soliciting votes, has many gains and losses, ways, methods, ways and forms, but one of them is advertising.

No matter advertisers, practitioners or audiences know that the core issue of advertising is creativity. Creativity, in layman's terms, is to come up with ideas. How to understand the essence of creativity, Chen Hanyuan made a metaphor: several people engage in advertising creativity and shoot a 30-second advertisement on tv. The content is to shoot a room and truly record what two people are doing in this room. The given condition is that the room is covered with enough paper on three sides, and the people inside have poor eyesight but very good hearing. The film requires three people to see the situation in the room at the same time as quickly as possible. In order to complete this idea, everyone came up with an idea. The first man suggested drawing a hole, and the second man suggested digging with his fingers. After discussion, everyone thinks that these suggestions are inappropriate, because the people inside have excellent hearing, and digging a hole will definitely be discovered by the people inside. What shall we do? At this moment, someone suggested licking enough paper with the tongue, which was silent but time-consuming. On this basis, let's improve it together and propose that three people who are asked to look inside lick the window with their tongues at the same time. As a result, before the people inside found out, the three men finished the task and left. From the perspective of advertising creation, it is the best and best creativity that ultimately determines.

The story behind advertising creativity

When it comes to the formation process of advertising creativity, we must use cases to illustrate it. In this lecture, Chen Hanyuan takes the "Wahaha" CCTV advertisement as an anatomical case, which leads to a story behind the creativity.

On one occasion, the person in charge of Hangzhou Wahaha Company found the advertising department of CCTV and proposed to shoot a product advertisement. At that time, Chen Hanyuan was invited to participate in the discussion as the relevant person in charge of CCTV. Before the advertising idea, Chen Hanyuan asked the factory what problems the advertising products could mainly solve, and the other party answered a lot. Chen Hanyuan told the other party that the advertisement lasted for 30 seconds and he wanted to talk too much. One is that time is too late, and the other is that the audience will not believe it because of too many effects. It is best to choose the most critical question. After repeated argumentation, I decided to grasp the point of appetizing. Screen design is like this: A child is with his grandparents, parents. After eating steamed bread, he still wants to eat steamed bread. After eating steamed bread, he also wants to eat jiaozi and noodles. He always says "I want it, I want it". Finally, the adults said that it was ok, and they could not eat any more. Finally, the slogan "Drink Wahaha, it's delicious after eating" flashed.

To some people, this idea is quite old-fashioned. However, Chen Hanyuan leads to a story. He said that because he came from the countryside, he was seriously ill when he was seven or eight years old. His mother went from house to house with a small small wine cup, then tied it with two bowls, tied it with hemp rope, and steamed it in a cereal pot. After cooking, he took it out to eat. Because the food was very scarce at that time, the brothers ran to grab the rice as soon as they saw it, and the two men fought for it. As a result, they released one.

Simple is beauty

Chen Hanyuan believes that an advertisement, don't say 5 seconds, 15 seconds, is 30 seconds, 1 minute. Think about everything, and the result must be failure. A successful advertisement should focus on one point. It's like a thumbtack. This force acts on a surface. If there is no nail, you can't press it against the wall. Only when there is a cone behind the action surface and it is so thin can you go in. Advertising is the same, saying that what medicine can cure all diseases will definitely not cure any diseases.

Chen Hanyuan thinks that the best advertisements are concise and lively, just like McDonald's advertisements: a child is rocking in a cradle. Swing together, laugh when you see McDonald's logo. He fell down and cried and laughed when he saw each other. I think this cost is very low and there is no explanation, just laughing and crying. Although simple, it is very touching and unforgettable.

In print advertisements, the design with simple composition is the most memorable. For example, the national flag, at the gate of the United Nations, the national flags of all countries in the world are hunting in the wind. Among them, the national flags of some African countries, such as elephants, monkeys, snakes, giraffes and eagles, are the most difficult to remember and the composition is complicated. The same is true of advertising. Simplicity is beauty, simplicity is beauty.

Sensational: "City" is like a broken bamboo.

When advertising has evolved from straightforward shouting to humanized expression, a new advertising era has arrived, which has opened the way for products to enter the market by sensationalism. With his creative practice, Chen Hanyuan showed us some behind-the-scenes news of the great changes in advertising style.

The original advertising design of the powerful washing machine in Guangdong Zhongshan Washing Machine Factory was to use the powerful washing machine to form the word "force" on the football field of the gymnasium. Later, the factory asked CCTV to shoot a more sensational advertisement, and the commentary was written by Chen Hanyuan. One night, Chen Hanyuan was on duty in his residence compound, thinking hard about advertising words with a pen. At this time, a former national famous athlete from the Training Bureau of the State Sports Commission came home, and when he saw that he was absorbed in his thoughts, he casually said, "Do you still want to advertise?" It's so late, don't think about it, have a good sleep and have a good dream, and you will have everything tomorrow. "I didn't expect a word' dream' to wake him up. Turning around, Chen Hanyuan wrote an understanding sentence almost in one breath: Mom, I dreamed of the stream by the village, my grandmother, and you, mom. Give you a good thing-a powerful washing machine, dedicated to your mother's love.

Chen Hanyuan believes that this idea has its own reasons. He is from Wenzhou. Although Wenzhou belongs to the south, it is particularly cold in winter and the river is frozen. Those women in my hometown are washing clothes by the river, and their hands are as red and swollen as cooked crabs. He is looking forward to letting his mother stop suffering when he grows up. This is a childhood dream. It was the washing machine that awakened his long-hidden desire.

After the advertisement of Weili washing machine became popular, the sales of enterprises increased by 72% compared with the same period of last year, and it became the leading brand in the industry at that time.

Don't abuse "love"

For a time, some customers who tasted the sweetness of "sensational" advertisements came to Chen Hanyuan one after another to give advice and promote products such as vacuum cleaners, rice cookers and electric irons, but he refused.

Chen Hanyuan believes that mothers all over the country really can't bear so much "love"-plug in the washing machine, buy a big socket, and tell mom: not only washing clothes, cooking is your business, but also the electric iron and the vacuum cleaner. Mom is full of "jam" and can't bear so much "love". Mom will say, forget it, don't love me, do it yourself. This kind of action with love as an excuse is selfish in nature and difficult to give people aesthetic feeling; Mom doesn't feel warm, she will only be more chilling.

Good ideas encounter "unpaid"

One of Chen Hanyuan's most frustrating advertising ideas is for a brand of melon seeds. The reason for the frustration is not the failure of advertising creation, but because the creative team's conscious and particularly good ideas were "killed" by the factory.

The manufacturer wants to make a lyrical literary advertisement for this brand of melon seeds. After careful consideration, Chen Hanyuan's film crew took such a set of pictures: on a rainy night, in a small railway station, the back of a couple was vaguely shaking. They were holding umbrellas, and there was a flash of light, and then the train whistled, and their eyes looked at each other with affection. At this time, the whistle for urging the road rang again. The lady had no choice but to get on the bus. The man grabbed her and told her to wait. She immediately rushed to the booth and returned quickly. She stuffed a bag of food into the pocket of a woman's windbreaker. The car started slowly. She tore open the food package and poured it on the tablecloth. The black one is melon seeds and the white one is a tablecloth. She held it in the palm of her hand, leaned against the window, raised the melon seeds to her mouth and stopped thoughtfully.

The filming was completed and the creative staff were very satisfied. The sample can be sent to the factory for reexamination, but the other party turns a deaf ear and returns it. Useless is that the creator has to pay for it himself. The people in the film crew were particularly unwilling. After winning a broadcast, they took it to present the prize and won the first prize. Advertising must not be like this. It's no use feeling good about yourself if the customer doesn't pay. It is indeed a pity and helpless thing for the creator that a good idea loses its communication opportunity because of the customer's disapproval.

Evening newspaper advertisements should not be underestimated.

Chen Hanyuan believes that how to choose an advertising platform is very knowledgeable. For example, choosing to advertise in CCTV is like posing in the largest media in China, which certainly shows the strength of the enterprise, but then again, only once in the high-end media, and it is in the middle of the night, may not produce the expected effect. Advertising is like rain in Mao Mao. It can't rain heavily. It will be over when the ground is wet. Instead of being insatiable, it is better to take money to the regional evening paper, which will be more full and exquisite and the communication effect will be better.

Chen Hanyuan once designed an advertisement for an ink factory, which was considered elegant: set up a sand table with mountains, flat land, rivers and eighteen bends to remind people that it might be the Yellow River; On the right is the sea, flowing from high to low. Pour the ink from Heyuan on the sand table and let it slowly turn to the sea. A Confucian scholar took a bottle of ink and poured it down. Turn on the light at this time, and the light is relatively flat when the ink flows down. The riverbed in the sand table is high and low, high and low, and the light immediately reverses, highlighting the choppy waves. Comments are simple-history is flowing and civilization is extending. After the film was broadcast, it didn't have much impact. One of the important reasons is that it pays too much attention to the high-end media platform and ignores the role of the evening newspaper print media.

Is the twisted melon sweet?

We often say that a society without advertisements is backward, but does more and more advertisements mean that this society is more and more advanced? Chen Hanyuan thinks that we can't generalize, and it is very necessary to embody the people-oriented thought in advertising time design.

In the past, the State Administration for Industry and Commerce stipulated that advertisements were not allowed to be inserted, that is, advertisements could not be inserted during the broadcast of TV dramas. Nowadays, in many places, when TV series and column programs are broadcast, advertisements are frequently inserted at "critical moments", which makes the audience's original hanging heart more anxious. For example, in a film and television drama, one person is running and one person is chasing. When chasing, the pursuer suddenly pointed the gun at the runner's back and was about to pull the trigger. The audience's heart hangs in their throats. At this time, the advertisement also came to the love drama. Usually, when the character's life is at stake, advertisements will appear. It takes 5 minutes 10 minutes to come in, and everyone is cold.

Chen Hanyuan believes that entrepreneurs want to insert advertisements in the program. This idea was originally very smart, but it is also very dangerous and risky to do it badly. Let's take the shooting scene as an example. The audience still stays on the previous screen. As soon as the advertisement comes in, they get up to go to the toilet, or pour boiling water, make a phone call and do something else. If the rest time is 5 minutes, the first advertisement is ok, and the audience will continue to watch it because of visual inertia. The last one is worse than the first one. Those are basically useless unless some people can't get up or can't get up.

Personal glory

In 2000, he was awarded the "China Art Overseas Communication Contribution Award" by the Organizing Committee of Budapest 2 1 Century Art Festival.

20 12 was awarded "China Documentary Academy Award" in China Documentary Image Century Festival.

Personal work

Collections

Reportage: sculptor Liu Huanzhang, TV documentary "Writing the Story of the Yangtze River", "Talking about the Canal" and "The House for Rent";

Documentaries: River Mourning, Renting House, The Story of the Yangtze River, Talking about the Canal, The Ancient Road of Tang and Fan Dynasties, Drifting along the Yangtze River and Looking at the Great Wall;

TV series: Heaven is above, Beijingers are in new york, our parents, the September 18th Incident, the Tang Dynasty, the thunderstorm, the song of youth, the story of Hong Kong, Changfeng last night, Pujiang narrative, Pan Hannian, as long as you live better than me.

Theme lyrics: Tang Huangming, Wu Zetian, Lei Yu, Pujiang narration;

Advertising words: power washing machine, love for mother, Confucius' wine makes people homesick, I can't eat it, so I have to fight.