The long season, the fatal aesthetics of copywriting

This article deeply analyzes the high aesthetics achieved by the successful use of copywriting in the drama "The Long Season". The article believes that the drama uses concise lines and poetic copywriting to render the profound theme of fate, telling the story of small people in a great era, which not only meets the aesthetic needs of the elite class, but also resonates with ordinary audiences, successfully "breaking the circle". It is recommended for friends who want to understand the aesthetics and success factors of contemporary drama copywriting.

I finished watching "The Long Season" in one go.

This is a drama with a movie-like exquisite texture, a work with a high literary quality. It is the kind of noble and serious literature.

I have privately reserved it for the best of the year. There is no other way, there are too few domestic directors whose aesthetic taste reaches this level, and this aesthetic taste is not just about art.

People who do marketing and advertising always like to brag about breaking the circle, but in fact they only break their own circle of friends. Breaking the circle is too difficult, and "The Long Season" provides a classic example. It is necessary to be vulgar and elegant for the elite circle, and to be elegant and vulgar for ordinary people. It is always difficult for highbrow and lowbrow to snap their fingers together, but "The Long Season" did it smoothly.

It is like a kaleidoscope blooming in the golden sunshine of autumn. Different people can see what they want in it. People in the film and television industry can see the innovative narrative structure, camera movement, light and shadow, etc., young people in literature and art can see the poetic aesthetics of the film, music fans can see the unique charm of the director who was a guitarist and controlled the soundtrack, young people can see the so-called sexual tension, and the general public can be overjoyed by the trivial daily humor of Northeast China...

As a copywriter, I would like to talk about the aesthetics of the series that penetrate the copywriting, which is extremely deadly, just like Wang Xiang's whizzing train, Fu Weijun's calm and ruthless eyes, and Shen Mo's determined killing knife.

When I watch movies or TV series, I can tell from the first frame whether it is worth wasting hours on it. Movies with bright colors, high saturation, and lots of blur are most likely bad. If the color of the movie is very restrained and the opening subtitles are well laid out, it won't be that bad.

Copywriting also has aesthetics.

The famous writer Ban Yu is the literary planner of "The Long Season", and the poem "Long" in the play is also written by him. The director has a high degree of aesthetic consciousness. Starting from a poem, he controls the story, text, music, art, and photography of the whole play, maintaining a very high poetic standard.

It can be said that this poem and those poetic classic lines determine the aesthetic tone of the entire play.

01 Long

Snap your fingers, he said.

Let's snap our fingers in unison

Distant things will be shattered

The people in front of me are still unaware

Blow a whistle, I say

You come and blow a slanted whistle

Like a piece of iron and then a needle

The arc of the magnetic pole brushes across the green glass

Have a drink of water and look at the river

Be calm when it is calm, and be calm when it is not calm

We missed a step.

A small teardrop falls on the stone

It won't dry up for a long time

The whole season has turned it into amber

Blocky flow, concrete light

Behind it are things far away

Professor Brodsky once said that poetry is the highest form of human language and the most concise form of conveying human experience.

A short song "Long" is full of metaphors of the plot. Let's snap our fingers. The snap is Wang Xiang's snap, a loud snap, the sound of a train whistle, a symphony of youth and old age, and the echo of the broken beautiful things.

Look at the turbulent Xiaoliang River. Love sprouts here, lovers die here, and tears, like the river, will never dry up.

The poetic words, simple yet profound content, soothing rhythm and tempo string together the aesthetic clues of the whole play. Although "Storm" is a good play, it is not poetic in aesthetics and is destined to be only a popular work, slightly inferior to "The Long Season".

02 Why does this autumn feel so long? It feels like a lifetime has passed.

The original script of the series was called "Blade of Winter", but later it was changed to a warmer name, using warm colors to resist the irresistible fate and tell the cruelest story. The autumn in the Northeast is very short, but because of the hardships of life and the torture of fate, this autumn is longer than any other season, as long as a lifetime.

If you want to write about the wind, you can't just write about the wind, you have to write about the treetops bending down into an eternal posture.

If you want to write about a ruthless person, you can't write about him walking sideways while shouting. You have to write about a mute like Fu Weijun, who remains silent, smiles slightly, and just starts to do things.

If you want to write about a person who has gone through a long period of suffering, you cannot write about him struggling through a snowy night. You should write about him wandering in a beautiful autumn cornfield, spending the days like years.

03 Dad has seen this snow before. It came from the past.

Towards the end of the episode, the snow starts to fall.

Wang Xiang, who has experienced many vicissitudes of life, said that his father had seen this snow before, and it came from the past. The long autumn was finally over. Those things that should have happened in winter appeared in autumn. All the joy and pain, all the regrets and the hatred that could not be appeased, finally turned into a heavy snowfall and ended.

The hurdles that cannot be overcome may be let go, or they may never be overcome. Before the train of life reaches the end, life must always move forward.

04 Look forward, don’t look back

I once wrote to myself that a weakling can never say goodbye to the past.

Maybe the reality is not satisfactory, maybe the past is hard to let go, we always have to look back and look back again.

How many people see themselves in Wang Xiang, a weakling in life, but living tenaciously.

Young Wang Xiang drove the train proudly and had to "take the whole Xiang" from time to time. His life was sweet as honey, but he didn't know that the devil of fate quietly stretched out its claws to him, and his peaceful happiness collapsed in an instant.

When he looked back and saw himself eighteen years later, the old Wang Xiang had wrinkles all over his face, gray hair, and staggered, and he shouted loudly, "Look forward, don't look back."

This is the most shocking line in the whole story. The torrent of the times washes away personal destiny. Wang Xiang advises his younger self to let go of his obsession and look forward.

05 One pet, two wastes

"The Long Season" is a suspenseful film that explores the fate of small people in the great era and truly restores the lives of ordinary people at the bottom.

In fact, those humorous lines that sparkle with grassroots wisdom make a highly aesthetic drama down-to-earth and infect more people, that is, breaking the circle. Literary lines like "Sanma will expire" can only be niche.

One pet, two pieces of trash.

After driving trains, I started driving cars, and have been playing with wheels all my life.

Rumba, the old lady was almost lifted to the sky.

How big is your butt to be so useless? Is it delaying your wiping your mouth?

Biaozi, you love learning too much. Get used to it and arm yourself with knowledge.

Who is Freud? Did he get a room? He is a scholar, not from our factory.

DAN is egg! That's DNA!

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Author: Chen Wuyong

Source: WeChat public account "Chen Wuyong (ID: wuyongzhiyong2022)"