CCTV’s magical copywriting is out!
During the Spring Equinox, when all things are renewed, CCTV News has also launched a new column "National Museum Calendar" , introducing a national treasure to everyone every day. The number of readers of each issue is over one million. Promotional posters were also launched simultaneously, and the copy is also worth reading. What got me into this was this poster released on April 18, the International Day for Monuments and Sites, created by Yu Jiang.
Liangzhu is one of the birthplaces of Chinese civilization, dating back about 5,000 years. The ancestors at that time carved "words" on the jars to record their daily lives, and civilization spread from then on, from Liangzhu to the land of China, so the copy is "The name of the jar is Liangzhu, and the surname is Huaxia". It is not easy to write copy for cultural relics, because the value of cultural relics is not only the object itself, but also the cultural history behind it. A sentence or a few words often cannot present the whole picture. On the surface, this sentence is a wonderful homophonic pun, which is the name of the jar and also the title. "Liangzhu" is the name of the pottery jar, and the pottery jar is also named Liangzhu. But its wonderfulness is not only that, but it embodies 5,000 years of civilization history and also starts the glorious story of the Chinese nation. Just like Yu Jiang said, "Five thousand years become the shape of a jar, and what happens when you touch it? A jar like this, full of light." CCTV knows how to write copy for cultural relics. The poster copy for "If National Treasures Could Talk" is very classic:
A single sentence makes the heavy cultural relics seem light and lovely, and also injects human warmth into the cold objects, making people feel friendly and unable to help but want to understand them. If the poster of "If National Treasures Could Talk" left you wanting more, then the poster of this National Museum calendar "Knowing a Cultural Relic Every Day" will definitely give you new surprises. Let's enjoy it together:
The ancients divided the Spring Equinox into three phases: the first phase is the arrival of the black bird, the second phase is the sound of thunder, and the third phase is the beginning of lightning. The black bird is the swallow. The arrival of the black bird and the blooming of pear blossoms are the scenes of the Spring Equinox that unfolded in a spring 400 years ago. Emperor Qianlong, who was particularly fond of stamping and was known as "Zhang Zong" in the art world, also loved this painting and stamped several of his own seals on it.
The whole picture The author of the painting, Wen Huiming, is known as one of the "Four Masters of the Ming Dynasty" along with Tang Bohu, Shen Zhou and Qiu Ying. His painting, "Spring in the South of the Yangtze River", slowly unfolds the spring breeze of the south of the Yangtze River. "At this moment, there is not a single stroke of spring breeze on the paper, but the whole spring can be smelled."
8,000 years ago, on the banks of Jiahu Lake, our ancestors made musical instruments out of the wing bones of dead cranes to express their awe for the spirits of all things. They expressed their thoughts and hoped that the spread of the cranes' wings would bring good wishes to the heavens. Listen to this melodious and long sound, it is the sound of distant "bones" that has traveled through more than 8,000 years.
This was written by Yu Jiang for the Jiahu bone flute in "National Treasures Can Talk". Today, they have become posters and calendars. She also wrote, "The sea is speaking, the sun will pass by. The seeds of words will grow leaves and bring spring breeze. In the ocean of dust and soil, the bone flute has gone through thousands of years and floated to the surface. The flute has become a boat, traveling through the time and the moment."
Among the jade artifacts unearthed from the Jinsha Ruins in the ancient Shu land, there is one that is exquisitely crafted and unique, and that is the ten-section jade cong. So, where did the "cong" come from? From Liangzhu. The workmanship of the Shijie Yuzong is extremely similar to the jade artifacts unearthed in Liangzhu. The two civilizations differ by one or two thousand years in time and two thousand kilometers in space. This is equivalent to people today traveling thousands of miles with Tang Dynasty jade artifacts, not fearing the difficulty of the Shu Road, and coming from the free shipping area to Chengdu. "The hard and cold jade has become warm because it carries the beliefs of the ancients."
The bowl is painted with a busy spring ploughing scene, reminding us not to forget the hard work of farming while enjoying the delicious rice. This painting was created by a court painter based on the "Picture of Farming and Weaving" brought back by Emperor Kangxi during his southern tour, and is called "Picture of Farming and Weaving Made by the Emperor".
"You were born before I was born, I was born when you were old. You hate that I was born late, I hate that you were born early." This widely circulated poem was first originated from this pot. Although there is not a single word "love" in the whole poem, it expresses the openness of love and the regret of not being able to love. At that time, pottery pots were not only utensils, but also served as "microblogs". People would write poems and lyrics on them, and many of them would become folk songs circulated in the streets.
The gold-faced bronze human head unearthed from Sanxingdui has gold foil as thin as a cicada's wing, which fits tightly to the bronze face, as silky as a "facial mask".
On the bronze axe, there is an image of people wearing feathers and rowing dragon boats, which pushed the history of human dragon boat racing forward by thousands of years. It was even used as the basis for Beijing's bid for the Olympic Games, representing Chinese dragon boats rowing onto the world stage.
This smirking "emoticon" was on the hot search a few days ago. Although he looks like a fool when smiling, he was an artifact symbolizing tribal royal power in the Shang Dynasty. 3000 years, just a smile, still so green and happy, what does it mean? It means that if you forgive others, you can gain happiness.
my country's jade culture and jade carving craftsmanship reached their peak during the Qing Dynasty. This white jade shepherd boy uses simple lines to depict a pastoral outing scene, and today one can still feel the warm spring breeze blowing towards you.
This is the earliest "contract", which comes from the bamboo slips of the Wu State during the Three Kingdoms period. On the top of a large wooden tablet, a flat and wide character "同" was written, and below it were three identical articles. Then it was cut into three copies with a knife, with one copy for the government, one for the archives, and one for the farmers. Put them together to form the "contract." Does it look familiar? Isn't this the triplicate carbon paper of today?
We have all seen this horse. In elementary school textbooks, it is called "Horse Trampling Flying Swallow", but what exactly is the horse trampling - a flying swallow, a dragon bird, or a falcon? There has been controversy in the historical community, so the name was simply changed to "Bronze Galloping Horse". The bronze galloping horse has stood for a thousand years thanks to just one horseshoe. No matter how people fight over it or which direction the wind blows, I will remain standing.
"Along the River During the Qingming Festival" allows us to see the prosperity of the Northern Song Dynasty, while the Da Sheng chime bells allow us to hear the grandeur of the Song Dynasty. It was cast under the personal supervision of Emperor Huizong of Song Dynasty. There are 12 sets of 336 chimes in total, named "Da Sheng". "Sheng" means brightness and prosperity, and it is a wish for the prosperity of the Song Dynasty.
The upper one is called a zun, which holds wine, and the lower one is called a pan, which holds water. Putting the wine zun into the water pan is used to keep it warm. Chilled wine in summer and warm wine in winter, life is so particular.
2000 years ago, a tiger was hunting a wild boar and the two sides were fighting each other. This scene was captured by a passerby and turned into this gold plaque with a tiger and pig fighting pattern. Simply put, it is a belt buckle. When the belt is buckled, time seems to have returned to that moment, and the spring breeze blows and life comes back to life. After reading so much, I have a feeling that it is indeed not an easy task to create thousands of years of history between a few words. Sometimes it really requires a flash of inspiration. Maybe it’s just like what Yu Jiang said – “National treasures are always talking”. “While I’m in a moving car, while drinking tea, or when my mind is wandering, a national treasure will appear before me. They come into my heart. The time scale is engraved on them. The time and space belonging to 2,000 years ago now has another warm place.” ※Reference: CCTV News. Author: Kuang Thirteen Source: WeChat public account "Copywriting Free Shipping" |
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