Chapter 322: Classroom Ad Secrets

Hong Xiaoqiang stared at the projected ad on the screen, where the Fuyan Jie logo stood out.

He couldn’t help but think back to the website page from Xu Chen’s company that he’d seen last night, which also featured the Fuyan Jie branding.

Hong Xiaoqiang scratched his head and couldn’t resist glancing over at Xu Chen.

Professor Ni Zhi cleared his throat and smiled as he began.

“This ad is currently running heavily across major media in the country.

Let’s take a closer look and analyze it.”

He scanned the students in the audience:

“What do you all think of this ad? Let’s start with some comments from you.”

……

A murmur of whispers spread below, but a few students raised their hands.

Ni Zhi gestured, calling on two or three students one after another.

“Teacher, it’s really sad that ads like this exist in our country.

No wonder domestic ad creativity lags behind—TV is just filled with stuff like this every day…”

“I think this ad has its merits; at least it’s memorable after one watch.

Especially that line ‘Wash Well for Health’—it sticks in everyone’s mind.”

“Being memorable doesn’t help if I hate the ad and refuse to buy the product!”

“That’s because… you’re a guy…”

……

The classroom erupted in laughter.

The one who said he’d “absolutely never buy it” was the top student, Jiao Tianbo.

Jiao Tianbo’s face flushed with embarrassment, but he pressed on:

“Either way, this ad is just too tacky.

It’s not sophisticated at all. What big brand or foreign company would make something like this?

Playing it on TV is just annoying noise…”

……

Ni Zhi chuckled and raised his hand to quiet everyone.

Especially signaling Jiao Tianbo to calm down.

“We’re advertising students, professionals.

As pros, we need to analyze from a professional standpoint, not just as casual TV viewers.”

His words settled the room, and the discussions faded.

Ni Zhi continued:

“Let me share a couple of points, then we can discuss more.

First, putting this ad on TV costs a fortune.

If it didn’t work, the company would be out of their minds to keep it up.

So, spending millions or even billions on major channels means it’s effective.”

Jiao Tianbo raised his hand:

“Teacher, how do we know it’s effective?”

Ni Zhi smiled and replied:

“Ads are paid for by companies, so effectiveness is judged from their perspective.

There are many ways they measure it, like we’ve covered in class before.

Awareness, goodwill, loyalty, and so on…

But the key factor that decides if they keep investing is how much it boosts sales.

The fact that Fuyan Jie’s ad is running wide with a big budget shows it’s driving sales hard.”

He paused briefly:

“You’ve all taken ‘Advertising History,’ where ads started as ways to drum up business and sell products.

Even after decades, while ads have evolved, their core is still about selling.

So, from that angle, Fuyan Jie’s ad is a good one…”

His words sparked more quiet buzz below.

Especially Jiao Tianbo, who still looked unconvinced.

Ni Zhi went on:

“I mentioned two points earlier…

The second is that our department was involved in this project.”

His announcement surprised the students.

Xu Chen scratched his head, wondering if he meant him…

Ni Zhi paused and smiled:

“Our advertising department’s associate professor, Wang Jian, served as an expert consultant and directly worked on this project.

He even involved third-year students in the research.”

Xu Chen sat in the back, feeling a wave of relief.

So it wasn’t about him…

Wang Jian was one of the judges in the Fuyan Jie pitch.

Xu Chen got into Tonghai University partly by following Wang Jian’s advice and securing that star admission scholarship.

But Wang Jian had been in Europe for exchanges the past half-year, and Xu Chen hadn’t met him yet.

……

A student piped up:

“So, did Wang Jian make this ad?”

Ni Zhi: “No.

He was just the expert consultant.

The ad was created by a professional agency.

You can ask him directly when he returns next semester.”

He paused:

“Back to the point, let’s try to break down the ad’s thought process.

Why did the client approve it and spend so much?

Don’t jump to hate or criticize it as viewers—think like advertising pros.

What are the target users? How was the strategy set? What’s the logic behind the slogans?

And does the spokesperson choice have a specific strategy?”

……

Under Ni Zhi’s guidance, the students fell into thoughtful discussions, taking it seriously.

Xu Chen sat in the back, feeling oddly mixed up.

The ad he’d pitched to the client was now being dissected by his classmates.

He paused, sensing eyes on him.

Glancing over, it was his roommate Hong Xiaoqiang…

His small eyes held a big question.

Ni Zhi waved for quiet:

“Anyone want to give it a try?”

After a brief silence, students started raising hands to speak.

Case analyses count toward final grades, as Ni Zhi had said at the start of the course.

So many were eager.

Ni Zhi smiled and called on students to share.

……

“I think this ad works because it’s straightforward and uses everyday language people get.

But I don’t love the slogan; maybe ‘Fresh and Clean’ would be better…”

“The ad’s effective thanks to the spokesperson and that catchy ‘Heartfelt Lover’ song—it’s so memorable.

The ad itself? Not that great; it’s just riding on the song’s coattails…”

“It’s targeted at users with specific issues, being a health product.

If you’re dealing with that, seeing the ad probably hits home…”

……

Several students spoke up, and Ni Zhi listened intently, nodding at some points.

Xu Chen in the back still felt strange about it all.

Some views from his classmates seemed pretty naive to him.

They were just freshmen, with little pro experience, so it made sense.

Xu Chen listened and observed quietly.

“The top student” Jiao Tianbo didn’t seem to have much talent beyond hard work—sadly lacking in real flair, especially for ad creativity.

He probably wouldn’t go far in this field. His comments were always a bit dry and immature…

But a couple of girls hit some key points; they had real insight.

……

As Xu Chen listened, his mind wandered a bit.

Then Professor Ni Zhi suddenly called his name:

“Xu Chen… who is that?”

He looked around the room.

Xu Chen: “……”

As classmates turned to look, Xu Chen reluctantly raised his hand.

He usually kept low-key in the back, so Ni Zhi hadn’t recognized him yet.

Ni Zhi smiled at Xu Chen:

“I’d like to hear your analysis and thoughts.”

Xu Chen felt a bit put on the spot but stood up.

Clearly, Ni Zhi knew the ad was Xu Chen’s work—probably from Wang Jian…

Ni Zhi’s smile was warm:

“Share properly so everyone learns more!”

Xu Chen: “……”

The students were confused, not quite getting Ni Zhi’s hint.

Xu Chen smiled, worried Ni Zhi might say more, and jumped in:

“I’ll give it a shot, but it’s just my humble opinion…”

Ni Zhi paused, understanding, and smiled back.

Xu Chen cleared his throat and got serious, though his tone stayed modest:

“I think the main strategy here is ‘category education’.

Like the core copy…”

“From the wording and visual style, it’s all about ‘brainwashing’—making it unforgettable on purpose…”

“‘Wash Well for Health’ isn’t just catchy; it hints at fear tactics.

Of course, we’re not the target audience, so it might not click right away…”

“Pair that with the couple spokespeople, and it’s basically sending a fear message to users…

Like, in relationships… not washing means trouble…”

“In health and insurance categories, this low-key approach works best…”

……

Xu Chen explained the ad’s strategy and creative logic in simple terms.

At first, students listened skeptically, but as he delved deeper, they hung on every word.

As advertising students, even with basic knowledge, they followed along.

Many thought to themselves:

“Oh, so that’s what it means…”

“Who knew there was all this thought behind it—mind-blowing.”

“Yeah, it makes sense; everything’s designed for that brainwashing effect.”

“Xu Chen’s pretty sharp.”

……

Ni Zhi paced the front, nodding along.

Once Xu Chen finished, Ni Zhi looked at him with clear approval.

The room was quiet as students processed it.

Even Jiao Tianbo frowned in thought, looking enlightened.

These advertising students were seeing a whole new side—realizing how much strategy went into what seemed like a simple ad.

Hong Xiaoqiang turned and looked up at Xu Chen, wondering: Was this ad really his work…?

Ni Zhi smiled and said:

“Great analysis—some points even I missed.

Ads might look straightforward, but they’re built on complex strategies.

It’s not wild inspiration; it’s careful logic.

Every word, every image has to hold up.”

He glanced at Xu Chen:

“Thanks for sharing, Xu Chen!”

And with that, the professor started applauding.

As applause filled the room, Xu Chen smiled awkwardly and sat down.

Qian Xin, lounging nearby, gave him a thumbs-up and whispered, “Nice job!”

Hong Xiaoqiang leaned in:

“Boss Xu… you didn’t really make this, did you?”

Xu Chen grinned mysteriously: “Guess!”

Hong Xiaoqiang: “Did you?”

Xu Chen: “Guess again!”

Hong Xiaoqiang: “……”

He pondered—it seemed impossible for a freshman like Xu Chen to have clients like Wang Laoshun, Shenbao, and even Jeep.

……

After class, the guys gathered around, joking with Xu Chen:

“Boss Xu’s got skills; you act all distracted in class, but you nail analyses like this!”

“Your speaking game’s strong—turning a simple ad into something epic…”

“Yeah, you had me almost wanting to buy it!”

Xu Chen: “……”

Of course, it was Qian Xin stirring things up with his bold jokes.

The girls shot him annoyed glares, but he brushed it off.

……

The dorm mates left the classroom together.

In the hallway, Xu Chen was stopped by Professor Ni Zhi.

Ni Zhi lit a cigarette and said with a smile:

“I checked with Wang Jian about this case and found out you made the ad…

Didn’t expect our 2006 advertising class to have a gem like you.”

Xu Chen: “You’re too kind, Professor Ni. I just started a small ad company on the side and won the pitch by chance.”

Ni Zhi: “Not just chance—with your analysis today, it’s clear you earned it.

Thanks to Wang Jian for bringing in a talent like you.”

Ni Zhi took a drag and added:

“By the way, for the University Advertising Competition, your class has two entries in the national finals. They aren’t yours, are they?”

Xu Chen: “Ah?”