Study Tour discipline - professional training "- - Ji Study Tour - Reading makes a tolerance ...

I write things that Mr. Lao She took it upon themselves to be greatly affected, these two days is the Lao She's cast Lake, found this thing, posted to Memorial.


Writing comrades and workers (Lao). .


First, the "fear". Some people learn to write script, took up his pen to let fear. He thought that writing the manuscript has always been a scholar.


Something must be transferred therefore to write the text, and more to style; if the light was in vernacular, some people look down on religion. So he. .


Frowning, was going to write "today the weather was fine," but not enough to smell; deliberation, write "filled with excitement.


I think the weather is great today, incomparable "; Fandao a shame..


Sink for gas, don't be afraid to write in plain English. In plain English is our of your mouth! live language learning someone else's work.


Good, but do not post articles from other people go to collect nice words, hard to decorate their own words. So, one does not. .


But watch out, get out. We will speak, let us say in your own words. Said is correct, than the mess.


Much better with some stylistic; put it simple and powerful than a negative right *  spindles Wei Mei mu yo now say "do not panic." Write down the major. .


Vernacular in plain English with the mouth cannot be exactly the same. We are speaking, you can at any time to add, correct, repeat, so. ..


Although not altogether coherent, smoothly and simply, but also can deal with things that I see. Writing not so. .


Convenient. Write down the words must be easy, simply, coalescence. Therefore, we write articles don't panic. We have to.


Think it over first. Think about what to write, and how to write. For example, we write a single thing, reported in the "Five..


Anti "movement, workers how to actively engage in production. We do not have to write "being against" movement in the following situations; it.


These cases are well known, do not repeat; We mainly engage in production of how to report today. In this way, we will. .


You can describe something like: "being against movement concluded, our factory has a new weather, you can turn into being".


Man, not dragging its feet. .


This decision is good, we also want to be a description of the deeds of activists model production of passion or give.


The whole plant, said all the new weather all out? We must have a decision. With the decision, the full story can be arranged. .


Council. Otherwise, Huidong sentence West a easy, is not to be a good article. Although we have to write two thousand words, but also in..


One must first write an outline, arranged the first section of what to say, the second paragraph saying ... .... With the outline, with the end of heart, write from. .


To be a logical point, first trouble later can be easy.


In accordance with the outline to write the first paragraph, or it is not panic. Think of what this section said first to have thought to himself, to say. .


, And then quit writing. The most easy to practise writing script, is a Word, no lower sentence. That's because a sentence.


To write one, do not know the whole plan para child. Think of a better way than to say that it is easy to write incoherently,. .


Barely scrape an article would be dumb article.


Plan well for a while, the praise of our own language in writing. Our primary task is to write this passage clearly. .


Understand that neither a East-West one so easy, not around the map to find our own do not fully understand the words. Ah,.


If we can use your own words to write a letter to the Qing Shun, that Zhengou gay! . .


II.


Articles must be modified, one can write a long article at once, faster and better. How so? We should be first. .


Not necessary, unnecessary words, logging off, like farmers hoe. Do not feel a sentence, or a drift.


Liang words, if that one word in the whole paragraph which does not play the whole sentence, what good effects. The article just as a living thing, one and all. .


Symmetry, tuning, solitary us helpless in only one Department of the United States, but not with all tuning, it is not beautiful. For example, one person was.


Not Jun, clothing is not tidy, but wearing a beautiful hat climax, then you can teach him to become a beauty? Can not! The article also. .


In this way. "The grapes of wrath," Ah, "murmuring flowing water," Oh, it looks like maybe good, if misplaced would not.


Use; delete it, do not feel bad! If the entire non-essential, can delete the entire paragraph. Articles must be concise economic, not to. .


How to win. Saying home, than ten top eight more. Far away, a summary of the deletion.


Such a "hoe" once or twice, take a look at all coherent whole chapter has clear, thin and then everything changes. First, we should not now. .


A word on out-of-the-word, cool characters, cool characters. For example, our cat in the House Isaac.


A Paoniao, we write "It makes me indignant," it does not seem unreasonable to; better to say "I am a little angry." 1. .


A clean person is possible because the kitten is angry, but not necessarily "exception anger." Instead, we heard us.


Pyongyang imperialism indiscriminate bombing aircraft, but only "life a little gas," not "angry", not unreasonable to. To plan education and culture. .


Chapters bring feelings, moved by the people, we must make sense of our discourse in recent judgement.


Article whole body are smoothly, and we need to further processing, at least, have the power to teach important sentence, with feeling. Spoken by the heart. .


Truth and the truth will certainly have the power. Power from our thoughts and feelings, not from the roots come from the dictionary vocabulary words.


Exchange. We thought well, feelings are deep, we can surely teach common words into a very powerful words. We argue in. .


We also speak Mandarin? but often bring feelings. It is able to do so. We want to believe.


Has indeed sharply right can be used in vernacular, we dare to be bold in underground pen. We must fight the landlord on writing, evil. .


Provider, or corruption that kind of courage, a Word to say head. We will say so?!,.


Why not put the case on the article, then? On our minds - there thinking the words with feelings - is literary works. .


Words.


To read more and more modifications to his article. By "reading" is the reading means. Text written in the paper, I am. .


Are not easy to know how they sound good, syllables, words out of the box is not available. Not to read is not opened quietly. In the mouth.


Read, ears to hear, we will immediately hear the words to make a mistake: some sentences too long, it should be short-changed; some sentences around and remembered. .


Mouth, must be the syllable or Word was wrong, try to swap the amendment; the meaning of the sentence, but mindful that doesn't know.


Light, not just listening to devitalized, It is also defective in the sentence structure, or a few words is not readily available, should be combined. .


Workers. A good sentence read up mouth, ears, hearts are also comfortable. We have to pull the music of the moment. Our long.


Reading the article, is like pulling huqin, try strings, the sound does not immediately adjust. .


Read it to yourself to be a good idea, but it might as well read. Someone's ear and sometimes better than my own more reliable.


Especially poetry and drama, not a word used improperly, the listener will immediately feel awkward. We must ask ourselves, to write. .


Things you can teach someone else understands, then further teach others listened to quite a smash. Don't hide your article.


In your pocket, not read it to friends, listen; also do not be afraid my friends listening to comments. Return Qi said, the article is written for others to read. .


Listen to the AHA.


We would also like to read other people's work over here "idea" is to read the meaning. Light himself wrote, not many others to read. .


Products, it is not easy. The best is to write and read times; they often practise writing, are constantly reading good works. Old is not.


Write, you can not get to read the full benefits of the work; light instead of reading their own written works, it can not absorb the experience, rich self. .


Thyself. Work is the most specific writing experience. We work from an article, you can see authors how to use the text language.


How to depict landscapes, depict characters and how the global layout and how to arrange different parts of the plot. These are all we should be careful. .


Experience. So learning a piece of work, we'll understand: the original article is a work of art, so things.


Well before the layout, so if there are levels, there is development, it has its ups and downs, from beginning to end, not a casual one to write, regardless of care before. .


, Or there are too many, there are too few, a lump of a piece.


How to write one thing, it should be decided by the author himself - how to write the most economical and most effective. That is to say, I am. .


They don't have to go to imitated anyone. We read other people's work is to enrich their own experience, but not for others to follow this set.


The cover. This is the main thing. For example, read the works of others, we do understand that people can use language to portray the three made a five. .


Characters, well, we should learn the methods, but also trying to use the three statements in the five language a person, not a people person.


Property name is Wang, that our own people have to name is Wang, love singing other people's characters, let's have to love singing. We should others. .


Works by writing method, and then use this method to your own creations, if according to how Hulu Huapiao, people write me.


Also how to write not right. Moreover, even if a good works, which also has its weak areas. Some writers are good characterization. .


Character, and does not cause the plot, it is very good at describing scenery, while the text is not very neat. In our study works, shall be.


"Eyes" to see the benefits, but also see the disadvantages, so learning that advantage, not to learn that shortcoming. Otherwise, the others lack. .


Points are learned, worse.


3. .


In the first paragraph, shall we say, in plain English is let's live words in my mouth. In plain English is spoken. Written by speaking.


Things easy for a lively, because it is a living language. Must read them fluently live speech, sounds good to understand that people are pro. .


There is taste of cut.


So we also start with the wording on Let's start with the characters. .


(A) readily available. The article should be used out-of-the-word and phrase, slightly earlier explained. Now, I may say.


One said, because it is a very important issue. You see, I often encounter this kind of thing: a comrade in factories or military life. .


Over several years and would like to write out his well acquainted with the life, however, and according to their own stated that due to a lack of vocabulary words.


Exchange. Some comrades believe I came back and asked how to do a lack of vocabulary words. This makes me very puzzled. Are students in the plant or unit. .


Lived for a long time, you do not know the various machines and the names of various weapons? don't know factory in everyday language?.


"Mortar" is the "mortar" and no other words can be replaced by Oh. "Piece rate" is "piecework..


-"There's no other Word can replace. Furthermore, both at the factory or the army are going to do a lot of work.


Things, can not speak? At least, we all gotta like others, have food and drink daily and so do it! Then, "to eat..


Rice with "is" eating ", because the article must be changed to" into the meal "?.


I see it, it is guilty of the problems we have said in the first paragraph, is that they always thought that the article would have put a pen to write on. .


Often the words of life, while others put on a set. The idea is not correct. You see, the writers not goes under the forces to study plant.


Workers and soldiers of the language? If the workers and soldiers is not rich in words, writers who seek advice on what fate they do? Mao. .


In Oh, probably here — workers and soldiers a little light reading their own language. Indeed, a worker or Warrior can't say.


To a professor's words, but not workers or soldiers to describe a time a professor of life. Moreover, a university professor. .


Nor does the students said: "to class, listen to their peers-say!" comrades, the text is available, the more powerful, not exams.


Consider what elegant Buwen Ya. The "mini three children to dress dirty" than the "mini three children to dress and smeared" to relish more. "Khan..


Stream such as pulp, "and" sweat son fell to the ground crack eight flap "so vivid. Hide out-of-life and vocabulary.


The other for a set is expeditions. .


(Ii) you want to select. See the above paragraph, we know that writing be out-of-the-word and Word. However, this does.


Not to say that all ready-made character and word count can be a pat on his head. We have to carefully choose what to see which most co. .


Sik.


For example, the "school" and "school" two words could have been similar, but they are not exactly the same, we will. .


Not good for casual use. The "small school" is a saner said little saner to school; "little saner into school," said he was in.


Into the school. In this way, a "last" words and an "in" word can not be misused; an indiscriminate use, meaning not clear. Again. .


For example, the "line" with the "go" and this is a mean, however, we do not say "I line to Dongan" here.


"Walk" the word ready. Arrived we say "march", when they will say "OK" and does not say "go"; "march" ready-made,. .


"Army" outrageous. Not readily available through the road is blocked the main road is, everybody said that out of the box; only our own.


Why that is not readily available, we should remain dim sum. .


See the "for" and "dry" and "get" is not the same?, however, we must first select it and see what.


Most suitable. In "He's always at his work very seriously," this sentence, the "as" the most appropriate word. We can not say "he is recognized officer..


Truth ", or" make things very seriously. " "Do you want to have a good dry", "dry" than "for" and "doing" is more energetic.


"He ruined things," "engage in" inferior to "make" and "dry" is more appropriate. .


So, we can see that those who worry about vocabulary vocabulary inadequate comrades may not lack of vocabulary words.


Exchange, but would not choose and to mobilize their own children know the words. That permits children to use ready-made words, we must pay attention to how choices. .


How mobility. This means that we must give our usual language a little work. Usually, we use a word or two, maybe.


Not tied up, writing articles can be allowed to use the wrong word. The wrong word, it is not clear, become confused article. I. .


Students learn to write, don't worry about getting light terms not everywhere to find a "floating" Ah, "raging" Ah, "ripples".


Oh, half dead with these terms and we write a good essay can not be taught; without them, we can write a good essay. .


Come. The most important thing is we know that the word is used appropriately. Writing it is bothering thing here —.


The words written on paper to be all clear, all right, we want to the think of, not allowed to so-so. In order to "make" "dry." .


"Everyone knows" that the words should also be carefully used their brains. This is called the "puzzle". There is a saying of the ancients gave a. ..


Poetry: "Monk push the door on the next." Then I thought, "push" than the word "knock" the word is good, because the "push" the word of the action too. .


"Blast", as the "knock on" action both action and out opened quietly. You see, the word is out-of-the-box, it is a noise.


A pair of better word dumb. Of course, the door may also be silent child, but the door the sound of children not sound so loud knock at the door, so good. .


To listen to. We are writing or verse, they have more "refined". Want to have to think, not casually. This is what we need.


Some work under. Fan does not work issued, but just want to stroke of the pen can write a good article, not that thing. We make. .


Man, neither be afraid, don't worry. What is the same all success.


(C) new words new words. Man in front said, we should not absorb the new vocabulary? Must be absorbed. .


"War," and "patriotic health campaign", are just a few years ago, and now has become well known to us.


How can not it. They have become a verbal, but no word can replace them, they also are present. .


10%.


But be careful, use a new vocabulary, you must first fully understand it, do not seem know anything about the exaggeration. "Inspection..


Check the "is" check "and" review "is" review ", it cannot be casually. They do not understand a Word, a word of it.


Movement of people for advice, please do not pretend to understand do not understand that most delays for! . .


I think those who worry about a lack of vocabulary. I behold, they may have a lot of words.


But the one to use when caught blind, in the end how this word mean? Do it right, no; use it, not sure! By. .


They made a sad. If they do not understand a "asked" the habit, they don't have to worry about this. Weekday.


Vocabulary words that are re-check to see if in the end really understand how much, probably a good idea. Do not understand the hurry. .


Go to ask. We have spoken, you cannot use the verbal coined, they must first understand them. Not so.


Do, we easily enrich their own language. .


These are the words used by the word on how spoken. Following another say two things: (a) whether or not to use slang. Spoken there.


Many dialect; soil, then place in a ready-made, in another place is not ready, or even fully understand, so we use the land. .


Things have to think about it. Our best Mandarin Chinese writing, less or no dialect. We are going to push the country.


Mandarin wide movement, so we write articles also be used in Mandarin. This is a political task. Not speak Mandarin. .


What is only one way — to learn.


(B) sentences. From the sentences, said, we have to follow the spoken syntax. Generally speaking, Chinese is simple in words. .


-Simply to use the old Presbyterian long sentences. We often make love to commit long sentence defects, not only to read it, is displeased.


Ears, do not understand, but also to his own confused the risk around - that they have around confused, more confused the reader. According to my. .


Experience, I always put a word meaning to all that if in accordance with this point in a sentence, I might need one sentence long.


Long words; So I think with the spoken sentence again and see if with a verbal meaning can not say that point, and. .


Verbal words to mean that point. I often take a long sentence into a number of countries that had.


White, and very natural, very interesting, not dragging its feet. Sentences using this method, write out one thing though can not be completed. .


All oral, but generally get close to spoken language. Deep thought though, be able to use common syntactic, who thought becomes.


Can understand a thing. .


4.


On this one, divided into three, for example: (a) write their own true that things do not write they do not quite know. 1. .


Students do not write the students ' lives, and in the newspapers find marriage collateral to write, write something. Write.


Non-living things have not. No matter how well written, how high skills, but also could not write they do not know. We are working. .


People, wrote the lives of workers.


This writing does not extend to the small effect? As long as written deep, nothing to do with the scope of dots. For a great. .


Home to write many different characters, many different things, but we now aim to write a good thing.


Also can not hope to soon become a great writer. If we take today to write a report reflecting the real, in truth. .


To find our new factory, the dissemination of know-how across the country, the implementation of the country, and we did it! I really do not.


We can get into the one thing we know, write a one-act play, so the whole plant or a few factory comrades saw play, all. .


To increase production, we also went. Not afraid of writing, some fear. Writes out a dozen or so words of a song.


Song of the Month Son, popular in the country, everywhere, is very encouraging since, the credit is not small Oh! . .


(Ii) an essay, not for a moment. Beginners tend to have the person writing this difficulty: glad to see.


In one thing, intended to use it to write a novel or play. However, the theory and write, just write a few words to get stuck. .


This is all about? this there are many different reasons, including one of the most frequently encountered is that we only see things.


Surface, but did not see it in the stalk, so write a few words to put aside his pen and blame a wet blanket. We should not be so easily fixed. .


Shake, but in-depth digging it's root, the habit we thing thing to enquire into habits. Our responsibility.


That things will go to meet a detailed exploration. We always meet on the matter if the surface of things to see a lively, careless,. .


To write, write, write it down, we lost yilaierqu confidence, do not want to pick up a pen. On the other hand, if we cling.


Inquisitive attitude, we will gradually come to appreciate, no matter how busy or how simple things, but all the surface. .


Phenomenon. Let's dig into the matter to the root of the child, the hilarious thing might actually is very simple, simple things maybe is not so.


Simple. Stalk of the matter is the problem. .


Find the problem, let's heart can particular lot. Ah, the original of this hilarious thing and nothing remarkable, but the problem is.


Which simple; the original simple matter that should not lightly back, the problem is not small Oh. In this way, we will no longer be a superficial phenomenon. .


Perplexed, but also it is easy to figure out what it is worth to write and which values must not write, no longer unwelcome willy-nilly pen.


To write, also helped reduce the problems could not write and disappointing discouraged. .


Once you have found the problem and he died and never give up, weak mining its root, the more digging deeper, we would have written.


Oh, Lao Zhang losing his temper yesterday, not because of anger containing the original, but he has a ideological problems. What ideological it? His. .


Do not understand the benefits of a "piece". What he doesn't understand? Yes, he did not understand the interests of workers and the State's interests is a..


To the. You see, as a question of view, we can see from the Old Chang individual national interests up losing his temper, which is not good there. .


More to say? cling to this subject, don't go digging it!.


Also, see the problems have to solve the problem. This way Yeah, let's article may have from beginning to end, is full of. .


. If only describe it, of course, Lao make has little meaning. Light plus the two brothers took him to eat dumplings,.


Old Chang have a smile, the problem is still unresolved. We have to come up with solutions, which may exuberant. Light persuasion. .


Also no, one side also persuaded him to see the actual action activists. LAO's strange, though.


Ah, but a strong personality, which use statistics all the way moved him, teach him to be convinced to open up their thinking. If the energy in all directions. .


Hard to write out how to change the attitude of Lao, becomes a whooping piecework system, this work will take place.


Very good effect. We look at the problem, digging problem, then solve the problem, we can write a pretty good book. Not. .


Hold a problem exactly, but the readily digging today try this, try that tomorrow, to nothing.


(C) to seize the issue would not be waking up. How to be a problem and how to solve problems, and others will ask. .


The ins and outs of different questions. The same problem because of the character's personality, site, time, and there are special.


Point. We have to look carefully to see problems, see people, see places to see time to read everything related to naturally write. .


Find different things.


Comrades workers after the liberation of a written living increase, often described home to eat dumplings. Yes, eating dumplings is really good. .


Phenomenon; however, the same said dumplings is not fresh. Do not eat fried?, I asked if I see.


Question, not a bag it does not matter dumplings. To drill down through the one thing to write something to go inside, be sure to write another no matter what the problem. .


Old first prepare the next Cap — they drill dumplings! to issue it will have a presentation.


Child. .


There may be a worker comrades to ask: are we so carefully, to question it? I said you can do it!..


Workers, so you can grasp the complexity of the machine, can find tips, to inventions, how would not drill down to a problem inside. .


Go to write through? you are a little afraid that no out-of-the-CAP, afraid to write things look.


You do not timid, that cap is not to prepare you, as long as your willing heart, willing to make an effort, you will create. .


5.


Prominent theme and arrangement of materials, two things are inseparable. What to arrange for material? Is a prominent theme on the order. .


Regardless of what to write, fiction, drama, we have to make up your mind what you want — a truth demonstrated.


Reason not many good beginner writing that holds the top for a reason, not too much. Biting off more than will a loss, more. .


Write more chaos.


Lao Zhang also get sour about it, for example. A writer has the ability to mobilize material will skillfully take care of the piece-rate wages. .


Comprehensive campaign. He would write out what worker activists in the lead, affecting others, also writes out the conservatives.


A variety of concerns. At the same time, he led on how to write their assignments, so that the steady development of sport, not impetuosity. Him. .


Would write out what thought leaders, activists on how to encourage leadership, educational backwardness. So,!.


He had to take care of this movement to the full at any time with a number of reasons explain the specific things, and that many things can all run into. .


The General reason, effectively helping exert the total truth — increasing labor productivity, nation-building in order to rapidly.


Development to continuously improve the livelihood of workers, the state-building interests and the interests of workers are completely identical. He might use them. .


Things to write five-screen drama, or 10 million words a novel.


However, our writing will not be easy beginners to write so many people at once, so many things, so many little truth. .


Later merged into three major principles. We have a good reason, for example, only that Lao going by imagine and you want to.


Through, how warm support from the disgruntled into the matter. Let this one thing that is the subject of - Old Chang in the establishment of the piece. .


Wage changes. The topic of truth is the national interests and the interests of workers.


Provides the theme, we had on the arrangement of materials. To arrange a person to have a material way, so the same subject may be. .


There can be several different wording. Let's now put forward several measures for reference, as in fact you can arrange the material, or a..


To you to decide; Otherwise, would not they committed a fill material in accordance with the format up What's wrong? . .


We should first Lao, he is the owner of it. How shall we know? "from the depths of his being, that is.


Is not no end to big Saba telling how he poured sour write it? Not! Let the task is not specifically describe how embittered trouble spleen. .


Gas. If we put him described fall guy, bench, see people stare, it you yell at him like a pretty good worker?.


If he was headstrong to be deliberately provocative, What can he change? Although you really seen the big embittered and angry, you do not have to write. .


Write more nothing serious happened. Writing must know where the hard, where do hard, this is called the art of the hand.


Wrist. If your written roam the Old Chang petulance, went to write for his own ideological struggle is no longer possible when the sensual. .


Ideological struggle is not more important than to ruckus temper? you moved five blocks will not be used to move ten blocks effort? composition is like that.


The writing is not much less write, in other words, is "the convergence is not extravagant." You see the actors singing, not to. .


Force in the place must be applauded?.


The use of the force to stay behind, do not come out and sweat to push hard and also take singing for example: an actor to come out and run. .


Tune sing, then difficult to sing.


Out effort to slowly make, close, step, more and Shi Jin; your walking five kilometers if the time to participate in a firing. .


You have the power, fear not, after the power is not the first.


Lao Zhang's losing his temper on the need to write, there are a few words on the line. This scheme is to introduce a personal matter, and his thoughts situation. .


Condition; no more lavish.


How did he get angry, to be decided according to his character. Temper violence and temper temperature of the people, even the disgruntled are also different. .


Lao is which passers-by? to decided to borrow a show from the depths of his character. Beard blowing at will of the eye.


A violent temper, his head down sulking's will is a soft sub. If we look at document will determine the character in the back like cloth. .


Reset. Bursts of anger, that person is angry, said Hei Hei. His transformation process may be faster. On the other hand, the soft temper one's mouth.


Much that multi-channel, but several children heart, change the promise slower. We should note that these, in order to Characters in the development and. .


Things together, reasonable.


Introduction to Old Chang finished, how do? I would like to, you must know many things about him. Well, the selection. .


Let's look at what matters most, can move old Zhang, made him change. You know, you don't have to write, please pick your selection.


Election, with that most awkward thing. Things have to be copied to write close, do not take long. Ten things you know, there are on the Old Chang; it. .


You will find one or two of the most effective use of the ten things all together. Kitchen chef to show in a plate of sweet and sour fish.


On. He put sugar, salt, vinegar, oil is so good with made to the fish tender and the United States, not too sweet, but not too sour, salty. .


Light is right, this is the trick. His craft in a collage, originally, are readily available, spell ° f/°,.


As little as nothing more than have not, What kind of skill too! Know more, write less, your heart on the old bottom line beyond words everywhere. .


It can be said. Know little, signs, will struggle to make ends meet. Write less and fit, will more than write without effect.


Stronger and more. .


Maybe the change of the Lao is due to open the General Assembly, after listening to the report of the leadership, touched. Although this is the thing.


Fact, you can do so to write. If you are writing a show, you how useful a meeting to solve the problem? You see, on stage, great. .


House sitting, one person speak for an hour, then rose said Lao, I know what play!?!.


Was to write novels, so do not trip! Dude, you are copied on the big report, how can it be fiction? You get the big report. .


The most suitable for the logic of persuasion Zhang, one thing, the remedy to the Lao knows, the Lao began to shake a..


Next. Then find a specific thing, and then shake him out. Then slowly he just want to see. Either play or. .


Fiction, you have to find contradictions, looking for conflict. As the saying goes: unfortunately not. This is not correct. We should say: there is no contradiction.


No conflict, not a book. .


May Zhang got many contradictions. He loves labour day work quite positive. However, he may not want to.


Tubes were intended to teach a new system, thought it was the leadership of the despised him, do not trust him. Perhaps he is willing to do, and care. .


Taking into account the Group's ability, in case of making it up, he also suffered. Maybe he ... you must choose which is old.


Zhang's primary psychological conflict, which is a secondary, long enough to reverse the layout to how he was thinking, what concrete facts. .


Convinced him.


He also has conflicts with others. Here, we have to choose one or two positive figures, to criticize him, persuade him, touched. .


He.


Thus, the specific use of living things and is always around the theme of attack, step close, has been offensive to the climax. .


Then solve the problem. Our eyes will always be fixed on a theme, placement of a person and everything related to the topics, no..


Pull a busy disk children and nonsense - the natural, when you practice more, with experience, you can relax a little more planted last. .


Two small scenes articles more lively. This is way down the line, and now we are learning, better is firmly grasp the main.


Question, do not playing cute. .


As we say, a work is not easy. Don't be afraid, practice a few times, you slowly to touch the door.


Please keep in mind these comments below it: first to collect material, the better. .


The best material is your own experience. From the mouths of others, only as supplementary material, don't put it in the most.


Critical areas. .


There are many materials, began to decide what is the topic.


Determine the theme, I found myself calculating: the use of which a few things, and which few people? Do not do too much, two or three individuals, one or two or. .


Two or three things you can write an article. Figure 1 is a large group, the head of non-emitting lost!.


Determine the people and things that you re-plan, the first what to say, after what to say. Plan several times, your mind will probably have a spectrum. .


Infants — that is, when you didn't write, you have the layout of the whole article, where, where to go. At a glance.


Look in the end is the safest way. If you're not like a story good ending, then they do not start writing the first sentence. .


When you figure, you have to understand, to bring people and human conflicts and contradictions of into a story. You can be.


Do not think so: the beginning I used the "People's Daily" in an editorial in which a few words, then the next major report in the near re-use. .


What few words; and then teach a man anything back for some files. You think that there are so many "poems for permit" may make the theme.


Highlighted, it is not true, we are not as "stereotyped" article. We are living with real people and show the main thing. .


Questions, teach the reader to see these people not understand these things, and touched. By the way, is to teach the reader is interested.


Activity; This is the power of literary and artistic works. Let's teach the reader to see Lao Li Wang, and see their lives and thoughts, to teach reading. .


Who loves the Pharaoh of old, not love, teach readers to admire the old behaviour, and criticism of Pharaoh. Let's just so.


Living things live performance with the theme, so that the reader not only understand one thing, but from the heart, as we are willing to support even the meaning. .


Mody, against what is education. Take the campaign, the water is not careful in his every move has what.


Revolutionary, but he really killed by real action to cut, we tell that he is indeed a hero peasant revolt. We are. .


Write something to be so. Topics for prominence, let's go down the main idea, like a thread, string up the characters and events that make the reader.


See these people and events not only understand the subject, and we accepted the idea - nice, it says right! . .


Also remember: people and things will not only be on one line, but also gradually, like a flower like spit.


Core, open to open tomorrow, and release flavor. Therefore, we have arranged things better prepared to develop the condition. Also take Old Chang. .


For example, if we start that LAO is a stubborn dirt. This is broken, let's shut the door, and. ..


Can not further development. Instead, let's say the beginning, Lao Zhang's personality was very strong, but very Aisi Suo thing. This easy to handle, and. .


Because he is good to think about, he can change because of his strong personality, it can change, but take longer too.


Process. Such a, we can give him ready for the next development conditions. Well, let the arrangement of it: first he loses his temper, and. .


After he and old conflicts, how footloose said he saw us take care of the State property, in the rain and eletric scrap twine.


Children, hacked Ma sword, he moved to knock, then ... ... on the development of such a level by level, until he changed. .


Development to natural horror so seriously. In the old opera, often made this problem — there is not enough, the immortal "show.


Minato. "Teasing does not turn, how do? To a fairy it. A whirlwind, fairy came and trapped the heroes saved the..


Go. It's not called the play, but it should be called magic. Don't we have son! performed on a true story from the new arrangements.


We teach the story of layers of development, developed naturally, run by Lin Jin Li, can not be fabricated, all of a sudden gust! Front. .


Explained, to develop later, never half back suddenly drilled new episodes to.


Called the true story of the new arrangement is written by people we taught, written matter, more prominent than the true story. Example. .


That LAO is not a bad person, but speak a bit of a stumble. If we actually painted, they have taught him a stumble, it's easy.


Admission laugh, destroyed a serious story. Not to mention his stutter. Instead, we describe a bad idea to many people, the original. .


"Modelling" is not a stumble, but let's give him a stumble or falter because he sometimes pretend to spare time to bad master.


Italy. For true, should also be considered, if we do write reports, according to facts to write on the absolute, not lightly scrawl to false reporting. .


Really; if we write a novel or a screenplay, it may wish to make to it, and put it at the end of the order and before and after beating around the place.


Activity of some, to teach it more focused, more strength, more help highlight the theme. We might put the nose of security in the Lao Li Lao Zhang's face. .


, May also wish to take things in Lao Lao, anyway, fit, how much more fun to do. We want to know.


Road, more and write less, that is, for this - the more aware, the more easily mobilized. True story, but the material, I am. .


Have to take them and they mobilize more prominent. We are in authoring, is not a photograph to Lao Lao Li. ..


6. .


Most difficult to write. However, in fiction and drama must have character. It is a story of drum, non-words.


People can not write. Works of fiction and drama, the purpose of such education is employing people. Children read fairy tales, see the little bear. .


Morning mouthwash before, you will no longer automatically, such as mother urged to mouthwash, par to the little black bear. In young children.


Heart, small bear with a sample of people, so the fairy tale on the use of animals as human to educate her children. About one of the children. .


The benefits of brushing your teeth, might as well use the small bear for an example of the effect that is both faster and better. This is also true for adults, reason with him.


He may be the least interest, with a few real people to him as an example, he would be moved. .


We must pay attention to people's creativity. Figures in literary and artistic works, the largest component. Text and structure, and so on also.


Tight, the characters, but especially critical. If a novel or play in the text is beautiful, matter whether, but did not figure on. .


It is very difficult to become a good novel or good drama.


A person has a human form. We must teach the reader to write works the way people see. We read in "The Water Margin. .


Biography ", a closed eye will be able to see the campaign and Wu Song, because the water margin, they seemed to vividly.


They had. Each individual must work in a certain look in order to teach readers to know them, and then decide which to discuss love. .


Weariness which make friends with which, which make the enemy. Our favorite hero, hero, there's the hero's face; we hate bad.


People, bad people have bad faces, are all living life now. Readers from different characters in the access to education, science heroes. .


Not bad people. We are the first person who sucked, Wow, what a good rinse CU ju set him so bad, then teach readers get; teach.


Education, compassion Lin, hate Gao Qiu! . .


A man, a to by born to long as and to the environment and employment. A person's eyes.


Big eyes are natural to, but because the environment is not good, or long-term clean up watches or for proofreading, and his eyes it is easy to change. .


A short-sighted. We need to put the two together, people can see what he is, and what he is. A..


Teachers Jiugen bit big eyes big eyes, a warrior not the same. A worker and a farmer is not the same, despite the two. .


The stature and look the same. This shall take place regularly, but don't write you do not know the man.


But like a character can not depend on support post, and he also must have its own personality. Personality is more important than looks. Li Kui. .


Was very nice, but we like him because he has a good personality. We love his character, also love his samples.


Child has. A beautiful person no good character and not necessarily pretty. Most actions of a person's behavior is decided by his character. .


..


How to make the character and appearance match up? A person's appearance is not necessarily the same table with his character. A leopard tiger head. .


Eye of the man may have the guts to not be baimianshusheng may promise. However, when writing better teach character.


Inside and outside, as some of it is easy to write simple. Although the writing sometimes makes people not so deep, but the insurance will not write random. .


. Describe a hid, look full of beautiful old face, but with a smile on your mouth, the soles of the trip.


Children, does more than describe the temper of the chest directly in line cheese are more interesting, but if the skill is not high, not easy to write well. .


Office of the Council. A person's appearance and personality is consistent, we won't write away. A person's sex.


Cell complex and simple, we have to live within its means, not a character up on the top of the complex to find people to write, it is very easy to. .


Our own around confused. The best three words written outline five words that don't slow talk. Readers want.


Quickly see a person's appearance but easy to remember. We also must meet the requirements of readers that not only grasp. .


Live characters on one of the ear describes the cart, it would make the reader feel tired. We need to put a figure of the appearance features see through.


, And then describe the most simple and powerful write, teach the reader to remember all at once. For example, there is then a profiteer, and his. .


Appearance is characterised by a very long neck is very fine, we will seize this characteristic, said his neck like a chicken, then a rough road and his.


Facial features, readers will easily remember him. .


Similarly, write character to simply, not constantly pulled constantly more tear. But how do you explain in front, behind.


How the development. That is, write something to a good old eyes to stare at people. When presented have already said so and so's slender neck. .


Child like chicken leg, far more smoothly infants, so that the reader to see this feature reinforces the impression. It is for the character.


In this way, introduction, figures not to make something? Good, old down to write his character, he has done in one fell swoop. .


One movement, is consistent with his character. A character who encounter difficulties must not bow, a weak character.


Difficulties immediately frowning. Light said he was strong or weak character, not with empty words, we must teach him to meet a little something to see him in the end. .


Is strong or weak, how strong and how weak. Therefore, the development of the story and character development are combined together, and. ..


People who are not dry, do officers. Bao's character is in line with the case on the Chopping Mei things, if we teach Qin Xiang Lian denied. .


Explication, and met a weak Government, but also to Chen Shi Mei hay dies, it is not convincing. Eyes.


Stare at your character, to teach what is repeatedly test his character, the character in the more and more obvious, the more prominent. .


You have an old steal your character, like him, looked at him, until he became one of the most familiar to you. A close one's eyes, he is.


Can stand in front of you. How he jokes, how thinking, how action, you know. In this way, you will at any time to use the line. .


Dynamic, bearing, smile express his character, it is becoming increasingly obvious. He said it must be said that he will not be a second man.


Of; he made sure he made things, not the second person to make, and this can teach readers to look right or agreeable, not live to nod. .


Citation: write it on!.


If you write a false appearance for the good of the hypocrite, you will teach him the palm of an old a catch cold sweat, shaking hands with others when. .


Further, like touching lives a wet and slippery fish like so. He's a reach, dew point of the original.


Form - he has been afraid oh, so old and out of cold sweat on the palms. Then, you teach him to speak. His words are always so over-modest. .


British Columbia, for a moment a: please you criticize! please comment! or: you see, I have any disadvantages? Yes, he is in fact.


Do not like people criticizing him! Then, he do whatever - only their own interests, absolutely selfish, and even theft of state funds. .


Choi, but his mouth kept saying that "the people". You do not remember the readers to this hypocrite, not who hate him?.


Can be willing to shake hands with him, talked of things? Readers willing to send him to court ha! So you really do, and in the end the story. .


Tail, you did it because he steals the national riches, took him to court, how can we not happy compromise!.


Write a villain so, write a positive character is also the case are simple and clear introduction to the first person, then on things. .


Challenge him, and his character and more prominent. Advance the plot, character and more obvious that story points.


Fair and reasonable development. Light says that people, not give him something to definitely touched orgy. You see, we remember Wu, because we. .


Remember that he killed the woman and the Tiger. If the water is generally a very high stature of Wu Song, how much strength.


Great, but no specific things to show his strong body is not deficit, we will not remember this hero. We do not remember off. .


Win because he didn't make many things personality cannot fully revealed. Said, but forget people don't.


Line. It was reported facts, not fiction, or drama. If you decide to write a report about one thing, you can steady stream. .


This local write things that you do not have to many people. If you want to write a novel or a screenplay, it cannot be just, regardless of the person. Write the characters only.


Considered good writing. .


Because we know that a person is a person's character, we would write out a different character, not everyone is a..


Kind, and will not figure you can replace each other, called him Joe Smith Ye Hao, John Doe 也好. No, Joe Smith is Joe Smith, certainly not Lee. .


4. Only John Doe is Alice, Bob, we must have in order to enable the reader to pay particular attention to the person, the sympathy or the hatred.


Evil of this character. This means that the work we have a moving force. Instead, we figure that if only "so a..


"What can the surname, as anything can be, readers will be interested in him, and to have our work into one.


Edge went. Grasp the character, we will grasp the stalk of life - a person's character by his class, education, experience. .


The training environment and so on. We must know how to understand, and bring a person's life experience, this can create some prominence.


A grid of Joe Smith, or a John Doe. .


We do not need more analysis of the relationship between personality and thought, because it or we are not much help. Us.


So only explain: If a person practices a thing is determined by his character, we can say that one. .


For one thing the view from his thoughts. Therefore, we must always keep an eye on, not only what we could.


Action, but also find the idea dominated action. Provided that we look at actions, we easily find the stalk, intangible ideological question. .


Problem. For example, here are two worker comrades made at the same time, as said, let's call them old feng and 老丁.


It. Lao Feng cadres were also reluctant to move away from the origin of the workers quarters. Laoding it just made cadres, porting shelves. .


Sitting in the Office refused to come out. Why? this is not for no reason at all. If we pursue, we will.


Understand that: the original Lao Feng always love my brothers, do not mind a little risen guan'er thought, though made of cadres, but also willing and brother. .


Brother are together. 老丁 not, he has put the cadres as official thought, so I gave up shelf cadres.


Years. Moreover, his former may not be purely positive for serving the people, really, but a means - good quickly. .


To be promoted to the cadre. You see, what one person said, what is he thinking of a specific table.


What now? We touch people's thinking if the situation, and I touch his bottom, and then to try to solve ideological problems. If we can. .


The bottom touch people, we can catch the contradictions, and see why one thing becomes bad, not too hard for.


What a big trouble. One thing to seize the ideological grasped the stalk, and will not touch an East West fishing a way poking up. .


As the saying goes, "human face", and we drowned characters don't light face, drowned. We have put the figure of the heart to turn.


Come out and clarify his thoughts, then we can say on the matter stalk. .


Above six, but only for the worker comrades of reference, I dare say I said. A person has.


Limited experience, I thought right, into the hands of others may be not suitable. The literature is not immutable rules. Furthermore,. .


I write things haven't a top good, now I'm still a schoolboy, learning every day. So,!.


If I can not say the right, nice top half of you, do not listen to half, so the old follow me, and children the wrong way. .


http://www。.donews。.com/Content/200508/35b643d91a1a4fcdbee652025b2d0142。.shtm。.


This is really not fair, what help donews reposted elsewhere are not, on its own little page where there are sensitive words actually said, I protest. With equal pay and Industry. .


Had to look at the link.


We can, "USA Today" newspaper October 25, 2003 attacks on the captured gunmen suspected of serial murder is seen in reports of the use of information graphics to the whole process of reporting the incident. .


From October 2 to 22 days from the day, Washington, in the surrounding area has resulted in a continuous 10 people were killed, four wounded in sniper. 22 days later, the two suspects arrested by the police.


The case has been the focus of U.S. media reports also the target of media compete for audience another example of intense competition. U.S. public opinion on the media, especially television have criticized the excessive speculation that some reports had exaggerated the tension. Meanwhile, the number of speculative reports have led to misleading the audience. This article reports the case to analyze the organization of the manuscript and use of information graphics to help readers make a FAQ and so a useful attempt, worth learning from. .


USA Today newspaper spent six editions of coverage has the following main elements: (1) a suspect was arrested; 2, analysis of suspects life trajectory and motive; 3, suspect arrested after; 3, where the suspect will be indicted? 4, interviews with the families of the victims; 5, in the u.s. Muslims do not wish to become a "scapegoat" were being infringed; 6, local residents of relief; 7, European countries fear that the United States in the footsteps of the step. It should be said that these basic answered readers ' contributions are concerned with major issues.


Photos and information graphics in the application, the "USA TODAY" newspaper more unique. 6 version of a share of the photos and diagrams 26, the average version 4, accounted for half of the layout. Utilization in the information chart, layout editing process produced a shooting incident report form and the Guide to the day, demonstrating the use of guns and bullets gunmen. The best of two charts - the gunmen to the car in the modified panorama shooting and shooting - the image of symbols to the readers with the most basic situation.There is no time to read the section of the reader can simply by virtue of the two charts in 10 minutes to understand the main elements of the event.


Following is a "USA Today" reported in October 25 after the first day the police announced the detection of the use of newspapers in the two charts. .


Figure 1 is a computer from two angles show gunmen outlet. The diagram is simple text description of the 1990 xuefo Bora is modified, the shooter is how to use it blows. The reader to understand how the murderer in 20 days, King dared continuous modus, how not to be found. This picture at a glance, clearly illustrates how to use the killer cars are converted to arrest the perpetrator. If you use a text description, I am afraid that is not a 500-word article that clearly.


Chart 2 is the one case of panoramic images, which occupies three-fifths of layout. It fully utilize the advantages of information graphics, to a long time, people and places changing news in a small space within the very clear statements. .


In the news, readers of accessibility is often an important factor to consider. Geographical proximity readers news affected concern. Map of news coverage in complex plays an important role in marking the event location to help readers identify its own psychological proximity there are more important. Panorama of national map shows the location of the crime in Virginia and Maryland, their distance from the most recent Washington only 20 kilometers. This is enough to make the nation's capital from concerned readers news and national security perspective concern the progress of the case. For those who own homes there and have relatives in the local readers, maps are used to narrow their psychological distance. .


The panorama includes: 1, chronological 10 pictures of killed the victim, their age, occupation and other basic information; 2, photographs of the two suspects; 3, had been considered to be committing vehicle photos; 4, help solve clues, including bullets and gunmen remain in live poker; 5, victims of gender, age, victim of time, the victim's body parts and place of the statistics.


Through these two charts, the reader can in a very short period of time, do not read scripts can grasp the whole process of the incident. Information chart using the human visual thinking, reading for readers to reduce barriers to a better understanding of news events to explain, play an essential role. .


Communication is of the view that the graphic symbol of travels faster than text symbols quickly. In other words, the audience will be able to more readily and faster graphic symbols to accept transmission of information. In our daily life information chart examples abound of passing information.


Therefore, the media, the competition is to some extent compete for audience attention. In the television and the Internet in real-time visual impact before, newspapers are increasing the amount of information and time, while an important strategy adopted is to enhance the visual appeal and layout impact. Through information graphics (information graphics) application, speeding up the acceptance and understanding of the speed of information, before dissipating in the reader's patience to disseminate the information to send them eyes. Affinity for the establishment of the reader (reader-friendly) is an international layout frequently used vocabulary.Newspaper first must be able to attract the reader's attention, and then try to extend their focus, enable readers to receive media information.


Visual thinking as the backbone of the editing process. .


As information on the application of the chart, and "Visual thinking" this concept in the foreign media studies can often mentioned. At the same time, a new newspaper editors reported mode is quietly forming. In this new acquisition process, reporters, editors, photographers and editors have formed a new working team. They share a common goal: to use a variety of means, whether text or graphics, the raw materials are processed into reader acceptable combination of digestion and, ultimately, to disseminate information to the reader.


In the previous workflow, the reporter is doing a line of work. They are responsible for interviews and manuscript writing. As long as the scoop even completed the task. The remaining thing to do from the rear of the text editor editing, processing, good title, a good grasp of editorial policy, facts and common sense to avoid errors, to design a good version of the manuscript on the sample. The whole layout of the visual effects, the use of photos and information graphics, and not on an important position. Often after completing the manuscript arrangement, if there are any vacancies to be filled, then make a chart graphic, please fill in fill in the blank Bale. .


The new newspaper collection process in the dissemination of academics have a variety of expression. Some people refer to the concept of "band." Editors and reporters of the Division of labor is no longer so clear as in the past. Their thinking to turn to the readers of Visual space. Communication studies prove that the newspaper reader's attention is the order in accordance with the following: move photos — title — charts — text. If the first three items will not be able to attract readers, then they read the text of the draft are negligible. While the text of the acquisition has been a newspaper editor in the process account for the absolute importance. In the new editorial model, we see layout editors, photographers and graphic design and art editor in the band combinations, to get an unprecedented strengthening. Instruments in their hands are different, but play the tune should be consistent - to give readers a story about understand that the goal of journalists is to make readers understand and accept your information to be transmitted. .


The United States, Georgia, in the Sava that morning the whole editing team only 40 people, but there is a 13-Member News-Design Department, accounting for a quarter of the total number of persons, it is responsible for all layout design, photo editing and charts. The design department news at the press of the design work has already begun prior to departure. Journalists first Exchange of views with the design editor, look at the news to report, to be able to use information on what kind of graphics that do help. Design editor will suggest the economy reporter to return to the calendar year from the Bureau of Statistics data to compare the chart, the proposed coal mine disaster, reporters interviewed to understand the structure of trenches in order to edit the graphic design of the rescue of the schematic design, and so on. In short, the report design work carried out from the start. Design editor must have the characteristics of the subjects reported psychological characteristics and readers and reading habits, the idea of a combination of press time reports. Various elements of their duties, confined its interpretation of news. .


As mentioned in this article series American sniper murders of reports, for example, we can easily work out this new report form in edit mode:.


1 photo. News feature photography is intuitive and true. In a layout, the general is always occupied with photographs of their visual center, can not be replaced by other reported means. .


2. information on the chart. Their role is unable to do so and photo descriptions is cumbersome.


3, text draft. In this new report in edit mode, the division of labor is no longer so clear as in the past, but the purpose is more clear. All participants reported that the staff began to use visual thinking to consider their own work. Design editor for the journalists reporting point of view, the reporter for the design of graphical editors to provide original material and amendments. Some people may think that this chart is not drawn illustrations do something writer Moreover, not everyone has a fine arts talent. However, the application of the new editing software to break the text and the technology gap between the art editor, text editor and graphics editor was on the same desktop editing system.Text and content editors work with the increasing integration of the trend. It is hard to imagine, on news writing and editing ignorant or not interested in art editor will make as mentioned above, to meet the needs of the reader. Similarly, mastered the graphics software for editing in carrying out the intent of Visual thinking is definitely on.


Changes in the editing, information graphics editor - text editor of both knowledge and can use business graphics software to make information graphics, is gradually forming the Western press, and is becoming a popular profession. In the American press has even been jokingly, if a person has in the development of the press, "You can either get the Pulitzer Prize, or know a little graphic design." .


In the 21st century, the rapid development of new media, how to better harness the charm of print media, in the fierce competition, how to capture more "eyeballs" audience, "attention economy" to the end, financial journalists are facing a big challenge.


Needless to say, financial reporting must follow the general rules of news reporting, will be timely, accurate and objective as the lives of financial reporting. However, other factors can not be ignored financial reporting is increasingly becoming an increasingly important role in that picture with hair. .


Picture of dispensing in news reports are often considered to be the text of the client, the wonderful content in a supporting role. The rapid development in the media today, it is often called the "time". Illustrated stories often achievements cited everybody better layout. No picture layout, even if the text is wonderful, often slightly kludgy. This is in the print media cover the business they embody.


Such as financial news limited because of its unique concept, making its content is often abundant, but it is easier and the lack of flexibility in the form of a bright spot to attract a wider audience, while intuitive, vivid, accurate picture with hair can often just enough to make up for financial News of this shortcoming, but also with the financial news scripts complement each other, to maximize its features. .


"The green leaves safflower also with" — the kind of picture dispensing.


In news reports, the type of picture is usually dispensed in three ways: photographs, drawings and charts. .


First of all, photos, news pictures of the most common dispensing, including news, photos and general life photos (photos), which is the most commonly used news photos. These photos are usually tightly around the topic, focusing on financial issues of the focus, or the coverage of the central figure, the building where the event occurred, or is associated with the symbolic things, as well as incident, local, and the party concerned or the outsider's reaction, and so on. These photos while there is no "·" events news photos that explosive, but to help finance the reader in an instant meets grab reported topics.


China's industry leading "financial" often good at using the photo journal on to the point, won for them. For example, the August 5, 2004 issue of "financial" general section 113 of the cover story is "Goldman Sachs into China," analyzes the market in China to introduce foreign investment risks of the securities firm's initiative. Article begins with respect to a full-page published by the bottom-up shot of the United States Yang Investment Bank Goldman Sachs headquarters building in the United States, not only to attract the reader's attention, it is directly out of Goldman Sachs cited the many background factors, can be said for this financial news articles reporting the successful dispensing of a photo.The "financial" may 20, 2004, total 108, published by the iron during the rebellion of the 2004 steel the first case one iron and steel expansion in Changzhou and burst of trajectory, magazine article, once again, the pictures are filled with the whole page. This site features photographs of any responsibility, but in a seemingly tilt, takes up half the screen, iron the project completion of the main works of blast furnace, a little boy lost in looking into the distance. Next to never Tip: he and his father lived in shed a year because of arrears is unable to return to his hometown in Hubei province. Significant also, this little boy wearing a red jacket chest for the 2008 Beijing Olympic Games logo. Concern for the fate of this picture, thought-provoking, unique angles, the visual impact can be considered a good work. .


Second, the picture is a news report in dispensing the picture contains many items, such as illustrations, cartoons, sketches, comics, painting, oil painting, water-colour, prints, paper, sculpture, etc. Which, in the first two of the most rare.


Illustration, also known illustrations, was inserted in the draft text in the picture. It vividly illustrates the article in one or some of the important elements to enhance the appeal, to enhance the reader's understanding of the draft text. As is often the text is issued according to the contents of "re-creation", so illustrations and sometimes can have an independent artistic value. Then to August 5, 2004 "Financial" and "Goldman Sachs into China" as an example. In its headline next to the body, is a very unique illustrations.A $ 20 dollar bills of green plug has a face value of $ 100 on the renminbi and wings, the shape of coins is swooped down of Eagles, hawks head faces the title word "Goldman Sachs". This illustration is very dynamic, and the idea that "foreign" and "China" and "financial instruments" and other words are also encompasses moral revulsion.


Comics, as a picture, is a satirical or humorous paintings. It from the real life struggle and drawn through the exaggeration, metaphor, symbol, allegory approach themes of the event or person. As the world's top-level representatives of finance and economics journals, one of Britain's "Economist" magazine in the industry is enduring and unique, which is very famous for its comic, rather to learn from it.For example: March 6, 2004-12-the Economist published the outside world Choir (The Siren Song ofthe Outsider) "Investing News faced a hostile takeovers and operating losses in the United States · Walt Disney's main shareholder's request to restructure the Senior Manager, CEO, Mike. ACE NAR (Michael Eisner) no longer serves as the Chairman of the Board of Directors of the company. Article at the beginning of the allotment of the comic very creative: a boat approaching the sea, above the six board members sat shaking pulp ahead; in front of a large rock sitting on a graceful man, a portly suit soil, but head to waist gold Phi curly hair, jiggle golden angel wings, gold dial hand six string harp, sang a wonderful song smile; and between the boat and the rock is covered with rocks everywhere.This cartoon fun, play the Banshees in ancient Greek mythology game wee sing lured seafarers ashore of the martyred legend, suggesting that the company wishes to find his home is not easy, and the article title, and clearly showed the entire incident analysts on the doubts and negative opinions and predictions.


Third, charts, reports in financial news is very common. Financial news coverage of professional features make the use of large amounts of data must be displayed and demonstrated. The chart-like state through different, often specific to the abstract plan will be dry figures visualize the whole of the distributed content, the text will be three-dimensional plane. Such as "financial" May 20, 2004 article on the cover of the total 108, "Harbin Beer war" on the monument through the complete listing of Kazakhstan since the stock market chart analysis, the reader at a glance. There are much more common in the charts, pie, column graph, chart and so on. .


"Picture, more valuable than diamonds." — the role of dispensing the picture.


So, specifically, financial news coverage allotted picture in the end played what role? Leonardo da Vinci said: "The screen display, more precious than diamonds." Indeed, the success of the picture can be dispensed only by position for Financial News luster, but also can often result in a very effective communication. .


First of all, the appropriate picture to form a powerful visual impact, increase financial news, and attract, expanding readership. "A picture is better than a thousand words" to be able to make the layout in all kinds of financial reports. As the newspaper, periodical industry that the trade in ideas gradually from "emphasizing pictorial diagram" to "and" change. Boldly dispensing the picture, the picture is from "dishes" to the "main" status, especially in the first edition focused on the arrangement of the picture in the news, the news of the awareness and image of the layout of Visual impact, attract large numbers of readers, but also to the reader to beauty. To the two financial newspapers, "Lawrence of" the Economic Observer and 21st Century Business Herald, for example, from April 16, 2001 to April 16, 2003, the Economic Observer reported that 70% made the headlines with pictures One type of by pictures, photos, 58%, 30% pictures, charts, 12%. The same period, the 21st Century Business Herald, 62% made the headlines with pictures, photos of which 80%, 4% pictures, graphics, accounting for 16%. The two newspapers print more successful operation of the new generation financial media representatives.By analyzing their allotted a picture of headline news covers all the headlines and dispensing picture type representing all picture ratio statistics, pictures in reports issued in may see Leopard evident.


Secondly, the pictures are evidence of roles, from the side confirmed the reliability of financial news. Pictures show the history and nature of distant solid things. Language are in fact in many cases the role of evidence than pictures. In this function, the photo was most effective. For example, big fluctuations in the financial sector, the financial reports are often accompanied by field photographs, vividly reveals the vivid colors and characters of a stock market like the situation complicated.For example, may 3, 2004, published by the United States BusinessWeek cover story of Asia Edition as "China is facing a crisis? (China Headedfor a Crisis?) Law, issued six on-site photographs, namely Beijing, Shanghai, Ningbo, various types of shopping centres, banks, supermarkets, factories and buildings under construction and so on. It also issued five top China's financial picture. These photos up to see once than hear a hundred times ", as the article provides a wealth of background material and objective image, with a very vivid demonstration effect.


Furthermore, the image can effectively highlight the unique charm of financial news, emphasizing professionalism, especially the chart was the strongest. Charts are often brought for the financial news coverage "miraculous" power, the financial appeal to the limit. Figure is the most intuitive of economic reports, the fact that the most convincing and vitality. If the figures shown by the fact that, to reduce bias and error, and the trigger to stimulate the audience's interest. Almost all the financial press in respect for the facts, focusing on the basis of rational analysis, extensive use of standardized statistics and charts to increase the persuasiveness and authority of the article.2004 July 24 – 30 August the British the Economist has an article entitled "the fear of calm (An Eerie Calm) article talking about the recent financial market volatility is slow, it is recommended that investors cautious wait-and-release,. Text with a chart that displays from 1996 to 2004, the financial market volatility indices curve development, not only for articles supporting but readers thinking, highly professional reference value.


In addition, pictures can be more fun with reimbursement, and enhance the overall readability of financial news, financial press down to "altar", "night" more "ordinary family." British "Economist" Founded many years on the stick from the parade of comics and illustrations, its artistic expressions, not only is often a substitute for photos, but also unique, thought-provoking role and charm. In recent years, more and more domestic financial reports drawing attention to the allotment to make pages more and more interesting, vibrant and more affinity.For example, August 23, 2004, published on 21st century economic report credited to "the forklift to favor bank" is equipped with a cartoon that many cars in front of the Bank is strictly guarded by heavy wire stand, performance car loan issues facing various difficulties, the article topic, greatly enhanced the attractiveness.


"Notwithstanding the ever-changing, I have definite rules about" - picture with hair. .


Of the application.


Financial reports dispensing pictures can play a very strong effect, for financial reporting by Tim color pose. However, in practice, we must follow certain principles, to maintain the authenticity of the picture, ideological, artistic and practical, in order to be the most real and most intuitive front of the subject presented to the audience for the article in waves, the theme of finishing touch. .


First of all, the picture must have authenticity. During the editing process must be to identify and reject forged piece or even a picture. This is supported precondition for financial reports, for authenticity, the only way to persist the authenticity of the lifeline. And the use of the picture must be right, you want to prevent all possible "set the agenda", to avoid misleading the audience.


Second, the picture must be ideological. To examine whether the outstanding article, image focus, and graphics to great accuracy, not out of line, can not be accompanied by minor local side of the picture, makes the center of gravity deviation. Financial reports for the picture allot more to this, only do Ningquewulan, to avoid unnecessary damage to the professionalism of financial reporting, improve its readability. .


Third, the picture you want to be artistic. A successful picture dispensing merely graphic text or text to be translated into the picture, but rather the content of art. Financial reports of the text provides for the contents of the picture, but it does not constitute an obstacle to the picture composition, angle, figures, level of artistic creation. And better pictures, especially concise charts and humorous about, further stimulate people to think and ponder, and echo each other, complement each other for the article.


Fourth, the picture still has relevance. This means that the basis of the above principles are met, from the editorial perspective, the picture of choice should also be easy to plate making, printing out the effect of access to clear and beautiful. This is speaking from the newspaper's overall appearance is very important. .


In short, a successful picture allotment can make reports more profound, vibrant, lively, simple, and you can help the reader with your own eyes to personally perceived the world of finance.


http://www. . Magazineengine. .com / announce / announce. . Asp? BoardID = 20 & id = 510. .


Visual communication opportunities.


Since the late 90's, "and expanded by Zhang," as the rapid expansion of Metro comprehensive general strategy, such as Guangzhou's "Nanfang Dushi Bao", repeated and expanded in the following version numbers are now izgrev 100 pages or more. .


In 2003 the sichao gradually at the beginning of the newsletter, you set a daily average of 80 version of high starting point. It can be said that the Chinese press in the wake of the times "reported" and "overstatement of the times" and entered the era of "newspaper".


"Thick newspaper Age" and the accelerating pace of modern life, suggesting ways of reading the newspaper from the traditional way of transition to intensive reading speed reading methods. Newspapers have to do to change the way to speed reading, we should more non-writing mode, more visual way to deliver news and information. .


The largest newspaper in mainstream American Wall Street Journal "always ignore the picture, but in recent years in order to adapt to market needs, but also started to use a picture report form. The extensive use of pictures, which emphasized speed reading and accessibility of the USA Today newspaper, now became the American newspapers (according to statistics, USA today) the average of the elements of the "visual layout" 7.74% .2, news photos), and its operational guidelines are increasingly affecting the other in the United States, including the New York Times, the newspaper. Newspaper era for Visual communication brings unprecedented opportunities for development.


Visual communication law. .


Compared with the text, images, spread in the dissemination of best feature is instant and direct. Because the image in the blink of an eye so that readers can directly access to complete information. Weber State University, United States of Greek music. Dr. Joseph, a reader to browse pictures of eye movement trajectory of experiments showed that the reader is reading a newspaper layout, first look at the picture, and then the title, the last is the bulk of the article. But readers browse a picture the average duration of only 0. .71 seconds.


As more and more thick newspapers, in fact, 0. .71 Seconds in image time may also be further reduced, this also means that our newspaper published the picture, should be chosen that can be 0. .71 Seconds to seize the human eye's image, or is invalid. .


In the for editing.


<新京报>Photo operational norms ", we emphasize the value of assessment of the following three criteria:. .


One is the Visual impact of the principle of priority.


Second, the principle of priority information and emotional value;. .


Third, the symbolic value priority principle.


These three principles correspond to the image in the dissemination of visual, sensory, cognitive perception of three phases:. .


1. Visual stage.


The reader the feeling of the picture starting from the eye. By the human physiological laws, the large, bright color, vertical and horizontal lines with a sense of the photo, obviously more likely to catch people's eye. This is when we select photo highlighted visual impact. "Five Steps three seconds," the cover of editing theory is based on physical laws. But the eye is the first step to attract readers, then need to effectively disseminate information of the image. .


2. Feeling stage...


The reader's attention shifted from the content in the form of images, pictures, the more abundant amount of information, the picture has the emotional appeal inherent in the human factors of the more attractive the longer the time to read, spread the better. .


3. Stage of perception.


This is the most advanced stage in image. After learning of the content of the image reader combined with their own culture and life experiences, through the association to understand the depth of the picture to start. Which can make people memorable, memorable photos over and over again, always in transferring information, also contains a symbolic meaning, with cross-cultural differences that can belong to the human common factors. Of course, this has the opportunity to become a classic news photo, the newspaper is often how scarce is the. .


Based on Visual communication and respect their own law, gradually developed a decisive picture operation system will be the right picture editing (vision Center, in the editing Department setting produced picture editing) and evaluation (picture Director, contribution fee assessed to picture level), to the vision Centre, make pictures to follow its own rules instead of the client in the type specifications to operate independently.


In addition, "Beijing News" editorial also emphasized the principle of two editors:. .


1. Visual priority principle.


The news appeared in the newspaper pictures, can be divided into four categories, one for news of and visual performance is superb, two for the news is bad and good visual performance, three for the news and good and poor visual performance, four for the information, visual performance is poor. .


In principle, the first picture with the picture of the fourth class, retired. When a second picture and a third kind of pictures can only be selected which, in the second category picture takes precedence. Because a version of the text may have more than 10, but the pictures are often no more than three, so it is necessary to emphasize the difference between a picture of text, pictures, Visual effects, priority.


2. . Professional principles. .


Professional judgement by a professional photo and editing. Text and the picture is different for different text, pattern, so that the picture editing pictures, and more on the Science Division. When the layout editors and picture editing in dealing with picture comments can't reconcile, press the picture edit ideas to implement.


Visual communication practice. .


A relatively liberal idea of consensus, a relatively reasonable management system, as well as a relative professional Visual team of executive power is making paper Visual communication is the cornerstone of the three buildings.


Addition to the visual concept and management system, "Beijing News" in the implementation, specifically set up the visual center, home photographers, picture editors, art editor, image manager, image processing personnel in a room, a nearly 50 people in the big department , accounting for all the newspaper editorial staff of nearly one-sixth. Visual Centre has overall responsibility for the newspaper layout, image acquisition, image editing, graphics production and other business, visual communication stop. .


In picture editing, the Beijing daily published more than 300 image information, including pictures, charts, comics, illustration, etc..


At the same time, "Beijing News" image structure is more diversified use to collect the newspapers daily newspaper photographer's picture, for example, in addition to flagship current affairs and social news photos, there are economic news with pictures and maps, entertainment and Cultural News Photo, for the special issue supplement used between reported between photography and advertising photography newspaper illustrations. .


In non-news picture operation, the Beijing did a lot of creative attempts: the first version of the weather to designate a "look" of the city, the daily published pictures column, there's not much news nature but exciting close-up photos and pictures used to be very difficult to imagine that can appear in newsprint.


Interestingly, our readership survey showed the popularity of these photos, actually all the pictures came in first. "Urban Expression" and therefore are we described as "a visual dessert to the reader." .


In addition, some of our highlights on the pictures, emphasizing the Visual pleasure of picture feature such as "Beijing Beijing geographic," "baby" and "love" in Beijing, became the brand name of the column. In the short, flat, fast picture, the Beijing, there are two suitable depth reading pictures column, a personal style is the emphasis on free play "this newspaper photographers pictures column", the second is devoted to the publication of a picture story "eyewitness" Edition.


In addition, the organizational form in the interview, "Beijing News" The photographer is not the form of an isolated man operation, but in the form of units, exist in the interview activities. Press photographer and text each other pair, forming a portfolio interview. In the photographer behind the camera, but also rely on, rely on the rear of the planning and editing, a lot of news reporters by text first intervention, would be consistent with the visual performance of timely news and information passed to the photographer. This mode of operation, is conducive to the rational management of the photographer, is conducive to the full development of information resources. .


(The author is the Beijing vision of editor-in-Chief).


Two recent incidents have again aroused people's media use the "sources" are anonymous sources, particularly the concern and controversy. One is the United States "Newsweek" quoted anonymous sources because of an error message, resulting in "the U.S. military desecrating" the Koran "incident" unfounded. May 9, "News Weekly" quoted in a report in an anonymous government sources as saying investigators had found evidence - the U.S. Navy prison at Guantanamo interrogators to "Koran" thrown into the toilet, and water swept down toilet.This message upon disclosure would the Canaries, the White House, Pentagon accused Newsweek inaccuracy, abuse of anonymous sources, reported also aroused the anger of the Muslim world, disturbances caused many deaths. Another thing is the FBI Deputy Director W before. Mark Felt to admit that he is "Watergate" secret message source "deep throat" (Deep Throat). The former will no doubt once again told the media that anonymous sources bear fruit is very bitter, perhaps; while the latter is to demonstrate the value of anonymous sources.


Sources to a large extent determine the authenticity and accuracy of information, concerning the media's reputation, so most of the mainstream Western media sources, especially the use of anonymous sources very carefully and to develop specific clear Caozuoguifan, these provided false information on working with China to fight the rich media for the same reference value. .


First, the Reuters on "sources" of the specification.


Reuters reports each (with a few exceptions) should be a clear account of the source. There are two reasons: first, to enable subscribers to the credibility of the reports to make their own judgments, and second, to be questioned in the report to protect our reputation. .


All contentious argument must strictly accountable source. No matter how it is accountable to the sources, you must ensure that credible, unbiased, legally safe.


In addition to a handful of News Express, the need for each report indicate the source of each argument, unless it is recognized or the public have a clear understanding of the information. .


The best source of information for journalists. Known sources. The most time is anonymous sources (such as "authoritative", etc.), the sources said the responsibility of the person completely by the reporter. Named and comparison of sources. The source of the message should be as specific. Do not use the "reliable persons" and "little bird" and "circle" and other persons as the source of the message.


When reporters gathered material to check the facts of each. Edit inconsistent reports must indicate the source of controversy or challenge the claim. Fraudulent attempt to be constantly vigilant of sources to skepticism and verification. The authenticity of the news is not confirmed before, do not use. ①. .


Second, Agence France Presse on "sources" of the specification.


Agencies must be the source of all information. Unclear if the source or closed, should first seek prospective neglect fast: after a press sources to verify the message. The source can be specified, you can also specify the abstract, if the latter, writing one to specify the source of their limited use of the word meaning the full responsibility. Sometimes that's my source, this should normally be written. .


News Agency news sources to illustrate. Source to be as accurate as possible. Comments, judgement, valuation and description of the event must have the source. Any contributions are not the exception. In a series of reports, each independent news sources are written, you cannot because the first section in the script after saving. If the sources are, describes a specific. If the report is that the newspapers and radio units, messages, comments, articles, unless otherwise indicated the name of the unit, it pointed out that its political tendencies and nature.


Use of non-named sources of information affect the AFP's credibility, and therefore strict compliance with the following requirements: a clear statement does not name the official or unofficial sources. Distinguish between these two categories of sources applies not only to political and diplomatic news, also applies to the social, economic and sports news; not find the source on the unit or person in charge of news, from the reporters assess the reliability and choose their reliability suitable terms. In very exceptional cases, also use "According to reliable sources ... ...." Use of such material, the reporter must be sure the message credibility. .


In General, should, as far as possible, no not named in the message source. This is a last resort. Most news users believe that news source account were insufficient, the credibility of the news agency work is not high. Sources will not only arouse the reader even causing trouble.


If you find a problem with sources, editors must be on duty to communicate with the news of, and often have to report to the agency editorial leadership. Agence France-Presse reporter must always pay attention to find different sources to verify information. If a message does not fully understand the formal and root with bottom (even indirectly), it must find another source for one or check. "Observer" and similar term called (expert, competent staff) with a subjective, makes people doubt the so-called observers, experts ... ... is the message the author. ②. .


Third, the associated press on the "sources" of the specification.


If there is no clear source of non-disclosure reasons, the source should be disclosed. When the need to protect confidential sources, the reason should be explained. ③. .


Fourth, the New York Times about "anonymous sources," specification.


Times just are not using anonymous sources can not publish it considers newsworthy and reliable source of cases, it allows the use of anonymous sources. When possible, reporters and editors discussed only after the use of anonymous sources to make a commitment, or so may result in reports of this commitment. Some involved in criminal trials, such as national security report, mandated reporters may use anonymous sources. .


In the explanation of sources, the usual rule is that wherever possible, tell your readers about the source and motive. Efforts should be made to succinctly Express Reporter and source, what kind of understanding was reached, especially when reporters can find out the source anonymously reasons, avoid using the "source stick anonymous" mechanical statement.


Times do not conceal their sources, for example, do not call a man-made "sources", in reference to the names of sources have been explained, then, do not call it "the officials." Account of the source is no fixed format, but the presentation should be real and not vague. ④. .


5, the Washington Post on "sources" of the specification.


"Washington Post" do everything possible to ensure disclosure of all sources. When the "Washington Post" agreed to protect the identity of the source, it will not make the identity of any person other than newspaper informed. .


The reporter must make every effort to ascertain the source and make it publicly available, to be accepted without a complete source of news. If it is not possible, the reporter should consider from other places to get this message. If not possible, the reporter must be concealing the source of publicly available, and these reasons are described in the report.


In any case, some degree of account of the identity of the source is almost always possible and necessary, for example, in their departments, jobs, etc.. Prohibit the use of pen name, pseudonym. Except in unusual time, "Washington Post" will not knowingly disclose the identity of U.S. intelligence personnel, and this must be weighed against the decision by the senior editor. ⑤. .


Sixth, the financial times on the "sources" of the specification.


Accurate and reliable source of information and explain the source of the authority essential to establish a newspaper. Editor to check the sources, only after confirmation of the authenticity of reports to be issued on the version. .


People do not want the public disclosure of the content, such as illegal activity, and so on, must have at least two independent authoritative sources, generally three mutual authentication. If a report is only one source and cannot be further confirmed that the source must be absolutely reliable, but the reporter must do a good job and a senior editor for the sharing of sources of specific status readiness.


Facts or statements or the more potent argument, the more demands indicate the source. If a story full of "well-informed persons," "reliable sources" and other vague statements, easy to readers to conceal the truth in the newspaper certainly Lenovo. "Financial Times" report does not advocate this approach. For the other media have reported the facts, it must be done only after their verification, reporting. ⑥. .


7. BBC on "sources" of the specification.


We usually should be made clear in the broadcast or online news sources as well as important programs as guests, and provide their qualifications to the audience to determine their status. Sometimes the public needs to know the news only through anonymous sources or guest access, this is usually not publicly reported sources of reasons. Protection of sources is a basic principle of journalism, some reporters this imprisonment. When we promise anonymity, we must be careful to maintain to keep promises, including this defiance of the order of the court.When sources to provide a message to conditions requiring anonymous or when a participant is required to participate in the program when the anonymously, they expressed their identity must be identical. The use of anonymous sources, especially when he's done a significant allegations, we must, on the one hand, to protect their identity, on the one hand, to the audience as much as possible to provide information about them, and to some extent, do not enable the audience to their identity. Whenever you use the BBC report on anonymous sources, related edit has the right to know the identity of the anonymous sources. To avoid allegations of involvement in important, we should resist any senior editors to the BBC's attempt to disclose the source identity. While this event, journalists should be clear that this secret information may be obtained will not be broadcast. .


Recognized when the anonymously, everyone must be aware of its limits. Ensure guests will not easily be identified by the general public, it is important to ensure that they were not even recognized by friends and family. We must ensure that it is necessary if anonymous, then this should be valid. Sources of images and sounds may need to disguise. Usually someone else's voiceover technology than do better treatment effect the distortion, or conversely, but visitors should be informed of them. Fuzzy without deformation is to ensure that the source image is the best way to anonymously, or you may instead.


We may need to include the anonymous commitment, such as fuzzy processing automotive brands, be careful not to expose guests home address in order to avoid exposure to sources of risk status. As usually only broadcast in the BBC Britain in the international radio broadcast of the material in the replay, if likely to endanger the safety of the guests, then we may need to hide the identity of guests. ⑦. .


American Society of newspaper editors (ASNE) on the "sources" of the specification.


Guarantee the confidentiality of news sources at all costs, so should not be easily committed. Unless there are very clear and urgent requirements for the confidentiality of news sources, they should be explicitly point it out. ⑧. .


9. professional journalists (SPJ) on the "sources" of the specification.


Whenever possible, should indicate the source. The public should have as much information to determine the reliability of sources. Before the commitment anonymous sources, Always question the source of motivation. To exchange information on the commitments made by all the various possible to make a clear note, once committed, the conservative promises. .


Beware of sources in order to provide benefits or money. ⑨ (author: Xinhua News Research Institute).


Clearly vulnerable childhood, many managers had a deep impression on the classic fairy tale: handsome prince imprisoned in toad's body, the beautiful princess gave him a kiss, so that the prince turned back into human form. Proceeding from this, they sure can kiss their ad targeting companies miracles. .


The term advertisement was initially indicated on the or. To change the meaning of the 18th century. This word means to persuade. If not democracy as a political system, but also to every thing can be utilized by every individual for the purpose of a system, then the advertisement depicted as modification of the characteristics of democracy is not exaggerate.


David Porter, in his monograph published in 1954, "rich people" for the first time explained an important point: American society is a major consumer society driven by advertising. As a historian, Porter asserted that the United States is rooted in the American advertising based on wealth. .


Porter said: advertising in scarce economic and not very necessary, because the aggregate demand is generally equal to or greater than total supply, each producer general production as much as to be able to sell. When supply is greater than the potential demand – that is, when the wealth of plentiful – advertising to begin to implement a truly essential economic function.


But at the same time, Porter pointed out the nature of advertising is another important: the dynamics of the ad, did not seek individual informed the social value of quality improvement and motivation, it is not social goals, it did not influence the object of social responsibility. .


If you have this kind of influence and responsibility into a larger media in the context of globalization, the situation is even more alarming, the global media – global capitalism's new missionaries writes: on the whole, the global media network is a market economy in the globalization process and an integral part. On the one hand, IT offers a huge and growing investment segment. On the other hand, the global media for advertisers provides an important demand aggregation, and the user first values for global media markets operate wheel speed. Meanwhile, the global media network there is a fundamental structural weaknesses, which limits it to serve the people, and even prevented meaningful democratic self-management. It tends to further concentrate control of the media elite enterprises, the sale of goods depends on the interests of advertisers. This in turn has made some disadvantages, such as avoiding disputes and reducing public participation, issues such as damage to public areas of further deterioration. .


Advertising tide.


Introduction:. .


Indeed, the Chinese real estate industry, real estate advertising growth has gradually evolved into a separate industries. This industry but also for the real estate market has created a miracle in a promotion. Advertising forms and coverage is rapidly expanding, from the earliest newspaper Raphe, half-columns, column and half the development version to exhibition, television, radio, Internet, aircraft, activities or even art exhibition, 1126, Clinton is doing childcare and flat housing exhibition newspaper. During the peak period, real estate advertising accounted for mainstream newspaper ads for more than 70% of the amount.


In the 10 years of real estate advertising evolution, there are several important milestone events: one is the 1995 Beijing Vantone New World Plaza, before and after the promotion, the mainland of China for the first time knowledge of what is called ferocious advertising, one is 1999 Modern City before and after a series of promotional activities, including and Deng Zhiren saliva in the media war, the subsequent evolution of this series for several years an important way: the star effect of the real estate industry, and a far-reaching and lasting events are Shenzhen, Guangzhou, Chengdu and other places around the media to start the real estate industry's media war.This field is destined to continue into the future for quite some time as a by-product of war is to provide relevant industry practitioners more in-depth consideration of media responsibility such as advertising in commercial operation.


Industry watershed change occurred in 2003, SARS. .


If you do not have the effect of a national emergency, real estate advertising industry rivalries may also be in the original path to remain for some time. However, suddenly there is a period of silence and reflection time, suddenly there is a time to explore other forms of advertising and promotional opportunities, and, as a direct consequence is the original newspaper in 2003, the so-called mainstream advertising media advertising limit sharply, and the network, outdoor activities, such as forms of advertising of reestablishing a..


By 2004, Shanghai, Guangzhou and other places, some newspapers, the amount of decline in real estate advertising in more than half. .


Developers face a choice, choose the advertising companies are also faced with the media choose, how to design and select advertising forms and put into the core of the real estate industry. At the same time, some of the original period of prosperity in the industry of the neglected issue and thought to be the desktop.


In the course of the media industries, advertising industry plays an important role in the media industry are on every major change in the form of advertising and advertising created a fundamental influence, in turn, further research on the advertising industry has been the promotion of media their adjustment and maturity. .


Review of the 1980s, product positioning in the public efforts of the brain is targeted advertising-product how to adapt to the different way of life – in the form of the product in the public mind. Consumer mentality of deepening, in addition to age, gender and income based values and lifestyles, dividing the population into the research promotion Foundation. Stanford Research Institute created the VALS, values and lifestyles, as will the public into several classes, not according to age and occupation.


This way of life based on consumer values and in-depth study shows that the international operation of the international advertising industry has entered a new phase, however, for China and the real estate industry related media and advertising industry, is simply not the back things. .


In mid-June 2003 by one afternoon about Beijing real estate circles are active in several ads CEO Hill daikaku-ji Temple in Beijing, in the evening, wine and tea flushed, the boss of an unabashed said: to be honest, I didn't put a higher standard of real estate media, but also from the heart despised developers. By developers and media at say a bit of fun, it's reminiscent of a profession, in 2002, wrote an article: top ten real estate advertisements of the witnessing the spectacle. As follows: There was advertising it this way: In the future, we do not build a house in addition to, the real estate development work for all aspects of advertising companies will have to do. In this regard, I would want to say is if: advertising can not do these things, have done these things, if possible, should be to fight for access to Clio advertising awards.This is not only a question of social work Division, at the level of development of real estate advertising is still very low, whether in creative areas, or in the form and means are difficult to meet the needs of the real estate market, it is not only not attract consumers ' attention, much less effective dissemination of project information and shape the corporate brand image.


In reality, real estate advertising there are many errors and strange situation: a misunderstanding of positivism many real estate ads, directly to the building, and often the most unsightly buildings, full rate on the ads on the screen. In fact, they are just some very ordinary tower, a pile of steel and cement mixture, no anger at all, good point, after the effect of computer processing, the sky bluer some of the tree a little bit more green. .


Poetic and flooding: our real estate advertisements, often see similar poetically verses. In fact, the advertisement is different from writing poetry, lyrics, and besides, it is not possible the poem than Xu Zhimo, would be forever.


The pile of cliché: in the real estate ads, than the most beautiful, noble, royal life, the top luxury ... ... no personality like the wording, or use a number of semi-colonial terminology. To know that this is not only stereotyped remarks cliché, is not valid transmission may even have a negative impact. .


Missing subject pale: some projects and we don't hype flags, the concept of the product, in fact, good products, provision of qualified products, this is a must and minimum requirements. This claim is not of an excuse to cover up their thoughts of the poor. On the other hand, the concept of abuse of some real estate project, a lot of weird fiction themes and concepts such as patchwork or interception of several letters of the alphabet, is called a certain community, this word game is meaningless, nor is it possible to carry out effective dissemination.


Analogy, think of the superficial: the total number of real estate ads like to use some chairs, pens, apples and other items of little value as metaphor, it can neither gives rise to emotional association, I can not see the logic between the real estate project relations, it is puzzling. .


. On the contrary, many success take root in China, multinational enterprises such as Coca-Cola, have been fully achieved localization, its advertising and promotion has been with the Chinese traditional culture, the level of their national language has not only qualified but also very exciting. .


Presentation of backward: many advertisement images are often dirty, messy, difference in miniature, in creativity, structures, lines, color choices are not scientific, and even the very eyes of the pollution.


False advertising promises: real estate advertising in the description of the location 10 minutes you can reach the project site, currently in Beijing, the current state of urban transportation, escort to clear the way unless the Ambassador Cai Xing. Starting the project, the average price of falsity is to make outrageous things. Extensive use of some foreign resort map image as a result, the project will be of real so? Advertising Questions: Finally, we need to understand is this: no one has the right not to attach importance to the design of advertising, because advertising when it is used to support huge amounts of money, but also affect the success of the project.If it is invalid to convey information or even belittle project, of course, you cannot turn a blind eye to this weird situation.


This condition is very easily lead to a very funny phenomenon: as related to the three links, real estate developers, advertising companies and media who are neither Qiaobu Shang state, that other people are not professional, in fact everyone very professional, but then no one can do without.History in the repeat the question is: why do we constantly at a very low level seem to endlessly repeat? careful study, advertising practitioners say it is not surprising, since in the process of commercialization, the current real estate media and communication way deviate from it should be at the location and function, Chen Sun with the media "article to illustrate the transformation of reason and direction, he said: when the estate had to completely new global perspective on the prospects for the development, marketing, media and also to return to original state, had to extend the time in multiple fields.


The rise in real estate and development as an opportunity to experience all the excessive media coverage of the business transformation of the real estate concern shifted from the news based advertising based. Media is easy credulity their market influence, and easily gullible ad profitability, a large number of news media, thereby changing the values of real estate ads running in the media manipulators become to some extent, the media had a severe confirmation of identification and the role of the difficulties. .


This is a kind of erosion see bone business transformation, media enterprises property to a near-destruction are revealed: media with audiences to make money, earn money only on the grounds that the audience will contribute to the probability of advertising. But when the media decision makers, carrier's excessive advertising and even advertising as its main dissemination of content, media, while still making money on the rational, but since the unfairly treats audiences, the media is gradually losing its existence of rationality.


It is as if: With real estate buyers to make money, make money the only reason is because the buyer bought the house to suit your taste. But the mainstream media as the real estate advertisers will not be confused as to the media as some slip, only forgetting to build a house receive the deposit. .


Rue look already one hundred years, lost media in danger after successful advertising, had to return to their original simple status: media raison d ' être merely observation and dissemination.


But in this return to the simple state, the media also faced with the same simple direction, that is: much more complex than in the past must be the way to complete a simple observation, grooming, communication. .


Does the President for advertisers.


Roosevelt's words, China will be more specific on the present - not president, would do real estate advertising. .


Chinese consumers are intensive real estate advertising bombing. In Beijing, every Thursday is the Beijing Youth daily, and the Beijing evening news on real estate advertising race day; while in Shenzhen, shangbao and choose the special zone "Wedding Banquet on Friday. Only real estate magazines can be coated do, page, and you can get for free. Full-page spread, gold and Silver Edition, pulling pages, Nera, folding or even cover the traditional print media strive to provide. Dongsanhuan North Fourth ring road, 70%, 80% of the traffic signs advertising are the developers win.


On the plane, the flight time television advertising, a flight ticket clamped advertising, airline magazines are advertising; in the supermarket, in addition to display stand, posters and counter coupon payment, the receipt is also printed on the back of advertising ; in the elevator, more and more high-rise office buildings are being replaced with video ads to earn money to pay the mosaic; in the toilet, many clubs and restaurants to real estate renderings printed on the toilet door. Even in person Wuhan Asia mast on the side of Turtle Tower, East Lake, the world has played four characters. .


Just like time magazine said, when the company avoid the traditional mass media in the hope that people work, shopping and entertainment areas of these consumers have been exhausted, the so-called rapid expansion around the ads. China's real estate advertising is in such an amplifier's period.


From chunks to the cross-version, from face to face all foreigners, from the street to the small ads to print, outdoor, radio, web, DM etc. more than ten kinds of publishing tools, from a single promotion to integrated marketing ... ... flamingo communication and general manager Li Xue Song, said two years ago, our thinking is the core of how effective advertising, how attractive, how much each ad will come to call, the number of customers visiting so.But today, we are thinking about advertising in the media is important, the role of public relations, and how art can give the public what, whether emotional ties, how to pay more attention to the local population's history and culture of psychological characteristics, display space sales functions can be hidden, the consumer can process more enjoyable, more memorable and more recognition and full of new experiences, and more.


In a large number of real estate projects, we seem to have no need to advertise - and more emphasis on integration of internal and external resources.There is a score in our hands, like a conductor, George tab said, ' the brand construction ' by our TEAM, ' public relations ' find a media, the editor-in-Chief is my friend, who convened a meeting of media people, ' exhibition selling space ' can be an artist to do it, ' stores to sell, sell field has field '; ' text documents ' can find a professional publishers, plus an architectural critic … as for the ' advertising campaign ' and why are you advertising? to show someone, not maifangren swarm? from a professional perspective, this is an advertisement from changeing process – the highest realm of advertising is advertising.


Contemporary culture from the perspective of the culture industry, the release of the revolutionary wave is fueled by advertising, fan the flames. Although interviews with any advertising, they are serious, the service is the first property developers, while the so-called era of culture in them, either elements of the study, the performance of either approach, either a hobby or is crap. However, the advertising slogan deeper and deeper, hug the book more and more thick, and even the architect Yung Ho Chang wrote: real estate advertising on Chinese intellectuals formed the intellectual challenge. .


However, advertisers say no is the value. The key is that there is no advertising like real estate advertising, on the social impact of lifestyle so much, it gets more social significance and even the value of life, century of Rainbow Deputy General Manager Feng Xin Dong said that had to be convinced that the real estate advertisements have increasingly become lifestyles of the citizenry.


Man 1. .


Real estate advertising food chain blurbs: Developers say, I have half of the advertising white spent, but I don't know where to spend. Advertising companies that you can eat 100 bread to eat, but the first 99 you can't province. The media says, I just a bunch of members, in addition to ads, I have more promotional products. Marketing companies, advertising companies to get business. The question, I believe?.


From Deng Zhiren to SARS if Deng Xiaoping's southern tour in 1992 as the starting point of China's real estate market, then the history of real estate advertising should be earlier. Prior to 1992, has had a sales of housing, which houses the "China Daily" or "China Business Times", the same as issued a notice advertising. .


The end of 1992, 42-year-old Hong Kong Tang Zhiren arrived in Beijing. This is not even clear that Chinese people opened up China's real estate advertising age. He brought sweeping Hong Kong's marketing strategy, and his advertising campaign to become developers of sword in hand, even a unique marketing tool. Today, advertising is a means of marketing, but over a long period of time equal to the marketing of advertising. Developers got off the ads, you can phone home, and so on. Before 1998, did not form a real estate advertising industry, marketing agency in charge of advertising the specific operation mode of operation basically copied the method of Hong Kong and Taiwan. During this period, the media has an attractive smell the breath of real estate advertising. In Beijing, the "Shopping Guide" color version of the first appearance to the first pot of gold digging, "the Beijing Youth Daily" and "Beijing Evening News," quickly followed, the establishment of real estate special issue. Real estate advertising to become the focus of media competition. .


1999 Pan shiyi and modern city debut as important. He was first a concept – SOHO – system of indoctrination into product design and advertising. A lack of marketing guru of Pan shiyi is a different story. He not only uses the concept of integration of the ads, but also extremely skilled in the use of various means of public relations, he is not related to a variety of real estate by herself, and even went to a movie. His language, with the simplicity of General knowledge and continual conversion, grafted concept capture media. When the commune by the great prize at Venice, laopan has achieved a high level of advertising – no need for ads . During this period local advertising companies have become the mainstream of Party B, they have been emerging middle class segment, the label affixed a variety of lifestyles. Media market ushered in an eruption, DM Magazine, fashion, finance magazines rise, you can choose the communication tool to reach around 10. Advertising industry entered the channel management: home exhibitions would have been very popular, and many projects are on the home exhibitions at the opening; clubs, clubs, golf courses began to highlight the value of advertising, more and more valuable customer database, and even some companies claim to be able Lock EMBA class. This is a golden age of print ads。.


Sudden and accidental events often become the turning point in history. SARS spring and summer of 2003 the real estate ads onto another level. More diversified advertising, advertising communication strategy shifted from a single integrated marketing. Sina's online advertising that year reached 30 million yuan, is 10 times more than a year ago. According to the latest figures iResearch market information company, in 2004 real estate ad network has reached 2. .5 Billion, cut away a chunk of flat market. The city's worsening traffic problem, and the growth of the family car, making outdoor advertising and radio ads favor.Developers can choose from 10 kinds of media, to form a three-dimensional advertising campaign. Advertising companies began to be known as integrated marketing. A more professional presentation is to promote 4P 4C, variable transmission to consumers as the center of everything; the expression is simpler, less advertising, events, and spent in public relations costs even higher.


Help and Bangxian. .


By HC international consulting co., Ltd., 2004, the print media is the real estate price children magazinerate card. 98 .6 billion, while in the second place in drug advertising (not including health services and medical institutions) to 40 billion yuan. The first half of 2004, the largest real estate ads is the Beijing Youth daily, has reached more than 2. .8 million, Guangzhou 2. .7 billion, Dushi 1. .12 billion.


In fact, the real estate ads in 2002, more than drug advertisements, sitting in the boss's position. According to media surveys media institutions in the statistics, in 2002 the total of all media, real estate ads to reach 101. .39 Billion, 10 billion yuan to become the first breakthrough in the industry. 2003 is to reach 159. .15 Billion, an increase of 56. .97% Of the total 14. .75%. Increase in real estate advertising in 2002 ranked fourth in 2003, second place, to increase by 57. .76 Billion.From 2000 to 2003, the real estate industry has been the rapid growth stage, at an average annual growth rate of 33%.


HC based on the latest statistics, by 2004, the impact of macro-control, print media real estate advertising growth of 30% or more, down 10%, print advertising in 2005 will be expected to maintain a relatively stable growth, Yao Lin, vice president of HC on told reporters. .


All who wish to cut the cake in the media, have had to face a cruel law: a city of 60-70% of the real estate advertisements in 2-3 home media. In the first half of 2004, real estate advertising market in Beijing, for example, the Beijing Youth daily accounted for 42% of the annual Beijing Youth and the North will carve up 70% of the market. The Beijing evening newspaper advertising department Deputy Manager du Manulife interview said that Beijing Fuli City 2004 advertising costs $ 30 million, the Beijing Youth and late to 1000 million, leaving millions of other media to erode, the two main two pair, the developers put in the distribution of policy.


In order to put into this small circle, the media and real estate form an interesting structure. We surveyed 44 newspapers, 41 are in the real estate version of the advertising department below, "the Beijing Evening News," advertising manager Nibao Zhong said that a correlation with the market too. The first is marketing the property editor in chief editor, followed by the content editor. Media as an important real estate marketing chain - the organizers of home exhibitions, forums to create those Purchasers staff, CEOs step guide plate. Not only to help, also Bangxian. .


Nevertheless, the tradition of the effectiveness of advertising. Previously an advertisement, call 100 more, can now be received 2 to 30 calls, well, what the newspapers are not very good, NI baozhong said. On the other hand, the role of advertising in print media. Now it's more like a newspaper advertisement do show, developers say I have a House to sell, my strength is abundant, Pang Bo Liu International Executive Director said. Simple advertisement in the proportion of real estate marketing has become more and more low.


Extreme sports. .


Each bottle of Coca Cola is the same, but there's no one set of the same type of House, even if the same, different floors but also have different landscapes, pedestrian says Tong, Chief Executive of the scheming, real estate ads and other ads is here. Cola need long-term maintenance of brand advertising, real estate advertising is the need to rapidly create brand from scratch. It is interesting to note that with the big brands to enter the international 4A company should fail in the real estate market to a cup of soup.


European and American classic ads not meet the real estate ads natural law, which makes real estate advertising was born with a free body. Now the international 4A more was done to maintain and extend long-term brand, to make a life in the land from the market growth out of long lost their creative ability. Ogilvy's Advertising Principles fact more of a brand from scratch, and now they are distorted to be used in brand maintenance, advertising creative was emasculated.Why international 4A do real estate? because once only speak the language of the market or use your own thoughts to voice, mute, Feng Xin Dong said that as a consumer, you will be a selling point touched Askew, go to buy a house you have to consider a heap. The House must have several selling points in order to enable consumers to impress. Currently, the international 4A do not see this, but is simply emphasize simplicity. Text is considered a soft 4A advertising company. Most of the texts by 4A is a bunch of holding placards salary secretarial. - Or is more about a few English words of copy comprador, Feng Dong, said the letter, 4A's copy has rich soil has another string of the ocean taste of Chinese cooked rice. No one does not recognize the advertising is communication - can not communicate without a common language can be said for so many years Chinese 4A only do the so-called ad, but did not really communicate with the Chinese market. Developers to rapidly build brands to complete the task of selling, trading or even a hammer to a local elite task.Such a situation is converted into tasks delegated to promote marketing, the judge's normal reason has been pressing self-extracting or blindly into virtual high drive West East a hammer stick one-sided, District Manager starting Hua said. So the real estate advertisements and formed a unique form and great tension. You will in particular be bombed within a few days, as if watching the serial story or picture that developers can even one day's newspaper in one package of eight suites, and at other times quietly. Outdoor advertising is only text, no pictures, this era of pictures of people, is simply a challenge; car heard a jazz, little two or three sentences, completely unrelated to the project, and the house did not take the profession, not to stay telephone, must be seen to know from other sources. Broche more and more like the book, if you want to read and need further help other books. .


Feng Xin Dong even think that the real estate ad copy is an extreme sports, because the description of the object without transportation, greening, accessory, volume rate, investment, several words, you have to say. Real estate ads to the most popular explanation, it should be the most noble of interpretation; it is necessary to have the most unruly coat, but also to have the kind of dull. Real estate advertising emphasized action, because there are very strong in space and time constraints, the requirements of your so-called integrated marketing is a string of continuous action. Many other effects can be long-term advertising, punch hit, the naked eye can not see response; but not the same as real estate, punch out, is to hear the cries for help in accordance with the Yang Haihua as saying the judge China's real estate ads now the whole state, from a realistic point of view the formation of the theory, can be summarized as 'crossing the river by feeling the stones', in other words, truly dedicated real estate advertising must be based on national conditions in China itself into a pleasant temper can be a ghost, can men be female, old and may be less available light to heavy, can retreat into the can can be, it can be a rapid response to any possible acting talent.We think that there is reasonable, ' ' at China real estate integrated marketing, has been replaced by ' forearmed ".


Yang Haihua idea is that ads should not only end the food chain, he was even in the early subversive project. .


Credibility.


Both form and content, media and advertising companies have been the ultimate extreme sports audience this off. .


American marketing guru al. Rhys's study found that most people are exposed to every day 237 advertisements, or contact a year 8. .65 million ads, if an advertisement is 237 TV ads, equivalent to the length of a movie. He was referring to everyone ranging from infants to the elderly living in nursing homes, a golden age of middle-class should be exposed to 5-6 times the amount of advertising. In China, this figure also has a reference.


How to 8 every year. .65 Million ad stand out to draw attention is one thing; to audience empathy, rather than telling their own stories, is another matter. .


Regardless of media or advertising companies are experiencing ' credibility ' problems, George tab that advertising is a misreading of the society for the media industry, the threshold is very low, there is no social status and inherent respected; advertising like assembling workshop, is the knowledge management of inputs and outputs and an ideological edge industry, the lack of real insight and depth of meaning. In Aesop's Fables, the wind and the Sun bet who can let travelers take off your coat. The wind come first, but the more fierce wind, travelers coat wrapped tight. Then the Sun started to shine, near travelers feel hot, he put his coat. Suns win. Talk about media and advertising impact, more they want to break into the more difficult. However, industry credibility, but often to remind consumers that there is a high-quality new products or new services come out. .


II.


1992-1993: the first prototype. .


In September 1992, the sunshine, Yang Ming (now the "financial times" Editor-in-Chief) and Chen Dayang (now the Beijing modern commercial real estate magazine editor-in-Chief) plays a bicycle across the city of Beijing. The purpose of this line is very simple: the business times "to start real estate Edition, the then Director of market times and Yang Ming Chen with reporters to acknowledge acceptance of lies, the establishment of a contact.


Media is a national real estate was dominated by an integrated media, such as "China Business Times", "People's Daily", "Economic Times", "CH INA DAILY" and other local media such as the Beijing Youth News, Shopping Guide, etc. also did not grow up. Until 1995, this situation was challenged, the media began to grab regional voice. .


1992, June 6, the business times "was the first real estate advertising-Beichen group of Huiyuan apartment. The title is the Park apartments welcome you! advertising only in chunks the size, there is no picture and no picture, no fancy, simple words to only 100 words, it is more like a notification. It is interesting to note that Huiyuan apartment later by many developers choose to sales offices. 1992 the business times "as a whole only five items of real estate ads, for a total of release 12 times. Export room is mainstream, while foreign-foreign enterprise is the major customers. As providing advice to foreign "CHINA DAILY" is more favored by real estate advertisers, advertising was more than "China Business Times." Year a total of 18 projects ads spent a total of 130 times. One in April and in August put the largest amount of up to 14 times. 1992 ad size rather crude, mostly for regular that size. .


In 1993, the business times on real estate advertising volume significantly enlarge over the previous year, a total of 34 projects, the number is 92 years of advertising by 6 times, reaching 72 times. Nine-month and 12 month maximum amount to 13 times. Put in the highest number of real estate is the Imperial estates fenglu 8 times throughout the year. Advertising in size is obviously the one half and the majority of situations.


1992-1993 real estate advertising and in its present form is too simple in comparison. No individual case were repeated, most labeled garden, Villa, villa, usage rate, the lack of uniqueness of brand communication, of identification. European-style situation and demands more, some advertising copy some of the European eighteenth century building structure and decorations, the most representative, such as Roman column, or direct copying of foreign city names. Advertising copy boring, full of royal, noble life, luxury ... ... like the hackneyed remarks, stressed the money and status and luxury lifestyle.Of course, there are some real estate offer some new concepts, such as the palace garden of Star advanced Garden House, as well as the private garden time property rights segmentation, etc..


Single type of product during this period. Limited to residential function, mostly villas, office product scarcity. .


Until the end of 1993, wantong advertisement promoted, real estate advertising in the form and content is completely changed.


Man 3. .


1993-1998: GML provides action.


Lead: He ended the regular that the era of advertising, he introduced a more abstract visual symbol, he calculated in the advertising return on investment for customers, he established the system for the advertising cycle and frequency, he built a model, he put drive out the sweep floor sales staff. Deng Zhiren all played the way, then China's real estate ads are almost fixed type, as developers, marketing agencies, advertising company policy action. .


F16 fighter.


June 1, 2003, 53-year-old Deng Zhiren closed Cinda line agency in the online left a "cut down and then not pay," the article, the completely out of public view, ending 12 years in the Mainland business. .


I really admire Mr. Tang, Mr. Tang's mentality and I don't like his age, he would like to be the oldest high heart; but I never mind, you can wait for someone else, you can also free services for 10 years. But Mr. Tang, in early 2005, hundreds of people driven youngster wiang told reporters. Tong Yuan in 1992 with the Tang of GML into Beijing, Hong Kong team has served as the Assistant of the Tang of GML. Not more than ten years, the Hong Kong team has vanished into thin air, apart from the old Deng seclusion Chengdu, the mainland only he Tong Yuan is also hard work. 38-year-old boy, but Yuan has from the Mandarin in Hong Kong will not become a smoking cigarette Zhongnanhai in Beijing a Man. Tong Yuan in 1992, the sales champion of Hong Kong property market, selling 2.0 billion. Deng Zhiren took him to Beijing and promised him that if perception is good, three to five years may enter the Board of Directors. 1 month later he entered the board of directors. .


January 1993 formally MassMutual group registration, registered capital of 8 million Yuan. Tang, GML's lidahang employed by wantong, wantong new world for the promotion and sales. Tang, GML in Hong Kong's successful experience in moving to Beijing market. Full-page advertisements, sales to the Beijing Hotel, Office MLM, to do list of foreign companies on the phone.


November 19, 1993, Deng Zhiren in the "China Business Times" grand launch of the first theme Wantong action, ready to go the company's overall image of the advertising campaign to stop the F16 fighter jets in Tiananmen Square as a background, a symbol of Wantong as a ready Chongshangyunxiao aircraft. The middle of the most striking parts of surprised listed company chart. Stop capital remarkable Unstoppable, the ad at the time of the real estate sector dropped a huge bomb, many people still relish.Then the plane takes off, GML Tang to the image, wantong new world square ads, a fashion in the toddler stage real estate advertising learning model, Jinghua, leading up. And then to finance its location, abundant, the first capital of the most advanced intelligent building demand clearly customer getting advantages, can have the most advanced Office environment. In 1993, Tang China in "GML" and "CHINA DAILY" on the hit four ads: two companies and two product advertisements. Types of advertising media, alternating in two, forming a sustained advertising campaign. .


At that time, Beijing is still sold in the housing market, the basic foreign buyers, so we chose the business times "and" CHINA DAILY ". And then the foreigners can see satellite TV made a TV ads, advertising design is carried out by our own team, the youngster's recalls, we know that in the advertising process to take three: time, second momentum, three tricks. Of time, to seize our first sales office; momentum is a full range of sea and air bombardment; tricks on investment returns move customers to use the product, we told clients in advertising, international trade office rents reached 120 yuan / square meter / month, while the apartments are between 65-85 dollars. This momentum, very shocking. At that time the media feel silly, real estate advertising can do? But we tell you that in Hong Kong which is very common. Vantone New World's sales, has created a miracle in Beijing real estate market.Office to sell to more than $ 3600/square meters, is three times the market price at the time ... and Plaza, no. 24, December, 11 start early sales of 80 percent. Pan shiyi later recalled that evening dinners in Hotel pendulum, selling it to help the little girl's hand, and foot, Mr. Deng was carried from the upstairs downstairs. Later we went to sing karaoke, Mr. Deng was holding a microphone, a song by song, sing stood completely crazy – I've never seen such a good singer. Feng Lun is also the day the results to Feng Lun drink into the hospital, so after Diaozhen, also lay two or three days, I went to him and said 'take you to the hospital that day ... ...' Feng Lun said: 'I've been to the hospital? '1994 Years from the Beijing Lida line sales agent, commercial property accounts for the Beijing property market 70% of export. Including Beijing Vantone New World Tower, Xidan International Building, Investment Plaza, Ambassador Park and other well-known large investment projects. Vantone New World only one item, profit line from the commission that more than 10 million U.S. dollars or more. .


Hong Kong-style and desktop two kiting.


Deng Zhiren to the next four to five years of real estate advertising and marketing set the rules. The principle is very simple, first, your attention; second, to convey ideas, the third cause of your desire, the fourth, to enhance your memory, the fifth, let your actions, Tong Yuan said that the house is sold so of. Beijing is biggest names, was the property line had hired a consultant Leader, Deng Zhiren the provisions of the Hong Kong property market was a popular education movement. .


Now Rhett Zhouzi, General Manager of advertising companies that comprise the lidahang, he recalled that at the time advertisements are divided into two kinds, one kind is the type of the return, the emphasis is on a lot of space, the advertising customer revenue, even when a project has worked out 33. .3 percent as a selling point; there is also a class is a type of advertising in Taiwan, Taiwan's case, more emphasis on cultural appeal.


The early 90s, Lin Shaozhou Vanke also worked, he recalled, Hong Kong and Taiwan are our first teachers. 1992-1993, I study how they do marketing and found very large differences between the two regions. Hanging out in Hong Kong real estate ads, written in dense, a large number of functional demands, including the subway station name, the name of the supermarket, all written especially large, forming a very reasonable request. However, Taiwan's real estate ads to their very different, first, it has a very eye-catching keywords, such as the name of a project called 'shirts'.Taiwan attaches great importance to the project name of the cultural connotation of packaging, impressed by another project on the river ', the figure ' inner box "Riverside". There is also the functional demands of relatively simple, but very strong emotional appeals, the layout of the design is very beautiful. Since these two operation modes are still affecting the real estate advertisements of the form and content.


Leader line has been regarded as the property of the Whampoa Military Academy Beijing. Tong Yuan said, real estate circles, the general called him on the child have on people, access to senior management now has 500 people. .


Article IV.


Media marketing survival game. .


Introduction: the rise and fall of the industry, the media remains the most sensitive State. In the mid-1990s, the major cities of mainstream newspapers at the same time integrating into a struggle for the real estate advertisements of the war, despite the original pioneer maybe and insight today real estate gold status. This war the media and its concern over the dough into a coin with two sides, each for marketing. At the same time and make the media embarassing situation. More importantly, all media are participating in the competition had to face a cruel rule – winner indiscriminately.


Printing revolution December 18, 1992, "Shopping Guide" a trial in Beijing. This is a living, popular culture as the main content of the Metropolis. First published cover a piece of bold Benetton ad film - pastors and nuns kissing photos. The developers even more importantly, the paper uses color printing, color printing to create a newspaper era, at a time when all the traditional newspaper or haircut. .


In a sense, the printing industry bring a breakthrough advertising as a whole, real estate developers get a refined presentation renderings of the carrier. Founded the first boutique property Edition, real estate marketing media. According to the editor-in-Chief jingpin person：Zhang said 1998 boutique advertising revenue 1. .8 million, ranked No. 9; and one of the real estate advertisements made in 1998-1999, accounting for real estate advertising on Beijing market 60%. Equivalent to now, the Beijing Youth daily market share. The rest of the advertising base are carved up Beijing Youth and North late.


Is in the market in 1996 rose period, "the Beijing Youth Daily," the creation of "mansions of the times," Real Estate Edition. End of 1998, Bei Qingbao expanded from 40 to 100 edition version, the thickness of encroaching upon the "Beijing Evening News" at a time when North Green of the advertising revenue reached 400 million by. Bei Qingbao immediate measures, in 1999, the two newspapers, including almost all the real estate Xiang advertising, "Beijing Evening News," advertising manager Nibao Zhong told reporters. .


However, the next fine internal distress, to the unique opportunities of Beijing Youth newspaper. And China, many enterprises ' boutique ' big money, a wide range of issues that came out, a new book, 1998, we probably could have 1 million profit. The original man suddenly pocket inside has so much money, you are not comfortable with, that are not comfortable, we have a very fast, so some problems occurred, the newspaper has three decades of civil unrest. Civil strife is painful, circulation from the original 20 million to 10 million, paid advertising from 1. .8 million, down to 1. .2 million. It can be said for three years from the newspaper's influence, the combined effects of power in Beijing's influence is declining significantly. Real estate advertising in the first name vacate the North Green. .


According to the Institute from the media's statistics, 2001 Beijing Youth newspaper most months of real estate ads Edition has more than 150 version, and a peak of 9 month over 200 version. In 2003, is the pinnacle of HC statistics day full-page ads up to 19, half-page ad 35, there are ten 1/4 or column advertisement, its layout is accounted for on the same day all suites near 1/2, rather than only one real estate ads. In the first half year, 004 Beijing Youth newspaper real estate advertising reaches 2. more than 1 billion, accounting for .8 Beijing print media of 42%.


Catch Beiqing Bao. .


As Beijing's most established and largest circulation newspaper in the Beijing evening news, "of course not up front. 15 July 1999, the Beijing evening news on Thursday of the week "out of the street, all coated color printing. Prior to founding the Beijing evening news, "almost zero real estate advertising, advertising department Deputy Manager du Manulife recalls, while ceiec is the third and fourth. But the structure is the top ten newspapers are top real estate ads, or even 50% or more. But we have a very small proportion of the 1/20 as well. Force in no way do the buildings magazine. The first month, real estate advertising have four or five million of revenue, then revenue is shrinking, however. "Building Week" not influential, readers do not know, voted Thursday for developers advertising to sell several sets of the weekend house is a very direct feeling, Ni Baozhong told reporters that the first half of 2000 fewer and fewer real estate ads, precarious. June 1, 2000, is also a Thursday, only a real estate ad, called Geely home. Only the same day, "the Beijing Evening News," the only real estate advertising. Without it, the magazine will not exist in the.In response, a newspaper carrying out reforms, the then Deputy Director of the advertising of NI baozhong ordered the formation of a real estate Division, was faced with the situation very difficult, walking in to a dead end, very difficult. The newspaper, the force relations not only tailor real estate advertising revenue, it may even represent the newspaper readership levels of taste and, for other products ads oriented effects.


I always think 'North night' real estate advertising should be done, because his readers more spending power of a good reason why not, because the 'fine', 'northern blue' form of the running habits and reading habits. So developers put inertia to change, to change the reading habits of buyers, is the main problem we face, Ni Baozhong said. Real Estate Department the first thing to do after the establishment of directly targeting sales - buyers who set up the club. The circulation of the North later use selected readers over the weekend from a few more bus travel companies ancestors, set a good line, direct sales pulled. Developer's cost, but is out of a box lunch money. .


Look up mission statement also is not large enough, the end of 2000, Mr. baozhong decided to engage in a larger manufacturing Expo. At that time, the pressure is particularly large, yet the media out of the engage event, ' late ' is the first company to do the editor-in-Chief at Manulife, Xiao Pei said, do you want to do the best, not only to evening news brands. Through the efforts of the merchants, 15 November 2000, the Beijing evening news "for the first time in military museum convened the first Expo. Ni Baozhong said one opening of the influx of thousands of people over 10, in the developers had a shock, they began to realize that the "Beijing Evening News," the appeal, and all those who participated in home exhibitions will all know the "Building Week." Half a year, "Beijing Evening News" in real estate advertising has quadrupled. .


In 2001, the weekly has launched the derivative products – the House code and the selection of the top ten star real estate, advertising has once again doubled. Late 2002 more than excellent sitting in a second location.


HC based on the statistics of the 2004 North Green, North night will occupy 60% of the plane in Beijing real estate ad share, while other media are even more marginalized. One feature of real estate advertising is relatively strong reader initiative, homeowners will find advertisements of view, to reverse the situation of information asymmetry, HC Yao Lin, vice president, said the ads are more get together, the effect is often the better. For a city may only have 2-3 media will become the darling of developers. .


Article 5.


1996-2003: Pan Shiyi, the marketing methodology. .


Introduction: the end of 2004 in Shanghai live at the meeting, Pan shiyi become competing to photo objects, his new book the food scraps on the first day of selling more than money. The Wall Street Journal reporter with a three-day time tracking interview he and she, not reported his real estate business, but rather write their lifestyle.


Deng Zhiren ripped with advertising and marketing real estate market, and Pan Shiyi, a step forward even more, he began to create ideas, a lot of money with the superstructure. While most real estate developers have begun to use the idea of story time, Pan Shiyi, began in art, fashion, entertainment makes an appearance. He even ad is no longer necessary, he is advertising itself. Pan Shiyi, who can see the whole set in the methodology. .


Idea and the attention economy.


An upper body suit people on a cell phone, wearing a bathing cap and sunglasses, 翘起二郎腿 on the set of the football socks, foot, football shoes, tennis rackets on the stand side. I can go play, I can go swimming, you can go to the gym, you can also go to yo Waner, a run to catch fish, but I wanted to do nothing now, just sitting in the garden center, called ... ... This is the 1999 Pan Shiyi, SOHO place to do a full-page ad. When most developers Hai Ba hopes on the commission and advertising sales executive in times of temptation, Pan Shiyi, on a level.He introduced a fresh concept to the building giving a way of life.


Zhang Xin and Pan Shiyi couple in real estate development company founded in 1995, when Japan decided to work from home (Small Office, Home Office) to promote the idea of the project, will be combined home and office, also known as Soho. They also companies named Soho China (Soho China), drawing attention to artists in New York Soho neighborhood associations. New York's Soho district is the most favorite place of Zhang Xin.Their earliest SOHO new town with colorful walls, big Windows, and other developers of grey cement walls of the claws of the empty room was in sharp contrast.


In the attention economy before popular, Pan Shiyi, began to practice the theory of. The role of the media was his to an extreme. He preached on various occasions SOHO connotation and extension. I have the profound fear of the media, the small newspapers, and tens of thousands of readers, one by one than you more publicity effort. So, as long as possible, I will try to meet the media interview requests, the same as Xianglinsao, over and over again about his childhood, pioneering history, life, world outlook, outlook wealth, real estate concept, art, hot topics, etc. .The ability of the business development which open media, in order to sacrifice me a good enterprise, a little bitter little, tired, and, moreover, you can also find music in the bitter, Pan shiyi said.


Pan Shiyi, the idea for the SOHO constantly looking for new bottles. This concept of home office along with a variety of products, derived more direction, can be avant-garde, modern, minimalist, modern ... ... and even virtual life into a trend of the vane. Commune by the Great Wall on the award at the Venice Biennale, the Pan Shiyi said that with the Venice Biennale this trophy, we do not have to advertise the future to sell the house. Crisis research advertising giant, Creole advertising company has been held in Zhengzhou Forum, Pan Shiyi, specifically invited to do a speech.When the modern city of job-hopping event has become a crisis tackling laopan classics.


August 1999, Pan Shiyi and Deng Zhiren intensification of conflicts, Dengzhi Ren Pan Shiyi, the elimination system using the pressure, won over New Town, 23 sales, of which there are four vice president of sales. Deng Zhiren invite them to eat that night shark fin, and intends to open a news conference. These two Laopan great stimulus, Pan Shiyi, later recalled that Clinton and Monica Lewinsky sex scandal gave him inspiration, he thought the truth should be open, to gain their understanding, not secretive.Despite the prevailing media friends advised him to grossly, laopan or write a letter of the modern city of four Deputy Director was running on high, get the promotion Manager, in the Beijing Youth daily, the Beijing morning post "," Beijing evening news "and" jingpin "are bought half a version of the advertisement, the letter sent out pan Tang event immediately attracted media attention, reported a long barrier papers, on top of Beijing Express has made a total of four times. Pan shiyi and don't care what people say his elimination is a cruel lack of management mode. He does not dispute, the dispute will be interested to know SOHO. Marketing campaign launched in the winter then Laopan Who says winter can not sell a house? Napoleon was not defeated by Russia in the winter it? A few months later, Pan Shiyi, SOHO invited REN to visit any old author was openly critical of modern society, immediately caused an uproar. However, Pan Shiyi, made a move that everyone was stunned - he found the account, including any and all criticism of his article SOHO, set synthesis was published, called called "SOHO New Town critical" moment uproar. .


Praise reports critique report variable, simply side turned to transform a point. Usually the workshops Zen Pan shiyi, using the ordinary human look too serious too impersonal, but lost the ordinary mind. Also lost feeling. Pan shiyi is transformed into a circus boss, clever use of someone else laugh, for its own advertising, and a great success.


One day the media did not make the old drive, for controlling the media does have experience - the media must have something to promote. I thought about the last two years we are most grateful to those who have two, one is Dengzhi Ren and the other is REN. Although the two men began to have ill intent, but in the end have helped us very helpful. .


Free-riding.


Pan Shiyi Not one that can be used to promote the opportunity to ride the way to create public relations, and establish the credibility of enterprises and products. .


Bid, he wrote with 3600 kg 2008 Beijing curtain, the modern city of SOHO package up; Liu xiaoqing tax case, he would put the company on tax material made public; SARS, he contracted a stem celebrity organization kites to the great wall is the predecessor to name the Chinese spirit.


To have hot, no hot spots create hot spots should be on. He is always causing trouble, to cause a variety of maverick media attention, and in the public interest really started after the habitual but he retreated behind the scenes to keep the mystery and excitement. He liked the best architects in the world deal with, from the Riken Yamamoto to Zaha Hadid; he can do a BBS, and persistent almost daily to talk to those who probably did not buy his house online friends to communicate, even on a regular basis to chat directly exchange.In Exchange, he is willing to talk to you about anything from the United States presidential election to Beijing and from eggs for food coupon to like that in a lot of people don't understand that a waste of time, Pan shiyi, he has been featured in the SOHO tabloid "reputation Yilong, even hailed as fashion models. When others compete when the industry leader, he went and meiting film.


It is said that a house built, the old put themselves with movie stars like. Others said I was 'Swallow', I said, I am not a little Swallow, I am Zhang Ziyi! Pan Shiyi no intention to evade their own business. He said that Beijing real estate properties for sale rotary products sales promotion costs accounted for 23 percent, marketing and promotional efforts and I spent the cost of only a very small number, but the results are very good. I am good at that show, and its essence is to business needs. You do not go out show no one knows you bought the house not going out. Pan Pan Shiyi, the media-type machine front edge of a very good, largely because of his flair for languages.Pan shiyi's speech has never been a impromptu, generally only in front of a man on a moment's hesitation, sometimes in order to respect the sponsors, the manuscript in his hand is the hotel Auditorium on a blank sheet of paper.


Pan's language style easily accepted by the media, straightforward and full of detail, emphasizing narrative style or even gossip, views clear when the title will draw a word often. He was good at manufacturing terms, eggs, food stamps, farmers Erdaofanzai are his invention. He likes living knowledge, in his rural hometown experience thing, to the group of interviewees in the dissemination of results, despite the experience of conversion on the sometimes tamper with the concept, but the media is already Britain's view that music is not dug the Mengliao. .


More interestingly, Pan shiyi never say aggressive words, but by playing machine front,. For example, ammonia, a reporter asked why Beijing Pan shiyi: ammonia property so much, but the modern city is the? Pan shiyi replied: when you're holding a banner with his yellow bread station on the carpet, it's all too easy bread fall, usually with a butter that face down on the carpet is proportional to the value. I feel so seriously, what happened to your own understanding. Eggs for food stamps, a reporter asked him for the final acquisition of the hands from the REN still have the view, he said, indicating that the land will ultimately fall to maximize the value of the hands of developers. .


When Pan shiyi, Questionings, said, I ride my bike, some say road is too far away, you run bike more. But I went over to the car, I before dark. I drive a car, they said, no way no bridge in front of a mountain, you make life difficult. I still go to the front I changed a plane fly over.


Man 6. .


Real estate advertising and stratum phobia.


Lead: China's middle class in the end what kind of house you want? Yung Ho Chang, Qingyun Ma, Zhu Pei and other architects of China's most thunder had made a small survey, Er Sha Island villas in Guangzhou knocked three people at random, but there's no one person can express their views. .


Middle-class life, no ideas? that's OK, real estate marketing becomes more and more like cultural marketing, from economic development to the superstructure. Real estate advertising is also an added value: class analysis and levels of education.


Names can be named, is name. .


Century reboxetine, Deputy General Manager Feng Xin Dong to reporters told a story. He is a friend of mine bought a 160 square meters of a House, but always refused to say where, later, in the side to learn tiantongyuan, case name, ruckus, he felt embarrassed. Advertising to increase the added value of a psychological rather than letting him losing face, Feng Xin Dong said.


China's urban geography has experienced two large-scale renaming. The first was named after the radical Cultural Revolution, all the road and place names have fallen into the sea of red, radical revolution wiped out the life. With the era of urban expansion and real estate, the heart of large-scale residential construction, real estate, planning and advertisers to the city with new names. Renamed with the first difference is, it began to target customers according to various different labels affixed to life. .


Laozi is a word that begins with a call ' road to road, road; name to name, the very name ' visible ' name ', unusual. ' Name ' is the most common two tiers: tier 1 refers to the description, designation, can be regarded as a recognition; second-tier means that the title of honour, reputation or the like, once the first level of ' name ' and quality relationships, or reach and quality of blending, ' name ' would concern or popular, rising to second level to be advertised, a personality, a show that has added value. Why are there 'real man refuses to be renamed' slogan, it is because 'name' is not the original meaning of 'name', and 'name' not only become a status symbol, it is the value of the code, Lights, said the international vice president of Pan Minglang. .


From 1993 to 1996, the name of the project of Beijing market there are basically three types: 1 × × square, 2 × × garden, 3 × × building. At that time, the real estate market mostly, the project is very expensive, and many of the comprehensive project. 1997 to 1998, the project name appears most is their homeland, then slowly turned into a good family and Michael, and later appeared in court. This export is not mainstream, the market has become the domestic demand for family housing-based projects, and ad trader mimic mimic the style of Hong Kong and Taiwan, many case name is fried directly. 1999 to 2000, Beijing popular European style, this time foreign names constantly emerge and gradually become the mainstream. Chorus of Guangdong, the Pearl River system, represented by real estate developers, moved directly to Guangzhou's popular European project design, in the "Beijing Youth Daily," even playing full-page ads. This practice, in 2000, the Forum once the new domestic campaign led to a war of words, by the backward culture and contemporary culture, popular culture and the elegant culture of contradictions. .


Since 2001, in which the name was changed to start diversifying the project more and more, the pure spirit of name began to appear as a CLASS, post-modern city, Western name remains firm name scope, geographic location by traditional European expansion into North America and Australia.


Levels of anxiety and groups in the community. .


Stratum is all real estate advertising creative, class analysis is they need in their daily work. However, the urban population would recognize their own traditional way with each other. Cannot be said, who is the proletariat, who is working, who is the bourgeois, who is a worker, who is the craftsmen. If the power elite of the status of panic and anxiety of the middle class. This kind of anxiety is continually promoting identity advertising people to find buyers for the project and mutual acceptance strata label touches their itch meat.


IMD Group Executive Director Liu Dong described his client as close to the cloud Higashiyama villa or palace class, because I can not call them the big bourgeoisie. Li Xue glaze to consumers CLASS described as green groups - those who truly understand the meaning GOLF.As a golf course (public) is a person on a regular backpack, holding the ball will send maps, sitting in the car battery playing around on, rarely used Golf Club caddie; to be late for an appointment in advance and, once they take the initiative to accept an appointment cancellation penalties, impossible to even call with abusive behavior; only after driving range of hard temper will end up playing ball, will never end up with a friend of arbitrary; over in the Sandpit footprints will personally sand effacement (rake sand) in a way that interferes with the next ball, etc. CLASS newspaper ads read the following skills required: the eyes of philosophers and poets of the romantic, religious, geographical, and cultural studies have, there must be a single word read on the patience, to master the skills of reasoning to judge. Fiduciary East we made the class description is relatively loose, he just drew a circle, born in 1965-1979, to create a cordial atmosphere, to find resonance in this era of people's lives.65 years who love playing with ideal/79 years who loves to play sound/65 years for people who love the Chinese women's volleyball team/79 years people love American Steak/65 years the work of people like the salary/79 years, regardless of whether they are accustomed to McDonald 's/65 years or 79 years/childhood like tiaofangzi/now like to pick up the House.


The identity of the urban middle class need the performance of the house, built as a description of family history Architectural Review, Beijing, quasi-Bohemian population of the great cultural / material / space consumption of energy is really shocking. .


Real estate advertising in common stocks.


Favorite real estate ads to describe the middle of his clients, but the capacity of this set is too large. .


BOBO: Bohemian and buerqiaoya. It is very difficult to do a BOBO, he should have a middle-class income and decent work, but also to wander the world of the rogue plot, and often put into practice.


White Collar: White collar had to be the middle class, but now the times are the greatest abuses. Mentioning white people think of small secretary, clerk, so long as improper porters, restaurant washing dishes does not become a white-collar workers. They range in capacity may be zero distance might be the Earth to the Moon so far. .


Become yuppies: Yuppie is Young Urban Professional (Metropolitan young professionals). They and the middle class has a difficult marriage, are young people are in the same grade, is the high ash, with the only difference is probably less than middle-class small become yuppies in five to 10 years old.


Upper middle class: this may be the middle of the crowd recently. They hold shares and options have been listed, or at least hope that the market; to have a luxury home and another holiday cottage or villa, even if it is combined with others to buy also considered; have a good looking car, vehicle age and models do not pursue a; home with the latest desktop, portable carrying the smallest latest notebook computers, for computers as frequently as women for fashion; annual income of 200,000 or more. Engaged in legitimate compensation and legal procedures available through private wealth, and have the proper lawful way of revenue.In Beijing, the middle class income bottom line revenue can be estimated at $ 30 million, which equates to a Middle Manager at IBM, one in's Zhongguancun has a length of counter, small business owners as what is the maximum, God knows.


Style advocates: a one-sided characteristics of the middle class there are ulterior motives induction. However, many middle class who never see them written specifically for the fashion guide, not something hypocritical to study the latest trends; and those hungry to dress according to their own style of Marxism, but the ear is the petty bourgeoisie. .


New life community: building of many ads always stuck to the smiley said, we are suitable for a new life. New life community is the middle of another description, rich, discerning, sophisticated. Of course, can't be too rich, one out of millions and rich. Real middle class be accurate calculation of return on investment.


Man 7. .


Do not understand?.


Interview with Li Xue glaze. .


The real estate news: changes in the industry context, real estate advertising what changes have taken place? George tab: two years ago, the core of our thinking is what effective advertising and how to attract people, each advertisement to the number of telephone numbers of customers, visitors, etc. Today, we think advertising is important in the dissemination of public relations as the role of how art can give the public what, if close emotional ties, how people are more concerned about local history and culture of the psychological characteristics of exhibition space can hide the sales function, the consumption process can be more enjoyable, more memorable, more sense of identity and full of new experiences ... ... and so these problems. .


In a large number of real estate projects, we've no need to advertise – and more emphasis on internal and external communication resources integration. There is a score in my hand, like a conductor.


So now good advertising always said that we are engaged in integrated marketing communications, is not traditional advertising. .


The real estate news: your many works often gives a very strong cultural impact, or even feel like I'm in for a class to the value of reconstruction, and you are more like a philosopher? George tab: so inaccurate. We do is real estate ads, instead of what public service ads. I first of all, it is engaged in advertising, media, followed by cultural researchers and enthusiasts. Culture is our research elements and a performance tool.


In our communication strategy, we take the product of the spirit, philosophy, my values designers to communicate with consumers. This is actually the value of communication, to achieve cultural identity. From the high growth real estate development has entered a stable period of maturity, from the traditional selling advertising also means turning the value of promotional appeals. .


Any successful marketing, are implicit in the background, meet people on the value of experience. The present society is toward equality, freedom, openness, emphasizing the quality of life, entertainment, happy, direction of free economic society. Products not only to let developers make money, but also to promote the development of the community as a whole, so advertising to articulate the industry, business and consumer confidence, to win. The value of communication is very important.


Economics, the Engel coefficient can be expressed in class, the higher food consumption, the lower class. Similarly, we believe that high-end customers, the demand for the products, the value is even higher. .


The real estate news: do you think that advertising audience can understand what you mean? "will not be too sophisticated? such as CLASS, God, the upper bound on the advice, upper deck, the reference will be made of human hair and muddled.


Li Xue glaze: Value is based on our research a lot. We study the positioning, consumer, social psychology, social in-depth body. Values of our study to answer three questions - What do you care? Do you want what? What are your needs? I have repeatedly set the crowd at the different cable circles, find the value of the intersection. Not all know all that, it was very clear, it was being formed, and some are at a loss; but the values must be resonance, can be used to communicate. .


Don't know what will happen? will find brochures will look to the scene, this is not a dynamic advertising? let emotional more emotional, more rational reason to form a stronger advertising tension. We do not talk about the culture, we have a finer, more specific, more diverse marketing activities, more selling point to most residential customers can play Halo.


"Real Estate News": There are a lot of real estate advertising is effective plan (or real map) Add a selling point the way, how do you evaluate these ads look more land? Li Xue glaze: Only two kinds of advertising can do, one is that the advertisement ads. This is a conservative way of insurance. Relatively low budget, you can attract motivated customers to attract advertisers who take the initiative to find customers buy a house soon. .


Another is the idea, the value for integrated marketing that product for the overall call, formation of brand as soon as possible. This approach requires a high level of investment, but will save money later.


"Real Estate News": International 4A advertising company in China did not have too many real estate ads act like a local advertising elite real estate arena? Li Xue glaze: 4A Most companies with large international brands to enter the Chinese market, while the real estate industry a highly localized, so that they do not go into, and their high labor costs, access costs are too high, so this business and uneconomical. .


This pattern, so that we can start from zero, not the high starting point, has a very good chance. Over time, we avoid the harsh competition in a highly secure State.


Man 8. .


To pass, I, with different.


- Interview with Yang Haihua "Real Estate News": Some say the idea for developers to accept as religion Yang Haihua Li JAVA language, the outside world that your ideas are always a lot of jumps, do you think your idea is maverick? Yang Haihua: It's not right, nor maverick who are characterized only. We are not doing real estate narrow divisions.If you are in other product areas, application of these ads, you will be considered a Maverick? first of all this is in line with the requirements of modern communication, because people are not willing to see old news, the news that you would like to recall its own newspaper, old news you see it, your reading time allows you to see again, the light is "dog bites man, are you interested in? so motivated advertising representation is advocated. Old news, nobody is interested. Speaking from the intensity of transmission, and effective, you choose which way? this requires real estate advertising intelligent people have to go to discover new, even found a new conception of the expression. 80% of people say with 80% of the way, a description of the normal things normal people would feel out of the normal interest in it? Party is also a human, why not? You do not know, he certainly do not want. .


The real estate news: in actual operation, how to make these creative people, instead of making gimmick? starting: Let's put a person's actions are divided into several seconds to indicate the first seconds you are interested in, and then you want to verify. If you take the purchase behaviour of the human body is divided into several actions, each stage has a way of advertising. If you are not a cause for concern, you can't even talk about the case. Every resort has a purpose, and finally the combat troops.


Rover's philosophy is: Road with, French I, different technique. .


People and the market is different, so that after the surgery is the law and the road. However, professionals from the road, France, for want of it. Road is the developer of the product, with the so-called road, is the product you want to seriously, we have to agree. Law I-on road for translation, translation costs people willing to look at things. For exclusive – tailored clothes, clothes to wear is not fit. Therefore, there should be a foundation for DAO with that way of thinking of oneself, and finally stressed that the characterization of the difference.


80% of people under the sun are to follow - Road with, French with, patients with a direct translation. Therefore, characterization of the industry do not see things get, no one had a serious law characterization of my thinking. .


The real estate news: real estate advertising and other types of advertising and what's the difference? starting: it makes no difference. Is there a dedicated real estate advertising company, because the long-term accumulation of service form. From the ad itself, nothing real estate and non-rigid distinction between the real estate.


If an arbitrary ad removed from a real estate advertising category, it should not be called real estate advertising, real estate can only be called the narrow divisions. My mind has never been clearly divided. If the ad must be a real estate ad, it does not meet people's reading habits, it is necessary first of all real estate advertising on the horizontal line should open, should not be a real estate ad, it is only with real estate information on this particular professional sex, industry-based. From reading the way, to follow the logic of advertising. .


The real estate news: the real estate advertisements, advertising companies in the food chain should be location? starting WA: I think the ad is not isolated, we asked ourselves a project's overall work, of course not outmatches party. Because you want to be good advertising, you have to mess everything out, planning, space, materials, etc. In other words, about the ads have been doing product positioning thing.


Real estate ads to finish, must be full well knows the real estate knowledge, but also to hold parade many times, crashed many times bounded from point. Ad Rover do so, that even the planning, design of things to do. In many cases, our customer will be the first project out of subversion. Ads can be customized. Clothes for this child, then what long fingers which fingers short, I had to know. Originally only one armpit breast shoulder, I can only do a sleeve clothes. .


The real estate news: as part of the culture of the times, whether you have a cultural vision? starting I first subject to advertising services, and secondly I think advertising is culture, and then I'm keenly aware that time culture on the promotion of culture is very large.


But the cultural aspirations, I do not, they do not. Most advertising companies can not escape from talking to is because of cultural pursuit. Deconstruction? Do not know. Culture, deconstruction, virtual reality - do not know. No desire is just. .


Article 9.


2003SRAS post: running diversified and integrated marketing. .


Introduction: accident on the era process invaluable. In 2003, SARS, advertisers and developers take off your mask, discover the taste of the air. Owners Forum a word often is a cross-page advertisement of destruction; on the loop has been a noticeable increase of rear-end collision events, we do not understand the words of the household signs mean; Beijing into first blocking Beijing traffic programme more and more ads from afar, the taxi driver to become a qualified real estate guide; Feng Xiaogang's new highly sought after, xufan inside laughing Yin Yin to say – our home-hard to find, in the European classical.


Encountered challenges traditional advertising. Economists Mitchell. . High Dehabosi even assert that ads will end. Trout. . Shui for the gold in the "new status" in the clear: advertising can not fire, lit only after Shanhuo, but too much damage the events marketing advertising public relations effectiveness of actions. .


What is most important in the 21st century? consolidation – advertising people say.


Network during the rise of SARS in 2003, Chaoyang Park, affordable housing has taken the form of the Internet to distribute telephone numbers. Advertising, general manager of Sun Haiyan recalled, this is a 1.7 million square meters of tape, longer development time, developers must consider a good brand and reputation, though affordable housing is still hope that a higher grade, they want made of white-collar affordable housing. Internet to distribute telephone numbers, even if such circumstances, it can filter some customers, Sun Haiying said. .


At the beginning of 2002, Yu founded the Xin Hai constant advertising company specializing in real estate advertising agency network. In 2003, he has made a breakthrough in the harvest, the only one for SINA did 30 million, in 2004, this figure reaches 57 million.


Ereli market information company specializing in online advertising tracking and analysis, general manager Henry Yang's get the figures, real estate advertising network extraordinary pace of development. Internet real estate advertising throughout the year 2001 only 500-600 million, equivalent to just now, "the Beijing Youth Daily," the 30 full-page ads to 10 million in 2002 on about 10 times in 2003 doubled to 100 million in 2004, testing Journal of the major sites for the 200 million cases of price, the actual total may reach 2. .5 Million.In 2004, the Central Plains real estate network advertising investment to a maximum of $ 6 million, followed by China vanke million, tianhong 360 million, huarun group, Pearl River, Hopson is 200 million. Other-than Oh Russia aimed at young people, such as Hummingbird community mainly put in Internet advertising. Sunhaiying 2004 network the developers of advertising investment of 10-15%.


Once a person to become a website, he will do with the habits of Internet users in any matter, whether you are a tourist, buy a house or car, Liu Ming Yu analysts say a word you have used to find information, as long as they look at GOOGLE. Moreover, current users of the class is more extensive in the past may be students, young people, but who are not online? In fact, Internet users and buyers class class extremely high degree of coincidence. But not the regional media network, the client saw Hongluo Lake Villa's online advertising, specifically came from Jiangsu booking.Liu Ming-Yu 2002 gave his clients made a questionnaire, developers only use 5% of the advertising network to vote; by the end of 2004, he made a survey, 40% of the developers chose 20-35% of the budget, 10% or less of the very few. Liu Ming Yu on this industry is extremely optimistic, he even believes that the 2005 Internet advertising is likely to reach 50% of the total, complete more than print ads.


Radio: Weak radio advertising is not weak even though the proportion of small, but it constitutes an important part around the ads. .


Yun Hong-advertising is Beijing radio advertisements, one of the main agents for Beijing radio contract last year throughout the Beijing 3/4 area of real estate ads. Deputy General Manager Li told reporters that radio is a comprehensive strategy for real estate companies advertising in the media, in General, a single project accounted for approximately 5% of the total advertising markets, while the total amount from investing in real estate, radio advertising revenues of less than 1%. In 2004, the whole Beijing real estate investing in radio advertising revenue of less than 1 billion.


In 2004, the Beijing radio real estate advertising revenue is 50 million, representing a Beijing real estate developers put 68% of the total radio advertising, followed by the Central People's Broadcasting Station about 26%, of which three sets of the Central People's Radio revenues of approximately 1,200 Sound of Music million people, four sets of Voice of the city of about 200-300 million in real estate advertising revenues. 2005 Beijing radio real estate advertising is expected to target is not less than 55 million, incremental is not optimistic. .


Nevertheless, the dramatic increase in the overall delivery of advertising real estate, real estate advertising is becoming a radio advertising revenues, and from the main pillars of the 2002 years later, in 2004 total station 33 industry advertising revenue of 1/8.


The first radio ads in real estate projects Vanke City Garden, 1998 1 file columns packed with a total investment of over 6, 700 000, select the music station. Because there was music and Taiwan have been quite well known that real estate developers are beginning to discover the radio as a media processing brand awareness, reputation is very effective and can be heard during each day, the same item product information, to enhance brand memory is quite strong. Another typical case is China Resources Land, which lasted from 1998 -2,003 5 years to do a half-hour program package.Five years, every day 6: 00 pm-6: 30 the FM97. .4 heard China resources land-music online this appeal. But in recent years is the most flourishing era music radio, on the role of brand promotion. readily apparent.


On the one hand, radio, refused to meet the program's advertising revenue at the expense of their own brand value. Even the ads did a very soft cover, try to find real estate and music meet the point of music to create a style similar culture and the real estate climate. Even if developers can only attend as a guest is on music topics. If the garden is a landscape-style real estate projects in North America, from its packaging, presentation of the project is more music in North America, to transport the audience to understand North American culture, building consumer awareness of the brand culture of the bridge. .


On the other hand, real estate developers are also inclined to the demands of the brand lies in the radio ads, and let the print media to undertake more detailed project description and price information, such as advertising sales. Viva is ranked second in the real estate developers, the project's location determines the sales of fire, but the brand image in Beijing early enough in the market, such as basic is very much in the Pearl River to enter Beijing earlier real estate developers soon. In collaboration with radio ads, Viva clearly pointed out that the requirements to achieve the purpose of establishing the brand image, select the music station best show Chinese songs list. The show in Beijing the night listening to rate. .


In a variety of advertising media, radio advertising is high cost performance a fixed time every day to play on consumers ' brand memory effect is clear, one-month radio advertising input only 10 million.


The rise of radio real estate advertising in 2034, the advertising appeals has been shifted from the original sales tend to move the brand and the image information transmission, and radio station sponsored by the real estate part of the decline. 2005 Beijing Music Radio, has no program file is part of a package form of real estate title sponsor, this is music station audience targeted younger age, whereas the transport platform to enhance real estate advertising revenues have also played a quick impact and differentiation . .


Radio information transfer is increasingly valued. Fengshang international apartment is a typical case. International air conditioning heating apartment, farewell. The majority of people are familiar with advertisements for the price of a tremendous sales, fashion brand promotion plays a predominant role in the 7-second ads in traffic one day 40 times to scroll to play, and the approximate traffic-traffic information sponsored language – actually houses, paying every day 47th scroll playback. Front half of the total investment is still a continuous radio advertising costs of 300 million, breaking the general real estate radio put 5% of the practice, and in other media than the amount invested or the minority, the effect is to bring extraordinary. There is the sun MEN, 3 million annual running radio advertisements, aired 20 times a day, at least now the whole of Beijing taxi drivers know the exact location of Chaoyang MEN. .


Everyone said that integration.


In the November 22, 1963 Artistic Director of the Year Award for advertising the luncheon, the club's chairman said station to the front of the stage: President Kennedy was assassinated. But we know he would want us to continue. Single ad feedback effect in the case of increasingly weak, China's real estate Canton also be allowed to continue, they proposed to Integrated Marketing Communication (Intergrated Marketing Communication-IMC).Simply put is all to the Customer Center, integration of internal and external resources, including product development, marketing, dissemination of diameter, corporate culture, etc..


Performance in the real estate marketing is advertising a richer choice of media tools, heaven and on earth, flat, outdoor, radio, Internet and even the elevator video, the product itself more informative, more comprehensive customer activities, public relations, three-dimensional. Promotion becomes communication, advertising restrictions have been broken, sales and no sales is not important, or even business, but is smooth on behalf of hands thing. .


In fact, we have Director and producer, but for a long time is that we have to accept the role of the actors, Pang Bo Liu said that international House nice selling, real estate developer thinks he can do everything, but, he said: I do advertising. Now, advertising and marketing is becoming more and more tightly together, and Pang started his Bo proved, in fact, I started a sales company. In fact, many projects, simple advertising and marketing activities, the role of advertising in turn, is the main promotions before, when the activity is for show; on the contrary, advertising is now show, is the ability for developers to prove themselves. Liu Dong Dong Shan Villa is a manipulator of a project, primarily to asset class. Very little direct advertising, and select host Swiss watch and luxury brand development and other activities tied to attract small group of people. Was attracted 200 fans to watch the scene. After this event, these collections form the person who called to see our house. I received a customer, she said her husband would have wanted to spend 1.5 million to buy a watch, but then found 1.5 million pay down payment and in the end he was really in the Higashiyama villa bought a house, Liu Dong said. The so-called stores do not sell, store a field. .


Enclosure:.


Why is planning to promote and sometimes looks like a voodoo? A principle of modern communication: the uncertainty conveyed loud and clear thinking, this uncertainty in the scientific understanding of the establishment of attitude and approach basis. This principle can be managed on the advice of an up note. .


Consulting is a young industry, but its origins can be traced back to ancient times. Divination scholars, prophets, telepathy, is the oldest consultant. Living in Canada in the North-East of the peninsula Pitblado hunting by Indians. Every day they are faced with a problem: choose what direction to go in search of prey. They spoke in a civilized man seems ludicrous method to find the answer to this question: a deer bone on the fire grilled until bones crack, then please tribal experts to determine the information contained in the trend of the rift-they should work toward the day in search of its prey's direction.


Amazing is that in this way is entirely the decision-making witchcraft, they actually often find prey, so this practice has been followed in the tribe down. From the management point of view, these Indians of the decision-making contains many elements of science, even though they knew nothing about the concept of science. .


First of all, in the days of the decision, they inadvertently modern management scholars say the long-term strategy in tactical (in which direction to go hunting). According to common practice, if you come on the first day, second day to the place to go hunting. Over time, their production may occur at a very rapid pace. But as Peter · Senge said, there are many fast-growing, often in a lack of system thinking, predatory use of resources, the growth curve of the parabola-shaped evident – quickly reaches the apex rapidly decline. If the Indians too much weight to their past achievements, will fall into the prey due to abuse of resources that would make the danger of depletion. .


Secondly, they did not make the decision subject to someone or some people's preferences and judgement, but rather turn it into a decision-making system. Hunting is actually between Hunter and hunted game, if a Hunter's behavior by rational choice, they're actually to subconsciously trained opponent (prey). As a result, the Hunter's own behavior for the opponents (prey) is becoming more and more transparent, more and more easy to deal with, the opponent is becoming more and more clever, Hunter's own core competitiveness is increasingly falling until finally lost.


This brings us to a polished theory: the utility of information depends on its exclusive nature, if a message is fully shared, then it's advantages and effectiveness were polished up. Management obviously rational elements, it is scientific; but it is not just scientific, but also rich artistic and even witchcraft. Management is in fact the certainty and uncertainty, between transparent and opaque tightrope. .


In the case mentioned above, the interpretation of the deer bone fracture of experts is actually the original consultant of a living fossil. Ancient advice and modern consulting difference between former with supernatural mysterious force as a basis for its legitimacy, the latter often in science and rationality as a basis for its legitimacy. When it comes to science and rationality, it is necessary to ask is: who's what rational science?? the Heisenberg's uncertainty principle, we can know where the subatomic particles, or it will be where movement, but we know they cannot simultaneously.


A growing number of management theorists believe that an enterprise has a sub-atoms have the same wave-particle duality. Peter Drucker's words, he should go to both the identity of an outside observer, adventure on, he went to look on the identity of the adventure. The problem is that an entrepreneur or manager is often difficult to have the adventure and the identity of two bystanders. .


This will have a career outside management consultant living space. For a long time, do not participate in the customer's implementation has been working as a passage in the consulting industry in etiquette, and the regulatory framework is being challenged, bystanders and adventures, consultants and managers, in consultation with the cure's boundaries are becoming blurred. Because by knowledge and technology, the infiltration of modern business is increasingly rendered wave-particle duality.


Advertising technology's progress and the subversion of the audience information on Earth of each company intends to address each step of Xin Xi - from production to create the message Xiang public Zhuanbomeijie various Fangfa modern technologies - are Zhi Yuta's control. .


– This · Bagh di Keane this looks like a bum.


Communication in the 21st century a clear trend in the development, dissemination and marketing experts, workers, more and more emphasis on social contact with all specific populations, limiting them to only factor in the success of these specialized audience of consumers to buy manufactured and advertisers found in the endless line of electronic communication tools that the description of the next commodities.The world's largest companies take the lead in the development of new technologies, research and development at countless money and scrambling to compete for the same patent, inventor of the radio and television at the beginning of the 20th century to fierce competition and major pence newspaper in the last century dinners for the news.


Meanwhile, the era of electronic miracles is the era of conflict, despite the thousands of people either get real-time via satellite world news, you can use more and more access to mass information dissemination tools and data, but because of this, the validity and importance of specific information to reach the final of the audience in no doubt been weakened. .


Moreover, this revolutionary technology advancement sometimes bring evangelist totally unexpected another situation was born.


Change of mentality in the process of housing consumers, we will find a very interesting question: Why do people buy a house close to paranoia like Lu Xun? Similar to "buy a house version of Diary of a Madman" This article had some paper in the network and widespread media.From the perspective of communication studies, information for the purpose of manufacturing of the surface has achieved, information sufficient to convey a message of hope in advance, but from opposite, get information on housing consumers and mass communication at the end of the audience, they put all of the information obtained for the revolutionary overthrow, and in your own way to strike back. This includes subversion and hit back almost all of the real estate industry and consumer-related areas: planning, advertising, brokerage, sales, property, lawyers, conflicts, etc., the seriousness of the problem is: the original in the dissemination process in a strong position producers have not re-use the information to any traditional method that has effective control of this fight back, and this fight back if not control, the traditional purpose of information dissemination by the deadly subversion. .


Five years ago I read a similar text is happy, admire posit wisdom and network means freedom, today, we wonder: how to avoid becoming a new round of being laughed at and angry? and more importantly how to deal with the spread of this kind in the area of revolutionary change?.


http://blog. . Donews. .com / zrde /. .


Go to Zhang Rui:.


Must be recognized: death a draft, to me, may be the ideal adhere to process the news in a mental or emotional challenges; on the editing, layout is a work in vain; but told reporters it is the actual unpaid Loss - This is the crucial point of the. Every time I think, our reporter in the hot sun, heavy rain, was interviewed by the cynicism and even violence, to complete a phase rely on public opinion of the manuscript, and I was sitting in air-conditioned rooms boast, I feel ashamed. Even my own information elements because the manuscript banning federal funding of articles, I am reluctant.If I am to the relations of collaboration and artificially initiatives these manuscripts, I felt ashamed! I ashamed because I can not be the last, and a variety of interests, I am doing is essentially a cowardly worms. Because I want in a variety of leadership and interest in maintaining a "References" because I think in reality seek greater development, more opportunities and better jobs. I've said to myself, this is my way, because my goal is to implement your own news. But I suddenly realized that this would mean that I also tried to unjust means to achieve the goal of justice? ! I make a good reporter in the requirements of the principle, I where their good intentions? I really believe that those who want to own "Hello, I am all for" What a ridiculous excuse? Night Rain! Night Rain! Through the window I saw the Beijing lights dim, night and hovering melancholy regret it! . .


Chen Feng know = text on 30 July 2005.


U.S. newspaper articles in the news headlines speech often gives us a strong visual impact, particularly the cover of news magazine title words staggering. As the United States throughout the country every day, made news around the world, attracting global attention as its language, culture and communication through the news, play unconventional roles. .


In time magazine, Newsweek, u.s. news and world report several mainstream news publications cover title discourse has done some research and found that there are differences. Here, only in 2004, published by news magazines, for example, the title words six aspects of character, as described below.


"In the phrase" the eye-catching impression. .


1.Arafat ' s Shadow: the shadow of Arafat — Newsweek (04/11/22) cover.


Published a full page cover people familiar portrait of Arafat's head, face, lower right part of the rehabilitation covered by shadow. Article only the title word Arafat's Shadow, point out the future of the Middle East political situation - a long time after the death of Arafat, his shadow will still exist. .


2.Working ... And Poor: work then ... poor — United States BusinessWeek (04/5/31) cover.


In the U.S., a large number of jobs in recent years because of the outflow, causing weakness in the economy market, white-collar workers feel insecure in the same time, more blue-collar feel embarrassed income. .


This is the title of the refinery uses some of the syntax elements: present participle, ellipsis and connectives. Working the present participle of discourse symbol gives the interpretation of the meaning of "people are desperately trying to work with, work with," than its verb forms work more dynamic. Working behind the ellipsis means "people still have to do with hope and expectations have been go, go". The connectives and you have emphasized the role of "results", so that the last word in poor weight very heavy: "doing a half-day come to an end," poor s..


3. TRIUMPH! Win! - United States, "Business Week" (04/11/15) Title from cover. .


This is George w. Bush won the election, BusinessWeek cover title, is really a secret word heaven! TRIUMPH each of an uppercase letter with a red, followed with an exclamation point. Here's a sigh, let people know the outcome of the review of the near the front of the arduous campaign. Last Bush win, hold everything, there is extra. As a result set in stone, a "word" in short. Simple words to limit the dissemination of reach unlimited!.


The other three on the same day's issue of magazine also Ximorujin: "U.S. News And World Report," the cover page with the two characters (one or a number): Round 2 (Act II); "Time" magazine with the three words : Four More Years (another 4 years); American "Newsweek" with the four words: How He Did IT (how he successfully).Here is an interesting episode: June 2004 edition of us news and world report's cover also uses the Four More Years of these three words, but with a question mark behind: also 4 years? time magazine now like to answer it, to say: it is 4 years.


Through these mainstream publications cover title, has repeatedly proved to us: language is really simple and refining a discourse of today's U.S. News overall style. .


Glamorous in plain English.


1. Our Con Man In Iraq: we are in Iraq, "crook" - the United States "Newsweek" (04/5/31) Cover title. .


Con is an out-and-out American slang, fraud, forgery, fraud, in this case the Iraqi National Assembly President Chalabi, and he said to the Iranian spy. Now that Chalabi is a spy is the scapegoat in political trials, which term than a simple straightforward slang cheat more vividly describes his current political role?.


2. Final Cut: the last person to be washed off - "U.S. News And World Report" (04/11/1) Cover title. .


Cut is American English language in the beauty industry, most of the dictionaries are not annotated in this informal usage. Here, the borrowed to cut the political vocabulary, in Ohio's final round of voting was eliminated by presidential candidate Kerry.


3. Good Money Gone Bad: Corruption: the rich - "Far Eastern Economic Review" (04/7/29) Cover title. .


This is a seemingly in plain English, but is derived from high hands of news headlines. It was thoroughly colloquial. The article describes the World Bank loan project in the past 60 years up to 30% of pro-poor development capital loans are the facts of corruption.


Boldly to create new words, meaning innovation. .


1.Makeover Nation: reshaping of the State — the US News and world report (04/5/31) cover.


Makeover meaning here is innovation. The original, make over is a verb phrase, by the make and constitute over two words, the main point is renovated, changed into, such as turning old clothes to change or re-decorate the house interior. The title of the integration of the two words into one phrase by the verb into a noun, meaning is derived from human organs to retrofit. Here the meaning of innovation is now used to describe the Americans out of the plastic surgery by the outbreak of the amazing interest in it is very appropriate, no students suspected of pulling the hard pull, but "ripe", just right of the derivative. .


2.Swing in to Action: thrombus formation — the u.s. "nature" magazine (04/11/4) cover.


This paper describes the formation of thrombus: fibrinogen to the platelet surface adhesion molecules on adhesion factors. Adhesive factors in the combine, will make its own molecule with high affinity, induced platelet aggregation, ultimately lead to thrombosis. .


Title trick is to put on a conventional pragmatic irrelevant swing (swing, swing) and into action to connect to the phrase, "thrombosis arising in the context of" a discourse.


Amazingly, to "drill words." .


1.A Window Into War: the war of the United States out of town post magazine (04/11/14) cover.


"Washington Post" reporter in Iraq, U.S. troops patrol the streets on track to do an interview. Hummer patrol car through the window, a five female photographers into Baghdad described the war in her eyes to see. .


This is a word in the title window is both the pun, the real "Windows" and "Windows" metaphor. While the news heading into the preposition (into), translated into Chinese, translated into English, then A Window Into the War, in turn, became the war out of the window. English into Chinese and one external has formed bilingual interactive and complementary perfect translations that reflects the translator of the second degree of coding techniques.


2. Flu Fever: influenza scare - the United States "Newsweek" (04/11/1) Cover title. .


The Bush administration was once close to major domestic influenza vaccine manufacturing enterprises, and making it opportunities are expected to be vaccinated to reduce by half, for a time, vaccine shortages caused panic swept through the United States, Canada or the public going north to Mexico to vaccination against influenza vaccine.


This news was cleverly used as the title character: First of all, Flu and Fever is the first rhyme, and even conjure gas smoothly; Second, Fever in this is a pun: the meaning of both influenza fever, another panic, agitation, nervousness meaning. This ingenious idea greatly enhanced the spread of news headlines power. .


In addition to the New York Guest "(New Yorker) magazine's cover is a typical representative, it is not on the front cover of a letter, almost always silent and" silence "of the screen do discourse. This makes the magazine became noble qualities of one of the salient features of the unique style that likes to think through the reading of the figure, the more people who can produce louder "silence".


During the election, "New Yorker" several times to presidential candidates (and sometimes with two vice presidents) of the head or the body is something like a comic book. For example October 11, 2004 issue of this issue's cover is a cartoon: the left is relatively short head and Bush, a soldier dressed up, elbow support during the campaign podium, revealing to wear boots of the right foot, toes on floor , a pair of jeans look like indifference; the right is the tall high Kerry, wearing a white naval officer clothing, their heads held high, standing straight behind the campaign platform.This caricature is a Word, but in very vividly with Frank Bush and a number of Kerry is that served the military service of rotten things mudslinging.


"New Yorker" (04/10/25) on the cover painted with a computer filled office, a blue-collar cleaning sleeves rolled up, hands clasped and his height as long as the big broom, is trying to clean up ground. Stories behind this painting is the minimum wage reduced the problems arising from economic policy. .


Ignore balance implies that the expense of social responsibility.


─ ─ A Star events reflect some media reports. .


2005/18/07.


. .


Reporter Liu Chang.


. .


。.


. .


Balance, is the media coverage of public events a principle that requires that the media in the complete communication process, gather information, comprehensive, objective, impartial and avoid bias and emotional. Because the public to accept the news, the first thing to do is accept the fact that rather exaggerated emotional, irrational praise.


. .


Ah sing some media coverage of the event, to a certain extent, breaking the balance. Readers can see the full text of reports, therefore, is an unexpected "love letter": a girl "will be on ' Star reports four times, look at his photos of not less than 20 times, she felt that ' Star eyes very mild, in her mind impression is good, she even took his photo cut out on daily take in notebooks. "She Sing said:" Although the newspaper to see you, but I have to hug you and kiss your impulses, "" I know you did not tried to love, if there is a chance one day, then I would let you try. . ".


。.


In publishing the "special love" newspaper, "all who circulated it to the girl's kindness and courage moved." Appeared on newspaper pages and then a "good girl, where are you," the sensational asked. .


。.


Circumstances surrounding the incident do not know who might ask: A Star Who? Were so courteous, he is the hero of our times do? In fact, not to say that this is a complex crime story: a once-live day and night with the youth gang has been in his heart refused to crime, but in the end injustice in the face after all, because of wage arrears, Nusha and his fellow workers who factory supervisor, became suspect. .


。.


There is no doubt that the story of Sing a deeper social causes: urban-rural dual structure as result of differences encountered after entering the city of discrimination and injustice, living in the difficult job of the difficult wage grief ... ... these, enough people that feel sorry for the situation of marginalized groups. .


。.


The problem in some media reports created by the event A Star "Media Context" on. In this context, the ethical basis of "he could not kill" --- friends have put more thorough "is the social force killed a man" --- a result, A star encounter with the group encountered common, A star before killing the inner struggle, but also gained wider recognition in society.Such a context, a criminal suspect unintentionally rendering into "equal treatment of migrant workers ' complaints are not heroes," public opinion "one-sided" and quickly leads to an unfamiliar girl brave "love letters" objectively constitute a social rule of law, ethics and the negative effects of the order.


. .


As a serious professional journalists, we cannot agree with this kind of media on the impact of the social value system. There are three reasons why:.


. .


First, as reported by the bias and information integrity. On the XING event coverage, more dependent on his own Readme. The Readme is often a subjective information channels on a single, easy-to-strong weakness, "said what is what." The parties have a "soul" and cannot be confirmed, such as the characteristics of the homicide is in what circumstances, if the client's account, his real heart extreme — seems to be confirmed. News reports focused on the principles and should be the fact that, while the supporting facts, is a solid, strong evidence. Point of this report, the basic trend is "compassion", sensational style, with plenty of space seems to tell a crime story, "how to press in" --- even though "struggling" not criminal, in the end with the "cut hand party" (criminal organization) the same. As for the other crimes --- already killed the victim, his family, his misfortune, and the damage caused by the accident, reported Sing in the first time, seems to be the media "ignored" the . .


。.


10 years ago, I had made a special trip to the prison on the number of homicide offenders conducted interviews with each of the offender from the body, I can more or less to find the shadow of social problems, it can be said that led to their murder, there must social factors, such as management of long-standing, relief and so weakness. If the murder "for the sake", "all the responsibility in society," the moral argument holds, then, almost every killer is subject to legal sanctions in the same time, can be regarded as "complaints of the community through its own heroes," the. .


。.


Secondly, the tendency of some media reports, including from individuals on criminal offenses such acts of extreme amplification with the intention of a person's extreme behavior, and a group of practical problems facing the same. As media practitioners, face a number of urban residents and the management said "immigration crime", we always have different views. The crimes are divided into "local", "foreign person" is not science itself, but also with a tendency of discrimination and injustice. Therefore, we oppose the "crime of migrant workers," "stranger crime" as a specific term imposed on this group.This report seem to contrast, strongly suggesting that, as a result of injustice, a group of in-use crimes (murder) extreme way to combat social, XING is "the one". Thus, XING, equivalent to a new generation of migrant workers, for more in the city work and life of migrant workers, it is not fair. Is this a group of people were wandering around the edge of the crime?, in fact, this group is our country in the process of modernization of the positive power of indispensable.


. .


Third, this incident with some media manipulation, planning. The topic of the preset, reporters ' Star turn in the news, as well as the mobilization of audience participation in writing "XING said", give full play to the media the special functions of mobilizing society, has gone beyond the reporter — news of records of areas in the news (for example, ' Star turn in the scene, this event reports news from head) participation, arrangement or direction. We believe that a clear understanding of career journalist with his feet in front of the public security organs should be stopped, otherwise it will interfere with the formation of the media's "companion effect." Public security organs in the waiting room, press the star comfort A large photo board newspapers, reporters emphasized the role of this subjective mode of operation, there is no doubt contrary to the profession's basic ethics. .


。.


We are well aware of China's reform and opening up and modernization process of migrant workers who have contributed, is still less to enjoy the fruits of rapid economic development. As the long-standing urban-rural dual structure, the problems faced by migrant workers, such as employment, remuneration, the basic rights of school children, and they should enjoy the social benefits, are far from being resolved. Existence of these problems, direct proof of the urgent establishment of a harmonious society and necessary.The so-called "would rather starve to death in the city nor the echo rural" extreme, and killings of such extreme behaviour would impose, as a group on general issues, neither established nor responsible.


. .


China's social development, the farmers ' problems is the biggest problem, cannot be overemphasized. Migrant workers, rural surplus labour and in the process of modernization. As citizens of a modern society, we advocate the rule of law, respect for every person's right to life, the right to life, including the killing by XING's name is also in charge of the migrant status. It should be pointed out that he was not condemned some of the media's unfair management system of the incarnation and advocates, on the contrary, he may have with star-like life.


. .


In the face of injustice, the design of modern society in a variety of remedies, these institutional arrangement, for example, law, justice and charity. In the face of injustice, will not be any social advocate extreme means, otherwise, the groups to follow, not only will not solve social injustice, but also bring about a broad range of non-rational violence. Media reports of incomplete, there is no doubt that a person experiences, thoughts have a zoom function. The information is incomplete, praise, empathy and other various means to enlarge the rationality of the perpetrators, reduced the innocent and unfortunate victims, had a killer as the "tragic hero of manufacturing." New generation of migrant workers issue is important, but if you select the report ignored the modern perspective of the basic rule of law, social ethics, of the vision in terms of credibility for the life of the media is a dangerous signal. .


。.


Published in the second version of the China Youth Daily 2005,7,18. .


XING killings perspective.


2005-07-11 09:27:34 Source: Southern Metropolis Daily on: Jiang Ying Chen Shuang Chen Xuebin will be paid. .


。.


Figure: A Star reporter will receive the Department of Shenzhen where, A star made the first wash with the police back to the police station head and then gave himself up. .


。.


Figure: A star look of the door easily stood Looking civilian police. .


。.


Figure: newspaper published on January 20 on the Shenzhen "Hand cutting party" in the relevant sections. . .


● Shenzhen "kanshou party" came from the same day, County of Guangxi village, a reporter of half a year ago to visit the village know interviews with "Star".


● when he said that folks can not understand the cruel means, go after six months did not expect road kill. .


● "Star" after the murder, Chaoyang District, Shenzhen, China call then fled to interview him, finally surrendered under this reporter's help.


. .


"XING" interview with reporters, counting his own murder and find a reporter asked surrendered. 8 July 9 o'clock in the evening, the "Star" in his working factories — Chaoyang Gorge town, village, a weaving do Sul bag factory, factory managers and killed him. He was allegedly fired because they are competent, coupled with the salary was not issued and were humiliated and kill people. "XING" Chaoyang killings fled Shenzhen call after was interviewed his reporters Fu jianfeng (now have left this newspaper), the last in a reporter with the help of surrendered to police.


Six months ago, this reporter had to Shenzhen, "cutting off of hands Party" hometown - rural Wen River Village, Guangxi Tiandeng screening interview, understanding of "A Star", then "A star" did not did not participate in "cutting hand party", he that these folks can not understand the cruel means of robbery. Did not think just six months, "A Star" or step followed the path of killing fellow road (see January 2005 20 Japanese newspaper published in the "Shenzhen" cut hand party "from the small village - a family of simple closed at night Why become a gang's home village? "). .


There are many "kanshou party" natives of wage earners ' Star 5 years refused astray, be dismissed nusha competent on the way.


. .


XING killings.


. .


XING, good looks, anyway and we contact the vicious murderer..


Six months ago, this reporter had to Shenzhen, "cutting off of hands Party" hometown - rural Wen River Village, Guangxi Tiandeng screening interview, understanding of "A Star", then "A star" did not did not participate in "cutting hand party", he that these folks can not understand the cruel means of robbery. Did not think just six months, "A Star" or step followed the path of killing fellow road (see January 2005 20 Japanese newspaper published in the "Shenzhen" cut hand party "from the small village - a family of simple closed at night Why become a gang's home village? "). .


There are many "kanshou party" natives of wage earners ' Star 5 years refused astray, be dismissed nusha competent on the way.


. .


XING killings.


. .


XING, good looks, anyway and we contact the vicious murderer..


Six months ago, this reporter had to Shenzhen, "cutting off of hands Party" hometown - rural Wen River Village, Guangxi Tiandeng screening interview, understanding of "A Star", then "A star" did not did not participate in "cutting hand party", he that these folks can not understand the cruel means of robbery. Did not think just six months, "A Star" or step followed the path of killing fellow road (see January 2005 20 Japanese newspaper published in the "Shenzhen" cut hand party "from the small village - a family of simple closed at night Why become a gang's home village? "). .


There are many "kanshou party" natives of wage earners ' Star 5 years refused astray, be dismissed nusha competent on the way.


. .


XING killings.


. .


XING, good looks, anyway and we contact the vicious murderer..


The 15-year-old is in Shenzhen began to "cut hands of Guangxi Party" gang young man cooking in cooking, but never participated in "hand-cut party" of any one committing the crime. Age 18, he left the "cut hand party" group, working hard in the factory. Newspaper published on January 20 this year, the "Shenzhen" cut hand party "from a small village," his story has been recorded. .


In order to leave the "kanshou party" fellow, XING went to work at Chaoyang. 8 July, his factory managers dismissed him, but he did not learn to "kanshou party" to get angry, but rather to the assassination of the supervisor.


. .


6 p.m. the day before yesterday, a phone call from Beijing to break the calm Southern Metropolis, with Shenzhen reporters. "Southern weekend" reporter Fu jianfeng (former newspaper reporter depth) over the phone and eagerly tell you: "do you remember the ' Party ' Shenzhen Kanshou never reported in doing bad things Ah sing? he had an accident. ” 。.


Many people remember the A Star. This let Fu Jianfeng in a long time obsession interviewed, has said that his deep concern at the desperate situation will steal them. Now, a prophecy, on July 8 that day, was resign A Star chose to kill. .


Fu is the beginning of the year went to Janus, Guangxi "kanshou party" in an interview about "going good boy" XING. And those little play, and eventually become violent criminals are significantly different, XING 15-year-old began to gather in Shenzhen of Guangxi "kanshou party" cooking, take their cut. But he never willing to join them. After the age of 18, Ah sing in Shenzhen, Dongguan, Shantou, daily work, income, but he was never commit, a criminal case.


9 o'clock in the evening of July 8, killing a man came to the Shenzhen Bao An Gongming A satellite town. He called Fu Jianfeng: "I hope in Southern Metropolis Daily journalists were accompanied to the police surrendered." .


。.


Exude the smell of the bloody "good boy." .


At this point because the Fu Janus in Beijing, they helped him to reach this newspaper reporters in Shenzhen. XING on the phone that he will be at the new komeito, next to the square of a telephone booth, want to press two hours to get from the city, the new komeito, he will learn the "kanshou party" to kill loot, and then fled to Vietnam.


This reporter decided to travel bade him to wait for dinner. For careful consideration, we decided to leave one in the police station with police. The other four went to the public next square. Around 9 pm, everyone in the public square of a small hotel next phone booth to find the A star. .


Before XING is very tall, thin, a little long hair. Angular face smiles like a child. A black flower shirt skinny trousers, a pair of not quite fitting shoes full of dirt. He hands tightly wrapped a Nanfang Dushi Bao, good looks, with, in any event, and we entered the murderer with no..


"You see, I am pragmatic." A Star and we shook hands. After pointing to his shirt, said: "also floating bloody taste." Two days without eating, he wanted to find a place to sit down and eat something first. .


。.


Mention murder, he calmly, smiling. .


We went to a nearby coffee shop. Although XING very hungry, but in the face of the recipe, but I don't know something, "I haven't been coffee, do not know what to eat here. Just want to eat noodles. Our hometown of rice flour can be delicious. "Press point with a desk, we were very hungry, but they seem to eat one.


The next two hours, he calmly told us to kill after. In the meantime, there is always help but tease the long hair, a smile from time to time, as in the story about someone else. .


' Star says he killed his working factories — Chaoyang Gorge town, village, a weaving do Sul bag factory supervisor. Because the House put on the full moon wine, he drank too much excuse for a heavenly, was dismissed by the supervisor, and detained for his wages do not give (part-time job four months to earn the $ 2000, but the factory is only issued to him of $ 600). 8 August at 9 am, his clothes in a hostel, in charge of preparing to leave, he swore at difficult words. Angrily, he speaks up one dorm 4 knife cut in, respectively, in charge of the neck. Kill the competent, he found out was in charge of $ 400 in cash.


After A Star said he arrived from Beijing Chaoyang about an interview with "Inside Story of the party amputation" of the "China Youth Daily" reporters with a laugh more than an hour. According to "China Youth Daily," the reporter recalled afterwards, chatting A Star is always looking around outside, "he was definitely something suspect, but he did not disclose, except that two days will know." .


Then, a star overnight escape Chaoyang in Puning city bus station slept at night, from 9 am to 10: 00 arrived by car, Gongming town, Shenzhen, China. "My parents are working, Gong, but I finally did not choose to go see them, chose to call Fu Janus. "XING said that, in the more familiar journalists accompanying it surrendered heart would be more aggressive about.


. .


"It's all too easy, I like them."


"I always want to struggle with those fellow friends (cut hand the party) is not the same person, not robbery, but the last one does not care, I still like them up." Sing said he came out 15 years of age to work in always required the vision and patience arrogant boss harsh conditions, he will never belong to the city. .


The reporter persuaded, XING gave himself up again tomorrow. But he suggested that don't want to go to the police station, because the new komeito's own parents. Reporters then Dial 110, alarm response personnel, journalists, with Shenzhen XING to Nanfang Dushi Bao, reporters, and correspondents station is located in the area of police stations accepting star..


Taxis head off into the south, in Shenzhen, live on the edge for a long time looking at the car A Star laments: "This is the first time I came to Shenzhen city, the last time.". .


July 10, 1 pm, when the taxi in front of Shenzhen reporters Nanfang Dushi Bao, XING stopped to our mentioned only requirement: a shampoo.


. .


Legs trembling, but not "regret".


20 minutes in the bathroom washing the head office of Arab satellite stations lying on the sofa's, smoked a cigarette, long way sighed with relief. A star that he Komeito from Shenzhen to Shantou Chaoyang wage is to break away from "bad" influence the villagers, but also many of the villagers in Shantou, one of his knives to injure the knife is bought on fellow factory in dormitories, to prepare robbery used. .


Deep night, a reporter is ready to go home, at this point, been very calm of star struck suddenly grab her hand: "sister, you won't be able to accompany me?" the reporter cried. Because he has been like a murderer, our subconscious, do not believe that this child killed a man.


1:35, Yuanling 3 police station to the Department's Office of Shenzhen newspaper, A star so police took him away. Police station, the reporter said he had noted "no regrets" Ah star legs trembling. .


The room was taken into custody, XING enables journalists to visit him in the future, bring him several novels, was subsequently changed to said, "bring some of this love stories can also be".


A 20-year-old star, and 1 foot tall. .8 M, handsome gas, but still single, did not experience the love of sweet, "would like to once, but scared of people do not like people like us." A star with a smile. .


Dialogue.


"I seem to escape from the net." .


"They never asked me and them, because they know that I have such a job is not easy. ” 。.


"If one day I quit the factory, or factory closed down, I can not find work, even the home without any money, I only follow them grab.". .


From Shenzhen "kanshou party" from the little village of XING words.


"I think the city people is that high-rise high to heaven, and we look below, see hat fell off, and do not see people.". .


。.


When a knife is no longer wake up. .


Note: XING, remember what happened last night, I felt it?.


Sing: I do not know how then, if someone had entered, if a third person was present, I should not do. .


Remember: life without you.


A Star: So I do not regret it. Because there is no regret medicine to eat. .


Note: If you really hate him?.


A Star: Actually no, though he very human temperament, often criticize us, but basically he let me do what I do, I (plants) which are doing very well. .


Remember: you are very tough and very easy to get angry?.


A Star: No, you can ask all the people who know me, they said I good-natured, never not very angry. They definitely do not believe I did such things. May feel hopeless at that time, no work, and later went to work again, not give me the money, but also called me, I should lose the right reason. .


Note: everyone would get their angry man, but we cannot and will not be on the spur of the moment is to kill, why can't you?.


Sing: I can not tell his brother that he and his fellow would certainly say that I have, even a work can not go on. .


Note: you should fully understand the consequences of doing so.


A Star: It was gas in the head, I'll cut him was not seriously cut down, he resisted, shouting, I do instinctively want to call him, hacked him to. .


Note: you now think about it, you can't rant rant?.


A Star: It may be the world's most vicious right. Pick up the time, I do not wake up. .


Note: you do not want to go home?.


A Star: I'm afraid they cry. I can not see a woman cry in this life. I do not want them upset. If you know a mother, I certainly will not surrender, give me the money, let me escape. .


Note: you do not want to escape the?.


A Star: One who makes his own when, even fled to Vietnam, life can not come back, what does that mean? I already feel too tired to walk today spared the. .


Note: you cannot break free from their heart, is it?.


Sing: I want you tomorrow for my dad a call and let him take care of my brother, do not let my brother go down this road. .


Reporter: are you in many places have?.


A Star: Yes, come 2000, the Komeito, Dongguan, Shantou. .


Note: are you at that time, the 15-year-old.


A Star: Yes, I do not have identity cards, often taken away in custody. .


Poor can help, as long as people me better.


Reporter: What kind of plants are working? . .


XING: weaving, weaving, all straps. All my work is just beginning to webbing! is 300-400 a month, and now you can earn per month? qibabai block.


Reporter: You are the village's young men working outside it? . .


XING: it's all out there.


Note: because of the poor? . .


XING: because of the poor.


Reporter: A star, do you think poverty is really hard to put it? . .


XING: is not very difficult. Or very good. I think the irritation of the poor.


Reporter: What is that? . .


XING: as long as people me a little better. At home is better, everyone is very good.


Note: because we are too poor to equality, right? . .


XING:.


Reporter: out is not? Who are you referring to despise you? . .


XING: sometimes Yes boss, sometimes are the men of the city, there are times when we where people (fellow).


We are very proud that the boss will be looking down on us; example, I just hope that one day a month to leave, I will not rest a day for four months, absenteeism mine one day, he was fired. If you are not working 12 hours a day, one month can take a day off, I think I will not go this route. .


Note: to see the city, you'll feel inferiority?.


A Star: I think the city people is that high-rise, high as heaven, and we look below, see hat fell off, and do not see people. .


Note: your favorite city?.


A Star: This feeling is very complex, like do not like the city is not ours. We are too far away from it. .


Note: you will complain that the origin of inequality?.


A Star: This is no longer any case where you were born on where we are. .


Remember: you're still a bit of complaining, you complain?.


A Star: No I think we where education, education was not such a good. .


Understand them because they are too poor.


Reporter: That fellow townsman, why look down on you? . .


XING: those money business, and I am working like this just to make money is not worth cost.


Note: You will be the impact if they do? . .


XING: we are there to do this (robbery), too many people, few are legitimate.


Reporter: Why do not you know a few legitimate? . .


XING: because you have not done.


Reporter: Have you thought that one day you will be the same as they do? . .


XING: want to be thought that I could not go so far as to do with them, have been quite difficult. I also help them Cook, they are actually quite good. They invited us for dinner. I'd stay away from them, so my parents also asked me to go to work, not with Shantou they live together, but there are also many fellow I..


Note: this was that I had to work, you also intend to try to steal, right? . .


XING: a possible. If you find a job as soon as possible and will not be going to Rob, if you do not find it possible.


Reporter: Do you think you do this, robbery and other fellow on the impact you have not? . .


XING: definitely.


Reporter: What is the impact? . .


XING: I wanted them to cut people.


Reporter: Can you understand them to rob or knives to injure the practice of it? . .


XING: I can. A lifetime of work and do not earn any money. If they put the rest into your neck, you do not resist, and they would be nice if resistance might be cut off the hand.


Reporter: You just start to see when they attack knives to injure, feel scared? . .


XING: begin became frightened, when they cut is very fierce, but not everything is bad, not bad, I slowly rising.


After 18 years of subtle psychological changes. .


Note: do you think the reason is because of the poor, or?..


A Star: It should be more interaction, there are reasons for the poor. Poor and interact together, is a lot of pressure. As long as there is this fellow doing something, even if not to win over others, they will automatically absorb the past, like a magnet. Cousin cousin who is like me, are so. Some have been arrested and sentenced for many years. Do not know how they think their parents should be unable to manage the. .


Note: do you think you have with them the difference?.


A Star: no. .


Note: If you think there would have been.


A Star: there should be. .


Remember: think crime and not a crime, the difference is very small?.


A Star: Yes, only one step would be finished. I struggled for so long that they do not want the same, but accidentally, I still like them up. I fear that like them, and I want to avoid them. But I seem to escape from the net. .


Note: do you think you are in the network?.


A Star: Our people there are in the network which, earned not open. .


Note: do you think this change happened?.


A Star: 18 years of age. I am 18 years of age can be determined before or resist their lives. Slowly after the age of 18 will not feel so repulsed. This change in fact it depends on how long you can tolerate. .


Question: why?.


A Star: Do you struggle to work a month, ten hours a day dry, earn less than a few hundred dollars, there will be a rush about. You earn hundreds, tens of thousands of people earn block, heart, of course, not a little uncomfortable. .


Remember: you are not comfortable?.


A Star: Every human heart is not comfortable. .


Remember: don't they would consider doing such things to bring home?.


A Star: We are so over there, and some caught up, shot or sentenced to imprisonment, if he left some money to the family, 100 000, 200 000, the family will not be sad for a long time . Are like this. If you remitted monthly to thousands of pieces, the family do not care what you do outside. I burned them cook so long, I see too much. .


Hope next do not live there.


Reporter: A star, you feel your life has hope? . .


XING: previously there. I think this is the capital to do a little business, and I just can't imagine what my parents are working, my life, that is always Muir.


Reporter: Do you stick to this society? . .


XING: there should be no. May I come in contact with people who are like this. Are the next day.


Reporter: Do you think you are sentenced to death penalty? . .


XING: should be. Then say to the people behind it. Let my brother, fellow, not me such things. Want to be touched by them.


Reporter: Do you think to it? . .


XING: let them not to go this route should be good. A lot of ideas.


Reporter: Do you folks know it, how many? . .


XING: hundreds.


Reporter: You know, there are hundreds of people may repeat your experience? . .


XING: not likely, but have done, is doing, or about to do.


Reporter: Do you think there is no way to stop them? . .


XING: there should be no.


Reporter: A Star, the world is so dark in your eyes it? . .


XING: this is the reality.


Reporter: What is your happiest time? . .


XING: at school, I studied very well at that time, the teachers are very like me. But grown up, you are not happy.


Reporter: A star was sentenced to death if you have any requirements? . .


XING: if I die, I hope I do not live in our next life there. There is a sword of light, I would like to leave it anymore.


. .


■ Management assertion.


"I treated him so well how he impulse." .


Sorry boss of the factory, hospital staff had slipped the wounded and killed.


. .


Shantou South of the village of the Kai weaving bag factory until yesterday afternoon have yet to return to work. Zheng boss said that experience so much distress, he felt very tired, and want to turn off the small factory.


Have witnessed the scene of the murder of the villagers and then Kay, a factory worker, remember the scene: at 21 o'clock on the July 7 and more, have resign from the plant back to the Kai Sing plant, would like to take charge of A Chapter Office back to his identity. "We know both of them do not and." It said the workers were familiar with the inside story, A relatively star strange character, often because of work in place and to suffer head, verbal abuse, and A Star The Game needs to resign from the factory, he thought, and also director insisted speculation about people. .


' Star and ' chapter of a walk into the dormitories Factory Street, just be a passing construction workers saw that the "two people in the door after the doors are locked up, also did not hear what's inside a normal ring. "10 minutes later, the gates are open, Star one person out of the hostel, and out of the village. "He looked normal pace, but cannot see the body and movements that are not strained. "The villagers amazement until I left that evening, XING is killed after you have finished one.


"I first discovered the hostel was being stabbed, hit emergency call is me!" Cheng recalls the boss is not willing to, he saw A chapter on the floor, the room no one else, but the details of the house, he always reluctant to talk about. Once the probe into the room with a glance at the villagers said, was lying in a pool of blood A chapter, as if the wound in the neck Office. .


Chaonan's hospital that night were rushed to the scene, the ambulance was on the night of the car's emergency doctors say they have fast enough, but the injured Achilles ' heel in the body, "we arrived he was already dead, wound in the neck, vascular should be severed. ” 。.


Tide South Public Security Bureau who declined to name the police say they set up a task force that night to play for the detection of the murder, but on the night, the panel had already mastered the suspects fled the initial clues and routes to July 8, several local police have also followed the A star's footsteps all the way track to Shenzhen, the civilian police, said: "Fortunately, he turned himself in time, because police already know of his whereabouts, if it is grasping to escape to grasp to, there is no possibility of clemency now. ". .


Journalists and damp Nam police station an Office Director Zheng surname, hope to be able to handle cases of civilian police, who said that he is currently the case is still under investigation, cannot be disclosed, but Director Zheng affirmatively responded that it has processed it.


. .


。.


"His childhood ignorance, we are assured." .


XING parents said sorry son looking for "bad fellow" when play was not stop him.


. .


XING is the right one? a born killer, or a careless blundered by parents, children? in the eyes of journalists, their XING.


. .


We couple come here to work hard, just want to let ' Star and his brother better!.


- A Star parents. .


They have no access to care, the likely will go to hurt others, you're not going to care about him, one day his pain will extend upon you.


- Reporter Fu Jianfeng. .


。.


Narrator: A Star parents. 13 years ago, A Star 7 years old, A star's father, Li Guoqing (a pseudonym) to Shenzhen Komeito wage 10 years ago, A star's mother also came to Shenzhen wage. .


。.


"We are hard working husband and wife came here, that is, Sing and his brother wanted a better life!" Li Guoqing said in an interview yesterday. A star was informed (a pseudonym) after the incidence, this good life was completely destroyed. The incident that night, Li Guoqing received a fellow Arab satellite phone, the villagers told him the phone, A Star After the attack, escaped, his brother was detained for helping his brother escape. .


。.


A Star After dropping out of school fear worse, take him to the public tomorrow. .


In the second half of 2001, the village many children drop out of school because of a poor family, and school children often gambling, fighting with each other.


"His childhood was a law-abiding, sensible child, how would do that to?" Li Guoqing do not believe in a gentle, no childhood, and others killed the eldest son of a fight with people. .


Francis Chan said that in October 1985, star was born in the County of Guangxi Zhuang Autonomous Region day, showing townships wenjiang Murayama Dai, there is far away from the town, people in the village is poor. At that time, a sing three aunt has not married, the family hands, planted many crops, there are a number of aquaculture, "the villagers still live in the mud room, we built the brick house, home and life is good".


A Xingsheng down, unlike other children, as crying, he likes to laugh, with a very handsome little fellow, in village of people like to hold him. 7 years old, A star was taken to a house opposite the school, a small Argentine star did well in school, "the teacher occasionally praised him, saying he and the students never fight." .


XING third grade, the mother to Shenzhen komeito went, home farm of suddenly fell on the shoulders of XING. "He really is a small adults, we are assured. "XING's mother recalled that every day after school, ' Star not only help the elderly grandparents do housework, the harvest season, also help with cart transporting chemical fertilizer a rice harvest, personally in the fields harvesting," I and his dad at work there is very little, he asked us not to go back and help. "" He is a very silly boy, we are assured, is also very gratifying. ” 。.


A star performance but not good, after reading started this reluctance to study. Second half of 2001, the village many children drop out of school because the family was poor, and often drop out of school after the children gambling, fighting, A star's parents worried that he affected worse, put the age of 15 he received the New Komeito. .


。.


Afraid of blame, A Star hid four to five months. .


XING when he turned himself said, and "party" at kanshou together, "not doing bad things with them, just give them cooking".


In the public works branch to work out an Elastic Ah star father, the Arab satellite introduced into the Elastic Factory Factory to work. 11 hours a day on the classes, four or five hundred dollars per month wages. .


Days lasted one and a half years later, the Argentine star tells parents, factory workers, the requirements for a place. Soon, the villagers, XING has entered the parents reside oak root branch factory, factory work time every day is 11 hours, but revenue is $ 70, and food to live in..


A star in the factory after one year of work with him to work in a shop uncle Yang found that A stars begin restless work, often leave the factory. Yang said that he asked to be A star to find out in the public mix of students, friends and fellow townsman, "These people either because there is no culture or identity can not find work, or is unwilling to work too hard factory work, and in out to rob for a living. " .


He found the XING scold him, and to persuade him to leave these "bad boys" and "bad company" and "bad fellow", XING is not coming.


A star's father, looking around after I heard A Star, "but he may be afraid of us blame him, he has been out of dodging, Cheyebugui, although he was clearly in the public, but we do not easily find him." When he and his wife to work, the A star was quietly "potential" back to shelter, and sister, brother together. .


XING hid parents about four or five months, that period of XING how yesterday when he turned himself in to the star said that he has and "kanshou party" together, "but I'm not doing bad things with them, just give them cooking." "The party" Member Rob Kanshou get loot to take him out to eat, drink, and sing, "sometimes they also told me the plot of the attack."


Four or five months, the A star's father by the villagers, finally found the A stars, the parents blame for A Xingqing woke up. Late last year, A star's father by the villagers in Shantou, will Axing An arrangement into a woven bag factory. Soon, A star's brother dropping out of school was placed in the plant. .


Li Guo-Qing, a few days ago, the eldest son of the artist back to him, "he said ' star is a frank, silly boy, let me rest assured".


But last night, Shantou villagers told him A star after the accident, "I think they got it wrong, the whole people can not stand." He rushed to the factory ready to "bad news" to tell his wife, "less than one kilometer to the factory dormitory way I was walking for half an hour." Noted that after the accident his son, and his wife have not slept for Li Guoqing, Li Guoqing's wife in tears all day. Li Guoqing's wife said that she and her husband to work and a 80,000 yuan of money borrowed two years ago with the relatives of two million built in the village only a two-story house, "That was my husband and I built a He married with two brothers, the village people are envious of the incredible. ""Now we are the backbone of the couple feel are pumping out, life suddenly without any sense ..." Jiang jingen's wife choked..


"I am most sorry that he ran out and leave those 'bad fellow' play, we do not have time to stop him!" Said Li Guoqing analysis, "he may also be with him impulses and 'bad fellow' get along, they were affected related. ". .


。.


. .


Their suffering, but also our.


Narrator: Jian-Feng Fu (the former Southern Metropolis Daily reporter, now Southern Weekend reporter) in January of this year because of deep cutting off of hands showing the party's home village in Guangxi Tiandeng Wenjiang village interview, know at the time of A Star recuperate at home. .


My interview with star because kanshou party, he was raised in his body, my feeling is that this is a kind person. But he said something that makes me impressed. He said: maybe one day, my boss quit working, even home Ashis not, maybe I will go and grab it. Then he said these words, look very carefully, I have let the audience and write into the script. Later, he and I kept in touch, I've been trying to help him, because I see the danger of his position and his inner struggle. In the course of his contacts, I am not a journalist, I was myself as a responsible person perspective. As A Star, the party groups in the cutting off of hands, he grew up surrounded by, if not a regular and reasonable work is very dangerous. Unexpectedly, the words really had come true. I found him working, but my limited ability, no help to him too busy. In the end, I still did not prevent tragedy. Now, I feel guilty. .


XING's tragedy, I am very sad. I would like to express the two points: a star is born a criminal, but is he living environment changed him. Over the past few months, I saw his struggles and mental journey. On such a person, we can do nothing, of course, his tragedy nor is said to be an individual responsibility, it is our social responsibility. Their suffering is not their own, but also our. Each of us should be concerned about them because they have no access to care, the likely will go to hurt others, you're not going to care about him, one day his pain will extend upon you.


The second point is the question I have been thinking that I think the moral and ethical than coverage itself. I get calls from him, he's emotionally very unstable, if the instability and persuaded him to surrender his lead to disastrous consequences. Because I have to leave Southern Metropolis Daily, if I do not tell the newspaper, first went to hold him and have come back, maybe I will make a big news, but my first thought was to inform their counterparts in Southern Metropolis Daily, hastened to the stable He accompanied him to live surrendered. I think this time, I first need to do is take a person's responsibility. .


Letter Haiguang:.


Do not shoot triad, afraid of the black community. .


Recently, the "Southern weekend" and turns Dushi is called the "hype" XING teenager.


Year, the Shenzhen "cut hand party" came from the same village in Guangxi Tiandeng, two newspapers reported that the reporter interviewed the village for six months to go to get to know "A Star", when he said that folks can not understand the cruel means, so the mud not stained, but from the "cut hand party", the life force because, after six months took no thought of killing the road, "A Star" Chaoyang fled after killing him, Shenzhen, call a press interview at that time ("Southern Weekend" of) The results of the correspondents not in Guangzhou, a great opportunity to hand over the "Southern Metropolis Daily" reporters, journalists finally have the help of the South surrendered. .


This is a lot to say about: involving murder, surrender, urban-rural disparities, original sin, rich or poor, to adhere to the moral conscience of the conflict, and so on, you want what every direction you can all be up earlier, however, the most valuable, generally only one direction.


This society, our system arrangement, is not necessarily make it a group of people rushed to the same fate of no return? If this is the case, even as city people, a sense of security lie? A colleague, she should be a middle bar, said she especially does not like to see this kind of desperate news, because it would make her feel unsafe in this community, in particular, depressed mood. .


Recently, the "Southern weekend" and turns Dushi is called the "hype" XING teenager.


Year, the Shenzhen "cut hand party" came from the same village in Guangxi Tiandeng, two newspapers reported that the reporter interviewed the village for six months to go to get to know "A Star", when he said that folks can not understand the cruel means, so the mud not stained, but from the "cut hand party", the life force because, after six months took no thought of killing the road, "A Star" Chaoyang fled after killing him, Shenzhen, call a press interview at that time ("Southern Weekend" of) The results of the correspondents not in Guangzhou, a great opportunity to hand over the "Southern Metropolis Daily" reporters, journalists finally have the help of the South surrendered. .


This is a lot to say about: involving murder, surrender, urban-rural disparities, original sin, rich or poor, to adhere to the moral conscience of the conflict, and so on, you want what every direction you can all be up earlier, however, the most valuable, generally only one direction.


This society, our system arrangement, is not necessarily make it a group of people rushed to the same fate of no return? If this is the case, even as city people, a sense of security lie? A colleague, she should be a middle bar, said she especially does not like to see this kind of desperate news, because it would make her feel unsafe in this community, in particular, depressed mood. .