The Expression of Love is the first PSA aired by CCTV's Advertising Operation and Management Center (AOMC), which solicited ideas from the public, and then packaged and produced them. When it comes to the original intention of creating this PSA, Zhang Deyuan's reasoning is a bit peculiar, "After watching Kung Fu Panda and Mulan, I felt both pride in traditional Chinese culture and an impulse - isn't it possible to use elements from foreign cultures for my own creations as well? "
In the end, Zhang Deyuan, who has always wanted to express his love for his family, zeroed in on English words and letters, "Every culture has its own qualities, and a lot of people understand the English word FAMILY in this way - 'father and mother I love you'. father and mother I love you', and I want to explore the Chinese connotation of this foreign word from the perspective of Chinese culture, so there is a work in which the letters are transformed into images of trees, walking sticks, umbrellas and so on."
As for his own family, Zhang Deyuan didn't say much, the reporter just knew that this idea was a work he created in 2008 on the 5th anniversary of his dad's death, "'Every family has its own problems', I still hope that people can focus more on the PSA itself," said the reporter. A PSA that really touches people's hearts should be based on the charm of the ad itself, not what happens to a particular person in a particular life."
As a young advertising creative, Zhang Deyuan's understanding of public service announcements has a depth that is rare for his age, "In a way, public service announcements are like a tireless teacher, and his students are the millions of people. Therefore, in order for the masses to accept the PSAs, it is necessary to 'teach with emotion'."
Zhang Deyuan said, "the creation of public service announcements need to perceive life with a heart of gold, do not look at the world around you with a cynical eye, to do some unnecessary flogging of the people, a little dedication is far more valuable than flogging. Some shocking things, often is the need to create your heart. Only by moving yourself can you move others."
Today, Zhang Deyuan, a university graduate, is engaged in post-production work in a film and television company, "I didn't expect my work to be able to get on the stage of CCTV, and I didn't think too much about what would happen later on, but I can be sure that for the creation of public service advertisements, I will always go on."
Looking at the adoption, thank you!