“It’s for the before-and-after effect.”

Zhang Xiao was startled by her image—surely viewers would have an equally striking visual impression.

The plain Zhang Xiao walked along the colorful streets of Yangcheng, with several fashionably dressed women passing by her in a quick shot.

They had just left a clothing store.

As the camera followed Zhang Xiao’s upward gaze, it cut to the “Luna” storefront sign.

When Zhang Xiao approached the store, warm and friendly saleswomen welcomed her. The camera deliberately panned across Luna’s store interior.

The next shot showed hands carrying several shopping bags, with store staff calling out “Luna welcomes customers to visit again.” The camera then scanned Zhang Xiao’s complete transformation.

Glamorous, pure, professional—different hairstyles, makeup, and combinations, the same brand achieving various styles.

It was a quick-cut sequence, flashing each outfit briefly. This technique was borrowed by Xia Xiaolan from future advertisements and films. Thanks to Director Wang’s editing, they achieved Xia Xiaolan’s desired effect.

The flashing images dazzled viewers, each outfit carefully coordinated—colorful but not garish.

Unfortunately, only color TVs could show the best effect. Viewers watching on black-and-white TVs might not appreciate the beauty of these quick transitions!

But that was enough.

Capable franchisers likely could afford color TVs anyway.

This targeted their sales demographic precisely.

After the quick-cut sequence, Zhang Xiao finally stood still on screen. Her left hand supported her right elbow at a 90-degree angle, her right hand raised with palm facing outward, pointing to her side where large red text appeared:

“Luna brand promises to donate 1 yuan to underprivileged schools for every piece of clothing sold.”

“Shop with us, support charity.”

“Luna welcomes ambitious partners for franchise opportunities, contact: 02XXXXXX.”

Like a virus, this final scene is repeated twice to ensure viewers catch it.

Anyone from the future would severely criticize Xia Xiaolan!

What kind of tactics were these?

The first half seemed high-end but was cliché brand advertising.

The second half was completely basic, like rural get-rich-quick programs selling dumpling machines or franchising bun shops!

It even incorporated elements from TV shopping shows, though instead of hosts screaming “Only 998, take XX home,” it had Zhang Xiao reading from a script.

Xia Xiaolan could barely watch this mishmash she’d created.

However, Chen Xiliang and others didn’t share this view. Even Shao Guangrong, who was just there to make up numbers, expressed approval:

“Sister-in-law, this advertisement is great, very appealing!”

Chen Xiliang clenched both fists, “Of course it’s good! Director Wang said it was innovative during editing—no one’s made advertisements like this before!”

Naturally—in late 1985, there weren’t many TV advertisements.

Though crude by Xia Xiaolan’s standards, for current Chinese viewers, Zhang Xiao’s quick-change sequence was quite novel.

“You think it’s good? Can you remember the phone number?”

Little Ge answered Xia Xiaolan, reciting the number immediately. He might forget after sleeping, but people have short-term memory—he remembered it now.

That was sufficient.

The advertisement had aired—how many viewers would see it tonight?

Among these viewers, how many were potential Luna consumers, and how many potential franchisers? Only time will tell.

Chen Xiliang looked like he wished the advertisement would play again.

Zhang Xiao’s feelings were complex.

After several films, she still hadn’t achieved nationwide recognition.

This two-day commercial shoot might make her famous—how ironic was that?

“Good thing Wang Mingming didn’t shoot it!”

“Wang Mingming is already famous enough to look down on Luna, but I’m different.”

“Like Director Xia said, an actor is an actor, but to become a star, you must accept packaging.”

“I want to be both an actor and a star!”

Many thoughts flashed through Zhang Xiao’s mind. She was ambitious, and now Xia Xiaolan had shown her another career possibility—she would grasp it tightly. Following Director Xia was the path to success!

…

“Is this the advertisement for Xiaolan’s clothing company?”

Zhou Guobin rarely left work on time, but today he did, eating dinner and watching the Evening News before casually asking about Luna’s advertisement.

Guan Huie decided not to expose his act, playing along with a nod: “Yes, I think it’s well done. What do you think, Old Zhou?”

Zhou Guobin didn’t comment.

What made a good advertisement?

One that caught attention while precisely delivering its message—that was a good advertisement.

Zhou Guobin pondered the “donate 1 yuan per piece” message and the franchise invitation.

Could Luna profit from this franchise model? Zhou Guobin was quite aware of women’s shopping desires. Since Xia Xiaolan started visiting the Zhou household, his wife Guan Huie had accumulated more and more clothes—some gifted by Xia Xiaolan, others purchased by Guan Huie herself… Fortunately, the Zhou family had savings, and both Zhou Guobin and Guan Huie earned good salaries, so they could handle Guan Huie’s spending.

The common people’s lives had just started improving—was it right to encourage and induce consumption this way? Zhou Guobin wasn’t alone in contemplating this question.

Previously, everyone emphasized saving money, not spending it.

The state still encouraged people to save—why else would banks offer “small deposit, lump withdrawal” services, accepting deposits of just a few yuan? After necessary living expenses, the wages reaching people’s hands were essentially pooled together again, called “supporting national construction.”

However such support left the social economy stagnant.

Money needed to circulate to be useful.

If Luna didn’t run such advertisements, others would.

Having witnessed the benefits of reform and opening up, it would be difficult to restrict people’s behavior and confine their thoughts again.

This big trend, this tide was irreversible. Zhou Guobin understood this himself, knowing he should firmly support reform going forward.

“Yes, it’s well done. The donation aspect is good—not forgetting social responsibility while pursuing wealth.”

Guan Huie glared at Zhou Guobin. He took several minutes to respond to a simple comment—showing signs of senility at such a young age?

Men and women often thought on different wavelengths. While Zhou Guobin contemplated big issues, his wife thought he was spacing out. Unaware, he had already moved on to other thoughts:

“Zhou Cheng told me Ji Ya opened all her brand stores next to Xiaolan’s shops. What is that woman trying to do? Always following and pressuring Xiaolan—does she think no one will stand up for the mother and daughter?”