Yesterday, after the release of Audi’s Xiaoman advertisement, it was highly sought after, and even more excellent industry insiders praised its high-level sense of copywriting and shooting. However, “the higher you fly, the harder you fall”, that night, he was accused of plagiarism by Douyin blogger Peking University Mange. Before the deadline, FAW Audi and advertising agency Shangsi Advertising all apologized publicly.
look carefully,There is indeed a lot of text in the Audi copy that almost exactly copied the Xiaoman video from Peking University Mange last year, including the verse quoted at the end of the article. However, after digging deeper, netizens found that some of Peking University Mange’s words did not seem to be original.
First, I picked up a piece of text by the humanities blogger You Lin in 2017, and then traced back to a piece of Sina blog in 2016.
This has also sparked discussions on the definition of “plagiarism”. Could it be that just a few words and a few thoughts later on, if people are identical, they are plagiarizing?
Then there is the discussion of the poems in the advertisement. The original text is “the flowers are not in full bloom and the moon is not full. The half-mountain is slightly drunk and the rest is full of joy. Why should you worry about profit and loss, in the end, small fullness wins everything.”
Brother Man of Peking University said that he quoted Zeng Guofan’s words and created it a few years ago, but some poetry software such as “West Window Candle” showed that the original author was Zeng Guofan.
Further research found that Zeng Guofan quoted the first sentence in a letter to his younger brother Zeng Guoquan, but he himself was not the original author, but traced back to Cai Xiang of the Northern Song Dynasty.
Some people have verified that Cai Xiang is Cai Jing’s son.
Some people have verified that he has nothing to do with Cai Jing, he is just a calligrapher.
Another person verified that Cai should be Cai Jing, and was also appreciated by Song Huizong, a calligraphy and painting enthusiast, but it is said that because of the poor reputation of this product, later generations changed it to Cai Xiang.
No wonder some people sighed that Audi advertising actually led to the development of the entire Internet archaeology.