A good slogan can have a great effect on a brand. Today we will talk about a successful case of an slogan. It came from a thousand years ago but has attracted countless fans in China during the recent COVID-19 epidemic.
According to the WeChat official account of the Spokesperson’s Office of the Ministry of Foreign Affairs, at the regular online press conference of the Ministry of Foreign Affairs on February 4, a reporter asked: The novel coronavirus in China affects the hearts of the people of the world. We have noticed that many Japanese netizens gathered in the comment area of the social media accounts of the Chinese Embassy in Japan to cheer for Wuhan and encourage China. What's the comment from the spokesperson?
Hua Chunying said: I also saw the report and I was very moved. Since the outbreak of the epidemic, both the Japanese government and all sectors of society have given China a lot of sympathy, understanding and support.
Hua Chunying also specifically mentioned: As soon as the epidemic broke out, the Japanese government stated that it would fully assist China in fighting the epidemic. The Japanese government, many places and companies in Japan donated masks, goggles, protective clothing and other epidemic prevention materials to China. Some of the packaging boxes of materials donated to Wuhan read "Mountains and rivers are different, wind and moon are in the same sky", "Qi said without clothes, and children are in the same clothes". I also saw some photos from the Internet. In some drugstores in Japan, I can see the slogans of "Go China" and "Go Wuhan". Tokyo Skytree is specially lit up in red and blue to pray and cheer for Wuhan, China to fight the epidemic. In response to extremely discriminatory remarks in individual countries, officials from the Ministry of Health, Labour and Welfare of Japan stated at a press conference that "the bad thing is the virus, not the human." I also heard that there are Japanese schools writing letters to parents of students to teach their children not to talk about Wuhan, China with malice.
Hua Chunying specifically mentioned "Mountains and rivers are different, wind and moon are in the same sky", which was inscribed on a batch of medical supplies from Oita City, Japan that assisted Wuhan in recent days. Among Japanese aid materials to China, apart from the straightforward slogans such as "Come on, China", this is the most eye-catching "Mountains and rivers in different regions, wind and moon in the same sky". Different from the familiar Chinese verse like "Qiyue without clothes, with the child in the same robe" from the "Book of Songs", the sentence "Mountains and rivers in different places, wind and moon in the same sky" makes many people feel unfamiliar, then, this ancient prose is How did it come?
Japanese people are very impressed with this sentence, because it was once the best "advertising plan" in Japanese history.
The original sentence of "Mountains and rivers are different, wind and moon are in the same sky" comes from the poem "Embroidered robes and clothes" by the Japanese prime minister in Sui and Tang Dynasties. Send to all the Buddhas, make a fortune together.
It is worth noting that this poem was not only included in the Japanese classics at the time, but also included in the Chinese "Quan Tang Poems", becoming one of the few foreign works in the "Quan Tang Poems". What is going on here?
This has to be discussed from a serious "mistake" made by the Japanese government.
In 645 AD, Japan promoted major reforms and followed China's implementation of a centralized fiscal system. A large number of "Tang-style" taxation systems such as the "Bantian Collection Law" began to be implemented in Japan. But the problem is that this reform in Japan was too hasty. At that time, Japan was still a country that had just emerged from tribalism. The sudden fiscal reform not only violated the interests of many tribal aristocrats, but also made many farmers reluctant to pay new taxes.
The common people began to think of ways to evade taxes. At that time, the Japanese government stipulated that Buddhist monks could not pay taxes (which was also based on the text of the Southern China Dynasty). Many people saw that being a monk could not pay taxes? This is easy! Many people shave their heads and become monks and nuns. They eat fast and recite the Buddha on the face, and what they should do in private. The number of false monks in Japan has exploded in a short period of time, and in some places there has even been a situation of "closed to Buddhism and no one left behind", and the government's taxation system has simply been paralyzed.
was built in Kyoto’s Kaohokugo Temple (Toji Temple) in the Heian period.
This situation forces the government to rectify the religious world, but rashly using administrative orders to make a one-size-fits-all approach to "destroy the Buddha" would violate the interests of the powerful monks. After thinking about it, the ruling prime minister at the time, the Prince Longhouse, felt that “outside monks could chant the scriptures well”. From the Tang Dynasty, he invited a group of eminent monks who truly practiced Taoism to come to seriously examine the internal discipline of Buddhism and screen the monks. , To leave the real monks, to drive out all the food and to return to the vulgar, it is time to pay taxes.
It was not easy to invite a group of Chinese monks to Japan at the time. At that time, the Great Tang was enjoying the prosperity of the Yuan Dynasty under the rule of Emperor Xuanzong. It was the world’s most powerful country with a serious eight hundred years, and there was a ban on strict control of its citizens going abroad without authorization.Most Chinese people still feel that foreign countries are barbarous places—persuade the Chinese monks to go to Japan? This difficulty is about the same as if you fooled the Americans to immigrate to Namibia today, and they were still smuggling.
Then I had to think about the propaganda. The Prince of Longhouse ordered a group of exquisite robes to be made, and he personally wrote a poem that he ordered to embroider on the robes: the mountains and rivers are different, the wind and the moon are the same. Send to all the Buddhas, make a fortune together. This means that although Japan and China are foreign countries, they are also under the same blue sky. Which high-ranking monk is willing to form a good relationship with our country to promote the Dharma?
According to today's words, this is actually a job advertisement. The copywriting design of Prince Longhouse can indeed kill a lot of today's headhunting companies. When the monks of the Tang Dynasty saw that the Japanese prime minister could write such fluent Chinese poems, they knew that his country was not considered a foreign country, and the following work of persuasion would be much easier.
It should be said that the prince of Longhouse can look down. 14 years after his death, in the second year of Tianbao in the Tang Dynasty (743), the great monk Jianzhen began his eastward journey. After ten years of hardship, he finally succeeded. After that, Jianzhen worked tirelessly in Japan for ten years, spreading the various cultural and technological achievements of the Tang Dynasty, and was hailed by the Japanese as "the father of culture", "the ancestor of the law school", and "the scorpion of balance". This is the peak of Japanese culture.
Toshodai Temple in Nara, where the monk Jianzhen once taught the teachings.
Fifteen hundred years ago, the Prince Longhouse used the sentence "Mountains and rivers are different, wind and moon are in the same sky" summoned Jianzhen and other Datang monks to go to the east to promote the Dharma. Today, Japan’s aid to China has rewritten this sentence. This Chinese poem written by the Japanese has gone through thousands of years and still permeates the powerful appeal of both China and Japan at first sight.
(Qilu Evening News, Qilu Yidian reporter Wang Yu)
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