This advertising slogan was very popular at that time and no one knew about it. When writing this article, I looked up information on the Internet, and unexpectedly and reasonably found that many people did not understand the benefits of this sentence. This advertising slogan has to have charm but no rhyme, and it has to have literary talent but no literary talent. If it were to be a stand-alone article, it would really be no good. The crux of the matter is that you can't separate an advertising slogan from its context.

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This advertisement was born in Hong Kong in the 1970s. At this time, Hong Kong, as one of the Four Asian Tigers, was in the initial stage of vigorous development. It was changing at an unprecedented speed. The whole city was filled with hormones, and the phantom of money was like the catkins flying in the Beijing sky in April and May. Brandy, cognac, these unfamiliar words appear every day like many other new things, adding a bit more impetuosity to the impetuosity. In such an atmosphere, how to introduce an unfamiliar product category to consumers, establish a high-end brand image, and quickly expand the market? Starting from history, tell the story of Rémy Martin’s two hundred years of heritage? The strong sense of culture is not suitable for the hustle and bustle of this city. Starting with quality is like talking to someone who never eats spicy food about the difference between Erjingtiao and Chaotian pepper. Starting from cultivating consumers and teaching them how to taste wine, this is a long-term task and it is difficult to achieve immediate results. The brilliance of this advertisement is that it takes a different approach and goes straight to the point, focusing on the social function of luxury goods. In the simplest and crudest way, it outlines a picture of people drinking and drinking in the glitz and glamor of people wearing fragrant clothes, shadows and hats. This advertising slogan appears after a series of shots from a successful male perspective. Beautiful cars, BMWs, beauties and fine wines are really a natural match. At this time, saying "good things will come naturally when Remy Martin starts" and going straight to Huanglong is simply a stroke of genius. It is said that Huang Zhan himself recalled that he was not satisfied with this sentence at the time, but after trying multiple versions, he still felt that this most simple and clumsy vernacular sentence was the most appropriate.

Remy Centaur and the Astronomer

Speaking of appropriateness, we have to talk about the name "Remy Centaur". The name of this French brand is Remy Martin. Like many wineries, it uses the name of the founding family. When using a person's name as a brand name, the translation of the brand name is usually a transliteration. If the Chinese characters used in the transliteration can create associations with high relevance and recognition, then the translation can be said to be more exciting. . As a high-end brandy, Hennessy is directly transliterated from the French brand Hennessy into Chinese, and the words "Xuan" and "Poetry" are elegant and beautiful, so this translation should be said to be relatively high-end.

And Rémy Martin’s translation is once again unique. The word Remy Martin has nothing to do with Remy Martin. It just gave the brand a Chinese name for its logo. This practice is not unknown, but it usually appears in the translation of literary and artistic works. For example, "Gone with the Wind" has nothing to do with "Gone with the Wind". It is a Chinese name given by the translator based on the content of the story. I say the name Remy Martin is appropriate because this unique translation method makes it unique, easy to remember, and easy to spread. Although the translated name does not contain exotic words such as "Ni", "Na", and "Si", the existence of "Remy Martin", which looks like a human but not a human, or a horse, is very "foreign" in itself.

So what exactly is this Remy Martin? Centaur is called Centaur in English. It is a mysterious ethnic group in Greek legend whose upper body is a human and the lower body is a horse. There are many different versions of its origin and story. After the decline of Greece and the rise of Rome, the legend of humans and horses was also inherited by the Romans. Most of the legendary centaurs have violent personalities, but there are also some heroic characters.

Centaur also has a name called Sagittarius, the shooter. Friends who are familiar with constellations should know that Sagittarius, also known as Sagittarius, is translated from the word Sagittarius. This is a free translation. Sagittarius means shooter in Latin, and this shooter is a member of the Centaur tribe.

It was the third generation of the Remy Martin family who designed this brand logo in 1870. The art of making cognac was perfected in this man's hands, and he felt the need to design a badge to open up the international market. The image of a centaur was chosen because his zodiac sign is Sagittarius, and because he is an astronomer in addition to being a wealthy third-generation boss.

Cognac

The translation of Cognac is also interesting. The original French name is Cognac, which is first a place name, and then the wine name. Brandy, to put it bluntly, is a strong liquor distilled from wine. It is produced in many places, but only the brandy made from grapes produced in Cognac can be called Cognac.

The French pronunciation of Cognac is closer to "Cognac", and it is indeed translated into "Cognac" brandy in Chinese. How "Cognac" was translated is difficult to verify. Judging from the pronunciation, most of them are Cantonese-speaking works. "邑" is a very old word, but it rarely appears in modern Chinese. Using this word not only expresses the meaning of "Cognac" as a place name, but also looks very unique. It is also a very wonderful translation. It is better than "Cognac". "G" strong.

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