Analysis of China on the Tip of the Tongue

Looking for the Intersection of China's Food Identity

The success of "China on the Tip of the Tongue" is because the main line of each episode adopts a fragmented editing method, combining and grafting between different regions, and telling the changes of the same ingredient in different parts of the world. This documentary created a true story with flavor. From a cultural point of view, the problem is not just "eating". From traditional labor to food innovation, the hardships of life and the crystallization of generations of wisdom, the inheritance and changes of China people's "eating" have gradually highlighted its unique national temperament.

China on the Tip of the Tongue is a food ode dedicated to ordinary workers. There are no "culinary masters" or "gourmet experts", and there are no "cooking competitions". There are some stilt fishing that only five people in China have passed down for two hours by hand, such as Jilin "fish head" who is over 70 years old, an old man in northern Shaanxi who sells yellow steamed bread, and a little girl in Cicheng, Zhejiang who makes rice cakes with her grandmother. China on the Tip of the Tongue quietly conveys the wisdom and taste aesthetics that China people have produced in their labor for thousands of years, and each food can evoke the viewer's deep homesickness. It is precisely because of these that this documentary has a unique charm.

Application of copywriting creation

The person in charge of film publicity said that the copywriting was finally formed after repeated revisions by Chen Xiaoqing, and the copywriting of China on the Tip of the Tongue actually borrowed from the basic creative habits of international documentaries.

In China on the Tip of the Tongue, this narrative method is widely used. For example, the first episode of Fish Head is over 70 years old. This time, he led everyone to fish on the ice. Can he catch fish? Just as the audience watched the fishing net being slowly pulled up, the camera turned and jumped to other places, which caused a suspense for the audience to continue watching the following story. Wei Keran also said: "You must have ideas first, then pictures, and finally words, just like the twists and turns of DNA. How to distort your story without words? This is the most important thing! This is actually similar to film making. What you do is to mix or balance Hollywood and news. Just like China's' Yin and Yang'. "

China on the Tip of the Tongue attracts people's attention because of its investment and production level. The most important aspect is that it is not just a documentary about food. It takes food as the medium, and through this ordinary medium, it finds something related to this medium that can make the public discuss enthusiastically. For example, traditional values, interpersonal relationships, living conditions and even philosophical thoughts can be expressed through such a film.

Theme promotion meeting

20 12 On April 2nd, during the Cannes TV Festival, five original documentary channel blockbusters, China on the Tip of the Tongue, Nanhai No.1, Forbidden City 100, Silk Road and Super Project, were broadcast at the theme promotion meeting of CCTV Record Channel, which drew people's attention to vibrant China.

At the promotion meeting, Ms. Catalina of French documentary company praised the films China on the Tip of the Tongue and Forbidden City 100, saying that they were wonderful, of high quality and of world level, and she was interested in buying them. Director Chen Xiaoqing said that he "made this documentary with respect and love for food". Sincerity is the first essence of art. Only by touching yourself can you touch others, and only by believing in yourself can you convince others. This is the secret of the film's unanimous praise.

20 12 On May 22nd, the film ended perfectly after the last episode of Our Field was broadcast. Many viewers said that just seven episodes were obviously not enjoyable, and many stories didn't seem to be finished. In this regard, director Chen Xiaoqing said, "Documentary production has its own rules, which should be pushed once every quarter. When this season is over, we will soon do the second season and there will be a third season. " Poster infringement

The CCTV documentary "China on the Tip of the Tongue" is very popular, and the poster of "China on the Tip of the Tongue" circulating on the Internet is also very creative. From a distance, it looks like a pair of chopsticks holding a piece of bacon, but a closer look reveals that "bacon" is actually a landscape painting.

20/kloc-June/February, some netizens found that this piece of "bacon" was very similar to the landscape painting by Xu, vice chairman of China Artists Association and chairman of Guangdong Artists Association, and questioned that China on the Tip of the Tongue was suspected of infringement. To this end, poster Zhang Facai responded in Weibo that he had found his mistake before being reported by the media and actively contacted Xu, but he never got a reply. He said that he would apologize to Xu in person to deal with this matter and apologize for the trouble caused to CCTV by this matter.

Knowing this, Xu was not angry, but very happy, because his works were widely circulated in China on the tip of his tongue. However, he pointed out that CCTV and poster designers did not contact him and did not ask for his consent before using it.

Zhang Facai's frank attitude of quickly apologizing and admitting his mistakes won favorable comments. However, although Zhang Facai has repeatedly stated that he is dismissive of infringement, many netizens still don't buy his explanation.

Perhaps the lack of copyright awareness is not the designer's problem. Posters of well-known domestic films such as "Let the Bullets Fly" and "If You Are the One" are all accused of plagiarism or imitation. Xiao Yong, a professor at the Central Academy of Fine Arts, said frankly: "China is a country with weak cultural and creative industries, and plagiarism of movie posters is only the tip of the iceberg. There are many design talents in China, but if we can't give them time and soil to grow up, they can easily take shortcuts. " Maybe it won't be the last time, but at least, I hope it can become a footnote for the growth of China designers' copyright awareness.

Sina infringement

April 20 13, Sina.com provided online video content on-demand service to netizens without permission, and recommended and displayed the film on the homepage of the documentary on the website. Sina provided the documentary online service on its website without permission, which violated the information network communication right enjoyed by CCTV International and should bear the corresponding tort liability. According to the infringement and loss, the court ordered Sina to compensate CCTV International for 70,000 yuan. The 7-episode documentary "China on the Tip of the Tongue" with the theme of food ended on CCTV 1 on the evening of May 22nd, and the food was memorable. In the era of food industrialization, people seem to find enthusiasm and respect for traditional food from this film. The film also allows CCTV to set the viewing rate of 10: 30 every night to exceed the TV series of the same period. Relevant experts believe that its success lies in its outstanding humanistic feelings.

Zhang Tongdao, a famous documentary scholar and a professor at the School of Art and Media of Beijing Normal University, said that the popularity of this film lies in the high popularity of its materials. The so-called "eating color" means that people of all classes, nationalities and ages can't live without food, so it can gain the widest recognition and has the widest audience base.

Secondly, and most importantly, it is the humanistic feelings that run through the whole article. Zhang Tongdao, a friend of the film's director Chen Xiaoqing, said that Chen Xiaoqing himself is a gourmet with good taste. He brought this concept into his works and extracted his life experience from ordinary food. He wanted to make such a documentary for a long time, and finally put it into practice in March 20 12. The filming process was extremely difficult.

Zhang Tongdao said that "homesickness" is an emotion that cannot be abandoned. No matter from south to north, from hometown to overseas, the so-called best food is the food cooked by my mother, the best food is the things in my hometown, and the best memory is the memory of my childhood. China on the Tip of the Tongue evokes not only the desire for food, but also the impulse to cry.

"Because I love China diet, I love China more." This film brings a group of "post-80s" and "post-90s" who don't watch TV very often back to the TV, and it has received an effect that traditional patriotic education does not have. Perhaps this is the "windfall" of this film.

Nanni moretti, Chairman of the Organizing Committee of the 65th Cannes Film Festival, specially named China on the Tip of the Tongue. Its overseas single episode sales price is also expected to break through the record of $50,000 to $60,000 for a single episode maintained by the Forbidden City. Chen Xiaoqing said that in the overseas documentary market classification, food tourism programs occupy a very large proportion, while China cuisine is well-known overseas. It tells the life of a hundred flavors with food and discusses the changes of a country in a gentle way. "This is China's real soft power. Without any obstacles, it can reach the whole world. "

It is with this cultural foundation that China on the Tip of the Tongue is inevitably over-interpreted, while making people drool.

China on the Tip of the Tongue shows delicious food, simple working people and a beautiful life. Such a motherland is naturally worthy of love. Different from traditional food programs, China on the Tip of the Tongue has adopted a wide range of regional dances, regardless of cuisine. Instead, each episode has its own protagonist, such as the 70-year-old Jilin fish handle, the old man in northern Shaanxi who sells yellow buns, and the little girl in Cicheng, Zhejiang who makes rice cakes with her grandmother. The simple and delicate description of food and the subtle understanding of the relationship between China people and ingredients on the tip of the tongue also make this film more than just a performance.

A musician who lives in Hubei said that her watching China on the Tip of the Tongue had nothing to do with "eating". "I'm not interested in eating at all, and I'm usually a vegetarian. What attracts me about this documentary is that it condenses the grand theme of' food' into several documentaries. " The close connection between food and people reminds many viewers of the taste of childhood and hometown. "When I read China on the Tip of the Tongue, when I talked about Ningbo rice cakes, when I heard the local accent coming from there, I was homesick." .

In Chen Xiaoqing's view, China on the Tip of the Tongue is far more than a bible for eating goods, and reading China on the Tip of the Tongue should not be just a carnival for eating goods. "Doing a documentary, cultural things are inevitable. If we just talk about eating, isn't it just like a food column? This film is made on the basis of respecting food. I hope that the audience can read China people's love for life from Chinese people's love for food. " "After watching this movie, I fell in love with other people's hometown. Because each of us may enjoy the food in the film, we have an immersive feeling. " A documentary, let us taste all the flavors of life. At the Cannes TV Festival in the spring of 20 13, The Dinner in China, starring China on the Tip of the Tongue, was well received by media and institutions all over the world, and this film will also achieve a historic breakthrough in the overseas sales market of CCTV documentaries. CCTV Documentary Channel invited relevant experts to hold a seminar for China on the Tip of the Tongue. Experts attending the seminar generally agreed that "China on the Tip of the Tongue" opened a window for the audience, and also made China documentary people see hope.

China on the Tip of the Tongue has aroused enthusiastic response in overseas markets, which has made the documentary people see hope. The homemade documentary has finally been recognized by the market and the public, and finally has a place in overseas markets.

Wang, deputy director of the Propaganda and Management Department of the State Administration of Radio, Film and Television, said that in recent years, the documentary industry has just won a place in the market: "Now in the competitive environment of dozens of satellite channels, only entertainment programs and TV dramas really compete for viewing. At this time, CCTV created an evening documentary, which coincided with the right time and also played a leading and pursuing role in judging the needs of popular culture and aesthetics. "