Who can recommend some books about advertising copywriting?

Author: Li Xinpin

brief Introduction of the content

Before the 2008 Beijing Olympic Games, everyone in China must read the book Creativity!

This book contains the author 1 publicity page.

Li Xinpin, the queen of copywriting, published 26 books in 7 years, including the best-selling collection of advertising copywriting works in the history of Taiwan Province Province. With beautiful and poetic words, she wrote a series of touching classic copywriting for Eslite Mall, Zhongxing Department Store, Far East Department Store, Uni-President Enterprise, Acer Acer, famous brand clothes, Million Top Villa and Taipei City. This book also includes his latest shopping mall copywriting works from 2005 to 2007. The mainland is ahead of Hong Kong and Taiwan, and it is fully exposed for the first time!

This is Li Xinpin. Advertising is not the whole thing, just an idea. Creativity is not an end, but her attitude towards life, in which generate is inspired to explore mineral deposits. Don't look forward to the future, and don't dwell on the past, but try your best to taste the present and explode infinite possibilities. In this way, she can write like a god, and the words written with infinite tension are light, making the slender copy as sharp as a scalpel, jumping freely between various fields and completing tasks that others can't complete.

—— Chen Peiai (Director of Academic Committee of China Advertising Association, Ph.D.)

Li Xinpin is a leading figure in the advertising field of the younger generation in China. She continued the essence of traditional copywriting, made innovations and gradually formed her own unique style.

—— Chen Gang (Associate Dean and Doctoral Supervisor, School of Journalism and Communication, Peking University)

This is the new wave of writing clearly presented in the works: the younger generation of creators are bypassing the essence of literature with attitudes and works that are not standardized by literature or not, and transmitting the information of "support" or "usurpation" to the dilapidated writing tradition. ...

-Luo Zhicheng (poet)

Elaborate creation is higher than shoddy literature; Advertisers with conscience are more ethical than writers without conscience. A good book is like a powerful currency, which can enrich the mind. Because it cherishes ink like gold and chooses its words carefully. Socrates said that articles written without staying up late are not worth reading; Obviously, this book must be the crystallization of countless sleepless nights. Roland barthes said: Reading is as refreshing as having sex. Reading Li Xinpin's copywriting works is very addictive, and it makes me feel refreshed twice.

—— Ye Yunzhen (former executive creative director of Ogilvy & Mather Advertising Company in Taiwan Province Province)

In my eyes, on the highway of words, I have left my opponent; So she seems more willing to gracefully perform difficult dance steps on a narrow stage. However, her dance is not inscrutable. She just added a pair of artistic wings to herself from the ordinary life, and then gently jumped into the sudden climax of words from the daily calm. With the people who read her words, I fell into a beautiful enjoyment.

—— Wen Li (deputy editor-in-chief of City Pictorial, one of the founders of iMart Creative Market)

From advertising copy to long-form writing, Li Xinpin achieved a great-leap-forward creative continuation. In her works, words can cover everything and truth in the world, and among them, advertising copy is only a starting point, not everything.

-Mo Sun Kang (General Manager of SGM Works of McCann Guangming Advertising Co., Ltd.)

Language disruptors in the new era interpret ordinary shopping mall copywriting into gorgeous, elegant and unconstrained style beautiful prose poems.

With its unique symbolism, advertising fetishism combines fetishism, fashion, audio-visual and sensory elements. It is not only a sample collection of top shopping malls in Taiwan Province Province, but also a collection of essays that can withstand repeated reading.

Today, with the decline of literature, Li Xinpin's gibberish-like moans express his personal feelings, but they link many people's most secret inner consciousness. Therefore, her copy has multiple attributes and successfully connects consumers and readers.

Brief introduction of the author

Li Xinpin, cat Leo type A, the moon is in Sagittarius, rising in Aquarius. Master of Advertising Research Institute, Chengchi University, Taiwan Province.

Now, Peking University is studying for a Ph.D. and teaching the course of Advertising Planning and Creativity in the School of Journalism and Communication of Peking University.

He used to be a copywriter for advertising companies, a special copywriter for Eslite Bookstore and a creative copywriter for Acer Digital Art Center.

Advertising works include:

Zhongxing Department Store, Far East Department Store, Eslite Bookstore, Eslite Shopping Center, Acer Digital Art Center, Fubon Art Foundation, Taixin Bank Rose Card, Taipei Art Festival, Ying Ge ceramics museum, Uni-President Enterprise, Yahoo! Qimo. ...

He is a columnist for United Daily News, Advertising Magazine, Hongkong ZIP Magazine, Crown Magazine, TVBS Weekly, ELLE Magazine, MEN'SUNO Magazine and Beijing le figaro.

He has been a lecturer in Taiwan Province Provincial University of Science and Technology, Chung Yuan Christian University, Taipei University, Youth Federation, National national cheng kung university, Xue Xuewenchuang and Eslite Xinyi Lecture Hall ...

Four consecutive Golden Sentence Awards for Advertising Catchwords, Eslite Copywriting Award, Animation South Film Award, Dream Project Finalist Award of Dongshi Basic University, Finalist Award of the 5th TWNIC Web Design Competition, and guest of the seminar on "Creativity and Entrepreneurship".

In 2004, Digital Times magazine was selected as one of the top 100 creative figures in Taiwan Province Province.

In 2006, 30 magazines of World Vision Culture Enterprise Group were selected as creative talents.

Prose works are included in the prose volume of China Modern Literature Series.

I have been interviewed by major media, such as United Daily News, Zhongtian TV Station, China TV Station, UFO Radio Station and Visual Magazine.

He has been to 36 countries, including Greece, India, Sweden and Norway.

Media recommendation

foreword

Advertising copy spanning three stages of life experience

Li Xinpin

There will be major changes in life every seven years. 2 1 year-old entered the advertising circle and started my curiosity for seven years, watching fashion and writing art. At the age of 28, he published his first work "Eslite Side Effects" in Taiwan Province Province, which started a high-level creation for nearly 20 years. At the age of 35, in the fifth seven years of my life, Eslite Side Effects and Continued Word Love were adapted in Taiwan Province Province and re-merged into advertising side effects for publication. In 2005, Eslite ranked among the top 20 commercial sales lists. Now in 2007, the newly edited Eslite Side Effects (Art Edition) and Advertising Fetishism (Fashion Edition) are fully listed in the mainland, just like twins. Two sets of advertising copy are identical twins, who go in and out, between bookstores and shops, between literature and business, trying to slow down your inertia in reading advertisements.

Because of narcissism, I love words. Describe another self in words, copy another person to make a living for me, and the original self can write carefree, all unrealistic and surreal parts.

Advertising is not a religion. Religion stresses life and death, with light and shade, good and evil, one yang and one yin, and heaven and hell coexist. However, advertisements always cover up evil and promote good, and a world that is always perfect, happy and happy is not the whole of life. The other half of the realm has to be made up by literature-copywriting is the appearance, magic island, top customers pay money, ZTE department store, Eslite, the bright part of your life; Poetic surreal novel is a private product of spiritual self-abuse, which fills the inevitable shadow of life under the advertising lamp and shows it with them. Yin and yang meet for a long time and are incompatible with each other.

I lived for seven years, spanning three stages: 2 1, 28, 35. Looking back now, it's like a prosperous dream. The first copy seems to have been completed only yesterday, and then a series of different lives began: I have to contact publishing editors, media reporters, students, readers from all walks of life and advertising bosses. I want to go out of my creative study and meet the bigger world. This was unexpected when Eslite Side Effects was published in Taiwan Province Province. I seem to be pushed to the stage of rapid change, illuminated by dazzling magnesium lights, and there is nowhere to escape. I always look for a gap between announcements and announcements. I still try to get myself back to the original point and try not to let all parties dazzle the light and shadow of the trend and drive myself away.

I cherish the special opportunity of more than ten years-I live a double life as a public figure and a private creator. No matter in the news forum or the judging meeting of the competition, I have the honor to witness the wonderful faces of the top elites in the shortest time and the nearest distance; On many occasions, I met excellent authors from all directions and readers who gave me the most encouragement, and let me see different life levels and textures because of these people. To this end, I must trace back to the source and thank many people who have given me important help in my long advertising career, including art designers Huang Baoqin, Hu, Ruby, Jason, Sophie ... Beijing Gaoming Culture ... Without one of them, there would be no simplified Chinese books Eslite Side Effects and Advertising Fetishism in front of you.

I try my best to keep the original texts of the two books (including the form of double copying and the combination of copying and literary creation), instead of making changes after doing things, in order to faithfully preserve the one that has become a part of history and the original appearance of more than ten of my youth literary creations, and to supplement more than ten books that have not been included in the collection in Taiwan Province Province in the past three years, and present them completely in the mainland for the first time.

This is not only a comprehensive inquiry for my advertising copy collection, but also a new departure for my creative life.