Can anyone recommend some books on advertising copywriting?

"Advertising Fetishism"

Author: Li Xinpin

Introduction

A must-read for every Chinese before the 2008 Beijing Olympics A creative treasure trove!

This book contains a promotional page for the author.

The "Queen of Copywriting" Li Xinpin has published 26 books in 7 years, including the best-selling collection of advertising copywriting works in Taiwan's history. With her beautiful poetic words, she has written heart-shaking classic copywriting for Eslite shopping malls, Zhongxing Department Store, Far East Department Store, Uni-President Enterprises, Acer, famous clothing, tens of millions of top villas, Taipei City... This book also includes his latest shopping mall copywriting works from 2005 to 2007. Mainland China leads Hong Kong and Taiwan, and is fully exposed for the first time!

This is Li Xinpin. Advertising is not everything, but only one part of creativity. Creativity is not a goal, but her attitude towards life, where inspiration breaks out and mineral deposits are mined in life. Don’t look forward to the future, don’t be entangled in the past, but try your best to savor the present and explode the infinite possibilities. In this way, she can write like a god, write words with infinite tension, be able to lift a weight with ease, make the slender copy as sharp as a scalpel, and be able to jump freely between various fields and complete tasks that are impossible in the eyes of others.

——Chen Pei'ai (Director of the Academic Committee of China Advertising Association and PhD Supervisor)

Li Xinpin is a leader in the younger generation of Chinese advertising circles. She continued the essence of traditional copywriting and made innovations, gradually forming her own unique style.

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

The new wave of writing clearly presented in the works is exactly this: the creators of the younger generation are With attitudes and works that have not been regulated by "literature" or have not been regulated by "literature", they bypass the essence of literature and convey a message of "support" or "usurpation" to the collapsed writing tradition...

——Luo Zhicheng (poet)

Carefully created literature is higher than shoddy literature; an advertiser with a conscience is more moral than a writer without a conscience. A good book is like a strong currency, making the soul rich. Because ink is cherished like gold, every word is precious. Socrates said that an article written without staying up late is not worth reading; obviously this book must be the crystallization of countless sleepless nights. Roland Barthes said: Reading is as satisfying as having sex. Reading Li Xinpin’s copywriting works is very addictive and mentally refreshing twice.

——Ye Minzhen (former executive creative director of Ogilvy & Mather Taiwan)

In my eyes, on the expressway of words, she has already left behind her opponents; therefore, she It seems that he is more willing to spin the difficult dance steps gracefully on a narrow stage. However, her dance was not unpredictable. She just added a pair of artistic wings to herself from the ordinary life, and then gently jumped from the daily peace to the climax of words for a moment. People who read her words fell into wonderful enjoyment.

——Li Wen (Deputy Editor-in-Chief of "City Pictorial"·One of the initiators of iMart Creative Market)

From advertising copywriting to long-form writing, Li Xinpin has achieved a leapfrog Creativity continues. In her writing, words can cover anything and everything in the world, and among them, advertising copy is just a starting point, not everything.

——Mo Kangsun (General Manager of SGM WORKS, McCann Guangming Advertising Co., Ltd.)

The language subversive in the new era transforms ordinary people into ordinary people with gorgeous and elegant writing style and unconstrained thinking. The shopping mall copywriting is translated into beautiful prose poetry.

With its unique iconic text, "Advertising Fetishism" integrates fetish, fashion, audio-visual, sensory and other elements. It is not only a sample collection of Taiwan's top shopping malls, but also a classic. A collection of short stories that can be read over and over again.

In today's world where literature is declining day by day, Li Xin's frequent babble-like moans express his own private emotions, but they link to the most secret inner consciousness of many people. Her copywriting therefore has multiple attributes and successfully connects with consumers and readers.

About the author

Li Xinpin is a feline Leo type A, with the moon in Sagittarius and rising in Aquarius. Master's degree from the Advertising Institute of National Chengchi University.

Now he is studying for a doctorate at Peking University and teaching the "Advertising Planning and Creativity" course at the School of Journalism and Communication at Peking University.

He once worked as a copywriter for an advertising company, a special copywriter for Eslite Bookstore, and a special creative copywriter for Acer Digital Art Center.

Advertising works include:

Chung Hsing Department Store, Far East Department Store, Eslite Bookstore, Eslite Mall, Acer Digital Art Center, Fubon Art Foundation, Taishin Bank Rose Card, Taipei Arts Festival, Yingge Ceramics Museum, Uni-President Enterprise, Yahoo Qimo...

Worked for United Daily News, Advertising Magazine, Hong Kong ZIP Magazine, Crown Magazine, TVBS Weekly, ELLE Magazine, MEN'SUNO Magazine, Beijing Feijia Columnist for Lowe Magazine and others.

He has been a lecturer at National Taiwan University of Science and Technology, Chung Yuan University, Taipei University, Youth League, National Cheng Kung University, Xuexue Cultural and Creative Arts, Eslite Lutheran Lecture Hall... on advertising, travel, creativity, creation, and publishing courses .

Judgment for the four consecutive Advertising Buzzword Golden Sentence Awards, Eslite Copywriting Award, Nanying Award Animation Category Jury, Dong Foundation University Dream Building Project Final Selection Jury, TWNIC’s 5th Web Design Competition Final selection jury member and participant of the "Creativity and Entrepreneurship" symposium.

In 2004, he was selected as one of the top 100 creative people in Taiwan by Digital Times magazine.

In 2006, he was selected as one of the creative experts by "30 Magazine" of the Tianxia Visionary Cultural Business Group.

The prose works are included in the prose volume of "Chinese Modern Literature Series".

Have been interviewed by major media, such as Lianhe Daily, Zhongtian TV, China Television, UFO Radio, "Vision" magazine, etc.

Have traveled to 36 countries including Greece, India, Sweden, and Norway.

Media recommendation

Preface

An advertising copybook spanning three stages of life

——Li Xinpin

There will be a major change in life every 7 years. I entered the advertising industry at the age of 21, which started my 7 years of curiously watching fashion and writing about art and fashion. At the age of 28, I published my first book "Eslite Side Effects" in Taiwan, which started a seven-year period of high creative output for nearly 20 subsequent books. Entering the 5th and 7th year of my life at the age of 35, "Eslite Side Effects" and "Continue Word Love" were adapted in Taiwan and re-assembled into "Advertising Side Effects" for publication. It ranked at the top of Eslite's 2005 annual commercial sales list. 20 people. Now, in 2007, the newly edited "Eslite Side Effects" (Art Edition) and "Advertising Fetishism" (Fashion Edition) are fully launched in mainland China. Just like twins, the two advertising copybooks are identical twins, two in and two out. Between bookstores and shops, between literature and commerce, they try to slow down your habitual speed of reading advertisements.

Because of narcissism, the word love. Use words to describe another self, copy another person to live on my behalf, make a living on my behalf, and the original self can write without food and clothing, all the unrealistic and surreal parts.

Advertising is destined not to become a religion. Religion talks about life and death, light and dark, good and evil, yang and yin, heaven and hell coexist. But advertising always hides evil and promotes good, and the world of eternal perfection and happiness is not the whole of life. The other half of the realm can only be made up for by literature - the copywriting is the appearance, the magic island, and the top customers have paid. , is Zhongxing Department Store, is Eslite, and is the bright part of life that you can see; poetic and surreal novels are the private products of spiritual self-sacrifice, filling the inevitable shadow of life under the bright lights of advertisements, and staying with you It shows that yin and yang must be combined after being separated for a long time, and they complement each other and do not conflict with each other.

Seven years of life spanned the three stages of 21, 28, and 35. Looking back at everything in the past, it is like a prosperous dream that is too late to respond. The first copywriting seems to have been completed yesterday. Then a series of different lives unfolded: I started to have contact with publishing editors, media reporters, school students, readers from all walks of life, advertising owners... I had to get out of my creative study room, meet the larger world, and interact with more This is something I never expected when I first published Eslite Side Effects in Taiwan. I seemed to be pushed onto a rapidly changing stage, illuminated by dazzling spotlights, with nowhere to escape. I always look for gaps between announcements to create alone and travel abroad. I still try to put myself back to the original starting point, and try my best not to let the dazzling trends of all parties wash away me.

I cherish the special encounters of more than ten years - I live a dual life of a public figure and a private creator. Whether it is in press symposiums or competition review meetings, I am fortunate enough to I have witnessed the wonderful faces of the top elites from all walks of life at close range; on many occasions, I have met outstanding authors from all walks of life, and readers who have given me the most encouragement, allowing me to see different levels of life because of these people. with texture. Because of this, I must go back to the source and thank many people for their important help in my long advertising career, including art designer Huang Baoqin, Chen Fei, Hu Xiangmei, Ruby, Jason and Sophie of Beijing Gaoming Culture ..., without one of them/him, there would not have been the birth of the two simplified Chinese books "Eslite Side Effects" and "Advertising Fetishism" in front of you.

I tried my best to maintain the original text of the two books (including the form of double copywriting, the form of copywriting and literary creation side by side), and did not make subsequent changes, in order to faithfully retain the "already" "Become a part of history" copywriting, as well as the original appearance of more than ten pieces of my young literary creation, and more than ten pieces of copywriting in Taiwan in the past three years that have not been included in the collection, are fully presented in the mainland for the first time.

This is not only the launch of a comprehensive collection of my advertising copywriting, but also the beginning of my new creative life.