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—— Chen Gang, Vice President of School of Journalism and Communication, Peking University.
Li Xinpin is a leading figure in the advertising field of the younger generation in China. She continues the essence of traditional copywriting, brings forth the new and gradually forms her own unique style. In Eslite Bookstore's Side Effects of Books, this style can be fully demonstrated: from the specific advertising environment, copywriting seems to have an independent life, thus providing a new perspective for observing advertising copywriting.
If advertising activities are regarded as a ceremony, then a very key factor in this ceremony is advertising copy. Advertising copy is like some kind of mysterious spell. In many religious ceremonies, spells are considered magical. When you say a spell lightly, the switch of communication between man and everything in the universe will be turned on at once. The same is true of good advertising copy. For consumers, a seemingly casual advertisement seems to be a key to pry open the door of the soul. Consumers are moved by the truth, then understand and feel, and finally participate in the process of consumption. For advertising activities, a good advertising copy is the soul, the source of vitality, and has the same magic as a spell. It will trigger the energy field of advertising effect and create communication between brands and consumers.
Although the spell ...