——Chen Gang, Deputy Dean of School of Journalism and Communication, Peking University Li Xinpin is a leader in the young generation of Chinese advertising circles. She has continued the essence of traditional copywriting and innovated, gradually forming her own unique style.This style is fully demonstrated in a book composed of copywriting from Eslite Bookstore: reading the copywriting apart from the specific advertising environment, these copywriting seem to have an independent life, thus providing a kind of See a new angle on your ad copy. If you regard an advertising campaign as a ceremony, then, in this ceremony, a very critical factor is the advertising copy.Ad copy is like some sort of mystical spell.In many religious ceremonies, mantras are considered to have magical powers, and when mantras are lightly recited, the switch between humans and all things in the universe is instantly opened.The same is true of good advertising copy, a seemingly casual advertising language, for consumers, seems to be a key to open the door of the soul.Consumers are touched by the truth, then comprehend, comprehend, and finally participate in the consumption process.For advertising campaigns, good advertising copy is the soul, the source of vitality, and has the magic power of a mantra. It will trigger the energy field of advertising effects and create a communication between the brand and consumers.

Although mantra is a form of language, this form must have characteristics different from ordinary language.A spell is a bridge between the unknowable world and the knowable, so it must create an expression in which there must be an element of the undecipherable.This is where the charm and magic of mantras lie.Advertising copy is also a rediscovery and definition of language. It expresses the unknowable level of the relationship between products and consumers through language, stimulating consumers like a spell, and forming a response to the product.Therefore, the language expression of advertising copy must have some characteristics of anti-daily language. Only by defamiliarization of language can the power of language itself be fully displayed.

He can come and go freely between the known and the unknowable, so the person who creates first-class copywriting must be a psychic.Although he (she) lives among ordinary people, he (she) is like a cat swimming in the world.The cat's gaze often penetrates walls of matter, and its gaze is of course wandering and eerie as it sees signs of past lives, future lives, and other richness.I see a lot of great copywriters with a cat-like demeanor and quality.No matter what form they present, whether they are docile, mighty, or languid, whether they are crouching or stretching out, at a certain moment, their eyes always flash with a blurred and decisive light, just like a cat in a scattershot mood. Suddenly aware of the presence of an unknown form while walking.

Excellent copywriters are the nerve endings of society.What he (she) expresses is his own emotion, but it represents the most secret and real inner needs and consciousness of different groups.He (she) is so sensitive to the subtlest changes in individual psychology brought about by social changes, so that he or she groans like a raving. The crystallization of this expression should be poetry, but when combined with commercial culture, it becomes an advertisement. copywriting.As Mr. Nanfang Shuo said, advertising copy is between poetry and non-poetry.Advertising copy condenses and refines consumers' emotions in the form of language, and establishes a delicate link between it and the product, thus generating the power to guide and infect consumers.This is a kind of blooming. The advertising copy gives the product moving meaning and value, attracting consumers' attention and ownership of the product.

The text written above is not so much a preface as it is a feeling after reading a book. ——Xu Zhiming, chairman of Dragon Media Advertising Culture Bookstore Before today's edition, there were probably no more than five places in mainland China where this book could be bought, and those who wanted to read it or fell in love with it at first sight probably exceeded 50,000 or more, including advertisers, bookstore owners, publishers, fashion Experiencers, cultural readers, spiritual fanatics of books... According to the code left between the lines by the author Li Xinpin, you can also contact knowledge workers, middle class, fans of alternative culture, wandering artists, audiences of Wong Kar-wai, and Issey Miyake Fans, Takagi Ueko picture book fans, word lovers...

In the advertising industry I work for, readers regard it as a professional book.It is indeed an advertisement book, but in the advertisement book, it is definitely a unique existence. On every side you can see, this book shines with precise and elusive light, confusing and difficult to find.Advertisement can write like this?Can an ad for a bookstore write like this?Where is the limit of copywriting function?Where is the boundary that the meaning of words can reach?When you can't wait to read from the beginning to the end, and come back and stop somewhere to meditate on these unanswerable questions, the author has passed by the state that every copywriter dreams of, leaving These seem to be ordinary narrations, but from time to time there is a kind of flexible power to penetrate through the barriers and directly reach the hearts of the appeal targets, and move to a wider field to sway words, talents, and sentiments.

There is no second Li Xinpin, and there is no second sincerity of the year, so as a professional book, this book is not for learning, but for reading and feeling.Li Xinpin is unwilling to copy himself, and likewise, no one can copy Li Xinpin.Or, this book just allows us to see a possibility and hope because of this possibility. It turns out that the territory of advertising is not as narrow as we are used to every day, and it cannot be broken through. It is just idealism. In the book industry I am in, bookstore owners and publishers also regard it as a professional book.How does a bookstore become a cultural landmark in Taiwan?And how to cross the Strait and become a model for the ideal shopkeepers in the mainland to build their own bookstores?How to inject such diverse and harmonious symbols and connotations into a bookstore brand?How to integrate the seemingly incompatible elements of a strong commercial atmosphere and a profound cultural artistic conception?

As the owner of a bookstore, the atmosphere of Eslite is the dream of countless colleagues, and I probably understand it well.This book can also be regarded as the interpretation code of a bookstore legend.Like Li Xinpin, Eslite and copywriting cannot be copied.But I believe that a good bookstore can be learned. After all, every copy written for the business activities of Eslite Bookstore is included in this book, and the implicit or explicit information in it is enough for appreciation or even exploration. The possibility of such a book is naturally more than that.If you love books and have had an emotional connection with a bookstore you love, you are likely to relive the fascination at a certain moment in this book; if you love reading different but Unique text, then this book is likely to bring you some completely different experiences; if you love words, seeing such a unique and charming narrative method must be an extremely enjoyable thing.

Everyone can get what they want from it. Isn't that the meaning of a book to readers?With this first Simplified Chinese version today, it will not be impossible to buy, and it will not be too expensive. Wouldn’t it be more enjoyable?If so, I have achieved my goal of recommending this book, which I have sold for several years, to Brother Chen Fei of Gao Ming Culture and dedicating it to readers together. ——Nanfang Shuo, a well-known cultural critic in Taiwan Every planning or advertising marketing copy is just a momentary story, a small event, and finally becomes a poster, an interstitial advertisement, or a corner in DM, which is forgotten after being used Creativity, no one will continue to remember.

Copywriting may be forgotten, but it never disappears.A copy is a single frozen frame, but 10, 20, or more frozen frames become actions, and every action has a history.Therefore, individual copywriting is a gene, which accumulates into the inheritance of the whole.The style exercise of the copywriting seems to be like a clam pearl, wrapping its brilliance layer by layer.Another version of corporate history is condensed in the copywriting history.The image creation and language use of copywriting, as well as its style presentation and ideological background, tell a growth story that is not about performance figures.

Therefore, Li Xinpin is happy and lucky.At a young age, she can participate in the shaping of "sincerity awareness".The copywriter is the clothes of "Eslite", and she is doing the work of designing and tailoring.The accumulation of copywriting is like a display of clothing. What people read is not the clothing, but the "sincerity" wearing the clothing. Picasso said: "Art is a fictional lie, but it tells the truth." In these fictitious copywriting, "Eslite" reveals her graceful mystery for the first time. "Eslite" is a unique mystery in Taiwan in the 1990s.It is a bookstore, but in fact it is no longer just a bookstore, but has become a landmark and a mark on the cultural map of Taipei. "Eslite" is to cultural Taipei what the Eiffel Tower is to Paris. They both lead the city to the direction of imagination and expectation. Therefore, the meaning of the Eiffel Tower can also be simulated as the meaning of "Eslite".Roland Barthes said that the Eiffel Tower stands so high that people's eyes cannot be avoided.It is a landmark of Paris and a code symbol.It gathers thunder and lightning in the wind and rain, and the lights on the top of the tower in summer night seem to be fireflies.It is seen on tour, but also overlooked from high places.It is a monument to reason, but at the same time it is identity, sign, ceremony, joy, consumption, and gives meaning to Paris in constant flux. And isn't "Eslite" the Eiffel Tower on the cultural map of Taipei?From the day the store was opened, it has betrayed the original intention of the bookstore and turned itself into a legend in Taipei.For "Eslite", books are no longer books, but a kind of feast, a kind of indulgence, a kind of expectation, a kind of inner fascination and taste; Another kind of fantasy in the fantasy east area, weaved by expectations and expectations that are different from the present. "Eslite" is a landscape on the cultural map of Taipei. It not only adorns today's flowers, flowers, willows and greenery, but also uses its dreams to call for the upcoming future. In the 1990s in Taipei, or even Taiwan, and the Chinese cultural circle, it seemed inevitable that "Eslite" would occupy a prominent position.In the past, when McKinsey wrote the song "San Francisco", he said: "If you go to San Francisco, don't forget to wear a bouquet of flowers in your hair." San Francisco and bouquets were the new values, new codes, and A new fashion, but today you can hear: "If you come to Taipei, don't forget to go to 'Eslite'." coordinate. "Eslite" is to intellectuals what the Left Bank Café is to Parisian cultural people. As long as they haven't set foot in it for a month or two, it will cause people to have nameless anxiety that they don't know what Paris is thinking.People go to "Eslite" to stop, watch, listen, and smell, in order to grasp the intellectual style of Taipei, or to have an amazing intellectual encounter. "Eslite" has been visited and displayed, becoming a cultural showcase pointing to the future, and also a cultural social and information exchange center.In the era when the center of Taipei is gradually moving eastward, it is guarding the gate of the New East District and forming an "Eslite Cultural Life Circle". A different flavor. Plants have growth points on both bud tops and root tips, and cities also have growth points.Its cells are vigorously dividing, and it has not yet been differentiated into a certain stereotyped mechanism. Therefore, it lacks the possibility of being recognized, and its lack of possibility is all its possibilities.This is youthful exuberance. "Eslite" became "Eslite" because of its youth. The youth of "Eslite" is also the youth of Li Xinpin. No matter how you read the copywriting of "Eslite", you can read the youthful demeanor. At the beginning of the 20th century, the concept of modern advertising appeared and famous experts emerged in large numbers. Historian Stuart Iwen praised them as "captains of consciousness". One's own inadequacy, the imagination of romance, the potential of sex, and the antidote to aging and death.Advertisements are no longer persuasive, but a kind of smudge. Li Xinpin uses her youthful smudge aesthetics to portray "Eslite" while also reflecting the young history of "Eslite". Eslite’s copywriting is a kind of experimentation, spelling and cutting between poetry and non-poetry, the creation of unrelated associations, or the grafting and mating of various broken ideas.Most of them do not make explicit appeals with specific books or activities, but float around the specific periphery, outline the entity with imagination, and stir up the essence with obscurity.Sometimes it creates coolness, sometimes it promotes nostalgia, and sometimes it even instigates rebellion.Copywriting is becoming more and more a kind of performance. In this era when no one can persuade anyone, copywriting is no longer so practical as a structural function, but more and more close to literary creation, and Xinpin was originally a very talented literary Creator! For many years, I have always used the perspective of "fictional texts" to look at the "Eslite" event literature and planning copywriting. It is a young syntax that often deliberately disrupts the established steps of the language, but connects other words. Some branches of meaning, this is the successful copywriting and mental gymnastics of Eslite.It's abrupt and suspenseful, like an ongoing drag show.The performance and game style of copywriting are actually the epitome of the popularity of "Eslite". "Eslite" is a legend. It turns books into books, bookstores are not bookstores, and copywriting becomes literature. In an era when people have lost respect for books, it reinvents itself in a turning way. To regain the status of the book is the ultimate of "sincerity".Whenever I think about this, I feel that everything it has done is actually worthwhile, not just copywriting! ——Li Xinpin French director Rohmer once said, if you can be a good novelist, why be a director?In the same way, if you can be a good poet, why bother to write copywriting?Before, I complained a little about the overwhelmed Eslite and other copywriting workloads, and felt that it took up a lot of my creative time.After more than ten years, dozens of copywritings have actually reached the number of books, which became my first published work in Taiwan, and now it is also my first official work in mainland China. James Webb Young once put forward a "Magic Island Theory": "In ancient times, sailors once said that there was a kind of 'Magic Island' existing on the sea, such as an island that was not on the map, but suddenly woke up and found that it appeared in the surrounding area. The generation of these copywriting, sometimes like the magic island, comes to mind naturally when you wake up, is the magic island formed overnight? Of course not, after countless times of corals accumulating and growing in the seabed, at the last moment out to sea." To me, Eslite is not so much a bookstore as an attitude, an event, an addiction, a narcissism, a character, a pleasure, an infection, and a necessity.So the moods, viewpoints, emotions, and feelings that have lasted for more than ten years... Overnight, like an island, floating in each copywriting event; sometimes I read them as a diary, And these have already become the most important life assets in this life, and they are always the first priority when moving. The best copy has not yet been written, but the best friends have already been handed in: thanks to Eslite’s Wu Qingyou, Liao Meili, Zeng Ganyu, Li Yuhua, Chen Shuzhen; thanks to my introductory master Ye Minzhen, and the year in the ideological advertising company, Let me start to learn to write the world with imagination; thanks to the US editor Huang Baoqin, who temporarily took over this complicated job, and did it perfectly; thanks to Chen Fei, Hu Xiangmei, Ruby, Jason and Sophie of Beijing Gaoming Culture, without your cross-sea search With assistance, this book would not have been born smoothly. Victor Hugo once said that publishing a book is like throwing a bottle into the sea on a deserted island. With the weather and tide, and with fate, where will the manuscript in the bottle go, and when will it fall into who’s hands Here, I know nothing, and because I know nothing, I am full of hope. Ａ Old books? Second-hand goods? Old feelings It takes ten years to complete an authentic garment with the texture of old clothes. I want to start designing "time", such as designing old clothes, old objects, old furniture... All old objects that can contain "time". ——Japanese fashion designer Yohji Yamamoto Eslite Taipei Tianmu store flea market copywriter: Disposable love Eslite Dunnan store second-hand book auction: Expired old books? Non-expired curiosity B Happy new? Nostalgic? Move to another store Old love is a burden, and new love is liberation; old clothes need to be recycled, and new clothes are worth seeing; old friends need to talk about friendship, and new friends need to invest; old houses have memories, and new homes have expectations. The old does not go away, the new does not come, all the old people and things have not disappeared, they are left in the miss anytime, anywhere... September-October 1995? Taipei Eslite Dunnan Store moved: Eslite Dunnan Store? Autumn Relocation Notice Record Store C? Birth? The city of Genesis is still very new, and many things have no names yet. Eslite Bookstore, classified by desires rather than objects, is a spiritual distribution center rich in spiritual food. It started at the intersection of Dunhua South Road and Renai Road in Taipei, from 1989 to the present. Theatre, dance, painting, photography, masks, documentaries, second-hand book auctions, ancient book trades... everything about religion, sex, festivals, non-festivals, knowledge workers, middle class, alternative culture fans, proletarians are welcome Wandering artists of the class and spiritual fanatics of non-truth believers gather at the Eslite Bookstore independently, or come secretly in advance. From 11:00 am to 10:00 pm, here are the latest happenings in Taipei. 1995 Eslite Dunnan Store New Temporary Store: Temporary Necessity 1996 Eslite Dunnan New Store Opening: 9999 Creative Ways to Reproduce Life Eslite Dunnan Store Anniversary Opening of Eslite Dunnan Store Children’s Hall: Dreams are Children ?New Children’s Paradise opened in October Eslite Kaohsiung Hanshen Store Opening: Kaohsiung, where Huayang coexists, has become very Eslite Bookstore Kaohsiung SOGO Store Opening: In the tasteful Orchard Bookstore, buy vegetables for your lover and books for yourself Eslite Loyalty Store Trial: About Loyalty and Disloyalty Loyalty Store Opening: With the highest degree of loyalty, to new ideas Eslite Loyalty Store counter naming: Totally unloyal desire Blueprint Eslite Loyalty Store floor introduction: To be kind Changing popularity? Eslite National Taiwan University store has always been loyal and loyal Opening: Eslite National Taiwan University Branch, Founding Manifesto Thoughts: Opening of China New Civilization Eslite Nanjing East Road Store Opening to the Sky: Discover the new taste of Nanjing East Road Eslite Taipei Ximen Store Opening: Ximending New Life Studio Eslite Taipei Ximen Anniversary: ​​At Eslite Ximen Studio Eslite Mall Ximending New World Store: Eslite Ximen Xinshijie Eslite Mall Banqiao Store Opening: Banqiao Station? Expanding a happy transfer station Eslite Mall Taichung Dragon Center Store opening: a very interesting Noah's Ark, let's go now D reading? Group portrait? Collective interests. Reality discharges imaginary details, writing in groups, plot rhythms, soul collective carnival, this city is full of concentration and then distraction Read the goals. Eslite Bookstore Tainan Store? Seasonal short copy from July to December: July, August, September, October, November, December One of the image advertisements of "Eslite Reading" magazine: group portraits of readers "Eslite The second image advertisement of "Reading" magazine: another concept about reading "Eslite Reading" magazine promotional advertisement one: 6+6=16 accident, please check the calculation! "Eslite Reading" magazine promotional advertisement 2: Buy one get one free "Eslite Reading" magazine cessation declaration: When the bats fly away, the fifth anniversary of Eslite Bookstore? Symposium on Reading Phenomenon: 1994, a reading revolution in Taiwan is underway conduct…… Eslite Books Gift Vouchers—Enterprise Chapter: Brain Power Theory: A New Understanding of the Value of 1,000 Yuan Eslite Books Gift Certificates—Personal Chapter: The New Law of Desire: 12 Ways to Redeem Book Gift Certificates Taiwan "Handout" magazine reading group copywriting: Read an article? Make lifelong friends Taiwan "Handout" magazine readers tea narrative copywriting: Boil the truth, "tea" speaks and looks at the color Taiwan "Handout" magazine meditation activity copywriting: Learning to meditate, yes The greatest gift you can give yourself in your life Copywriting for mountaineering activities in Taiwan's "Handouts" magazine: Read a good article and take a good journey Fubon Lecture Summer Class Enrollment Copywriting: Fubon Lecture Hall, summer peak power supply Introduction to Fubon Art Foundation Text: We should dedicate every day to every miracle of life brought to us by art game. No matter how many luxurious gaming equipment you have in your hands, don't prophesy to people anymore. Eslite Bookstore New Blueprint · Creative Essay Calling Activity: Invisible Bookstore Eslite Bookstore 1995 Book Ranking: 100 Prejudice to Books 1999 Taipei Literary Award Essay Contest Copywriting: 1999 A.D. Resurrection of Literature "China Times" New Year's Card Copywriting for graphic and text creation competition: call for 2000 dreams Eslite calendar, card, notepad design selection activity copywriting: Find a piece of paper to make it expressive The first Eslite? Taiwan Mobile My Phone Action Creation Award copywriting: Let's continue to have high-speed written talks on the soul level! The first Eslite? Taiwan Mobile My Phone Original Song Ringtone Creation Award Copywriting: Let us continue to listen to each other on the sensory level! BenQ Truth, Kindness and Beauty Award: 2007 Digital Touch Creative Contest Copywriting: Your private history will be formally included in the vast and everlasting digital cultural history since 2007! F Smells? Events? Titled book fairs Books you haven't read.Books you've read before you open them.If you have more than one life, you must read the book.Books that are too expensive at the moment to read until they are sold out.Books that can be borrowed from others.Books that everyone has read, so it's as if you've read them too.Read a long time ago that should be reread now.The book you've been pretending to read and now it's time to sit down and actually read it... ──Italo Calvino "If On a Winter Night, A Traveler" One of the Taschen Book Fairs in Germany: Why should you read Taschen? Germany Taschen Book Fair 2: Based on very personal reasons, 13 kinds of spiritual necessity with Taschen Zhang Yao Coffee Book Photography Exhibition: The Book Fair with the Most Caffeine in History Taipei Star Coffee House and Gift Box Image Copywriting: Star Classics Eslite World Film Centennial Eslite Book Fair: Playing Dreams, Day and Night Eslite Perfume and Fragrance Book Fair: Finding Various Stories about Fragrances 1995 Eslite Women’s Book Fair: Women Write Books, Write Women Eslite Bookstore? Women Vote for Good Books Activity: Women’s Private Books GSK (Glaxo History g) Women's Book Fair sponsored by Pharmaceutical Factory: Soothe body, mind and soul? Special vacation for women! Eslite Bookstore? Autumn and Winter Clothing Book Fair: "Book" Makeup Eslite Bookstore Ecological Book Fair: August, Eco-focused Painter Liu Qiwei? Wild Animal Book Fair: God’s Wild Script It's the one with the least needs! End of the century? Eslite MSF Image Exhibition: If your photos aren’t good enough, it’s because you’re not close enough to the war. G Festival? Reunion? Treating people? Walking into this street is like a festival. It turns out that everyone is so friendly, and the relationship between everyone can be so good. It is surprising that there is a chance of more than 1/12. Eslite Bookstore’s 7th Anniversary Celebration & Dunnan Store Opening Celebration: Put aside the books and go to the Eslite Bookstore on the street? Spring Reading Plan: Dunhua South Road, Spring Blossoms and Bookstores Open World Magazine’s Theme Copywriting: Smile for Trust Eslite Bookstore 2006 New Year's Reading Festival: The high temperature of desire does not retreat, and 22°C stimulates the pleasure of reading! Eslite 2007 Reading Festival: Go!Go to the bookstore and find an author who will accompany you on your adventures to tomorrow! Eslite’s 18th Anniversary Copywriting? Official Manifesto: Let’s give thanks, let’s make a wish and make our dreams come true for 18 years! Eslite’s 18th anniversary copywriting? Folk version: 18-year-old Declaration of Independence: I, a creator, was born! Eslite Valentine’s Day Book Fair: A New Way of "Book" Love Eslite June Marriage Book Fair: Buying Books as Employment and Dowry with Books Eslite Bookstore Chinese New Year Book Fair: New Year’s Eve? Pillow Book Hibernation Appendix A: Flow? City? Reading Rhapsody Li Xinpin Appendix B: Six Reading Experiences with a Sense of Speed ​​Li Xinpin Appendix C: Advertisement word love side effects Li Xinpin Appendix D: The Hundred Years of Advertising ── Li Xinpin vs. Ye Minzhen, former creative director of Ogilvy & Mather