Chapter 4 the fourth part

——Li Xinpin Let's imagine a city like this: all the buildings are moving, some places on the surface are like a revolving stage, and some are like tracks. We have to go to the post office to do business. We have to find the post office on the laptop with built-in radar. The location and direction of movement, as if predicting the path of the typhoon, calculate the speed of interaction with the post office, so that at the next intersection, you can intercept the gate of the post office and send a package smoothly. The postman must also find the latest whereabouts of the recipient he wants to deliver on the computer. He must have the detective sensitivity of Sherlock Holmes. He must read a lot of data about the recipient in advance, including the restaurants she often goes to. , the shops she frequents, her own website, her published diary, her itineraries, and emotions that change the course of her plans at any time, including her impending love affair, the postman must be punctual, because the tragedy of Romeo and Juliet cannot If it happens again, the notification must be real-time.

If the postman cannot read the recipient's mind, enter her soul with empathy, and walk her life path with her eyes, he will not be able to deliver the package to her smoothly. So we often have to avoid the oncoming police stations, courts, and prisons, while approaching the fast-moving bookstores.The reason why the bookstore runs so fast is that there are a few impatient creators inside, with imagination, rushing forward at the speed of a dream, and flying a long way, often beyond the earth's orbit, rampaging; if you don't want to follow the circle, Even if you are shopping for groceries on the road on weekdays, you may bump into a book, which is a novel about flying that comes out of the bookstore's centrifugal force.This is the centrifugal effect of living in this high-speed knowledge city. No matter where you are, it is difficult not to collide with other people's thoughts. Then, when the wound heals, new epidermal tissue will grow, and other people's cells have been dissolved with your own. As a newborn, we are more and more able to understand the thoughts of others, and others understand our injuries, and then our peace begins.

An old man with limited mobility chooses to sit by the window of the living room at home, motionless, because things in the world flow and disappear quickly in front of his eyes: a new building is built in front of his eyes, and then moves out of his sight at a high speed Never come back again; a little girl who looks like his first love grows old before his eyes, relatively, his immobility seems to be able to stop time to age him, and then he bows his head and slowly flips through what he has read for several years of. Young people are in the fast-moving office, trying to grasp the popular information that runs faster. He wants to act more efficiently and increase the time remaining in his hands. He thinks that he is squeezed into the center of the world's high-speed , time moves slowly, but he missed the four seasons of a flower, missed a thunderstorm in the afternoon, missed the passionate kiss of a pair of lovers, he missed the course of life, and he aged instantly.

So a laptop that goes back in time has become very popular.According to this computer, as soon as a person is born, he becomes old, then becomes middle-aged, then youth, childhood, and infancy, so we start reading from the book of life and death, then read memoirs, read history, then read inspirational books, financial books, and finally From textbooks to fairy tales, the younger the child, the more intelligent, imaginative, physical, and courageous it is, just like we have to pay homage to the reincarnated child prodigy in Tibet. Because this city is still moving and time is still flowing, we can't stop reading.

——Li Xinpin I seem to be losing myself. Over the past 30 years, I have gone from completely ignorant of how to talk to myself, to using painting to communicate with myself, and finally decided to use the most convenient writing to understand the world... I have spent a lot of time understanding and reinterpreting each words, the objects, things, and feelings that each word conveys.Errors and setbacks in communication with others have made me no longer believe in the existing vocabulary, because it is the result of other people's misinformation, and it has begun to be seriously distorted, so that it is very easy to misuse and lose focus.So I slowly started to build up my own vocabulary and narrative system, so that I can accurately convey my thoughts, and use my obsessed vocabulary to write on every document-faxes, class notes, diaries, letters , emails, advertising copy, deposit letter, lottery data, customer data, experience after watching a movie, mid-term report... I can't use the existing text format, because it will make me interrupt the train of thinking.I faithfully write my own voice with the rhythm of my own thinking, and I am unwilling to modify it.

Words are my mirror, and my world is constructed by words and pictures. This is why I am not good at speaking accurately with people. What I say is always not what I think.But having said that, can I communicate perfectly with others using words?It doesn't seem to work, because my words can only represent the floating thoughts of that second, and words can never fully describe myself, including the subconscious part.Therefore, including myself, no one can know all about me through words, but there is no doubt that words are the most important mechanism for my own construction of existence.

However, when all the texts were published, the mirror in front of me began to reproduce thousands of images. I don’t know if it’s a mirror image or an illusion. Everyone can reflect part of me through the mirror in their hands, and even start to Someone copied the spirit-like vocabulary and thinking.Of course words have the right to be copied, and thoughts can be reproduced completely legally, as if my 25-year-old text has the shadow of Haruki Murakami, and the 26-year-old copywriter can see the traces of Calvino’s novels, but when I found that I was familiar with When the language model begins to grow new senses, new nerves, and has a new name, and it begins to extend in a direction I don’t know, I frequently see similar words in real estate texts, movies, or art activities. The usage of the words, even the tone of the speech are very similar... The dialogues that were once intimate with me have been copied on a medium that I am not familiar with. There are more and more similar people. My confidant, my siblings, my twins, my half-brothers and sisters show up one after another. The big blood family tree makes me no longer alone; the streets are full Veronica, let me search for more than 30 years of myself to find evidence of existence.Horrifyingly, seeing someone write more like me is as unsettling to me as seeing a reflection of myself on a movie screen that I didn't act in, or receiving my business card from a stranger.Who am I?Who wrote me?Who knows me better than me?Who is ruling me and prophesying me?Who is living out me at the same time?Copy me and play with me?alienate me?Transform me?Make me empty when I don't exist?When others write more like me and I start not to write like myself, whose style do I belong to?Do I need to change the vocabulary?If it changed, would it still be me?Which one is the real me?Am I a false identity, living in an ecology similar to network replication?When the computer shuts down, do I just disappear with the power?What should I do?I am speechless.

For me, the voice that is so important to me, the one I use to be alone, has become deaf to myself because of the multitude of echoes.Some people say that a person can only write one novel in a lifetime, and the next thing is to keep copying himself. Creation goes through a series of multiplication, a fixed path forms a style, and after reprinting, it becomes popular.However, once the style becomes popular, the uniqueness will disappear due to mass consumption. How can they coexist?From another perspective, if the style cannot be popular, who should establish the style?Yohji Yamamoto said that style is a format, a mirror, and a prison, enough to reflect oneself, imitate oneself, and indulge oneself.When the style is established, the narcissistic system is also completed at the same time-however, when to break free from prison?Need a break from your own protection net?The prisoner is also the master of the room, and the difference between self-imprisonment and the free concession area is just a thought.

So Yohji Yamamoto said with certainty that he is not afraid of being plagiarized, just like Issey Miyake, someone may steal his ideas, but he does not have the precise technique of Miyake to perfectly present Miyake's style and reach his realm.Just like copywriting, even if the thinking can be copied and the same vocabulary is used, it cannot have the same narrative method, the same brain image and statement logic, just as voice can be imitated, but lip shape cannot. Why did I become so wary and fearful?At that time, I decided to publish my own advertising copywriting works, didn't I just want to let more people calm down and read these advertising copywritings that have been thought about for a long time but are fleeting?What I need are more attentive readers, not absent-minded consumers. Isn’t publishing just to keep the life of copywriting unaffected by expensive advertising schedules and perpetuate?If there is no market, even books cannot survive. The fact that more readers are needed becomes a side effect of advertisement word love, which was unexpected at the beginning.

Copywriting and literature have been debated for a long time since the book was published.My advertising copybook is a new middle line between copywriting and literature that I don't want to figure out. In fact, there is nothing to rush to define.Peter Mayer, who has the blood of advertising, found a way out of literature for his anxiety, and I am just a text writer who survives in the gap between advertising and literature: I establish my own narrative point of view in copywriting one by one. Yu, writing another genre simultaneously on the back of the paper, the kind that is more black and pessimistic, more critical and introspective, I have no intention of getting closer to anyone.

Regarding the above contradictions, restlessness, insomnia and disorder, maybe a poet can buy words from passers-by, poor people, and children like the film director Angelopoulos "One Day Forever".Instead of being trapped in duplication, disqualification and self-lostness, it is better to travel and buy other people's life vocabulary with travel expenses.New characters, new forms of collection, and a new language system may be born. I suggest that the spiritual sanatorium for text creators should be set up next to the market, fishing port, factory or airport. Vivid, these emotional words require only precise and flawless mise-en-scène to be original.Is this a regression?Or is it the only way to evolve? I do not know either. Testimonials on the back cover 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. ——Chen Gang (Deputy Dean of the School of Journalism and Communication, Peking University? Doctoral Supervisor) In my eyes, Li Xinpin has already left behind her opponents on the superhighway of words; therefore, she seems to be more willing to gracefully spin out difficult and superb dance steps on a narrow stage.However, her dance is not unfathomable, she just adds a pair of artistic wings to herself from the ordinary life, and gently leaps from the daily calm to the climax of words.Together with those who read her words, they fell into a wonderful enjoyment. ——Li Wen (Deputy Editor-in-Chief of "City Pictorial"? One of the founders of iMart Creative Market) A well-created advertisement is higher than a shoddy literature; an advertiser with a conscience is more moral than a writer without a conscience.A good book is like a strong currency, which can make the soul rich. Because ink is like gold, every word is precious.Socrates said that an article that has not been written after staying up all night is not worth reading; obviously this book must be the crystallization of countless sleepless nights.Roland Barthes said: Reading is as cool as making love. Reading Li Xinpin's copywriting works is very addictive, and the spirit is twice as refreshing. ——Ye Minzhen (Former Executive Creative Director of Taiwan Ogilvy & Mather Advertising Company) Literary copywriting, the perfect interpreter of Eslite creativity. —— Zeng Qianyu (Associate Manager of Eslite Bookstore) The new wave of writing clearly presented by Li Xinpin's works is just like this: creators of the younger generation are bypassing the essence of literature with attitudes and works that have not been regulated by "literature" or have not been regulated by "literature" Broken writing traditions convey messages of "support" or "usurpation"... ——Luo Zhicheng (poet) From advertising copywriting to long-form writing, Li Xinpin has achieved a leapfrog creative continuation.In her pen, words can cover any things and principles in the world, and among them, advertising copy is only a starting point, not everything. ——Mo Kangsun (General Manager of SGM WORKS, McCann Guangming Advertising Co., Ltd.) recommender on the waist of the book Liang Dong, a well-known media person, Ye Minzhen, former executive creative director of Ogilvy Advertising Company in Taiwan, Ouyang Yingji, a well-known creative person in Hong Kong, Nanfang Shuo, a well-known cultural critic in Taiwan, Chen Gang, deputy dean of the School of Journalism and Communication of Peking University, Zhuang Shufen, chairman of Ogilvy China , Li Wen, deputy editor-in-chief of "City Pictorial", Mo Kangsun, general manager of SGM WORKS of McCann Guangming Advertising Co., Ltd., Luo Zhicheng, a famous poet in Taiwan, Xu Zhiming, chairman of Dragon Media Advertising Bookstore... For the first time, the elites in the cultural circles and fashion circles of the three places on both sides of the strait recommend it in unison, and everyone has an advertising bible.