Reflections on creative notes in advertising (1): Only those who really care can read other people's intentions.
I have a lot to say after reading it. I just saw this comment posted by the official WeChat account in the copywriting circle, and I said everything I wanted to say.
Time has not wronged serious people, which is my greatest feeling recently. At the same time, I like dealing with obsessive-compulsive disorder more and more. Such people pay serious attention to the process, and the result will naturally not be too bad.
When two people do things according to the same standards, they will unconsciously feel a sense of mutual appreciation, and I found this closeness in this book. Judging from the contents of the book, this book has obvious guiding significance for advertisers who have been in business for 2-3 years. After reading this book, you will feel that an experienced creative director is sharing his thinking experience with you. But I want to put aside the content and give you an extra dimension to understand this book from four other points.
1, this is a book written by an obsessive-compulsive disorder team. There is no slot in the whole process from content, editing, paper materials to printing;
2. This is a book that can help advertisers who have been in the business for 2-3 years to summarize their work methodology and build a creative copywriting thinking system;
3. This is a book that you haven't experienced before, and exchanges industry experience in a personalized way. When reading, you don't feel that you are talking in words, but with a person with a distinct personality. China's such books include Li Xinpin's "Dragon of Creativity", while Lin Yongqiang's CD is not easy to make. The former is communication and sharing, while the latter is teaching and dialogue. There are still essential differences.
This is a book that can be republished and upgraded. Some books will be ignored after reading. This book is one's thinking process. As long as you keep thinking, this book will always be upgraded and improved.
Judging from the materials, the special paper cover used in this book is rarely seen in books.
Nowadays, it is estimated that there are few opportunities to go to the printing plant to choose special paper with design for an album. People who have seen many online posters may find it difficult to understand the beauty of printing and binding. The cover is made of special paper similar to 200g lightweight whiteboard, and the inner pages are all made of one-grade thick paper. The printing cost of this book is more than 20% higher than that of ordinary books. When the paper is thick, the book doesn't feel heavy in your hand, which is the intuitive experience of the advantages of special paper.
From the design point of view, this book should be designed and typeset by close design partners. Up to now, I have stayed in different types and sizes of companies and made design partners at different levels. From the operating cost of the company, no company is willing to spend several times the time cost to complete the fine and demanding book typesetting requirements of a non-best-selling author. If I were the head of a design company, I would also consider cost comparison.
Finally, according to my years of experience, if I don't use such good paper to reduce the cost, this book can be sold out of stock, but the author doesn't.
Reflections on Creative Notes of Advertising (Ⅱ): Ogilvy & Mather China Edition Advertising
First of all, let me talk about why my title is Ogilvy & Mather advertising in China. When I was a sophomore, I started my advertising dream with a speech by Ogilvy & Mather about advertising. Now I am about to graduate, and with the creative notes of advertising, my dream of advertising copy is more firm. When I was a sophomore reading advertising books, I found the way to copy, which made me a liberal arts student find my own color in the dye vat of the university. So in college, one of these two books accompanied me to start studying advertising, and the other accompanied me to start my advertising career. Therefore, I call it Ogilvy & Mather in China's advertisements, and I can also call it Luoguo in advertisements, hehe.
Let me first talk about the enlightenment of the content order of this book.
My opinion on advertising.
In this chapter, the author tells us what advertising is with his own experience, and the most important thing for me is to explain the strategy and let me know that the strategy is a solution to the problem and a solution to the customer's problem. There are many definitions of advertisements in our class. Of course, we only know what back advertising is, but we don't know what its real social value is, and what we will do in advertising in the future, which we never thought about when we first came into contact with advertising. Now I understand that advertising is a craft, a craft that we are fascinated by and pursue all our lives. Recently, it is the season of campus recruitment for companies. I saw many people in our major applying for positions unrelated to advertising, so I followed, but after several times, it suddenly occurred to me: I want to be an advertiser, I want to be an advertising copywriter, and I want to join an advertising company. Seeing that my classmates have signed some good companies, the salary is good. As a fresh student, I honestly envy them, but everyone's path is different. Maybe every advertising graduate can't advertise, but I just want to stick to my advertising dream, so this "Notes on Advertising Creativity" gives me great courage. In this section, I can see the author's feelings, expectations and advice to new people. In addition, combing the content of this advertising standard makes me more full of expectations and hopes for advertising.
Copywriting class
This chapter is also my favorite chapter, because my goal is to do copywriting. In the second year of high school, in the course of "advertising copy", I listened carefully and got high marks in the exam. However, whenever I start writing practice copy, I always feel that I can't start, because I have learned too much and what I have learned is dogmatic. For example, the textbook says: the writing of the topic requires conciseness, simplicity and beautiful words. But I didn't say how to write it in an easy-to-understand way. In the book Advertising Creative Notes, I learned that copywriting needs the guidance of creative ideas, so that I can find a writing angle from creative ideas, which is my interest in understanding. A concept can be derived from thousands of titles, so in the previous copy, I simply regarded it as a composition class, collected enough words and listed the characteristics, and never thought about the key elements and strategic core of creative concepts. Therefore, in future writing, we should pay attention to developing our own content under the guidance of creative ideas. From the four steps of copywriting, I understand that what I wrote before was not human words, but the product of my own fantasy. No matter what kind of product it is, I think it will be very tall as long as it is painted with two poems and songs. Now I understand that if you want to write a good copy, you must speak human words, convincing words that people can understand, words that people can't help laughing, and words that benefit people. In the usual class, I also learned the types of titles and creative methods, but these eight methods in the creative notes of advertisements are enough for me to learn. These methods are simple, direct, effective and easy to understand: analogy, comparison, big commitment (interest-oriented headlines), value transformation (users' deep needs), telling stories, finding enemies, assuming the future (owned and lost results) and telling the truth (no one likes it). Therefore, practice these methods more in future exercises, and contain the maximum information with the least words. This chapter also has the training of creative thinking, just let me know that I can train myself by writing 50 or 100 ideas. It seems that it is time to get rid of the lazy habit and start from the basics.
In a word, this "Creative Notes on Advertising" gave me not only intellectual progress, but also spiritual encouragement, which gave me great courage. Why should I advertise? Because dreams, whether you believe it or not, are real anyway. Finally, I ended my heart with a sentence from Luoguo: Let's live in this industry with value and live in this world with dignity. Thanks to Luo Guo for this book, thank you sincerely!
Comments on Creative Notes in Advertising (3): If there is a book that can't be missed, it must be this book.
Write a book review even if you don't get a red envelope.
At the moment, a non-advertising major graduate has just finished sorting out 100 questionnaires. As a normal student, two months ago, she was assigned to a corner of the national key school as an intern, and fought wits with nine small fresh meats in Class Three of Senior High School. No internet, no WiFi, just my poor mobile phone.
However, this is not the point. The point is that I'm writing a book review about creative notes in advertising. Among the countless books I have bought in my twenty years' life, this is a very ordinary book.
Packaging is very suitable for obsessive-compulsive disorder. As Tang's master said, there are reserved classic sentences on the edge of each chapter, and there are blanks for taking notes. The typesetting is also excellent. It really takes a lot of effort and thought to buy so many books and make books with this paper. Reading through them is also very comfortable.
What the host said is what I want to say. I thought it was two different groups before, but later I learned about the advertiser's family. )
Tell me how I really feel after reading it.
As a non-advertiser who wants to do copywriting, I deeply realize that writing in summer vacation is not enough in an e-commerce company, but I am eager to know the rules. Before, Tang's master recommended me to read Copywriting, but I haven't read it deeply enough. Maybe it's the translation, maybe I'm not deep enough, but it's more tiring than reading classical Chinese.
So when this book came, it was like I found a treasure. Brother Chao talked about what advertising is in the first chapter, how to do it in the second chapter, and finally summarized the future of those industries. The whole thing is a link, and every detail is clearly stated. Every chapter has a few applause. Your heart is saying: yes, that's what he said, and I want to say the same thing! ! Even at a certain point, you will say, how does big brother know me so well?
It is also a realm to put the words in place in a joke. Especially the truth about the college entrance examination, I just read it with a smile. After reading it, I couldn't help it: it makes fucking sense.
I finished reading this book in a week, mainly because it is easy to understand and logical. Just like a math teacher who solved a math problem for you, he constantly solved the problems in the advertising copy and put forward many new ideas, and he didn't feel uncomfortable when he interrupted advertisements from time to time!
Focus on the chapter of twelve seats. I have to say that giving examples is a good way to solve all profound problems. From the first draft to the final draft, it can be said that everything is great, but Brother Chao said that if you want to make a good advertising copy, you must start again and write again. At that time, my second pulse of Ren Du was suddenly opened, and then I silently understood that the seemingly inconspicuous advertisements sold on the street were actually lucky. Walking in the street, I am also laughing at some advertisements. What are you talking about? Does anyone buy it?
Well, having said that, let's talk about a suggestion. Can black and white pictures be changed into colors? I can't think of anything else for the time being. Let me read it again and tell you if you have any suggestions. The main thing is that it is well written.
There is a long way to go. It is estimated that I still need ten Luo Chaoqun to reach the level.
Stealing a sentence from a book: Everything here is related to the era we live in, and it has nothing to do with the era we live in. If you see yourself clearly, don't expect others to value you.
I will continue to sort out the questionnaire. Don't take offense at the poor writing.
Reflections on the creative notes of advertisements (4): Notes on the guidance of copywriting who hate writing compositions.
Since I was a child, I have been a person whose head can't be taken back once it is forked. Entering the state of mind is a road that runs counter to structural thinking, and it went to grandma's house from the beginning. For example, if I want to cross the river, there is no bridge and no road. I saw a forest beside me, and there were logging tools around me. Well, I'll work hard to log and build ships. The method is stupid, but at least it can solve the problem. I don't want to go into the Woods, but I am attracted by the flowers on the trees, so I think this season is a prosperous and open season, and I should enjoy the flowers. With this in mind, the original idea of crossing the river has already gone beyond the cloud nine and headed for the place with the most flowers-climbing the mountain! Climbing halfway up the mountain, looking back, I found that the river was not wide, and a piece of driftwood could help people cross it. Alas, we have missed the best opportunity to go back and do it.
Think too much and act too little; I think too much, so I hesitate. Some people say that nine times out of ten successful people in ancient and modern times are simple-minded, which makes people believe it inadvertently. What's more, a person with bad food and articles can compare with himself, but he can make achievements and do things well when he comes. Why?
Just rely on one-execution. Execution, progress in doing things, and progress can be accumulated. Next, everyone knows the quantitative change and qualitative change. On the other hand, what will happen if you don't act? Don't act when you think of failure. No action, no accumulation. Without accumulation, there will be no progress. If you don't make progress, you will feel depressed. In addition to hormone-driven love, the more frustrated, the more courageous, and the more frustrated.
I have hated writing since I was a child, and I guess so.
Divergent thinking, like the flowery rhetoric that hurts spring and mourns autumn, and hate structural argumentations. Writing an article is like beating a dog with a stuffed bun. There is no turning back. If there are few successful cases, the driving force will be small. So I can still clearly remember gnashing my teeth and vowing never to write a composition after graduating from high school.
Karma reincarnation, God bless, my first job became a copywriter. .
From the very beginning, I wrote words like constipation, and now I am used to receiving all kinds of emergency copywriting work, from SMS copywriting to friends circle copywriting to poster theme. Although I will be constipated for a long time before I can publish my manuscript, at least my brain is not as empty as it was when I first woke up. One job is a copywriter operated by new media, who has no yearning for the advertising industry but loves the life of creative people who stay up late to do cases. From then on, the door was as deep as the sea and covered with small advertisements. However, the advertising industry has no threshold, but it is the biggest threshold. It is too difficult to do well and the copy is too broad.
If you want to get started, it is unrealistic to start with classic advertising masterpieces. Fortunately, a senior copywriter like Mr. Luo is willing to inculcate the vast number of white people and share his hard-won professional experience. This "Notes on Advertising Creativity" is indeed a comprehensive introductory book, from how to enter the industry analysis to the elaboration of creative ideas, as well as Mr. Luo's views on industry development. Primary guidance can make Xiao Bai know something about the advertising industry like me. Teacher Luo gave careful guidance on how to think big, how to make the copy better, and how to change the inner thinking process by making a case. Let Xiaobaimen learn practical advertising training methods and learn the thinking mode of senior advertisers. Although not necessarily learned, there are few opportunities to analyze the brains of our predecessors for us.
Reading a book with questions is the most effective way to read. Teacher Luo listed how to make a case, how to be creative, and the beginning of his good copy. These are all methodologies, and you can look back and pay tribute to them when you do it. After reading the whole book, what impressed me most was the foundation. Teacher Luo said that he wanted to write a good copy, that is, to write a plan for 100 under any circumstances. Diligence and execution are the foundation of doing well. If you haven't written 100 ideas, don't say you have tried your best. How can you say that exercise can't lose weight without 100 push-ups? How can you say that you are trying to learn English without reading the new concept article 100? Constant practice is the foundation. 10000 hours is really impossible without a second.
What are you talking about? Practice, practice, practice. Teacher Luo said that creative people can do whatever they want. I said that people who can work hard can make their own way in any industry.
Thanks to Teacher Luo for sharing.
Comments on Creative Notes of Advertising (V): Chao Ge said, "Because of our persistence and pursuit of professionalism, we believe that advertising is a craft."
1 1 One day at the beginning of the month, I saw the introduction of this "Advertising Creative Notes" by the copywriting circle, and I was already moved and wanted to start.
I got this book last Saturday. Unpacking, taking photos and reading books, just like a little girl who went back to childhood, got a heartfelt gift.
I've been watching it for two days, and now it's almost over. Thanks for the book review on Douban, and share my feelings with you:
Before reading this book, I read some book reviews and saw some comments from friends in the circle. Most of them said that this book is suitable for newcomers. I am a newcomer, so I have high expectations for this book.
However, after reading this book, I think this book is not only suitable for newcomers in the workplace.
In this "Advertising Creative Notes", Brother Chao shared his ten years' experience.
After reading this book, I realized that it is not the rigid definition of advertising in textbooks, but a craftsman's unique attitude towards advertising.
After reading this book, I realized that copywriting is not only a matter of writing well, but also an expression of ideas.
After reading this book, I understand that creativity is not only an imaginative imagination, but also a thinking and creation based on brand tonality.
After reading this book, I feel a little confused about my work.
Reading this book is like talking to a senior creator and telling me some creative methods and strategies.
About this book, I want to say not only the content, but also its design and packaging.
I have to say that the exquisiteness of this book and the pursuit of details have made me feel it. Each chapter is left blank so that I can take some reading notes.
There is narration on each page, which is probably some classic views and ideas of Super Brother. Every primary school
These words have brought me great enlightenment and moved.
An exquisite book is read with the author's careful attitude.
I ended my feelings by borrowing a sentence from the super brother in the book: "Because of our persistence and pursuit of professionalism, we believe that advertising is a craft."
Similarly, "because of my persistence and pursuit of advertising, I believe this is a good book that I have to read."
(ps: upload some words that I think are classic when I read this book. Don't be disgusted with ugly words)