"The Basic Cultivation of Copywriting" Author: Dongdong Gun Publisher: CITIC Press

Dong Dongqiang has been in the industry for more than 10 years, and has gained front-line marketing, advertising, and creative work experience. His "Private Creative Lessons" that he has carefully sorted out and polished over the years are now open to the public for the first time; from conceptual principles to work details, from creative methods to evaluation criteria, 99 short articles are easy to understand and well analyzed, and one book thoroughly explains advertising creativity and copywriting.

【Editor's recommendation】

！ ！ Dongdong Qiang has been working in the front line of marketing/advertising/creative work for more than 10 years. He has carefully sorted out and polished his "Private Creative Lesson" for many years. It is made public for the first time. This book explains the way of advertising creativity/copywriting.

! ! From the concept principle to the details of the work, from the creative method to the evaluation criteria, 99 essays are easy to understand and analyzed in detail, and the "conversational" style is sincere and sincere.

！ ！ Recommended by heavyweights: TB Song, Chairman of Ogilvy Greater China, Lin Guizhi, former Executive Creative Director/Chief Copy Director of Ogilvy Beijing, Qiu Xinyu, Creative Director of Yuanshan Culture Communication, Ye Minggui, Chief Strategy Officer of Ogilvy Group Taiwan, and Chen Gang, Vice Dean of the School of Journalism and Communication of Peking University, jointly recommend the book; CC Tang, former Executive Creative Director of Ogilvy Greater China, writes the title of the book.

【Content Introduction】

The intended readers of this book are junior creative practitioners who have just entered the industry, or have not been engaged in copywriting or creative work for a long time, and are still confused about many business issues and related terms and knowledge.

The book discusses the knowledge that may constitute the basic cultivation of an advertising creative person. It is "knowledge", so it is more focused on principles rather than skills. It is "Tao" rather than "technique".

Only with these basic understandings can we do things right and know what is right, what is wrong, what is good, and what is bad. These are the so-called "basic cultivation".

Cultivation is the foundation, but it is more than just the foundation. Sometimes, to achieve a high level in something, it is still about cultivation. When facing the same problem, whether you can have more angles, richer materials, and deeper thinking than others, allowing you to have some faster and more accurate analysis and judgment, may depend on this kind of "understanding", this kind of "cultivation".

【Celebrity Recommendation】

Song Zhiming Chairman of Ogilvy Greater China

This is a sincere and practical tutorial on the basics of advertising creative work. In this book, I see a solid summary and careful inheritance of professional creative knowledge and front-line advertising work experience. The "basic training" that Dongdong Qiang talked about is the most precious common sense in this industry, which is worth pondering and remembering by newcomers, and worth reflecting on and reviewing by practitioners.

Lin Guizhi, former Chief Copywriter of Ogilvy & Mather Beijing

Being honest and modest, he discusses the cultivation of copywriting with his personal cultivation. In this age that advocates experts and masters, he uses authenticity to counter exaggeration, giving this little book a substantial and rich weight.

Qiu Xinyu, Creative Director of Yuanshan Culture Communication

It is serious, rigorous, organized, and full of insights. It taught an "old worker" like me a lesson in many places, and made me exclaim, "Oh, so this is the principle. I know how to do it, but I didn't expect that you could summarize such a straightforward and effective concept."

Yeh Ming-Kui, Chief Strategy Officer, Ogilvy & Mather Group, Taiwan

The distribution map of good and bad creative talents is like the shape of the Empire State Building in New York. Most people are located in the rectangular main body of the building, and only a few elites are concentrated on the lightning rod on the roof. Dongdong Qiang is a member of the lightning rod area: he is talented and experienced.

The book "Basic Skills of Copywriting" he wrote does not talk about the techniques of writing copy, but the principles of how communication can be effective. There are even many contents about the strategic principles of planning. Presumably, in his career, Dong Dongqiang must have met an outstanding planning partner and received countless inspirations, or he has never received a qualified planning brief and satisfying creative massage. Therefore, he had to sort out all his ideas from the beginning. As a result, he has mastered the truth of our industry and can share his experience in a simple and easy-to-understand way in plain language.

For new copywriters, this book will open the door to creativity and the path to professionalism; for experienced advertising professionals, it will help them digest, reflect and crystallize some progressive ideas. I highly recommend it to you!

Chen Gang, Vice Dean of the School of Journalism and Communication, Peking University

Dongdong Qiang conveys his own experience and thinking results in his unique expression style, which is very enjoyable to read and is like a revelation. It is well-intentioned and helpful to read, and is highly recommended.