"Notes on Advertising Creativity" 10 Classic Reading Reviews_Reading Reviews_Reading Reviews of Classics

"Advertising Creativity Notes" is a paperback book written by Luo Chaoqun and published by China Book Publishing House. The book price is: 68.00, the number of pages: 265. In the article, I have carefully compiled some readers' comments. , hope it can be helpful to everyone.

Thoughts after reading "Notes on Advertising Creativity" (1): Only people who are truly attentive can understand other people's intentions.

After reading it, I have a lot to say. I just saw this comment posted on the public account of the copywriting circle. It said everything I wanted to say, ***Mian.

Time will not be kind to those who are serious. This is my biggest feeling recently. At the same time, I am more and more fond of doing things with people with obsessive-compulsive disorder. Such people pay serious attention to the process, and the results will naturally not be the same. Too bad.

When two people have the same standards for doing things, they will unconsciously have a feeling of sympathy for each other, and I found this sense of intimacy in this book. Judging from the content of the book, this book has obvious guiding significance for advertisers who have been in the industry for 2-3 years. 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 let you understand this book from another dimension from the other four points.

1. This is a book published by an obsessive-compulsive disorder team. From the content, art editing, paper material, to printing, there are no flaws in the whole process;

2. This is a book that can help advertisers who have been in the industry for 2-3 years summarize work methodologies and build a creative copywriting thinking system;

3. This is a book that you have never experienced before. A book that communicates industry experience in a personified way. When reading, you will not feel like you are talking to words, but to a person with a distinctive personality. Domestic books of this type include Li Xinpin's "The Eight Parts of the Creative Dragon" and Lin Yongqiang's "CD Is Not Easy to Do". The former is communication and sharing, while the latter is teaching and dialogue. There is an essential difference.

4. This is a book that can be reprinted and upgraded. Some books will be put aside after reading it once. This book is a person’s thinking process. As long as you keep thinking, this book will be There is always the possibility of improvement.

Judging from the materials used, the special paper cover used in this book is rarely seen in books.

Today’s advertising copywriters probably rarely have the opportunity to go to a printing factory with the designer to select special paper for an album. People who have seen too many text posters on the Internet will probably have a hard time understanding 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 thicker paper. The printing cost of this book is more than 20% higher than that of common books. The thicker the paper, the book does not feel heavy in your hand. This is an intuitive experience of the advantages of special paper.

From a design point of view, this book should have been designed with a close design partner to help with pre-press design and typesetting. Since I started working in the industry, I have worked for companies of different types and sizes, and made design partners of different levels. From the cost of company operation, no company is willing to spend several times the time and cost to complete a book that is not as detailed as a best-selling author. , and strict book formatting requirements. If I were the head of a design firm, I would also consider cost comparisons.

Finally, based on my many years of experience, if this book did not use such good paper to reduce the cost, this book could be sold out of stock, but the author did not.

Thoughts after reading "Notes on Advertising Creativity" (Part 2): The Chinese version of "Ogilvy on Advertising"

First of all, let me talk about why my title is called the Chinese version of "Ogilvy on Advertising" "Advertising". In my sophomore year, I started my advertising dream with a copy of "Ogilvy on Advertising". Now that I am about to graduate, I hold a copy of "Notes on Advertising Creativity" and use this book to make my advertising dreams come true. The dream of copywriting is more determined. I discovered the path of copywriting while reading advertising books in my sophomore year, which allowed me, a liberal arts student, to find my own color in the dye vat of college. So in college, one of these two books was with me when I started learning about advertising, and the other was with me when I started to move toward an advertising career. So I call it the Chinese version of "Ogilvy on Advertising," or you can call it "Ogilvy on Advertising." Luo Guo talks about advertising", hehe.

Let’s talk about the inspiration for me in the order of the contents of this book.

My view on advertising.

In this chapter, the author uses his own experience to tell us what advertising is and how newcomers who are about to enter the industry can enter the industry. The most important thing for me is to explain the strategies and let me know that strategies are to solve problems. methods, methods adopted to solve customer problems. There are many definitions of advertising in our classes, and of course the exams also test concepts, but we only know what advertising is, but don’t know what its true social value is. We need to succeed in advertising in the future. What, these were things I never thought about when I first came into contact with advertising. Now we understand that advertising is a craft, a craft that fascinates us and pursues us throughout our lives. Recently, it is the season of campus recruitment for various companies. I saw many people in our major applying for positions that have nothing to do with advertising. I also followed, but after several times, I suddenly thought: I want to Advertising people, I want to be an advertising copywriter, I want to join an advertising agency.

I saw that my classmates had signed contracts with some good companies and the salaries were good. As a fresh graduate, I was honestly very envious, but everyone’s path is different. Maybe not all advertising graduates will do advertising. But I just want to stick to my dream of advertising, so this "Notes on Advertising Creativity" gave me a lot of courage. In the section about how advertisers can enter the industry, I can see the author's feelings, expectations for newcomers, and expectations for newcomers. Advice for newcomers. Coupled with the review of the content of this section on advertising standards, I am full of expectations and hopes for advertising.

Copywriting lesson.

This chapter is also the one I care about the most, because my goal is to be a copywriter. When I took the "Advertising Copywriting" class in my sophomore year, I listened very carefully and scored very high on the exam. However, whenever I started to write an exercise copy, I always felt like I couldn't start. , because I studied too hard and memorized dogmatic things. For example, the textbook said: The writing requirements for titles should be concise and clear, easy to understand, and beautifully worded. But it didn’t say how to write it in an easy-to-understand way. The book "Advertising Creativity Notes" made me understand that copywriting creation requires the guidance of creative concepts, and then I can find a writing perspective from creative concepts. This perspective is my point of interest in my understanding. One concept can give rise to thousands of titles, so in my previous copywriting, I simply regarded it as a composition class, just to get enough words and list the features. I never thought of creative concepts and strategies. these key elements. Therefore, in future writing, you should pay attention to developing your own content guided by creative concepts. From the four steps of copywriting, I realized that what I wrote before was not human words, but the product of my own obscenity. No matter what kind of product it was, I thought that as long as I applied two lines of poems and songs, it would be high-end. Now I understand that to write copy well, you need to speak human words, words that people can understand, words that are convincing, words that make people laugh, and words that benefit people. I also learned the types of titles and creation methods in my usual classes, but these eight methods in "Advertising Creative Notes" were enough for me to learn. These methods are simple, direct, effective, and easy to understand: analogy, contrast, big picture Promise (benefit-based title), value conversion (user’s deep needs), storytelling, finding the enemy, hypothetical future (the consequences of possession and loss), facts (no one likes to see false advertising). Therefore, practice these methods more in future exercises and use the fewest words to contain the maximum amount of information. There is also creative thinking training in this chapter, which let me know that I can usually train myself by writing out 50 or 100 ideas. It seems that it is time to get rid of the habit of laziness and start from the most basic.

All in all, this "Advertising Creativity Notes" not only gave me progress in knowledge, but also spiritual encouragement and gave me a lot of courage. Why should I advertise? Because dreams, whether you believe it or not, are true anyway. Finally, I will end with a sentence from Luo Guo: Let us live a valuable life in this industry and live with dignity in this world. Thank you Luo Guo for this book, I really appreciate it!

Thoughts after reading "Notes on Advertising Creativity" (Part 3): If there is a book that cannot be missed, it must be this one

Even if I don't grab a red envelope, I still have to write a book review

At this moment, a college student who has not graduated and is not majoring in advertising has just completed one hundred questionnaires. As a normal student, she was assigned to an internship at a national key school in a corner two months ago, along with nine high school seniors. There is a battle of wits and courage between the young freshmen in the first grade class. There is no network or WiFi here, only my poor little mobile phone.

However, this is not the point. The point is that I am writing a book review about Advertising Creative Notes. It is a very ordinary book among the countless books I have bought in my twenty years of life.

The packaging is very in line with the taste of obsessive-compulsive disorder. There are reserved classic sentences on the side of each chapter, as Pond Master said, and there are blank spaces for taking notes. The layout is also very good. I bought it. It took a lot of money and effort to produce so many books on this kind of paper. It is comfortable to read through and give you time to digest.

(What the pond owner said is what I want to say. I thought we were in two different groups before, but later I found out that the advertising people are all related)

Let me talk about what I want to say after reading Really feel it.

As a non-advertising person who wants to be a copywriter, I deeply realized that writing alone is not enough in an e-commerce company during the summer vacation, and I also urgently want to know the rules and regulations. It is recommended that I read Copywriting Fever, but I haven’t read it deeply enough until now. Maybe it’s a translation problem or maybe I’m not deep enough in my practice. Anyway, it’s more tiring than reading classical Chinese.

So when this book came, I felt like I had found a treasure. Brother Chao started from the first chapter about what advertising is, to the second chapter about how to practice copywriting, and the third chapter about how to do it. Finally, I summarize the future of those industries. The whole thing is connected link by link. Every detail is explained clearly. Each chapter has a few words of applause. You are saying in your heart: Yes, that’s what he said. That’s what I want to say! ! There may even be a certain point where you will say, why does big brother understand me so well?

It is also a state of being that the words are right while being funny. Especially the article about the truth about the college entrance examination, I laughed while reading it. After reading it, I couldn’t help but: It makes so damn sense.

I finished reading this book in a week. The main reason is that it is easy to understand and has a strong logical organization. It is like a math teacher solving a math problem for you, and constantly solving it in the process of doing advertising copywriting. problems that arise in the movie, and put forward many new ideas, and even insert advertisements from time to time without feeling uncomfortable!

Let’s focus on the chapter of Twelve Banquets. I have to say that giving examples is a good way to deal with all profound questions. From the first draft to the final draft, it can be said to be a big brain-opener. In fact, I think each one is great. , but Brother Chao said that if you want to make good advertising copy, you have to start over and write it again. At that time, my Ren Du Ermai was suddenly opened, and I silently understood that the advertisements sold on the street that seemed to have no content were actually advertisements for attracting wealth. As I walked on the street, I laughed at some of the advertisements. Why are you there? What are you talking about? Will anyone buy it?

Okay, after talking so much, let me give you a suggestion. Can the black and white pictures be changed to color? I can’t think of anything else right now, but I’ll let you know if I have any suggestions after I read it again. Mainly because it's well written.

There is a long way to go. I estimate that I still have ten Luo Chaoqun to reach the level.

To steal a sentence from the book: Everything here is related to the era we live in. Likewise, it has nothing to do with the era we live in. If you see yourself clearly, don’t expect others to value you. you.

I will continue to organize the questionnaire. Don’t be offended if I don’t write it well.

Thoughts after reading "Notes on Advertising Creativity" (4): Introductory Reading Notes for Copywriters Who Hate Compositions

Ever since I was a child, I have been a person who can't take back my head once it starts to spread out. Entering a state of thinking is a path that runs counter to structural thinking, and you have gone astray to grandma's house from the beginning. For example, if I want to cross a river, there is no bridge or road. I saw a forest next to me, and there happened to be logging tools nearby. Well, I started logging wood and making a boat. Although the method was clumsy, it could solve the problem. I didn't want to go into the woods, but I was attracted by the flowers on the trees, so I thought that this season was a prosperous and blooming season, so I should enjoy the flowers. Thinking of this, the original idea of ??crossing the river was already in the sky, heading towards the place with the most flowers-climbing the mountain! Climbing halfway up the mountain, I looked back and found that the river was not wide, and a small piece of driftwood could help people cross. Alas, going back to do it has missed the best opportunity.

Think too much and act too little; think too much and hesitate. Some people say that nine out of ten successful people in ancient and modern times are simple-minded, which makes people unintentionally convinced. How can a person who is not going well and has no bright spots be better than him? He just knows how to do things and can achieve results and accomplish things. Why?

Just one thing - execution. If you have the ability to execute, you will make progress in doing things, and only if you make progress, you will accumulate. Next, everyone understands that quantity changes into quality. What will happen if we don’t act? Thinking of failure leads to inaction, inaction leads to no accumulation, no accumulation means no progress, and no progress leads to frustration. In addition to love, which is strongly promoted by hormones, the more frustrated you are, the more courageous you become. When you perform this type of energy-consuming behavior, the more frustrated you are, the more you retreat.

I’ve hated writing essays since I was a kid, that’s probably the case.

I have divergent thinking. I like gorgeous rhetoric that expresses sorrow for spring and autumn, but I hate structured argumentative essays. Writing articles is like a meat bun beating a dog, and there is no return. Few success stories mean less driving force. So much so that I can still clearly remember gnashing my teeth, cursing and swearing never to write a composition again after graduating from high school.

Due to the reincarnation of karma and God’s blessing, my first career became a copywriter. .

From the beginning, writing text felt like constipation, and now I have gradually become accustomed to taking on all kinds of emergency copywriting tasks, from text message copywriting, friend circle copywriting to poster themes. Although I still had constipation and it took me a long time to write a draft, at least my brain was not as empty as when I first woke up. A fake copywriter whose job is to operate new media. He has no desire for the advertising industry but loves the life of a creative person who stays up late working on cases. From then on, as soon as I entered Guangmen, it was as deep as the sea, and my mouth was full of small advertisements. However, there is no threshold in the advertising industry but it is the biggest threshold. It is too difficult to do well and the copywriting is too broad.

If you want to get started, it is unrealistic to start with advertising classics. Fortunately, there are experienced copywriters like Mr. Luo who are willing to teach newcomers and share their professional experience gained through hard work. This "Notes on Advertising Creativity" is indeed an introductory book for all novices, from analysis of how to enter the industry to explanation of creative concepts, as well as Teacher Luo's views on industry development. Entry-level guidance allows novices like me to gain a glimpse into the advertising industry. Teacher Luo carefully guided how to create a big idea, how to write better copy, and how his inner thinking process changed when he was working on a case. From learning practical advertising training methods to learning the way of thinking of senior advertising people, although the learning may not be certain, there are very few opportunities to analyze the brains of seniors for us to see.

Reading a book with questions is the most effective way to read a book. Teacher Luo listed how to make cases, how to create big ideas, and the beginnings of better copywriting that he has written. These are all methodologies that can be looked back at when we are doing it, and we can learn from them and pay tribute. After reading the whole book, what impressed me most was the most basic part. Teacher Luo said that if you want to write good copywriting, you need to write 100 plans for any case. Diligence and execution are the foundation for doing well.

If you haven't stayed up late and written 100 creative ideas, don't say you've tried your best. How can you say that you can't lose weight through exercise if you haven't done 100 push-ups? How can I say that I have worked hard to learn English if I have not read 100 new concept articles. Continuous practice is the foundation. The 10,000-hour rule means that you can’t lose even one second.

What else can you say? Practice, practice, practice. Teacher Luo said that people who are creative can do whatever industry they want. I say that people who work diligently can make their own way in any industry.

Thanks to Teacher Luo for sharing.

Thoughts after reading "Notes on Advertising Creativity" (V): Brother Chao said: "Because of our persistence and pursuit of professionalism, we believe that advertising is a craft"

Early November One day, I saw the introduction of "Advertising Creative Notes" in the copywriting circle, and I was already excited and wanted to buy it.

I got this book last Saturday. Opening the package, taking pictures, and reading is like a little girl who has returned to her childhood and received a thoughtful gift.

I have been reading for the past two days, and I am almost finished now. I would like to thank you for the book review on Douban and share my feelings with everyone:

Before reading this book, I I read some book reviews and saw comments about this book from some friends in the circle. Most of them said that this book is suitable for newcomers to read. I'm a newbie, so I had high expectations for this book.

However, after reading this book, I don’t think this book is only suitable for newcomers in the workplace.

In this "Advertising Creative Notes", Brother Chao shares his ten years of experience in the industry.

After reading this book, I learned that it is not the dull definition of advertising in textbooks, but the attitude of an ingenious craftsman towards advertising.

After reading this book, I realized that copywriting is not just about good writing, it is also an expression of thoughts and concepts.

Reading this book, I learned that creativity is not just wild imagination, but also thinking and creation based on brand tone.

Reading this book helped me get rid of some confusion about work.

Reading this book is like talking to a senior creative person, telling me some methods and strategies of copywriting creativity.

What I want to say about this book is 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 make me appreciate it. As a reader, I can feel it. There is a blank space in each chapter so that I can take some reading notes.

There are also narrations on each page, which are probably some of Brother Chao’s classic views and thoughts. Every little paragraph

brings me great inspiration and touch.

An exquisite book, what you can read is the author’s dedicated attitude.

Let me end my feelings by borrowing a sentence from Brother Chao in the book: "Because of our persistence and pursuit of professionalism, we believe that advertising is a craft."

Likewise, " Because of my persistence and pursuit of the advertising profession, I believe this is a good book that must be read.”

(ps: Uploading some words that I copied from this book that I think are classics. Bar.

The word is ugly, don’t dislike it)