Advertising Copywriting Strategy - Planning, Creativity, and Execution

Author: (Japanese) Jotaro Jitō, Yu Chunlin, Yu Zhenwei
Publisher:
Publish Date: 1999-04-01
Features: Professor Jotaro Jitō, the author,saying that this book is a culmination of his rich experience and solid research gained over two decades as an advertising copywriter and creative director at Dentsu Advertising Company. The book centers on the strategies of advertising copywriting, comprehensively elaborating on the fundamental concepts and principles, characteristics and patterns, methods and techniques of advertising copywriting, as well as creative visualization and the textual expressions for different products and media categories. The theoretical section is both profound and accessible. With broad academic expertise and a global perspective, the author constructs a complete theoretical framework for advertising copywriting, covering everything from creative strategy to media characteristics, from textual evolution to ethical norms, and from textual expression to consumer psychology. The practical section is well-supported with references, as the author draws from his experience in both Japan and the United States, sharing insights from companies and seminars, providing numerous excellent and vivid examples of advertising copy with analyses. It also includes the author's own classic works, which were painstakingly crafted. It can be said that this book is the first and only advertising copywriting monograph in China written by a truly internationally recognized expert in the advertising industry. The Taiwanese advertising industry refers to Mr. Jotaro Jitō as a "sentimental and dedicated advertising person." Between the lines, readers can share the deep affection and dedication the author holds for advertising. Engaging in dialogue with such an advertising professional allows one to appreciate the infinite charm of advertising language and copywriting. The book is accompanied by numerous images and tables, making it suitable as a textbook for university students majoring in advertising, public relations, marketing, and communication. It can also serve as training or guidance material for professionals in the advertising and public relations, marketing, and other industries, as well as for young individuals aspiring to enter the advertising field.