Playing with Language - Zhang Daqi's Business Planning and Creative Expression

Author: Zhang Daqi
Publisher:
Publishing Date: 2006-04-01
Features: This is a new monograph on business culture by Zhang Daqi, a renowned advertising professional in China, following his previous works "Selling the Heavens" and "The Era of Details." The book contains 280,000 words and is divided into six chapters: "Focusing on Expression," "Dredging Up Old Writings," "Lamenting Regrets," "Contemplating Theories While Seated," "Walking My Own Path," and the final chapter is collectively titled "Appendix." The book's poster claims, "Playing with Language" is "China's first classic work dedicated to expression," showcasing "rare techniques in commercial language use" and serving as "an uncommon model for commercial language." It is recommended for "businesspeople, writers, and learners," while "Wang Shuo need not read it, either Pingao or Qiu Yu need not read it." After reading the book, readers are likely to agree with these remarks. The Chinese business world has many excellent planning and creative personnel, and the book market is also rich in professional books on planning and creativity. However, books solely focused on "expression" have yet to appear. "Playing with Language" can be said to have opened up a new realm in domestic book publishing. Zhang Daqi's concept of "expression" refers to the final presentation of planning and creativity in a standardized linguistic form. He believes that the importance of language expression is no less than that of planning and creativity. In the book, he uses numerous vivid personal cases to remind people: how to prevent an outstanding plan or idea from being ruined by a casual, mediocre, or clumsy expression. Zhang Daqi's unique professional experience also proves that mastering "playing with language" can indeed please clients and benefit oneself for a lifetime. This book is a documentary work by the author, who has served various domestic industrial and commercial enterprises for many years. Its style remains consistent—avoiding the pursuit of "the wonders of Chinese and foreign classics" and not recording hearsay. It offers readers a refreshing experience, which is enough to distinguish it from the market's ubiquitous, hype-driven "editorial" products. Moreover, the writing is vivid and fluent, making it enjoyable and hard to put down, truly a "light-hearted read."