The report of the new colleague attracted all the attention of the Culture and Policy Department, which gave hope to the overloaded team, and more importantly, she was indeed cute. looks younger than Duanmu Fei, in his early 20s, about 160 tall, and full of forest women. Combing the shoulder-length bob, wearing a beige skirt with cotton and linen plaid with a white T-shirt, and a light-colored short coat on the outside, the girl's heart is bursting.

Komori Nu was straight and said, "Hello everyone, my name is Du Rena..."

As soon as she said this, everyone laughed, and Sister Jun couldn't help but ask, "I said little sister, what does Durex have to do with you?" ”

Durena replied seriously: "Durex is my eldest cousin. ”

"Ah, really?" Even Tai Shi Yu was surprised, what a talented parent gave his child such a name!

"She lied to your sister, how could my cousin's surname be Du, my cousin is almost the same." Although Duanmu Fei was also amused, he heard that it was wrong and pointed it out keenly.

A joke by Du Rena quickly made the atmosphere merge, and she said a little playfully: "I am always asked this question, hehe, I don't bother to explain." Your IQ is so high, only you can see through it. ”

was praised for his high IQ, and Duanmufei was still very happy. My sister used to be a top student in high school, okay.

"I'm 22 years old, majoring in advertising, and I used to work in a pseudo-4A company. However, the company was rather chaotic and there was no one to take me, so I wanted to learn advertising systematically, so I came here. You can call me Du Du, please take care of me in the future. Durena said. Dudu is more similar to Durex.

"Let's call it Nana." Tai Shi, who has always been known for his elegance, couldn't resist it, and decided on the title.

"Nana, welcome to the strategy, let's play with my sister in the future, what are your hobbies?" Sister Jun fell in love with her and couldn't wait to "form a gang".

Without thinking, Du Rena replied, "Does BL count?" I like to read novels and comics. ”

Sister Jun was stunned, and she didn't know how to answer for a while. Tai Shi held his forehead and coughed twice. Duanmufei didn't know what BL meant, but she was a two-dimensional. Thinking that he joined the company first, it was natural to help newcomers quickly integrate into the new environment, and said quite seriously: "You can read novels and comics, but you must read the magic treasure book first, and you can ask me at any time if you don't understand anything." ”

"There's a new copywriter here, so young, it's very suitable for overtime!" Yang Luxi belatedly brushed past Du Rena's shoulder and sat down gracefully.

Tai Shi Yu looked around at the members of the Cultural Policy Department, and felt that except for Duanmu Fei, everyone was very strange. "Nana, you familiarize yourself with the environment first, and I'll train you and Xiaofei in the afternoon."

The first sister of the Ministry of Culture and Policy wants to train newcomers, and the first sister of design, Chen Wenjin, immediately gave a death order after understanding it, and there is no important design in hand, so she listens to it all. There were seven or eight people sitting in such a small conference room, and Zhu Man also came.

Tai Shiyun's training did not have courseware and projections, but he prepared many whiteboards and coded them before the lecture. "Before I start sharing, I want to do a field research. If you're going to buy a house, what are your priorities? ”

"There's still a price for the location." A couple of older designers snapped up.

Tai Shixuan snapped his fingers, picked up a whiteboard, on which was written "The real estate is in the city center", and said: "Yes, Li Ka-shing, the richest man in Hong Kong, said 'location, location, location', so how to express the house in the city center in copywriting?" Her gaze looked at Du Rena and Duanmu Fei in turn.

Du Rena replied: "Sitting on the prosperity of the city. ”

Duanmufei thought about it and said, "Sit in the center and look at the Quartet with a smile."

"A little further away?" Tai Shi Yu changed the board and continued to ask.

"Away from the hustle and bustle of the city, treasure the city and nature?" Du Rena replied uncertainly.

"Far enough away right next to the airport?" Tai Shi changed the board again.

"International taste, in line with the world." This time it was Zhu Man who answered the answer, and she explained, "That's how Sister Lu Xi's building book was written yesterday. ”

This time, Tai Shi Yu didn't ask a question, and the whiteboard said, "Is there a school next to it?" ”

Duanmufei replied, "The scholarly door is contaminated with a century-old door style. ”

Tai Shiyu put down the board and said: "This is the basic routine of real estate advertising, congratulations on being in the set." Copywriters are always racking their brains to put all the qualities of the project to the best of their ability. There's no way, rely on this line of work to eat. When she said this, her expression was calm, but the irony was strong. Everyone listened intently.

She looked around and continued: "Three years ago, I was about to buy a house and I saw an ad that said 'Out of Print Waterfront Garden'. But when I arrived at the scene, I found that it was just a small ditch, and it still emitted a foul smell. Another real estate claimed to be 'a combination of dining, leisure and entertainment', but it turned out that there was nothing more than a sand county, a hair salon and a chess and card room next to it. ”

The audience burst into laughter, but Duanmufei and Du Rena listened heavily.

Tai Shi Yu changed a whiteboard, and it was written "Facts&Exaggerated&False." "The first point I want to share with you is that copywriting should be based on facts, not exaggerated, and false. For good ads and bad ads, you have to have a standard in mind to judge. ”

Another whiteboard was opened, and Tai Shixuan said: "Copywriting has routines, developers also have routines, needless to say that everyone knows, the company that is known for its roughness, must be discounted when selling houses, must be hot at the opening, and must be sold out when it is hot." This pompous advertising environment is also stifling copywriting creativity. ”

"Still, there are some companies that stick to the bottom line of advertising people, such as Morbius, such as 36 trickery, and Blue advertising. That's why we see good advertisements like 'I don't have a common language with my neighbors', 'Say goodbye to the era of air conditioning and heating', 'Tracing the courtyard life of our ancestors', and 'Fat horses and light fur, flowers bloom in the house'. Tai Shi turned over seven whiteboards in a row, writing three advertising companies and four intriguing advertising slogans. Her calm tone has a power that penetrates the back of the paper, inspiring and inspiring.

"If you still need to know about these companies, then obviously you're not in the right circle; If you haven't heard these slogans, then young people, don't advertise real estate. Tai Shi Yu concluded.

The last passage is a reference to the Royal Chivas copy by advertising genius Neil French. The original text reads, "If you still need to look at the bottle, then you are obviously not in the right social circle." If you still need to taste it, you don't have the experience to appreciate it. If you still need to know its price, turn this page, young man", a classic advertisement that advertising classes must learn, and it is also the creative advertisement that Duanmufei remembers the most. She was the first to applaud, and then the room erupted in applause.

Tai Shi Yu smiled and nodded, and said, "I can't tell you how to write a good real estate advertising copy, because every piece of land is different, and every project has its own characteristics. I hope you can create with today's insights. If the designers in the room receive such a routine copy, they can refuse to accept it until they have written something touching and touching. ”

This sharing laid the foundation for the two young copywriters, and also gave them a deeper understanding of the connotation of "reverence for words", so that they could go further on the road of copywriting in the future.