Sendenkaigi Co., Ltd. (Headquarters: Minato-ku, Tokyo / President and CEO: Tomoya Takahashi), which publishes specialized magazines on marketing, advertising, and public relations, will release the book 'Working Words: Assembling Not from 'Meaning' but from 'Function'' (by Yasutaka Ide) on April 2nd at leading bookstores nationwide and online bookstores.

Author: Yasutaka Ide

ISBN: ‎‎978-4-88335-648-5

Price: 2,420 yen (tax included)

Release Date: April 2, 2026

Details and Purchase Here

"Working words" are words that possess "function" in addition to meaning. They are words that, simply by existing, change people's feelings and consciousness, leading to action.

Do you ever have something you want to convey but struggle to put into words? Do you feel a lack of flair or vocabulary? Have you ever experienced such frustration?

The key to unraveling this frustration lies in the perspective of "giving words function."

This book organizes the thought process and steps for creating "working words" by an author who is active as a copywriter/creative director.

The author, who transitioned from a strategic marketer to a copywriter, has compiled his thoughts, discoveries, and practices from confronting words in the advertising field, along with numerous examples.

Words are not talent; they can be designed.

The "function" of functional words is "how to create a purpose."

With this in mind, the author uniquely analyzed why words resonate with people, using advertising copy and product names as material. He then broke it down into five functions and systematized it as a "functional diagram of working words."

1. Make it easy to understand

2. Symbolize it

3. Move hearts

4. Change perspective

5. Induce action

Based on these five functions, the latter half of the book provides clear explanations with concrete examples.

You will learn the mindset and methods for creating "functional words" that not only verbalize what you want to convey but also move the feelings and actions of the people beyond.

This book is useful for anyone who conveys value through words, including those in planning, marketing, advertising, public relations, and SNS communication.

Table of Contents

Introduction

Chapter 1: Noticing Working Words

Chapter 2: Understanding the Mechanism of Words

Chapter 3: Creating Working Words

Chapter 4: The Functions of Working Words

Chapter 5: Working Words - Practice Edition

Afterword

Yasutaka Ide

IDEPEN Inc. Copywriter / Creative Director

Joined Hakuhodo in 2004, transitioned to copywriter in 2008 after working in the marketing department, and joined Hakuhodo Kettle in 2020. Established IDEPEN in 2025. As a creative director specializing in "word techniques" cultivated as a copywriter, he has handled numerous advertising campaigns, brand strategies, PR, product development/business development, and actively conducts training and lectures on copywriting and communication. Since 2022, he has served as an advisor for strengthening information dissemination in Saga City.

Major works include: Yahoo! "Just this height." Tokyo Solamachi (naming), Kirin Lemon 90th Anniversary "Go transparently.", DUNLOP "Outrun imagination.", SOYJOY "Health should also have JOY." and others.

Numerous domestic and international awards including TCC Newcomer Award / Finalist, ACC Silver, Cannes Lions Silver, AdFest Grand Prix, PR Award Grand Prix Highest Award, Nikkei Advertising Award Grand Prize, Mainichi Advertising Design Award Highest Award, Advertising Dentsu Award Gold, Top 10 in Buzzword of the Year, Japan Naming Award Grand Prix.

About Sendenkaigi

Sendenkaigi Co., Ltd. has been developing diverse businesses including publishing, education, events, awards, and consulting, starting with the monthly magazine 'Sendenkaigi' first published in 1954. Through the publication of specialized magazines such as 'Sendenkaigi,' 'Hansoku Kaigi,' 'Koho Kaigi,' 'Brain,' and 'Kankyo Business,' and the operation of the web media 'AdverTimes.', we disseminate the latest trends and practical knowledge related to marketing, creative, and environment. In addition, we provide courses and training attended by approximately 100,000 people annually, focusing on nurturing next-generation talent.

FACT BOX

  • Source: PR TIMES
  • Category: New Product
  • Organizations: IDEPEN Inc.