Advertising Copywriting
Advertising Copywriting
Advertising copywriting is a specialized form of writing to which many young writers aspire. While advertising copywriting is generally considered less an art than pure creative writing, advertising writing requires a good deal of creative thinking as well as well-honed skills.
Advertising copywriting encompasses a great variety of types and styles of writing, and can range from the creation of simple black and white newspaper ads to the creation of major campaigns to appear in national magazines, radio and TV. The particular challenge of advertising copywriting is that it ultimately must sell a product. The advertising copywriting of course works together with advertising art to create impact and achieve results.
Advertising copywriting originates with a concept or theme which has usually been developed by a creative team within an advertising agency. Sometimes a copywriter will originate the concept working with an artist. Sometimes an advertising copywriting theme originates in a group brainstorm. The basis of the theme which advertising copywriting and art will develop must lie within the product being sold. Some special appeal or benefit is needed to sell the product to the consumer.
Once a theme or concept is developed, the advertising copywriter must incorporate the idea in advertising copy for radio, TV and print advertising. A somewhat different approach in the advertising copywriting is used for different media. But in all cases, the advertising copywriting must transmit the key idea in memorable phrases, delivered quickly.
In advertising copywriting for print media, the writer has more time and space in which to deliver the message incorporated in the advertising copywriting. When doing advertising copywriting for radio, however, the writer is limited in terms of time and number of words he can use in the advertising copywriting. Both radio and TV commercials are usually limited to 30 seconds, which limits the amount of advertising copy. With both TV and magazine advertising, the copywriter has the advantage of art to supplement and enhance the copy, but of course the copy and the art must work together. Usually the writer creating the advertising copywriting will work closely with an artist to create the most effective ads, with a creative director overseeing the work.
Advertising copywriting for radio must consider that the listener has only his ears to receive the message, so the message must be succinct and strong. Advertising copywriting for radio recognizes that the listener will remember the last thing he hears, and the advertising copywriting must be created accordingly.
Advertising copywriting can offer excellent career opportunities to a creative, skilled writer. It is a competitive field, however, and good advertising copywriting positions are not easily come by. It is sometimes a good idea for the begining writer to find a small agency in which he or she can develop advertising copywriting skills and prepare a portfolio before approaching a major advertising agency.
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