Copywriter highlights product features through creative language art
Television stations and advertising companies will recruit copywriters to develop copywriting works for different programs and advertisements. “Did you drink it today?” is a popular advertising slogan that has been used by Yakult for more than a decade. However, as simple as that, the rhetorical question may be the masterpiece after draining one's brain.
When copywriters draft the advertising manuscripts for different products, they would write about the product features which have to be flexible to best fit different media. For example, product features have to be highlighted within a very short period of time (lasts for around 10 seconds) when it comes to TV commercials due to extortionate advertising cost. As a case in point, an epic TV commercial of the Bargain Electronic Co. in the 1970s, featuring recurring slogan “bargain and bargain”, successfully built up an image of bargain for the store.
Nevertheless, this kind of rigid and monotonous marketing strategy may be rendered insufficient to attract audiences’ or readers’ attention since the public are often annoyed by this kind of marketing bombardment. Advertising copywriters thus have to come up with more creative and imaginative manuscripts or slogans, such as mannings’ advertisement that conveys the idea from children’s simple and innocent perspective.
Creativity alone is not enough for copywriters. Advanced ability in mastering language art is of vital significance as copywriters have to be capable of conveying the products’ or brands’ characteristics and information clearly in the most appealing approach.Interested in this industry?