However, the creative component of the profession is more
than "compensated" non-standard schedule, the need to work in an
emergency mode, offering more and more options for solving the problems that,
in principle, inherent in the advertising market as a whole.
The name "copywriter" profession comes from the
English word copy (in one sense - ad text) and write (write), which actually
corresponds to the duties of a copywriter, that is to write advertising textsfrom the name of the advertised product and slogan to the whole article, or
movie script. The purpose of the expert - to report bright and simple language
information in a predetermined format on the benefits of the advertised product
or service.
Education
Today, no one Ukrainian university does not teach the
profession "copywriter" as the advertising market in our country is
still very young. There is no independent and courses that would be devoted to
the basics of the craft. However, there are schools, studios and training
programs with the largest advertising network. It is also possible to get the
original experience through internships or training in advertising agencies,
many of which are organizing training for their employees, but in order to
participate in them, you need to get admission to the staff of the company.
Functional responsibilities
Among the main responsibilities of the copywriter can be
defined such as participation in the elaboration of the strategy of an
advertising campaign; offer creative ideas for the promotion of advertising
products; creation of promotional articles, slogans, scripts; adaptation and
editing of advertising texts.
The main specifics of the work of these specialists is that
the copywriter should take into account the wishes of customers and management,
and not just its "creative" view. It often happens that in the
process of being revised task and have to redo all of the material. Or is that
the customer does not like it and was unable to explain it.
In this case, the main difficulty lies in the fact that the
assessment of labor copywriter how and creativity, in principle, is often
subjective. Therefore, we must be prepared to ensure that the same work will
have to redo a lot of times, even if it seems to be done perfectly.
skills
Copywriter in an advertising agency should be able to work
in a team, often in an emergency mode, and in any situation. Writer in need of
complete silence and a separate room, to create, to be able to become a
copywriter.
In addition to an excellent command of the native language
and style, in most companies, advertising copy writers must be free to know the
English language, including the adaptation of foreign advertising texts, as
well as the confidence to use a PC and the Internet.
Pros and cons
The main advantage of the profession of a copywriter is a
wide range of its tasks. Working with different formats and genres, the
specialist is constantly expanding their horizons, sharpens and builds the
necessary skills - become "pro-mnogostanochnik". In large agencies,
where a large staff of copywriters is divided along the lines of this
"coverage" may not be, but in the narrow specialization, for example,
in the writing of jingles scenarios copywriter will be ace. However, it will
have to call a screenwriter radio advertising.
The main drawback in the work of a copywriter - the
inability to take a break from it. Included in the process and starting to
think about the task, carried away by the professional he continues to bear the
idea and after work and on weekends, trying to draw ideas out of everything
that is happening around.
At the same time, the copywriter necessarily need
"nerves of steel", and the ability to come up with a "fifty-five
original slogans of the three words of the children's wooden blocks." On
the other hand, the copywriter should also be able to forget about these
slogans and come up with another forty-four, because the concept has changed,
says the expert.
prospects
Talented copywriter who has artistic taste, is able to grow
quite rapidly to the position of creative director. And you can use this
profession as a launching pad to move into an adjacent sector, experts say. For
example, quite often become copywriters Account Manager, marketers, brand
managers, content editors and so on. D.
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