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Copywriting In Advertising

Topic: Copywriting has a proud legacy in advertising; however, some argue its future is in doubt.   Discuss what issues surround copywriting and explain, how or if, copywriting has any relevance in the future of creative advertising.

Word Count: 539

Copywriting has had a proud legacy is the history of advertising. The most famous advertising of all time is well known not for the images but for the headlines themselves (Dzamic, 2001). Some of the best ones are DeBeers’ “A diamond is forever”, Avis’ “We try harder”, and Volkswagen’s “at 60 mph, the loudest sound you hear is from the electric clock”. In the last decade, however, society has been rapidly progressing into a media-driven world. A world where copy in advertising is being substituted by provocative images believed to say a thousand words. So what are the issues surrounding copywriting that seems to be driving it into a slow demise? And what future lies for it in the advertising industry?

There are four major issues associated with copywriting in advertising. Firstly, there is a trend in the current culture away from the written word (Dzamic, 2001). The younger generations are not illiterate, but they are less willing to process language. They are busy, impatient, and thus demand instant gratification from messages (2001). Secondly, globalization of advertisements is making it more difficult to communicate with words. Although images can only convey less complex messages, they are a universal language and are simpler to understand (2001). Thirdly, advertising is a craft the places emphasis on simplicity and purity of an idea. Dzamic (2001) believes that an idea or a single brand promise that cannot be expressed in a single image is not apt to get made. Last but not least is the prominent issue of legal and ethical barriers. The FTC, FDA, and other organizations protecting consumers always pick advertising copy apart (Burton, 1999). Words are scrutinized and challenged entirely in its truthfulness,...