Academic literature on the topic 'Copywriter'
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Journal articles on the topic "Copywriter"
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Rosenquist, Rod. "Copywriting Gertrude Stein: Advertising, Anonymity, Autobiography." Modernist Cultures 11, no. 3 (November 2016): 331–50. http://dx.doi.org/10.3366/mod.2016.0144.
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This article traces the parallel, though in some ways inverted, early careers of Gertrude Stein and Helen Woodward: one a celebrated but little-read modernist author and the other a widely-read but largely anonymous copywriter. The first section draws comparisons between early twentieth-century changes in advertising copy and Stein's literary innovations, focusing on the techniques used by Stein and copywriters like Woodward to direct attention to ordinary objects or promote branded products by appealing to the individual reader's experience and subjectivity. The second section goes on to consider the contrasting definitions and public expectations of the author within the contexts of high modernism and modern advertising, respectively. The article concludes with brief analysis of the techniques of attribution, promotion and anonymity within the autobiographies of these two writers, suggesting that the contrast in approaches to life writing were largely due to how creative and corporate authors held highly contrasting public positions in early twentieth-century America.
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Soegoto, Eddy Soeryanto, M. Mulyanto, Sri Yuliawati, and Adhea Vinora Putri. "E-learning Media for the Ability to Recognize and Count Numbers in Kindergarten Students." International Journal of Research and Applied Technology 2, no. 1 (March 23, 2022): 142–50. http://dx.doi.org/10.34010/injuratech.v2i1.6783.
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The purpose of this study is to determine the extent of the role of social media on consumer interest in using the services of a copywriter. Because social media can be used as a promotional medium by using captions and also good visuals, which can be written according to the wishes of the businessman in attracting the attention of consumers. Consumers also don't need to come directly to the place or office of the copywriter, they just need to use Instagram social media for sources of information related to working days and hours, arrange meeting schedules, and so on. This study uses a qualitative descriptive research method by conducting a literature study on various studies. The results of this study are expected to build brand awareness so that it can increase interest in services sold with digital marketing techniques carried out by service owners. In addition, using Instagram social media can also make it easier for business owners and consumers. This of course can increase sales revenue.
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Povar, Anna. "EDITING IN THE PERIOD OF MANUSCRIPT BOOK." Integrated communications, no. 3 (2017): 89–91. http://dx.doi.org/10.28925/2524-2644.2017.3.18.
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The article examines the role of manuscript editing in the process of editing formation and definition of editor’s functions. The analysis of manuscript artifacts is conducted and the purpose of intervention of editor (compiler, interpreter, copywriter) of the text is represented. The research was carried out within the framework of the discipline “Fundamentals of Editorial Skills” (the lecturer –Vernyhora N. M., Associate Professor of Publishing Department).
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Zubkova, Irina A. "«Attractive» Adverbials as an Expressive Syntax Method in Copyright." Proceedings of Southern Federal University. Philology 2020, no. 1 (March 15, 2020): 103–10. http://dx.doi.org/10.18522/1995-0640-2020-1-103-110.
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In the framework of modern linguistics, the problem of identifying the stylistic, structural-semantic and communicative-pragmatic aspects of the study of the linguistic components of copywriting is discussed. The subject of the study is the «attractive» for the target audience adverbial modifier of manner, a distinctive feature of which is the mechanism of advertising influence on the recipient and the expression of creative strategies of a professional copywriter.
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Minowa, Yuko. "Hiraga Gennai." Journal of Historical Research in Marketing 6, no. 2 (May 13, 2014): 258–78. http://dx.doi.org/10.1108/jhrm-04-2013-0018.
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Purpose – This paper aims to examine a copy Hiraga Gennai wrote advertising the toothpowder brand Sosekiko in terms of its target audience, product decisions pertaining to branding and packaging, pricing and advertising objectives and message appeals. A masterless samurai in the eighteenth century, Hiraga Gennai is considered Japan’s first advertising copywriter. Life of the versatile Renaissance man Gennai and the influences of his accomplishments on advertising in following generations are briefly discussed. Design/methodology/approach – The research draws from a sampling of classical and contemporary literature as well as the interpretation of the images shown here. Visual content is described and analyzed as well. Findings – Gennai’s witty and humorous advertising copy for handbills attracted the townspeople of Edo. The toothpowder market was mature and competitive, and Gennai’s copy emphasized differentiation through packaging and volume discount rather than ingredients. The advertising copy has culturally unique aspect: It appeals to the audience’s ninjo, or feelings of humanity, and explicitly solicited disseminating positive word-of-mouth by the audience. Originality/value – This research shows that activities resembling more contemporary marketing practices, such as advertising and branding, for consumer products such as toothpowder existed in eighteenth-century Japan, more than a century prior to the paradigmatic development of marketing concept. The possibility for Gennai as a potential strategic marketing planner and implementer, in addition to advertising copywriter, is researched and analyzed.
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Walisyah, Tengku. "Bentuk-Bentuk Komunikasi Visual Dalam Periklanan." Jurnal Komunika Islamika : Jurnal Ilmu Komunikasi dan Kajian Islam 6, no. 1 (August 1, 2019): 33. http://dx.doi.org/10.37064/jki.v6i1.5518.
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<em>Dalam merebut perhatian audiens terhadap iklan yang ditawarkan beberapa upaya dilancarkan untuk mendesain content iklan yang atraktif. Dimulai dari hadirnya bentuk-bentuk komunikasi visual seperti desain grafis, brand, billboard/poster dan display pada majalah/surat kabar, sampai kepada packaging menghasilkan visualisasi kreatif tersendiri dalam periklanan. Alhasil, selanjutnya efek dahsyat pun lahir sebagai manifestasi dari beberapa kriteria seperti tipografi, ilustrasi, warna, prinsip visual, serta Art Director dan Copywriter dimana perpaduannya menghasilkan harmoni visualisasi yang dahsyat. </em>
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Zucconi, Francesco. "When the Copywriter is the Protagonist. History and Intermediality in Pablo Larraín’s No (2012)." Acta Universitatis Sapientiae, Film and Media Studies 12, no. 1 (September 1, 2016): 129–47. http://dx.doi.org/10.1515/ausfm-2016-0007.
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Abstract Through films such as Tony Manero (2008), Santiago 73, Post Mortem (2010), and No (2012), the productions of Chilean director Pablo Larraín have focused on the historical and political themes that marked the last decades in the life of his country: the putsch against Salvador Allende and Augusto Pinochet’s dictatorship. This paper analyses the last film of the trilogy, dedicated to the 1988 Chilean national plebiscite and the communication battle between supporters of the “Yes” and “No” sides. Why does Larraín identify the copywriter René Saavedra as the main character of the film? And why does the film accord such importance to the advertising campaign in recounting the historical reality of democratic transition? How does the fictional film remediate the archival footage of the 1988 campaign? To answer these questions, this paper investigates the film as an audiovisual form of interpretation of historical events and film montage as an intermedial “authentication” of the archival documents relating to this traumatic past.
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Masrukhi, Moh. "Hypersemiotics in Printed Commercial Advertising." Jurnal Humaniora 31, no. 2 (December 2, 2019): 199. http://dx.doi.org/10.22146/jh.41554.
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Commercial advertising is currently created with an imaginative look. The elements are framed in verbal and nonverbal ways, and there is a structure of discourse where the message is hidden by the advertiser or copywriter. This article attempts to explore how advertisements uses verbal and nonverbal elements or signs, the relationships between these elements, and how these elements are interpreted. To understand the meaning and message of the advertisement, the elements will be analyzed with van Dijk’s concepts such as macrostructures (comprehension for complex information), superstructures (the schematic form that organizes the global meaning of a text), and microstructures (text grammars), and to understand signs especially nonverbal sign the hyper-semiotics theory will be used.
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Masrukhi, Moh. "Hypersemiotics in Printed Commercial Advertising." Jurnal Humaniora 31, no. 2 (May 28, 2019): 199. http://dx.doi.org/10.22146/jh.v31i2.41554.
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Commercial advertising is currently created with an imaginative look. The elements are framed in verbal and nonverbal ways, and there is a structure of discourse where the message is hidden by the advertiser or copywriter. This article attempts to explore how advertisements uses verbal and nonverbal elements or signs, the relationships between these elements, and how these elements are interpreted. To understand the meaning and message of the advertisement, the elements will be analyzed with van Dijk’s concepts such as macrostructures (comprehension for complex information), superstructures (the schematic form that organizes the global meaning of a text), and microstructures (text grammars), and to understand signs especially nonverbal sign the hyper-semiotics theory will be used.
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Kemala, Intan, and Titi Antin. "IBU DAN IKLAN TELEVISI (TINJAUAN TERHADAP IKLAN PRODUK UNTUK BALITA DI TELEVISI)." Marwah: Jurnal Perempuan, Agama dan Jender 10, no. 2 (November 2, 2011): 178. http://dx.doi.org/10.24014/marwah.v10i2.494.
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Advertisement is an easy media to persuades the society, but sometime advertisement inculcate ideology which is contrast with social reality, so that peep out sham reality. Producer, copywriter and visualizer, of media have to think the good side and impact to emerge from the advertisement for the shake of future nation. Mother has to have filter in pulling back the displaying of advertisement which appeal and mislead, with selective assessing, choosing, then decide product to be used for her household. This will not realize without support the knowledge of family ( in this case, father as the head of household ). It is not easy to fight against the persuation of television advertisement because there is a desire to buy although the products which will bought not yet become a need.
Dissertations / Theses on the topic "Copywriter"
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Staaf, Johan. "Jämförande analys mellan svenska och portugisiska reklambyråer. : Saker som är bra att veta om man ska arbeta som grafisk formgivare i Sverige eller i Portugal." Thesis, Högskolan Dalarna, Grafisk teknik, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:du-1476.
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If you move from Sweden to Portugal to work as an Art Director at an Ad agency, there are certain things you ought to know. Perhaps even before you decide to move. There are a lot of things that are quite different if you compare Portugal to Sweden, not only the language, but also the design, software, working hours and much more. You have for example two month with double salary, you work till six p.m. and when it comes to maternity leave, you have 100% compensation with no taxes the first four months of every pregnancy. The tasks you have to handle as an Art Director in Portugal may, as in Sweden, be various. The difference is more how you solve your task and what the design looks like. As a Swede in Portugal the solution will probably look like a mixture between the Portuguese “expressive” and the Swedish “clean” design. This degree project discusses questions that might turn up when a Swede gets employed as an Art Director in Portugal. What will the salary be? When, in the morning, is it time to show up at the office? How many weeks of vacations are entitled? There are a lot of distinctions, but also a lot of similarities. The report is mainly based upon the author’s own experiences of the Ad agency McCann-Erickson in Lisbon. The history of McCann-Erickson starts in New York, 1930 and grew rapidly into one of the leading corporation with agencies all over the world. It is still today one of the world’s largest Ad company with clients like Coca-Cola and General Motors, and the slogan “truth well told” still lights up all their agencies after almost a century, just like a leading star.
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Přikryl, Jan. "Obsah a pozice copywritingu v životním cyklu webu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15501.
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Main purpose of this thesis based on analysis, searching and synthesis of accessible sources is to describe web copywriter's role concerning content, to position copywriting into web life-cycle and to prove efficiency of copywriting by its application on specific web site. Thesis' contribution, except from outlining important -- but still unappreciated -- web copywriter's role, is to integrate web copywriting into separate phases of web development life-cycle. Practical part of thesis is beneficial as an illustrative sample of application web copywriting's principles onto existing web site. Thesis is divided into four chapters (except introduction and conclusion). In first chapter, Internet culture and its specialities concerning web copywriting are described, followed by detailed specification of principles and characteristics of web copy in terms of its structure and content construction. The second chapter is dedicated to binding web copywriting to rapidly growing marketing tool called search engine optimalization. The chapter also includes description of content and qualification aspect of SEO copywriter's role. The third chapter explains integration of web copywriting activities into web life-cycle's process model. The last chapter demonstrates on application of web copywriting onto running web site on practical example. Keywords: web copywriting, web life-cycle, SEO, web copywriter, web content
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Mola, Iara Cristina de Fátima. "A atividade de trabalho do redator de textos técnicos: o que faz esse profissional invisível?" Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/18893.
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Conselho Nacional de Desenvolvimento Científico e Tecnológico
Present in several means of communication, the technical copywriter develops a professional activity which is not widely known. Categorized within the family of the Writing Professionals, according to the criteria established by CBO 2002 – Classificação Brasileira de Ocupações/Brazilian Categorization of Occupations, this is a professional who would be remotely related with the other occupations in the same group, whose actions mostly have to do with literary activities; and also far from the advertising copywriter and the journalist. Still, people tend to be confused when telling the technical copywriter apart from those two. In such a context, this study aims to fathom the configuration of the professional activity of the technical copywriter and, in particular, a certain type of copywriter whose constitutive characteristic is anonymity. By contemplating the category “technical copywriter”, which comprises professionals that enunciate the voices of other speakers, and aiming to give them some more visibility, we resorted to the articulation between the theoretical assumptions of Ergology and Enunciative Discourse Analysis, according, respectively, to the notions of professional activity as stated by Yves Schwartz (2007; 2011) and of authorship, as proposed by Sírio Possenti (2009a; 2009b). The mobilized methodological procedure is focused, particularly, in the self-confrontation method (VIEIRA; FAÏTA, 2003), which aims to confront the protagonists at work — in the present case, a technical copy writer — with their activities and discourses. The method was adapted to this study thanks to a keystroke capture software that was installed on a computer so as to fathom the stages of a professional activity which is essentially intellectual. By analyzing materials comprised of a questionnaire, texts that were elaborated during a professional situation, reports generated by the software and the speech of the protagonist herself about her professional activity, it was possible to comprehend the specificities of a very particular activity, which goes beyond the prescribed regulations and reveals not only the debate of values and the uses of the self that permeate her activity, but also a particular style and evidence of authorship directly associated with those same values
Presente nos mais diversos meios de comunicação, o redator de textos técnicos desenvolve uma atividade de trabalho sobre a qual pouco se sabe. Categorizado na Família dos Profissionais da Escrita segundo os critérios adotados pela CBO 2002, trata-se de um profissional que guardaria pouco parentesco com as demais ocupações desse agrupamento, cujas ações estão preponderantemente relacionadas ao fazer literário, e que também se distanciaria do redator de publicidade e do jornalista, embora a frequência com que tende a ser confundido com ambos. Em tal contexto, esta pesquisa tem por objetivo depreender a configuração da atividade de trabalho do redator de textos técnicos e, mais particularmente, de determinado tipo de redator cuja característica constitutiva é o anonimato. Contemplando a rubrica “redator de textos técnicos” que abriga profissionais que enunciam as vozes de outros locutores e visando a conferir-lhes um pouco mais de visibilidade, recorremos à articulação entre os pressupostos teóricos da Ergologia e da Análise do Discurso de vertente enunciativa a partir, respectivamente, da noção de atividade de trabalho, tal como formulada por Yves Schwartz (2007; 2011), e de autoria, como proposta por Sírio Possenti (2009a; 2009b). O procedimento metodológico mobilizado está centrado, principalmente, no método da autoconfrontação (VIEIRA; FAÏTA, 2003), que busca confrontar os protagonistas do trabalho ‒ no caso, uma redatora de textos técnicos ‒ a suas atividades e discursos. Tal método foi adaptado para este estudo mediante a instalação de um software para a captura de teclas digitadas no computador, tendo em vista a preocupação em depreender as etapas de uma atividade de trabalho essencialmente intelectual. Por meio da análise de um material que reuniu questionário, textos elaborados em situação de trabalho, relatórios gerados pelo software e a fala da própria protagonista sobre a sua atividade de trabalho, foi possível depreender as especificidades de uma atuação bastante singular, que vai além das normas prescritas e que revela não apenas os debates de valores e usos de si que perpassam sua atividade, como também um estilo próprio e indícios de autoria diretamente associados a esses mesmos valores
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Abreu, Joana Rita Pinto da Cruz. "Os processos e as dinâmicas criativas em agência de comunicação: o olhar do Copywriter." Master's thesis, 2018. http://hdl.handle.net/1822/58022.
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Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)As agências de comunicação e de publicidade são locais onde a criatividade e a proatividade são colocadas à prova todos os dias, num ambiente conhecido pelos seus ritmos frenéticos. Num contexto desafiante, que faz com que não existam dias iguais uma vez que estão sempre a surgir novos e diferentes desafios, há muitos pedidos “para ontem” por parte das dezenas de clientes, sendo que os colaboradores têm de ser bastante rápidos sem nunca deixarem de ser profissionais, criativos e assertivos nos conteúdos que produzem. Mas como se alia a criatividade à rapidez que o cliente exige? Quais os processos delineados para que a troca de informação dentro da agência seja feita de forma célere e acertada? Como é que as trocas de conhecimentos e a interajuda contribuem para um melhor trabalho e para uma maior satisfação por parte dos clientes? Estas são algumas das questões intrínsecas à vida fervilhante de uma agência de comunicação moderna, onde as áreas de atuação são cada vez menos específicas e muito mais abrangentes, privilegiando a capacidade multitarefas como um dos ingredientes essenciais para confecionar uma boa estratégia de comunicação, que se distribua coerentemente nos mais diversos suportes. Tendo como referência a experiência de estágio curricular na agência de comunicação Bastarda, entre outubro e dezembro de 2017, o presente relatório visa assim analisar vários aspetos mencionados anteriormente, no dia a dia desta organização. Desta forma, a investigação pretende dar a conhecer o esquema organizacional da agência e as relações interpessoais e profissionais, claramente complexas e labirínticas, que se estabelecem entre os diferentes colaboradores, analisando como os diferentes backgrounds e as diversas experiências de cada um são essenciais para o desenrolar dos processos criativos, contribuindo para a criação de um resultado final original, apelativo e consistente. A observação dos fluxos e dos processos em agência é a base de todo o relatório, que pretende perceber de que forma é estimulada a criatividade e de que maneira a estratégia de comunicação de cada cliente se distribui nas tarefas de vários colaboradores, numa junção de visões, experiências e conhecimentos que se manifestam em ligações de complementaridade, de cooperação, de estímulo e de dependência, a partir do ponto de vista do Copywriter.
The communication and advertising agencies are places where creativity and proactivity are tested every single day, in an atmosphere known by its frenetic rhythms. In this particularly defiant environment, every day is completely different from the previous and the next one, since there’s always new and distinct challenges and there’s also a lot of client’s requests to be done by "yesterday", which requires that all collaborators must be fast, yet creative, assertive and professional in each piece of content that they produce. But how is creativity allied with the quickness that clients demand? Which are the outlined processes that ensure the information exchange in a quick and right way? How does the knowledge exchange and the mutual aid contribute to a better work and a greater satisfaction of the clients? These are some of the questions that can be found in the bustling life of a modern communication agency, where the areas of operation are less and less specific and much broader, emphasizing the “multitask” skill as one of the most important ingredients to create a good communication strategy that consistently distributes itself through the means available. Taking the curricular internship in Bastarda as reference, which took place between October and December 2017, this paper analyzes the issues listed above on the agency’s day-to-day operations. In this way, the investigation intends to raise awareness of the agency’s complex organizational structure and also the labyrinthine interpersonal and professional relationships between the collaborators, analyzing how the different backgrounds and the personal experiences of each one are essential for the development of creative processes, contributing to the creation of an outcome that is more creative, appealing and steady. The observation of the flows and the processes in a communication agency is the basis of this report, which is intended to understand how the creativity is stimulated and how the communication strategy of each client is distributed through several collaborators, in a junction of visions, experiences and knowledge that manifest themselves in connections of complementarity, cooperation, stimulus and reliance, from the point of view of the Copywriter.
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Torto, Richard Torgbor. "An analysis of persuasive elements in the English of advertisements in newspapers in Ghana." Thesis, 2019. http://hdl.handle.net/10500/25879.
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Text in EnglishAdvertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.
Linguistics and Modern Languages
D. Phil. (Language, Linguistics and Literature)
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Lindsay, Cabe Erin. "Big idea patterns of the advertising creative process." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-2651.
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The analysis of creative processes reveals that there are behaviors, techniques, and resources that have proven to be indispensable when embraced by advertising creatives in order to achieve big ideas. There are specific behaviors that clearly define successful creatives, and there are techniques and resources that creatives commonly use to arrive at big ideas. Some of these behaviors, techniques, and resources are well-known and time-tested, while others are proposed here for the first time, backed by research. This report aims to improve the productivity of creativity.text
Books on the topic "Copywriter"
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Hakim, Budiman. Sex after dugem: Catatan seorang copywriter. Yogyakarta: Galang Press, 2009.
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1946-, Yan Fabao, ed. Xun zong Taihang gu si miao: Tracing Jincheng ancient temples / Cheng Huamei she ying ; Yan Fabao zhuan wen = Tracing Jincheng ancient temples / photographer Cheng Huamei ; copywriter Yan Fabao. Beijing: Zhongguo she ying chu ban she, 2007.
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Gabay's copywriters' compendium: The definitive professional writer's guide. Oxford: Elsevier, 2007.
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Gabay, J. Jonathan. Gabay's copywriters' compendium: The definitive professional writer's guide. Oxford: Elsevier, 2005.
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Cesana, Gianni. podologo Dizionario delle rime per poeti, parolieri, cantautori, copywriters, linguisti, enigmisti ecc. Milano: De Vecchi, 1992.
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The copywriter's toolkit: The complete guide to strategic advertising copy. Chichester, West Sussex: Wiley-Blackwell, 2012.
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1958-, Blakeman Robyn, ed. The brains behind great ad campaigns: Creative collaboration between copywriters and art directors. Lanham, Md: Rowman & Littlefield, 2009.
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Bly, Robert W. The copywriter's handbook: A step-by-step guide to writing copy that sells. New York: Dodd, Mead, 1985.
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Bly, Robert W. The copywriter's handbook: A step-by-step guide to writing copy that sells. New York: Holt, 1990.
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Bly, Robert W. The online copywriter's handbook: Everything you need to know to write electronic copy that sells. New York: McGraw-Hill, 2002.
Find full textBook chapters on the topic "Copywriter"
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Balicco, Daniele. "Fortini copywriter." In Umanesimo e tecnologia, 147–78. Quodlibet, 2021. http://dx.doi.org/10.2307/j.ctv2gz3xzp.15.
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Homestead, Melissa J. "“The Thing Not Named”." In The Only Wonderful Things, 170–224. Oxford University Press, 2020. http://dx.doi.org/10.1093/oso/9780190652876.003.0005.
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In 1919, Edith Lewis began her long career as an advertising copywriter at the J. Walter Thompson Co. This chapter considers the advertising campaigns for Woodbury’s Facial Soap and Jergens Lotion, for which Lewis was the sole copywriter in the 1920s, in relation to Willa Cather’s fiction and aesthetic theories. Lewis’s embrace of advertising as a career and Cather’s rejection of modern consumerism seem to register a conflict within their relationship. However, it could also be productive, even playful, as the two women engaged in an implicit dialogue about the pleasures and perils of modern materialism and the desires it could engender. The chapter also considers how Lewis shaped Cather’s approach to celebrity, focusing on Edward Steichen’s Vanity Fair portrait of Cather in 1927 and contrasting Cather’s approach to celebrity and advertising with that of F. Scott Fitzgerald.
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"The Secrets of the Second B in BBDO: The Copywriter Nobody Knows." In The Seven Lost Secrets of Success, 156–58. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2011. http://dx.doi.org/10.1002/9781118258101.ch14.
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Miller, Mary. "Museums." In A Field Guide for Science Writers. Oxford University Press, 2005. http://dx.doi.org/10.1093/oso/9780195174991.003.0050.
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Science writers at a museum, zoo, or aquarium are in a powerful position. We provide the first line of information that visitors receive about the place. The reading public comes eager to be inspired or entertained and maybe learn something about science and nature in the process. One of the most important jobs for a museum science writer is producing the text that accompanies exhibits. Exhibit writing was once the province of scientists or specialist curators, who felt no guilt about putting up dense technical prose for the visitor to either plod through or ignore. As long as the label didn't misidentify a dinosaur or a physical law of nature, all was well. Thankfully, the last 20 years have seen an evolution in museum exhibit writing. Curators and museum directors began to take pity on the visitor and started hiring professional writers to make the museum experience less mystifying. Museum developers have become aware they are not talking to themselves, but to an audience that might need some help understanding the physics exhibit, stuffed animal, or strange deep-sea jellyfish swimming in front of their eyes. It can be a challenge, especially at a museum like the Exploratorium, where successful interactive exhibits must be both operated and understood by the visitor. Few writers have so many functions to serve in so few words. A title and a tag line might call on the kinds of skills an advertising copywriter has, pulling people in before they know what they're going to be doing. Then a set of instructions helps a visitor build, experience, or do something that may or may not “work.” After that, you get to be a narrative science writer, explaining what just happened and why, translating, for instance, from the point of view of a biologist, physicist, or exhibit builder. Next, you might turn into a social commentator or a science historian, connecting the experience to the real world or pointing out the exhibit's historical significance. All in no more than 100 words, shorter than this paragraph. It's a tough job, but it can be rewarding when all the pieces come together.
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Rhodes, Gary D., and Robert Singer. "Cinematography." In Consuming Images, 92–128. Edinburgh University Press, 2020. http://dx.doi.org/10.3366/edinburgh/9781474460682.003.0005.
Full textAbstract:
Chapter 4 covers cinematography, specifically Film Stock, Photofilms, the Freeze-Frame, Moving Camera, and Bullet Time/Time Slice. As Sponsor magazine declared in 1955, the “video portion” of the commercials needed to lead, with copywriters following. Gerald Schnitzer often relied on some of the best camera operators of the classical and, later, post-classical Hollywood eras to shoot his TV commercials, initiating a practice in which cinematographers were able to explore and experiment within limitations dictated by advertising clients and television norms.
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Stoian, Claudia Elena. "The Discourse of Tourism from a Systemic Functional Perspective." In Innovative Perspectives on Tourism Discourse, 181–200. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2930-9.ch011.
Full textAbstract:
Tourism has undergone a shift from physical to online. This is obvious even in its promotional materials, as websites are the most usual type of online tourism promotion. The present chapter proposes Systemic Functional Theory for the analysis of websites. It first presents a brief description of the theory of the metafunctions, applied to both language (Halliday & Matthiessen, 2004) and images (Kress & van Leeuwen, 1996). Then, it analyzes two websites in order to show the application of the theory, focusing on language, image and their composition as multimodal acts. The chapter concludes by highlighting practical benefits for web designers, copywriters and/or tourism promoters.
Conference papers on the topic "Copywriter"
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Youngmann, Brit, Elad Yom-Tov, Ran Gilad-Bachrach, and Danny Karmon. "The Automated Copywriter: Algorithmic Rephrasing of Health-Related Advertisements to Improve their Performance." In WWW '20: The Web Conference 2020. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3366423.3380211.
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Logan, Savannah L., Richard L. Pearson III, and Wendy K. Adams. "GFO copywrite: development and testing of written and visual materials for recruiting STEM teachers." In 2019 Physics Education Research Conference. American Association of Physics Teachers, 2020. http://dx.doi.org/10.1119/perc.2019.pr.logan.
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