Copywriters use their creative writing skills to come up with the wording and audio scripts which accompany visuals used an advert.
A copywriter writes the wording for advertisements and scripts for TV, film, radio and online commercials and thinks up ideas for complete advertising campaigns in all media. They gather information about the product or service and its potential customers.
Once the objectives of a particular assignment have been determined, the copy-writer and the art director team up to think out and design a campaign and decide how best the campaign objectives can be achieved by communicating this particular campaign persuasively to the target market. They may consult other advertising agency specialists and the client.
The copywriter also writes all types of promotional or informational booklets, sales promotional materials or merchandising campaign materials. The online media has opened up opportunities for copywriters to create advertising for webpages, including social media marketing and advertising, either working in an employed position or as a freelancer.
Degree A BA degree majoring in Languages, Psychology, Sociology or Communication is useful, especially for research. Marketing experience is not expected, but copy-writers should have a clear understanding of the basic elements involved. Any degree, diploma or certificate in Communications or Journalism is recommended.
There is also a two-year full-time diploma course in copy-writing (one year full-time for postgraduates) offered by the Association of Advertising Agencies (AAA), as well as various advertising modules which can be completed part-time at one’s own pace. There are AAA schools in Cape Town and Johannesburg.
Training is also offered by various private advertising schools.
The Advertising Regulatory Board (ARB)
Tel: (011) 463-5340
Association for Communication and Advertising South Africa
The Braes Office Park
cnr William Nicol Drive & Bryanston Drive
Tel: (011) 781-2772