Advertising Copywriter

Also known as:

Copywriter, Advertising

Introduction

Advertising copywriters write the original wording of advertisements, which need to be eye-catching and persuasive. The wording may consist of slogans, rhymes, jingles, text or captions, for brochures, catalogues, posters, leaflets, television or radio commercials.

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Work Activities

Advertising copywriters write the original wording of advertisements that may take the form of brochures, catalogues, posters, free leaflets and the scripts for television, film and radio commercials, and the Internet. This wording may consist of slogans, rhymes, jingles and captions as well as detailed texts.

Each campaign begins with a briefing session to provide the copywriter with information about the client, product and the target group. The copywriter needs to understand the interests and motivation of the audience and, using this knowledge, develops ideas to attract their attention. For example, a different approach would be adopted to advertise a banking service for young people than would be used to promote home decorating materials.

As words and illustrations need to complement each other, copywriters, art directors and illustrators work closely together, discussing ideas and producing drafts. A selection of ideas is presented firstly to the creative director and then to the client who may wish to make modifications. Once an idea has been selected, the copywriter composes the full text, known as 'body copy'. Both this and the accompanying illustrations are shown again to the client and, once approved, are passed to the production team.

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Personal Qualities and Skills

You need to be creative, original and persuasive, and capable of writing in a variety of styles ranging from the 'punchy' to the 'technical' to the 'literary'. In putting together an advertisement, you must keep within the limits of the advertising code of practice. You must be prepared to accept criticism and the frustration of having your work amended. Visual understanding is useful and some art and design graduates choose this career.

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Pay and Opportunities

The pay rates given below are approximate.

Advertising copywriters earn in the range of £18,000 - £22,000 a year, rising to £25,000 - £40,000 a year. Higher earners can make around £45,000 a year, and some senior copywriters in top firms make more.

Copywriters usually work a basic 39-hour week, Monday to Friday. However, long and irregular hours are often required as deadlines approach.

Employers are advertising agencies and direct marketing agencies throughout the UK.

Experienced people may work independently as freelance advertising copywriters.

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Adult Opportunities

It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working in graphic design or in marketing, for example, as a marketing assistant.

Some copywriters have a background in broadcasting, or have worked as a journalist for a newspaper or magazine.

If you don't have the qualifications needed to enter your chosen degree or HND course, a college or university Access course (eg, Access to Humanities) could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges.

Some employers prefer applicants to have postgraduate qualifications in advertising.

The Publishing Training Centre offers Effective Copywriting, by distance learning. This lasts around 5-6 months and requires about 55 hours of study.

A large number of copywriting workshops and courses are available, many by distance learning; however, it is important to choose with care.

• 50% of people in occupations such as advertising copywriting are self-employed.
• 35% work part-time.
• 9% have flexible hours.
• 5% of employees work on a temporary basis.

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