The artists in the history of advertising : the copywriter

Résumé du document

This document presents an extract from the thesis of Roger Morresi's rhetoric between propaganda and the advertising copywriter. The professional who builds the verbal advertisement is the copywriter whose characteristics are well summarized by Mc Luhan as someone who "must be like a stripper in total empathy with the feelings of his audience immediately." Ever since the twenties, this debate has been continuing till present day among those who seek rules for a science of communication and those who seek the tone for an art of persuasion, and is set between rationalists and proponents of emotions. According to E. Pirella, effective campaigns are "those who have managed to create a strong brand personality and therefore a great commercial success ...are a perfect example of mixture between strategy and execution ... between rules and art." One of the first copywriters who felt the need to write what he believed was a book of rules for effective advertising was Claude Hopkins, in his early twenties. It represents a certain vague idea on how to advertise and proposed rational arguments on products with unique and successful case studies.

Extraits

[...] "For Volkswagen do not wove praise, apparently:" Think small "said the first of a series of ads with a photo of a little girl beetle to top. It was an invitation to thought offbeat, at a time when all the machines were bulky and expensive, a Volkswagen, which boasted its small size, its economy, going against the tide. The last great copywriters of this review which has left an indelible mark in the history of advertising creativity, is Jacques Seguela. His creative philosophy is an attack on the copy strategy to launch its star Strategy, method of creative work produced in the early eighties . [...]

[...] " Conclusion To go along with the principal embodiment of this transition from the immaterial product of the star product, Seguela has developed a series of procedures of great news. The best known is the "Chinese portrait", a sort of questionnaire of thirty questions that require the customer to talk about the product as a person. The work of the French advertising is to focus on creativity: "You just worry that the computer will not prevail over creative. Communication today is carnal, face to face meeting between two beings. Tomorrow runs the risk of being cold, abstract, satellite, between two screens, two phones, two parables. [...]

[...] In all his work is trying to prove that art, intuition and imagination were nothing on advertising if they did not take the spring: the purchase. In a special situation, however, was quick to contradict its principles. During the presidential elections in the U.S, he wrote: Like Ike" Ike "was the nickname of Dwight Eisenhower and thanks to the easy delivery and storage, the slogan contributed to the victory of the Republican Party. In this respect it may be the analysis that Jakobson does just this electoral test "in its structure consists of three brief monosyllables and has three diphthongs / ay / . [...]

[...] Returning to the proponents of rationality, in the forties makes its appearance on the scene advertising Rosser Reeves (1910-1984). The text that gathered all his ideas about the report was Reality in Advertising also published in Italy, but with a different title from the translation letter. Reeves is the founder of socalled USP namely the Unique Selling Proposition, the philosophy of the exclusive benefit. These, in summary, the three main points: 1. Each campaign should provide a benefit to the consumer, useful and real Must be a benefit that the competition can not offer The benefit must be so strong as to push millions of consumers purchase. [...]

[...] The artists in the history of advertising : the copywriter Table of Content i. Introduction ii. Mechanics of advertising iii. The vehicle of advertising iv. Making a difference v. Conclusion vi. Reference Introduction Through a piece of the thesis of Roger Morresi ''rhetoric'' between propaganda and advertising copywriter and we review the most famous campaigns. The professional who builds the verbal ad is the copywriter whose characteristics are well summarized by Mc Luhan, "must be like a stripper in total empathy with the feelings of his audience immediately." Opened, since the twenties, a debate that continues today among those who seek rules for a science of communication and those who seek the tone for an art of persuasion, set between rationalists and proponents of emotions. [...]