Making The Pitch In Print Advertising Summary

The Mysterious Life of a CopywriterIn opposition to the perceptions of many people, a copywriter has to be in command with the language and has to be able to think outside of the box. In Making the Pitch in Print Advertising, authors Courtland L. Bovée, John V. Thill, George P. Dovel, and Marian Burk Wood explain the importance of copy and how copywriters play a large role in the advertising process. Bovée is the C. Allen Paul Distinguished Chair at Grossmont College and wrote this article, with help, to clarify the a copywriters ' job and their importance in attracting possible buyer 's attention and promoting what merits the product has to offer.

Copywriters, working either for agencies or as free-lancers, maintain a steady, challenging job year after year because advertisement will always be crucial. Copywriters share their love of words with writers but look at their job as a business task. Unlike writers, copywriters have to meet advertising functions and deadlines, plan and communicate with clients, and deal with tight format
Bovée explains that the headlines are the most important part for two reasons: it plays as the come-on for readers to stop and read the ad. Bovée et al. also emphasized a noted 80 percent of readers only read the headline, so the message that the headline encloses must be important (364). Copywriters choose from an assortment of headline types to perform the particular function needed. Bovée et al. list the options of headlines which include news headlines, emotional headlines, benefit headlines, directive headlines, offbeat and curiosity headlines, hornblowing headlines, and slogan, label, or logo headlines (364-365). After creating an enticing headline, copywriters often couple it with a carefully selected graphic element. The powerful combinations usually complement each other, leaving readers with a strong