Summary Paper Of "Making The Pitch In Print Advertisement" By Bovée, Courtland L., John V. Thill, George P. Dovel, And Marian Burk Wood

646 words - 3 pages

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 restrictions. Many noted novelists and poets found themselves fail in the copywriting business as they were unable to do it effectively. On top of creating the headlines, Bovée adds that copywriters develop all types of advertisement; they are accountable for every word readers see. They create anything from posters to press releases to television and radio commercials. There are three major types of copy: headlines, body copy, and slogans.The headlines, usually in larger text or bold type and appear at the top, are the main line or lines in an ad. 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...

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