There is no doubt that lots of people want to be a writer. They love words and stories and dream of being a published author. Or perhaps a controversial columnist with thousands of Twitter followers. And yet there aren’t a lot of people aspiring to become a copywriter.
Or at least that’s what the numbers are saying.
Every year fewer and fewer school leavers and university graduates are applying for full-time copywriting courses. This is a trend that is being experienced by all the leading advertising colleges in South Africa, with the number of applications dropping every year.
Blame it on the costs
Of course, an obvious reason for this trend can also be found in the numbers. Completing a course at one of these private colleges is undoubtedly a serious investment for any parent, especially in our current economic climate. A degree through a university is likely to be considerably cheaper. Money is always a factor, but then why isn’t the same issue affecting the design or marketing courses?
The problem is in the name
Most people don’t know what a copywriter is. The common assumption is that it is in some way related to legal “copyrighting”. How far from the reality of the job! The title is not an accurate description of what we do. Yes, we do write copy, but it is so much more than that. A conceptual writer would be a more fitting title, and a great deal more inspiring too. In her brilliant book on future advertising trends, Teressa Lezzi referred to people in this role as "The Idea Writers” (http://www.theideawriters.com/). That’s getting closer, but there is certainly an educational job to be done to communicate the actual role of the copywriter.
There are no role models
It’s easy to aspire to becoming a great novelist, we are constantly exposed to poignant and enlightening literature from writers around the world. Great advertising is also being created, there is no doubt about that. And when it is great, advertising is a remarkable art form which has the power to touch people and influence society in unique ways. Unfortunately, most of the stuff of excellence is only found in art director’s annuals and awards showreels. Where would the average high school kid who loves writing ever get a chance to see it? Most of the advertising he is exposed to is not just uninspiring, but also blatantly insulting to his intelligence. Now why would he choose a career in an industry that everyone berates and ridicules around the braai?
There is work out there
This is where the paradox lies. There is an increasing demand for copywriters in the industry, not just in advertising agencies but the entire communications industry. This is not surprising considering we are living in the Communication Age, where ideas are crucial and content is king. There are plenty of English majors and journalism graduates out there, but they don’t offer the same skills as the conceptual writer.
Turning writers into copywriters
The advertising colleges play an important role in supplying this demand for the industry. The type of thinking and skills required to be an effective copywriter can be “taught”. By facilitating a collection of creative briefs in a constructive way, with the appropriate encouragement and guidance, the colleges can, and do, produce young copywriters who are able to make a positive contribution to an agency from their first day.
So the question is; where are all the future copywriters? Or perhaps it might be better to ask what the industry can do to ensure we attract new talent, and the right talent, to this role.
It is a great job, after all.
Dear Mandy.
ReplyDeleteAn interesting, thoughtful post. I am in agreement with most of what you have said. however, there are some differences/arguments (not from me directly, mind you) - but then again, is that not a typical trait of a copywriter?, to question things, have an inquiring, curious mind. It became apparent that, and this is based only on a few sources, the environment of the ad-studio is cut-throat and vicious and those who have been in it, not you, of course, want to exit this biz and spend their days in leisure.
But, at what cost to their own well-being and the contributions that can be made to both the customers, and their customers in turn?
Me, I've been in that heady environment and want nothing more than to practice my love for words, harnessing my reputation for ideas, thick-skinned, but known to sulk as well.
Again, this is just at a glance, but ad houses want to see proof of work. But, lacking this, the writer from the outside does not have that other than his own, precious words featured, or not.
So, apart from the obvious, tutoring, what could be the most effective way to get a foot in the door, rather than remaining in exile?
Again, a nice post. Sweet, really.
Mark
(ps, this blog appears to have become a bit dormant, so hopefully words are not lost in the event)