As study kopirajtingu in Russia

However kopirajterskaja job differs from editorial even that, that texts which writes kopirajter, are intended to a concrete audience and created "to sell".

Kopirajter is the person writing advertising slogans (or "credits", or "cepljalki"), and texts for advertising. He thinks out plots of boards, the rollers, very much often the phrases written to him{it} are quoted in an ordinary life.

The very first Russian kopirajterom considers Majakovskij though he about it and did not guess, in fact in Russian there is no translation of a trade kopirajter because the name of this trade is primary has appeared in America when advertising, in its{her} modern understanding, in Russia and in pomine were not. And now, when the given kind of activity is popular in Russia also names of trades it was necessary to borrow at the American colleagues.

The trade kopirajter combines many other trades: the manager, the expert in marketing, the psychologist, the sociologist, the editor, the linguist.

Training kopirajterskomu to business occurs as follows: for the beginning the future employees of a creative department should teach{learn} the native language that a word Russian to not write with one "?" and "not substitute" kiddies at school (was recollected old, but scandalous advertising when a word have "in Russian written with one "with" and the boy has written in the composition as). It is necessary to remember always, at creation of texts, that advertising look not only adults, but also children. Advertising "brings up" them, and as far as children of envy and from literacy of the advertisement maker will be competent.

Also advertising should involve. Colourfully and figuratively to describe a product, this skill is developed by years, but without knowledge of elementary stylistic receptions advertising texts will not be bright and remembered.

Studying of the History should interest also the future expert under advertising texts, in fact whence plots for advertising rollers, comics still{even} undertake. Yes, and simply to flash erudition before the customer it will be useful.

The knowledge of the art and business literature too is a basis kopirajtera. It would be a shame to not read Pushkin or Lermontov's product, but it is even worse to not know for the advertisement maker Ogilvi and Kromptona.

Books on advertising every day issue more and more, but basically they have been translated from English language. And translators are frequently poorly familiar with advertising terminology and translate how it seems to them, thus, deforming sense of the text written by the foreign author. And to read books from the primary source it is necessary to borrow{occupy} foreign languages, a minimum - English language.

The Russian advertising only develops, and passes the same phases of becoming, as American. And for that the Russian advertising of more professional became faster, it is necessary to get acquainted with a history of foreign advertising. Probably, it will turn out to study on another's mistakes.

Studying of bases of advertising, marketing, management is an obligatory minimum for job in advertising.

Earlier, in 90th years, in advertising worked physics, chemists, engineers, kopirajterami were editors, journalists. And advertising tests were similar to clauses{articles}. Though still there is a printed advertising without headings, without slogans and printed not readable font (well, most likely, it is necessary to abuse for it the designer), but already feels understanding kopirajterom that, as what for he does{makes}.

Kopirajterov learn{teach} to write the advertising text according to the advertising carrier that the potential buyer « did not break an eye » (yes, he and will not try, and will simply pass by), and could read easy and, at the best, remember the advertising offer.

15 more years back advertisements were printed on typewriters. Also it was necessary only to be able to insert correctly a paper and on to press on the "correct" letter. Now any advertising message, thus is not printed, as there are computers. And in this connection kopirajteram it is necessary to know even elementary computer programs, for example, such as Word. But not simply to know, and to be able to use them.

The same 15 years ago were no strict requirements to advertising as now, I have the laws regulating advertising activity in a kind. And to not spend it is a lot of money to penalties and to payments for incorrect advertising, it is necessary for composers of texts to have always « before eyes » the Law on advertising. And to know, where still it is possible to check up legitimacy of the actions.

Advertising does not cost on a place. The law on advertising » will soon come into force new « and new means of transfer of advertising messages will be thought out. And to develop, it is necessary to read the specialized press, to visit{attend} exhibitions and to be typed{collected} experience at known kopirajterov (to go on the master classes).

Besides it is necessary to develop skill to not think "shablonno" and to try to look at simple things from the different parties{sides}. It is necessary to break the stereotypes developed in a society as Jean - Mari Drju in the book « Breaking stereotypes » learns{teaches} this. And for development of this skill it is necessary to participate in festivals of advertising, even not necessarily to receive prizes, in fact, as they say, the main thing not a victory, and participation. In fact you receive an opportunity to compare the performance about advertising with performance about her professionals who select the best jobs.

Working in the advertising market, it is necessary to remember, for whom all these advertising offers are created.

The most important skill kopirajtera is to fasten successful dialogue with consumers. To be able to talk to it{him} « in one language ». And for this purpose at universities at faculties of advertising to students teach sociology and psychology that the future advertising figures clearly represented as their "creations" will be perceived with people for which these "creations" and are created.

And so, kopirajter is the comprehensively advanced creator selling "masterpieces" to customers. Writing understandable and remembered texts which are created, first of all, for the customer of advertising, and the ambassador leave on « court of potential consumers ».