How to begin zubastym kopirajterom
It is one of the most creative trades in advertising. kopirajtery think out slogans, plots for videoclips, texts of clauses{articles}, actively participate in preparation and carrying out of advertising actions{shares}, offering{suggesting} new original courses. Phrases, which at all on hearing: ” do not brake - Snikersni “, ” Make a pause - eat Tviks “, ” Cleanliness - it is clean Tajd “ - too result of their job.
Advertising brings quite good incomes. Both domestic, and the foreign companies are ready to put annually the impressive sums of promotion of the products. In Russia it is totaled about 2000 (!) agencies offering{suggesting} various advertising services: from accommodation of leaflets in the underground before carrying out of full-scale advertising campaigns. And in everyone work kopirajtery: at least - one, is $more often - two - three, and sometimes - and 10-15.
By quantity{amount} of vacancies in newspapers of announcements and on Internet - sites, these experts are in great demand. Obvious shortage of professionals on a labour market guards only. Large agencies months cannot find the worthy candidate. Why?
Many consider, that are capable to think out excellent{different} slogans and effective advertising texts. On the business kopirajteru the talent is necessary. And this not only literary chut`e, but also skill to see a thing eyes of the buyer to understand, to whom, as what for you sell - then there will be necessary words which will develop in a successful phrase.
Masterpiece in conditions nesvobody
Performance about kopirajtere as about the creator reclining on a sofa and from time to time giving out ingenious idea, - a myth. Any idea is preceded with laborious job. Moreover, she is conducted strictly on advertising brifu - to the technical project created by experts in marketing. Before the beginning of the project kopirajter thoroughly studies an information field of the necessary sector of the market to know about all competitors of the customer and about a target audience - potential consumers of the goods or service.
Whether there are at you abilities to kopirajtingu?
It is easy for checking up. Present, that it is necessary to create advertising, using only one phrase on a white background. If such problem{task} of you will carry away and something will turn out interesting, means, it is possible to try the forces in this trade. The slogan should be simple, remembered, unique, but at the same time practical, competitive and, whenever possible, compatible with other elements of an advertising campaign.
The universal circuit of creation of slogans does not exist. It always piece job. Each customer kopirajter considers{examines} as unique. To bungle it is impossible is at once will feel both the advertizer, and the reader, both the spectator, and the student. In result the featureless slogan like ” will turn out And now we go to you “. Instead of the name of one powder put the name of another - will change nothing. In the good advertising text, as well as in a good journalistic material, there is kontrapunkt, a dramatic art. Today kopirajter works with cosmetics, tomorrow - with yogurt, the day after tomorrow - with the automobile. It is necessary to get acquainted quickly with new business, to analyze great volumes of the information, to think, draw conclusions. And if each time to use the same circuit, advertising will not promote sales.
Wide front of a creative
Feature kopirajtinga that he covers the most different kinds of carriers of advertising, and in each case - the specificity.
Inscriptions on publicity boards of the outdoor advertising are read not by static spectators, and pedestrians, passengers and drivers. It is necessary to take into account speed of automobiles on this site of a way, a corner of the review, etc. Such, apparently, trifles often play a main role.
On TV so-called "scripts" - mini-scripts of the future roller, literally two paragraphs all over again are made. Sometimes it is necessary to write 10-15 variants before one of them is pleasant to the customer. Further - detailed job above each stage: dialogues are distributed{allocated}, the concept of sounding of voices of characters is planned. Then - preparation for shootings: a spelling kasting-brifa. In him it is necessary to designate the vision of the protagonist of advertising: appearance, clothes and even a look. At last, shootings and scoring. Only kopirajter precisely represents, as his{its} text, with what intonation and whom should be said. In a word, he participates in each stage of creation of an advertising product: from occurrence of idea up to its{her} final embodiment.
In political kopirajtinge (which often confuse with PR) passions are usually heated up to a limit, and the good idea - find can considerably raise{increase} a rating of the candidate. We shall recollect Ukrainian ” orange revolution “ which was made under a musical recitative: ” us bagato, us not podolati “ (« it is a lot of us, us to not win »). Victor Jushchenko's pre-election campaign was bright, energetic, and his{its} opponent in this respect appreciablly to him lost. The great professional kopirajtinga and PR Vladimir Uljanov has once left on a political stage of Russia with a slogan ” the Earth - to peasants! Factories - the worker! “. All of us know the further succession of events...
Recently new spheres have appeared also: the Internet - kopirajting, for example. Today the specialized agencies offering{suggesting} services in this direction already start to open.
Two heads it is better
The mistake to count kopirajtera the genius - single. On the contrary, job in advertising agency is always harmonious actions of managers, designers, experts in marketing, art - directors, kopirajterov. When from the client the complex{difficult} order acts, all forces will be mobilized on his{its} performance. There is a so-called brand - shtorming - brain storm when everyone "throws" the offers in « the general{common} boiler » (as in game « That? Where? When? »). The department of a creative has what no at others - intuition which appears sometimes much more usefully, than logic and complex{difficult} conclusions.
The creative command is, at least, kopirajter and the designer (he is responsible for a visual embodiment of advertising). Some creative pairs sometimes can be involved under the direction of art - director. If experts have worked well together, they understand each other from a half-word: one starts, the second picks up. And when the script is ready, it is already impossible to disassemble, who exactly posesses idea.
Secrets of "artful" sales
The composition of slogans, advertising texts, names of shops and the companies (nejming) - only a small part of what owns kopirajter. For effective job it is necessary for him to know about tekhnikakh sales - to know how word to influence the consumer. Some examples.
In medicine and pharmaceutics reception « free-of-charge consultation at doctors » often is used: in mass-media phone for patients, for example is underlined by adiposity and when bells begin, to people advise to address in concrete clinic. Similar variants: " the Free-of-charge information line on inexpensive stomatologic clinics of Moscow " or " do not call in stomatologic clinics, yet will not hear this free-of-charge message " - where, besides, advise the certain medical institutions or a medical product. On kopirajterskom language this method is called "interception" (interception). While the others advertise themselves in the habitual way, kopirajter with the help of information service entices the client still before that has called competitors.
The goods are advertised under very low price, but the contingent of buyers is limited. We shall say, the sphere for game in golf is sold for $ 0.50 though his{its} real cost can be $ 2. This ball is not necessary for usual people also for nothing, and the offer for certain will interest golfers. So the dumping of a cheap accessory involves clients who then get also the expensive{dear} goods. kopirajter finds the words, capable to convince potential buyers to go in this shop.
Rather effective reception - a guarantee of result. In this case the manufacturer gives the promise to return money if the thing on any parameters will not arrange the buyer.
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Advertising likes initiative. It is possible to end three high schools, to collect diplomas, letters and... To remain with this collection not at has put. In large agency you will not get without a portfolio and an operational experience. It is meaningful to go on cunning: to think up some firms (for example, on sale of medicines, food stuffs or toys) to write for them scripts of advertising rollers, slogans - and a portfolio! Let virtual, but the employer, at least, can judge your creative abilities.
In the beginning of career in Moscow it is possible to count $400-500. Usual tasks for newbies: to think up names of shops, to write some advertising clauses{articles}, to prepare materials for the booklet. Responses from clients also will define{determine} prospects of the further employment.
The average salary kopirajtera in Moscow - $1200. Professionals with experience receive up to $2500 and is higher. The sum in many respects is defined{determined} by a measure of the responsibility. Kopirajter, dorosshij up to a post of creative director, can earn and $10000.
Some experts, having own client base, become frilanserami: create sites where spread samples of jobs and offer the services. Lack in orders at them does not happen, and incomes can reach{achieve} $2000 - at the free schedule.
Where learn{teach} on kopirajtera?
In tutorials on a history of advertising examples of how the illiterate person from street has thought up a magnificent slogan are resulted and has earned the companies millions. Certainly, there are spontaneous finds. And nevertheless improvisation is possible to those who has received good education better. A question in where it can be made.
Huge quantity{amount} of high schools train experts on advertising, but, according to employees of advertising agencies, the educational standard does not correspond{meet} to searches of the market. And educational institutions which prepare kopirajterov, in general it is possible to count on fingers.
It is that rare case when the leader is not state high school - the International institute the advertising (WORLD) which has collected in the walls of many teachers - praktikov in the field of advertising.
Special courses representatives of such companies, as ” Media Arts ", LMH Consulting read, "Direkt-design", etc. Training shares on three directions: management in advertising, marketing in advertising and a creative in advertising. Specialization on kopirajtingu is and in Moskovsk the state institute of culture and art (MGUKI).
In other high schools you should be content with the general{common} standard of advertising which, despite of complaints of representatives of advertising agencies, provides studying of many useful to the future kopirajtera subjects. Traditionally on a labour market diplomas of the State university of management (GUU), the Russian university of friendship of peoples (RUDN) and the Moscow state university of culture and arts (MGUKI) are appreciated. To tell the truth, the quantity{amount} of budgetary places changes from 2 up to 20-ti, and competition sometimes reaches{achieves} 20 person on a place. Study on paid branch of state high school not to everyone on a pocket - from $ 2000 in one year. Therefore a quite good variant - receipt in not state high schools: the International academy of business and management, Institute of business and the right. Quality of preparation of experts on advertising quite comprehensible to get here it is much easier, and cost of training is lower.
Russian and English - on five
Ten of ten entrants who have chosen a trade "kopirajter", want to be engaged in advertising creativity. But all for some reason overlook, that this expert should know in perfection language. It is possible to change sense of a phrase literally one interjection, but it will so successfully be entered in a context that will lead to to mad success. Such boring and unromantic things as the coordination, submission, lexicon, syntax, morphology, to know to the future kopirajteru it is necessary.
Some high schools arrange creative competitions for entrants. For example, acting in MGUKI it is necessary to think up a slogan or to make the advertising text. Further - the composition and a history of fatherland.
Entrance examinations in GUU - social science, foreign and Russian (dictation). In RUDN - Russian and the literature (on free-of-charge branch - the composition, on paid - testing), geography (test), foreign language (orally).
Not state high schools suggest to pass interview and testing. In Institute of business and the right in the test of 30 % of questions - on Russian and the literature. By results of answers it becomes clear, whether the entrant is able to form phrases, whether his{its} outlook is advanced. Other questions - on mathematics, computer science and advertising.
Interview helps to understand, intelligently the person chooses a trade or under influence of a fashion. Teachers pay attention and to personal qualities. It is necessary to be unchained enough, to be able to depart stereotypes, to possess an independent way of thinking.
First attempt at writing
To study as specialities "advertising" interestingly. Speech influence of advertising, psychology of advertising influence, information technologies in advertising, development and the "know-how" of an advertising product - not full list specdisciplin to which the future should learn kopirajter. And all will begin from fundamental preparation on humanitarian disciplines: philosophies, histories, psychologies, etc.
On practical employment{occupations} students write texts for various kinds of advertising, the vast clauses{articles} directed on formation of public opinion, short laconic phrases for boards of the outdoor advertising. Sometimes students think out slogans to hypothetical firms, but cooperate with advertising agencies, carrying out real orders is more often. Advertizers declare the tender, involve talented guys. And they, yet not having ended{stopped} high school, start to earn money. Abilities, certainly, at all different: there are stars, and there are those who simply knows receptions, strategy, advertising models and can honesty execute a task in view.
In the International institute of advertising interestingly pass employment{occupations} on nejmingu. In the big audience all rate is going to, students share on commands on three - five person and think out the name, for example to shop of electrodevices. Each group presents the idea and studies to assert her{it}.
The big role in training is played with tasks on stylistics: result 12 examples on permutaciju (change of a word), 12 examples on oksjumoron (overlapping of incompatible concepts), etc. Each stylistic reception is fulfilled on practical employment{occupations}. Tests which define{determine} a level of knowledge are then carried out.
The special attention is given foreign language. Many slogans use English words, the western companies require translation of the advertising texts on Russian. Not casually one of the basic requirements of employers to kopirajteru - possession of a foreign language.
However it is necessary to remember, that in high school on a speciality "advertising" you receive base education, initial skills and an opportunity to get on practice in advertising agency. And the further growth will depend only on your abilities and professionalism.
Other variants
kopirajterami journalists and philologists can become good also. Among the high schools issuing these experts, a lot of state which quality of education does not cause doubt: the Moscow state university him{it}. M.V. Lomonosov (the Moscow State University him{it}. M.V. Lomonosov), the Moscow state institute of the international attitudes{relations} (University the Ministry of Foreign Affairs of the Russian Federation) (MGIMO), Russian state humanitarian university (RGGU), the Russian university of friendship of peoples (RUDN), etc. To tell the truth, here there is a specificity: at receipt in the majority of them it is necessary to give publications and to pass creative competition. And then still{even} to pass examinations in subjects: to Russian (or to Russian and the literature), to foreign language, it is possible - on a history and social science.
Those who is not ready to rigid competitive struggle, can choose an alternative variant - not state high school. Too it is a lot of them: Institute of arts education, Institute of journalism and the literary creativity, Natalia Nesterovoj's New humanitarian university, etc.
Both journalists, and philologists during training will learn to own masterly a word - and this most important in a trade kopirajtera.
Questions and answers
Kopirajting - manipulation with the buyer?
To force the person seen an advertising roller, to go and to buy there and then the goods it is impossible. Foreign researches show: despite of all hearings about "zombiing" by advertising (25-th staff, etc.), in a human brain is area inaccessible to external influence which is responsible for decision-making. From ten purchases only two are made under influence of another's opinion, including advertising. To overcome this boundary very difficultly - and it is good! Buyers not thoughtless puppets, they need to be able to be convinced.
The main thing in kopirajtinge - originality?
Bright, witty advertising is good only when correctly positions the goods and makes a profit. Originality, certainly, is necessary. But often she consists only in videoeffects, persuasive direction and the jokes which are at all not having the attitudes{relations} to the goods. There is no advertising for the sake of advertising. Kopirajter always solves a concrete business - problem so, should be able to refuse effects for the benefit of efficiency.
Whether job kopirajtera in small and large agency differs?
If the agency specializes on one direction (accommodation of advertising modules in press, for example), kopirajter - the master on all hands. The the agency is larger, the it is more interesting to work, as your knowledge and experience can affect strategy of all advertising campaign.
