The Concept of Copywriting Yesterday and Today

Section: Advertising and Public Relations

This article discusses the phenomenon and concept of copywriting. An analysis of the current situation in the modern market of written communication shows that today the concept of copywriting has become much broader than in the twentieth century. In the twenty-first century, copywriters are not only those who are engaged in writing advertising texts, but also those who prepare all kinds of texts on the Internet. An increasing use of the concept of copywriting makes it relevant to understand its meaning and use in relation to written communication in the twenty-first century. The author analyzed the opinions of students practicing copywriting, interviewed reputable representatives of the professional sphere, as well as the deans of leading universities teaching students written communication. As it turned out, representatives of the professional sphere and representatives of the scientific sphere have their own view of the problem of defining the concept of copywriting. The author made an attempt to summarize various points of view and give a forecast of the further development of copywriting.

DOI: 10.30547/vestnik.journ.3.2020.140155

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