The Concept of Copywriting Yesterday and Today

Download paper
Alexander N. Nazaykin

Doctor of Philology, Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia


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.

Keywords: copywriting, copywriter, text, communication, media, content, kind
DOI: 10.30547/vestnik.journ.3.2020.140155


Bernadskaya Yu. S. (2008) Tekst v reklame: ucheb. posobie dlya studentov vuzov [The Text in Advertising: a Study Guide for University Students]. Moscow: Yuniti Publ. (In Russian)

Inshakova N. G. (2007) Reklamnyy tekst: redaktorskiy vzglyad [The Advertising Text: the Editor’s View]. Moscow: MediaMir Publ. (In Russian)

Kaftandzhiev Kh. (1995) Teksty pechatnoy reklamy [Texts in Print Advertising]. Moscow: Smysl Publ. (In Russian)

Kaplunov D. (2014) Kontent, marketing i rok-n-roll [Content, Marketing and Rock-n-Roll]. Moscow: Mann, Ivanov i Ferber Publ. (In Russian)

Kevorkov V. (1996) Slogan? Slogan! Slogan... [Slogan? Slogan! Slogan...]. Moscow: RIP-kholding Publ. (In Russian)

Khopkins K. (2007) Nauchnaya reclama [Scientific Advertising]. Moscow: Eksmo Publ. (In Russian)

Ksenzenko O. A. (2003) Pragmaticheskie osobennosti reklamnykh tekstov [Pragmatic Characteristics of Advertising Texts]. In M. N. Volodina (ed.) Yazyk SMI kak ob”ekt mezhdistsiplinarnogo issledovaniya: ucheb. posobie [Media Language as an Object of Interdisciplinary Research. A Study Guide]. Moscow: Izd-vo MGU. (In Russian)

Morozova I. (1998) Slagaya slogany [Composing Slogans]. Moscow: RIP-Kholding Publ. (In Russian)

Ogilvi D. (1994) Otkroveniya reklamnogo agenta [Revelations of an Advertising Agent]. Moscow: Finstatinform Publ. (In Russian)

Pirogova Yu. K., Parshin P. B. (eds.) (2000) Reklamnyy tekst: semiotika i lingvistika [The Advertising Text: Semiotics and Linguistics]. Moscow: Izdatel’skiy dom Grabel’nikova Publ. (In Russian)

Rivs R. (1983) Real’nost’ v reklame [Reality in Advertising]. Moscow: Vneshtorgreklama Publ. (In Russian)

Rozental’ D. E., Kokhtev N. N. (1981) Yazyk reklamnykh tekstov: ucheb. posobie dlya vuzov [The Language of Advertising Texts. A Study Guide for University Students]. Moscow: Vysshaya shkola. (In Russian)

Shugerman D. (2010) Iskusstvo sozdaniya reklamnykh poslaniy [The Art of Creating Advertising Messages]. Moscow: Eksmo Publ.

Slobodyanyuk E. (2014) Klad dlya kopiraytera. Tekhnologiya sozdaniya zakhvatyvayushchikh tekstov [A Gem for a Copywriter. Technology for Creating Breathtaking Texts]. Moscow: Mann, Ivanov i Ferber Publ. (In Russian)

Zimen S. (2003) Barkhatnaya revolyutsiya v reklame [The Velvet Revolution in Advertising]. Moscow: Eksmo Publ. (In Russian)