КОПИРАЙТИНГ КАК ПРОБЛЕМА АВТОРСКОЙ САМОИДЕНТИФИКАЦИИ
Journal Title: Гуманітарний часопис - Year 2015, Vol 1, Issue 3
Abstract
A. N. Bogdan, Y. V. Dmytrenko COPYWRITING AS A PROBLEM OF AUTHOR’S SELF-IDENTITY Culturologikal category of authorship is one of the toughest for research in all areas of human activity. Modern researchers constantly return to the issue of authorship in a variety of its aspects. Our focus in that respect is draw to copywriting – a relatively new phenomenon in the post-industrial culture. On the post-Soviet media market copywriting works in a very peculiar way, showing a number of contradictions. The purpose of this article is the analysis of author's identity in commercial texts within a philosophical problem of finding ways of self-expression in art. We are particularly interested in the question of how you can consider yourself an author (in a traditional meaning) and to present yourself as such creating a text "made to order." In general, among the sites of copywriters there are two categories: personal and corporative. Exactly "particular" and "collectivity" determine the specificity of the author's identity – personal or group. The Services of Copywriting is defined as a kind of professional activity aimed at writing advertising and presentational texts which should promote a company, a person, a product or a service. Copywriters need to create such texts which may encourage certain actions and decisions to ensure effective marketing communications. We refer copywriting to marginal activities between journalism and advertising marketing. The presence of "I" in copywriting is performed on personal websites both in direct messages and indirectly through the subtext. Hence there is emphasized high self-esteem, accentuated desire for a non-standard, "interesting" wording, work under a pseudonym. All this is motivated by a desire to be original in order to be competitive, "successful", "popular." Thus, creativity is uniquely subjected to the laws of commerce. The paradox is that copywriters consider themselves as endlessly creative personalities, but at the same time they still have to obey the demands of a customer. Copywriter is a co-author of the text and an author of ideas. So how can we define creativity in copywriting? What is its nature? The text as an artifact and its author we identify according to the form and the content but mostly – according to the author's style. Copywriter can claim a unique shape or a unique scheme of compiling standard components of the text but not the content. Except consistent use of language formula there is noticeable limitation of the formal text field: commercial texts are mainly stereotyped. Thus, in copywriting it is appropriate to speak more about the compilation, than not about the work itself. The phenomenon of patterns production is connected primarily, we believe, with mass stereotyped thinking. As a result, the whole communicative chain is transformed "author – mediator – recipient – customer buyer." In copywriting the author of the text is obviously not the author of the idea or the author of intention to convey a certain meaning to the recipient. This function is performed by the customer and in someway he, becomes a coauthor. Inevitably the category of the recipient is greatly refracted. It should be noted that there are at least two kinds of "readers." It can be an accidental reader, who got across the text. In another case, the recipient may be an interested person (that happens more often in virtual commerce) – the customer or the buyer, who deliberately finds and reads the text and reacts in a certain way. It is important that understanding of the text is linear; there are no categories of interpretation as a search for the hidden meaning in the text. To summarize our study, we can draw the following conclusion. Copywriting is first and foremost an information service, and at the same time, a special type of verbal communication. Commercialization of creativity, which is inevitably present in copywriting and depriving the author of "selling text" selection in the ontological sense, generates a certain paradoxical identification of the authors themselves. Hence it is necessary to define categories of author, authorship, creativity, creativity and originality in the context of marketing verbal communication in a slightly different way.
Authors and Affiliations
Олександр Богдан, Євгенія Дмитренко
Keywords
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