Copywriting in the advertising profession has undergone some serious changes over the decades. Way back in 30s and 40s, copy was king. It wasn't particularly smart of savvy, it used a lot of puns and it often just stated the name and benefit of the product or service.
Headlines like "Do you smoke the cigarette that satisfies?" and "How's your breath today?" were the norm. Usually, the ads featured long copy explaining (and sometimes over-explaining) the features and benefits. Outrageous claims could be made with no fear of litigation. Cigarettes were refreshing and good for you. Soda was filled with vitamins. Women knew their place and it was always in the kitchen.
The Game Changer - Mr. Bill Bernbach.
Things stayed this way until a gentleman called Bill Bernbach came along. Before Bernbach, copywriters and art directors didn't work together on projects. They rarely consulted. The copy for the ad, and the headline, was typed up and sent to another department, where an art director would "make it pretty" and get it ready for press.
Bernbach thought two heads would be better for one. He created teams of copywriters and art directors, and his agency Doyle Dane Bernbach started producing ads that turned the industry on its head. "Think Small" for the Volkswagen Beetle was honest and open. "We're No. 2, So We Try Harder" for Avis was a game-changer. DDB turned a negative into a positive in a way that no one ever thought possible. This was the result of copywriters and art directors working as teams. It's often referred to as the Creative Revolution of the 1960s and 1970s.
The 1980s and 1990s Presented New Challenges
In the 1980s, often considered the golden age of advertising for many reasons, the work was outstanding. Copy and art direction were working in harmony to create some of the most memorable print, outdoor and broadcast ads ever made. This was the era that spawned the infamous 1984 spot for Apple.
But in the 1990's, the role of the copywriter began to change again. Long copy had dominated advertising for decades. As with anything that dominates, it eventually falls. And this was the case with copy. Headlines were still clever and eye-catching, but the visuals were now taking up much more importance. And the body copy? That was becoming just a few sentences.
The Wilderness Years for Copywriters
By the time the year 2000 came around, the term "copywriter" should really have become obsolete. Copy, real copy, with headlines and paragraphs of persuasive text, had taken a complete backseat to visual gags. Headlines took too much time to read. Body copy? Forget about it. What the busy, ad-savvy consumer needed was a quick, clever visual with a logo in the bottom corner.
Now that's not to say copywriters were sat in the corner of an office playing Tetris while the art directors and designers did all the work. Not at all. The role of the copywriter had changed to such an extent that it was a far more visually demanding job. It was no longer about a clever turn of phrase. It actually required the copywriter and art director to work even closer together, with clever headlines becoming clever visuals. Award shows gave out gongs to those agencies that could get across the message in the fewest words.
Copy Makes a Comeback
Now, in 2011, things are only just starting to turn around. Again. The copywriter once again has to shift his or her thinking. In this age of Twitter, Facebook, YouTube, Guerilla and various other "unconventional" advertising media, writers and art directors have to find new ways to get the message out there. Words are back. Images are still strong, but the days of the visual-only ads are starting to fade away. And a good thing, too.
Copywriters have to once again look to words as the motivation. But now, it's not just about what words to use, or how to use them, but also where and when. With so many outlets available to consumers, and with thousands of messages bombarding them every day, these are difficult choices for the writers and art directors to make. A great book to guide you through these times is "Hey Whipple, Squeeze This" by Luke Sullivan. I highly recommend it.
