Un colpo da copywriter

Headline graffianti e payoff pungenti: i copywriter hanno le loro armi.

E le usano a ogni occasione. Sì perché il copywriter difficilmente si fa troppe domande sul brief, gli arriva e lo svolge nel modo più creativo che riesce a esprimere con le parole. E se qualcuno gli chiede conto del suo operato, come un gerarca al Processo di Norimberga, risponde "Eseguivo solo un brief".

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A cosa serve un copywriter?

A chi serve il copywriter?

La risposta a questa domanda è la stessa di "A chi serve la pubblicità?" Naturalmente a tutti.

Per onestà intellettuale c'è da ammettere che non tutte tutte le pubblicità sono generate attraverso l'apporto di un copywriter. E' il caso delle campagne di moda, anche se queste ultimante associano alle loro incantevoli immagini con modelle e modelli da sogno e scenografie da mille e una volta, anche un lavoro di copy, magari alla ricerca di un concetto memorabile che suggelli l'art direction.

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