Copywriting and Proper Language

A Moment of Hebrew
The childhood memories of many of us are intertwined with the (rather disturbing) opening track of the Hebrew learning radio show. For about a minute, the linguistic masters have formulated their lingual doctrine: examples of the proper enunciation of words, proper pronunciation of sentences and imperative grammar rules have all reached our homes, carried on the radio waves.
Our parents, who have just arrived from the diaspora, have enjoyed and drank with great thirst this lingual knowledge; while we, the kids, have developed a great number of juicy jokes from these long boring minutes.

Does a Copywriter Love Words?
A "true" copywriter must love language, words, and letters.
If he is talented, he must play with words as a circus acrobat, juggling balls. Oops, the dictionary indicates that "juggling" is not a proper Hebrew word, what should we do? Shall we search for a different word in correct Hebrew? Or maybe we shall look for a different metaphor, not as contemporary or maybe even an ancient one? Excuse me, but I am not sure that we must….

You'll Buy the Brand Even with the Use of Incorrect Language
We live in a rather small and crowded melting pot, a paradise for language lovers who appreciate its marvelous layers.
When a copywriter juggles with words in order to reach a vast target audience, he must take into consideration numerous factors that would enable him to choose those words that would touch, literally, the hearts of customers.
Clearly, we all know that we'll buy a certain brand almost in any form of language it would be advertised.

Genius Mutations
There are many advertising situations which touch lingual and cultural reality. For, reality exceeds any imagination, as they say. My favorite example is our darling Luba's sentence "You don't to believe the sales". An incorrect sentence which makes us all smile and sends us almost unknowingly to the supermarket it advertises.
The copywriter must surprise, juggle the words in the air, reinvent and revive language, almost in a compulsively. Thus, rich lingual mutations are creates, affecting our communication and speech.
Here, in this match point of correct forms and the unlimited possibilities of language, the copywriter's talent for finesse shall be examined.

Copywriting – A Cultural Hero
The copywriter hides in the back of our consciousness each and every minute, every second. He has the ability to design and bestow expressions and terms that would become common in the speech of children, teenagers and adults. Simply put, it affects our culture. Effect, for better or worse, comes "built in" with a great responsibility.

The Bottom Line
Copywriting is a profession which lacks a proper definition. Copywriters may use language as they find suited: twist, crush, bend, crack and many other descriptions, for which this sheet is too short to contain.
Still, it would do a great good to all of us if those marketing writers will take upon their keyboards, some responsibility.
Meaning, have a great level of proficiency in they're writing language. If the copywriter has a great talent yet he is uncertain whether his use of language is correct, he should consult with professionals, such as editors and linguists, whether he chooses to accept their advice or not. At least, he'll learn more about the language and reduce the cultural damage, which at times accompanies his work.





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