Exploring Copywriters' Ability to Perceive Target Group Attitudes Towards Advertising Copy

Abstract

Analyses the ability of ability of copywriters to perceive the attitudes of various target group towards their advertising material. Uses Swedish copywriters based in Finland as an example. Outlines a trend towards a particular type of copy which uses short‐clipped sentences, with abbreviations in headlines and text. Focuses on this type of copy for the survey. Defines four target groups for discussion: Younger women with higher education. Younger women. Men with lower education. Younger men. Reveals findings, inter alia, that: Only traditional copywriters had correct expectations of the target group's attitudes. Pointillist copywriters wrongly anticipated more proactive attitudes towards short‐clipped advertising copy. Concludes that more attention should be paid to the linguistic features of advertising copy.

Citation

Holstius, K. (1983), "Exploring Copywriters' Ability to Perceive Target Group Attitudes Towards Advertising Copy", European Journal of Marketing, Vol. 17 No. 5, pp. 55-71. https://doi.org/10.1108/EUM0000000004818