If you move from Sweden to Portugal to work as an Art Director at an Ad agency, there are certain things you ought to know. Perhaps even before you decide to move. There are a lot of things that are quite different if you compare Portugal to Sweden, not only the language, but also the design, software, working hours and much more. You have for example two month with double salary, you work till six p.m. and when it comes to maternity leave, you have 100% compensation with no taxes the first four months of every pregnancy. The tasks you have to handle as an Art Director in Portugal may, as in Sweden, be various. The difference is more how you solve your task and what the design looks like. As a Swede in Portugal the solution will probably look like a mixture between the Portuguese “expressive” and the Swedish “clean” design. This degree project discusses questions that might turn up when a Swede gets employed as an Art Director in Portugal. What will the salary be? When, in the morning, is it time to show up at the office? How many weeks of vacations are entitled? There are a lot of distinctions, but also a lot of similarities. The report is mainly based upon the author’s own experiences of the Ad agency McCann-Erickson in Lisbon. The history of McCann-Erickson starts in New York, 1930 and grew rapidly into one of the leading corporation with agencies all over the world. It is still today one of the world’s largest Ad company with clients like Coca-Cola and General Motors, and the slogan “truth well told” still lights up all their agencies after almost a century, just like a leading star.

Main purpose of this thesis based on analysis, searching and synthesis of accessible sources is to describe web copywriter's role concerning content, to position copywriting into web life-cycle and to prove efficiency of copywriting by its application on specific web site. Thesis' contribution, except from outlining important -- but still unappreciated -- web copywriter's role, is to integrate web copywriting into separate phases of web development life-cycle. Practical part of thesis is beneficial as an illustrative sample of application web copywriting's principles onto existing web site. Thesis is divided into four chapters (except introduction and conclusion). In first chapter, Internet culture and its specialities concerning web copywriting are described, followed by detailed specification of principles and characteristics of web copy in terms of its structure and content construction. The second chapter is dedicated to binding web copywriting to rapidly growing marketing tool called search engine optimalization. The chapter also includes description of content and qualification aspect of SEO copywriter's role. The third chapter explains integration of web copywriting activities into web life-cycle's process model. The last chapter demonstrates on application of web copywriting onto running web site on practical example. Keywords: web copywriting, web life-cycle, SEO, web copywriter, web content

Through interviews with copywriters, this essay examines how AI technologies may influence the creative process their work. We must also look at whether AI can be creative in order to provide an answer to the study topic. Therefor the paper explores the concept of creativity.The conclusion according to the study, shows that AI can be creative when collaborating with humans. For a copywriter, using AI streamlines and simplifies their process. The study also demonstrates that co-creativity, or human and AI collaboration in the creative process, is advantageous to both copywriters and AI.Furthermore, the study demonstrates that copywriters are not necessarily threatened by AI. Certain simple aspects of the process, such swiftly collecting and compiling data, can be replaced by AI systems. A collaboration primarily shows beneficial consequences for a copywriter. They have more time for creativity in their job process. Although most of the study's interviewees are supportive of a wider use of AI technologies in the media sector, there are concerns regarding AI's limited capacity for critical engagement with its own creations. It is also argued that AI lacks other crucial characteristics like warmth and soul, which are essentials aspects of creativity.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-08-18T11:53:41Z No. of bitstreams: 1 Iara Cristina de Fátima Mola.pdf: 6871130 bytes, checksum: ab7eecd4b90a10428feb31fd4f4c8e61 (MD5) / Made available in DSpace on 2016-08-18T11:53:41Z (GMT). No. of bitstreams: 1 Iara Cristina de Fátima Mola.pdf: 6871130 bytes, checksum: ab7eecd4b90a10428feb31fd4f4c8e61 (MD5) Previous issue date: 2016-04-27 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Present in several means of communication, the technical copywriter develops a professional activity which is not widely known. Categorized within the family of the Writing Professionals, according to the criteria established by CBO 2002 – Classificação Brasileira de Ocupações/Brazilian Categorization of Occupations, this is a professional who would be remotely related with the other occupations in the same group, whose actions mostly have to do with literary activities; and also far from the advertising copywriter and the journalist. Still, people tend to be confused when telling the technical copywriter apart from those two. In such a context, this study aims to fathom the configuration of the professional activity of the technical copywriter and, in particular, a certain type of copywriter whose constitutive characteristic is anonymity. By contemplating the category “technical copywriter”, which comprises professionals that enunciate the voices of other speakers, and aiming to give them some more visibility, we resorted to the articulation between the theoretical assumptions of Ergology and Enunciative Discourse Analysis, according, respectively, to the notions of professional activity as stated by Yves Schwartz (2007; 2011) and of authorship, as proposed by Sírio Possenti (2009a; 2009b). The mobilized methodological procedure is focused, particularly, in the self-confrontation method (VIEIRA; FAÏTA, 2003), which aims to confront the protagonists at work — in the present case, a technical copy writer — with their activities and discourses. The method was adapted to this study thanks to a keystroke capture software that was installed on a computer so as to fathom the stages of a professional activity which is essentially intellectual. By analyzing materials comprised of a questionnaire, texts that were elaborated during a professional situation, reports generated by the software and the speech of the protagonist herself about her professional activity, it was possible to comprehend the specificities of a very particular activity, which goes beyond the prescribed regulations and reveals not only the debate of values and the uses of the self that permeate her activity, but also a particular style and evidence of authorship directly associated with those same values / Presente nos mais diversos meios de comunicação, o redator de textos técnicos desenvolve uma atividade de trabalho sobre a qual pouco se sabe. Categorizado na Família dos Profissionais da Escrita segundo os critérios adotados pela CBO 2002, trata-se de um profissional que guardaria pouco parentesco com as demais ocupações desse agrupamento, cujas ações estão preponderantemente relacionadas ao fazer literário, e que também se distanciaria do redator de publicidade e do jornalista, embora a frequência com que tende a ser confundido com ambos. Em tal contexto, esta pesquisa tem por objetivo depreender a configuração da atividade de trabalho do redator de textos técnicos e, mais particularmente, de determinado tipo de redator cuja característica constitutiva é o anonimato. Contemplando a rubrica “redator de textos técnicos” que abriga profissionais que enunciam as vozes de outros locutores e visando a conferir-lhes um pouco mais de visibilidade, recorremos à articulação entre os pressupostos teóricos da Ergologia e da Análise do Discurso de vertente enunciativa a partir, respectivamente, da noção de atividade de trabalho, tal como formulada por Yves Schwartz (2007; 2011), e de autoria, como proposta por Sírio Possenti (2009a; 2009b). O procedimento metodológico mobilizado está centrado, principalmente, no método da autoconfrontação (VIEIRA; FAÏTA, 2003), que busca confrontar os protagonistas do trabalho ‒ no caso, uma redatora de textos técnicos ‒ a suas atividades e discursos. Tal método foi adaptado para este estudo mediante a instalação de um software para a captura de teclas digitadas no computador, tendo em vista a preocupação em depreender as etapas de uma atividade de trabalho essencialmente intelectual. Por meio da análise de um material que reuniu questionário, textos elaborados em situação de trabalho, relatórios gerados pelo software e a fala da própria protagonista sobre a sua atividade de trabalho, foi possível depreender as especificidades de uma atuação bastante singular, que vai além das normas prescritas e que revela não apenas os debates de valores e usos de si que perpassam sua atividade, como também um estilo próprio e indícios de autoria diretamente associados a esses mesmos valores

Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages / D. Phil. (Language, Linguistics and Literature)

The analysis of creative processes reveals that there are behaviors, techniques, and resources that have proven to be indispensable when embraced by advertising creatives in order to achieve big ideas. There are specific behaviors that clearly define successful creatives, and there are techniques and resources that creatives commonly use to arrive at big ideas. Some of these behaviors, techniques, and resources are well-known and time-tested, while others are proposed here for the first time, backed by research. This report aims to improve the productivity of creativity. / text

Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages