APPROPRIATE TO GIVE THINGS THE WORD …
When Cyprian Kamil Norwid wrote the above words, he probably did not even imagine that they would find a much wider application than poetry itself. They will be adapted for advertising, promotion and even political marketing. The latter is a veritable generator of slogans in pre-election periods. Some of them enter the canon and become representatives of the genre. Others, on the other hand, provide material for research in advertising, public relations or political marketing and are outright examples of political pure nonsense. Such was the electoral creation of mayoral candidate Krzysztof Kononowicz, who used not only a style completely at odds with political correctness based on a simple and sincere statement, but also a long-remembered slogan: ‘so that there would be nothing’.
THE ART OF CREATION
For a long time, the copywriter was associated with work in an advertising agency. This is because the message created there is based on images and mental shortcuts that are supposed to work on the imagination of the recipient, but also on his or her subconscious, so that he or she unambiguously identifies a given product or brand. No one needs to be told which beer is ‘probably the best in the world’ or why it is ‘worth sitting next to a bison’. The skills associated with condensing content and creating specific images are also used in the broader field of public relations. In this industry, the activities of a copywriter are not limited to the creation of a single slogan. They enter the areas of creating the entire concept and plot of a message. They aim at weaving a storyline.
An interesting example of creating a brand of a place in this way is the promotion of tourist attractions of Lower Silesia based on the unusual and not fully revealed mysteriousness of the region. It is supported by the slogan: ‘Untold. To be seen’. Another example of storytelling is the PZU social campaign implemented under the slogan: ‘Love? Say stop to road pirates’. In this case, the message was based on making people emotionally aware of the influence of their loved ones on driver behaviour on the road.
Copywriting, as you can see, has many names and can take many forms. It is a field of activity based on exceptional creativity and ease of use of words. It requires imagination, but also a great deal of knowledge and experience in order to ensure that the message created is properly integrated into the possibilities of per
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