Answer to Question 1
The audio and visual capabilities of television and video offer different opportunities for a copywriter. Compared to print media, however, video media have inherent limitations for a copywriter.
In print media, a copywriter can write longer and more involved copy to better communicate complex brand features. Print media provides a copywriter the time and space to communicate details, complete with illustrations. In addition, the printed page allows a reader to dwell on the copy and process the information at a personalized, comfortable rate.
Television's inherent capabilities do much to bring a copywriter's words to life. But the action qualities can create problems. Firstly, the copywriter must remember that words do not stand alone. Visuals, special effects, and sound techniques may ultimately convey a message far better than the cleverest turn of phrase. Second, television commercials represent a difficult timing challenge for the copywriter. It is necessary for the copy to be precisely coordinated with the visuals. If the visual portion was one continuous illustration, the task would be difficult enough. Contemporary television ads, however, tend to be heavily edited and the copywriting task can be a nightmare. The copywriter not only has to fulfill all the responsibilities of proper information inclusion but also has to carefully fit all the information within, between, and around the display.
Answer to Question 2
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Topic Media