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Occupation Details

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Advertising Copywriter

Job Zone

Most of these occupations require qualifications at NFQ Levels 7 or 8 (Ordinary / Honours Degrees) but some do not.

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€23k > 55
Salary Range
(thousands per year)*
€23 - 55
Related Information:
Advertising Agency Copywriter: 22 - 55
Data Source(s):

Last Updated: March, 2017

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.
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At a Glance... header image

Produce the written words or 'copy' for advertisements. This could be anything from slogans and text for printed ads and leaflets, to radio jingles and scripts for TV commercials.

Videos & Interviews header image

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Go..Copywriter - from: icould [UK] Video

The Work header image

Copywriters work in an agency's creative department, providing the words that are read or heard in advertisements. These may include slogans, jingles and sharp headlines, or perhaps more detailed text for catalogues, brochures, leaflets, trade papers and journals. Copywriters may also be involved in writing scripts for film and television advertisements. They usually work alongside Art Directors who are responsible for the visual part of the campaign. Some Copywriters specialise in a particular form of advertising.   
Copywriters receive their brief from the account-handling team outlining the target group for the advertisement and what can be said about the product. What is said in an advertisement has to conform to legal regulations and the advertising code of practice.   
The essential skill of the Copywriter lies in interpreting and understanding the characteristics of the product and the motivation for the audience to purchase the product. They must establish what it is that makes people want or need the goods being promoted. The Art Director and the Copywriter together then look for an idea that will catch the attention of the public and put the selling point of the product across. It does not necessarily follow that the Art Director thinks of the pictures and the Copywriter thinks of the words - the final product is very much a team effort with each having suggested alterations to the other.   
The more successful ideas are then shown to the Creative Director who in turn may suggest further modifications. Neater drawings are then produced and shown to the client. Once the client accepts the concept, the layout is modified, and the body copy (smaller print containing more detailed information) is written.   
After the client has approved the design and copy, the work is handed on to the production team for typesetting, photographs and drawings (in the case of printed advertisements) or filming (for television commercials).

Personal Qualitiesheader image

You need to be creative, imaginative, original and persuasive, and capable of writing in a variety of styles ranging from the 'punchy' to the 'technical' to the 'literary'. In putting together an advertisement, you must keep within the limits of the advertising code of practice. A good standard of written English is desirable. You must be prepared to accept criticism and the frustration of having your work amended. Visual understanding is useful and some art and design graduates choose this career.

Further Informationheader image

A detailed description of this occupation can be found on a number of online databases. Follow the link(s) below to access this information:

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Go..Advertising Copywriter - from: N.C.S. [UK]
Go..Advertising copywriter - from: GradIreland

Related Occupationsheader image

Contactsheader image


Organisation: Institute of Advertising Practitioners in Ireland
Address: 8 Upper Fitzwilliam Street, Dublin 2
Tel: (01) 676 5991
Email: Click here
Url Click here

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Career Guidance

This occupation is popular with people who have the following Career Interests...

...and for people who like working in the following Career Sectors:

Advertising, Marketing & Public Relations
Media & Publishing

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