Think about TV ads. Analyze. Ask questions.

 

 

Consider these ideas for your own compositions.

TV Set   Computer and Quill Pen
WHAT IS THE WRITER'S PURPOSE?
WHAT IS YOUR PURPOSE?
Personal motives of most advertising copywriters are very practical. They want to do their job well, to make a lot of money, and to be successful: fame and fortune.

Advertising is a very high pressure job, with great risk and insecurity, in which many people burn out early. However, this business still attracts many talented people because advertising not only pays well, but also is fun and exciting, and often rewards hard work, talent, and creativity. So there are a great deal of personal benefits for the individual writing ads.

However, when criticized by outsiders, advertisers are likely to defend their motives in altruistic terms: as providing great social benefits for others, keeping the economic system going and generating demand for products, thus providing new jobs, goods, and services. As Tom Lehrer once sung, of another calling, "Doing well by doing good."


FYI: My purpose in writing this website:

As a consumer advocate, I've criticized advertising, but always for limited and specific reasons: for certain deceptive and fraudulent ads; for certain products intrinsically harmful (cigarettes) or contributory to harmful consequences (certain junk foods); or for ads targeted at audiences intrinsically vulnerable (young children).

In this website, the "profit motive" is not condemned, nor is free enterprise, free speech, or the "American Way of Life."

Most ads are truthful, fair, useful, and provide mutual benefits to consenting adults, buyer and seller. Making a profit is no sin, nor is writing good ad copy: a writer deserves rewards for hard work, wit, and ingenuity.

I believe we need some legislation (such as disclosure laws) and enforcement, but my own primary concern as a teacher is education.

I believe schools need to counter-balance the increasing situation of inequality between the relatively few "professional persuaders" (advertisers, political persuaders) and the many, the average "persuadees." I am an advocate. This is my purpose in writing, my contribution to that goal.

-- Hugh Rank

 

Personal motives of most expository writers are very practical. In school situations, for example, the writer wants to pass the course, get a good grade, graduate, and get a good job.

Such writing is a means to an end, a practical preparation for the future. Surveys of college graduates, years afterward, usually show that people claim that their "most important" or their "most useful" college course was their English composition class, even though most students at the time were forced into taking it.

Writing is a chore for most people. It's difficult, time-consuming, and often frustrating. It's not easy to write well.

Alas, few schools demand much writing or give much training in it.-- $$$ -- It's very costly to provide, so most colleges pay lip service: have large classes and hire part-time instructors. There's constant faculty-administration friction over these budget issues.

The means (how to write) vary widely: many good composition textbooks exist, each suggesting different means. But, the ends are fairly common: good writing skills benefit both the individual and society.

Writing helps us to clarify our thinking. We all have vague ideas about many topics, but only when we have to put them in writing do we realize that our thinking is not always clear or coherent.

On an individual basis, if we are going to succeed in our own goals, communication skills will help us personally.

On a global scale, if we are going to feed, house, and clothe several billion people on earth, we need effective businesses managed by competent people with good communication skills.

Stamina and endurance are needed for any sustained effort. We know that physical skills need sustained effort and practice.

Yet we often expect that intellectual skills are easy and effortless, or that we can just "sit down and write." Not true.

Writing demands effort and practice over a long period. We need stamina and endurance, which in turn demand commitment, willpower, desire, and motivation.

If you don't have these now, you have to get them. Period. Don't kid yourself: that's your responsibility.

 

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