| 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
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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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