Avoid Copyediting That Can Lead To Design Issues

It’s rare for originality to pass by nowadays. Instead new writers take old products and remix them for new advertisements, which is a form copyediting. I’m not saying there is something wrong with this approach, but be careful not to be a victim of a design issue. Sam Wright from Smashing Magazine shares his knowledge on this matter. He offers multiple tips and approaches on how to avoid designing issues when copying content.

He mentions that, “Self-Awareness is perhaps the hardest and most important thing for any writer to learn.” We are thought to plunge in and start designing, writing or drawing without uncertainty. Once we pause we allow doubt to consume our thoughts, we began to ask questions like, What if I’m not any good?” or “Why would anyone want to read this?”  At this point self-awareness has knocked on your door. Sam mentions,when you start trying to read their work with eyes other than their own; and if you can’t do that, then copywriting really isn’t where you want to be.” As writers we need to aware of the message we are sending out. It’s okay to switch places and be the audience and approach your writing in a different angle. He also talks about the importance of tone and self-importance. Take a second and advance your knowledge and avoid simple mistakes.

badThe common misconception about editing is that it’s about fixing the grammar and punctuation, removing repetition, and making text easier to scan. But there is much more to editing. A true editor takes into consideration the audience and the message. For instance, the image to the left was a Burger King ad that got innumerable complaints of how distasteful and inappropriate it was and later banned. When this ad was first launched feminists, women and parents were pissed, because the images promoted oral sex and sexist remarks through picture. Consequently, instead of BK promoting its new burger it left a nasty taste with some of its audience.

It may sound good, it may look good, it may be catchy and it may even work, but is it really speaking to the audience and saying what it needs to say?  Is it really advertising the product the way it was intend to be sold? Unfortunately, in magazines and billboards we constantly see the repetition of copy design issues. Don’t be part of the misconception, be the educated professional and design an amazing campaign.

From Thought Catalog: In Case of Meteor and Zombie Attack: When Bad Graphic Design Strikes

We have all seen some unfortunate marketing decisions, poorly designed advertisements, and even bad graphic designs. What happens when these bad graphic designs are supposed to inform the public of dangers ahead? Partly meant to be some comic analysis, Thought Catalog contributor, Mat Devine, went through a series of poorly designed “Danger” signs, explaining what they really mean. Some do not always mean, “In Case of Fire, Use Stairs.”

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Source: thoughtcatalog.com

Part Two: How the Marketing Industry is Changing (From a Strategic Point of View)

Earlier this week, I wrote about how fastcocreate.com ran an article asking several high-level “creative types for their educated predictions on how their jobs and the marketing landscape would change in 2013.” In Part Two, they interviewed several high-level strategists: “These are the people who are said to represent the consumer in the marketing process–they’re the masters of research, the experts in media and culture that are responsible for generating brand insights and opportunities.”

The questions asked for this particular group of individuals ranged from big-picture scenarios to what will happen in the advertising field. Questions such as, what kind of consumer trends will happen in 2013? What kind of media trends will happen? And, how will all of this have an effect on our culture as a whole and how we view advertising? Lee Maicon, SVP, insights and strategy, 360i said that we are ruled by “the algorithm.” This means, we make decisions based on recommendations we receive from top companies such as Google, Amazon, and Netflix, despite thinking we’re making them of our own free will.

In terms of marketing to a culture, one such expert said brands “[will] be a culture’s ultimate problem solver.” Lindsey Allison, VP/group director, planning, CP+B, says brands need to ask what is the real problem they can solve? Whether this is “climate, obesity, education – to the little ones – finding the perfect pair jeans,” brands will be working towards helping consumers more.

As someone who doesn’t have a lot of background knowledge in marketing and advertising and consumerism, I don’t know where the 2013 marketing industry will go. As a PWer, I wonder how this will affect our social media and what we see more and more on television or in magazines. In this regard, I think we can only wait and see what happens and what the eventual shift and change will be.

Part One: How the Marketing Industry is Changing (From a Creative Point of View)

We live in a fast paced world. That is a fact. New technologies are coming out and evolving every day. By the time you purchase that new iPad Mini, Apple is already (and most likely already has) created something better, stronger, faster, etc. The same can be said for what is happening in the Marketing world. One of my favorite websites, fastcocreate.com, recently wrote a two part expose on how the marketing industry is predicted to change in 2013 from the different viewpoints of ad “creatives” and ad “strategists.”

In Part One, several top creative marketers predict what might happen in the upcoming year. Justin Cooke, the CMO of Topshop, a popular fashion store based out of London, predicts that there will be large advances in “mobile technology.” This is one example. Others are saying there will be no set “platforms” or rules.

“Nothing is hardened in cement like TV or print was; figuring out how to create and deliver messages now is liquid, constantly evolving as new technologies are introduced. It’s incredibly exciting,” says David Lubars, chairman and chief creative officers of BBDO North America, a prestigious and well-awarded advertising agency.

The article continues to ask what these creatives want to see more of, what they want to see less of, and what they plan on doing in 2013 to adapt to this ever-changing industry. As a Professional Writer, even though I’m not in Marketing, I find I can relate to this article because the industry we want to go into – publishing, graphic and web design, to name a few – is changing and evolving as well while technology advances. And we need to evolve and adapt with it if we are to be competitive in the market. 

“The 15 Best Ads of 2012″

At the end of every year, popular websites, blogs, and news programs create lists of “Best Of” moments that happened throughout the year. Whether it’s Buzz Feed with the “Best Posts of the Year” or Amazon’sBest Books of the Year,” the lists and possibilities are endless.

Co.Create recently released their list of “The 15 Best Ads of 2012.” This list, they said, “is intended to showcase what brand creativity can be beyond advertising, or, if you like, demonstrate that advertising means many more things today than paid ad units.” The list is shown in reverse order, with the number 1 ad being the Red Bull Stratos campaign that saw daredevil Felix Baumgartner freefall 128,000 feet to earth.

The purpose of this particular list of ads was to showcase the “achievements in content marketing, one of advertising’s most important, still-developing disciplines.” They also include “development in brand utility,” or how certain brands are used to try and help make people’s lives better (such as the Nike Fuelband). Some of the ads include AMC’s “Zombie Experiment,” Samsung Galaxy S III, “The Next Big Thing,” and Chrysler’s “Halftime in America” that proved to be a popular commercial of the 2012 Super Bowl.

From Co.Create: A New Study Says, “Beyonce is Your Ad’s Best Friend.”

A new study, sponsored by Universal McCann says, “Music videos rank above online TV and traditional TV when it comes to viewers remembering and connecting with the ads accompanying the programming, and that’s because people feel a more intense emotional connection to music videos.”

The study, titled “Vevo’s Music Video vs. TV Neuroscience Research Study,” asked 100 participants to watch a range of media – from music videos to movies to television – and tested different areas of their brains on their “emotional intensity.” Check out Co.Create for further explanation and more information found in this study.

From Co.Create: “Why the Ad Industry is in a Talent Rut”

If you’re interested in a career in advertising, this article on fastcocreate.com is highly recommended. Allison Kent-Smith, founder of smith & beta, “a new digital education company,” explains the dilemma around the 21st century ad agency employees. She goes through steps that agencies should take to understanding that technology needs to be incorporated in creating these ads if they wish to continue bringing in audiences through the ads they create.

“The advertising industry has failed to develop and educate talent. We now feel the effects of this neglect more than ever.”