myfuture


Advanced Search

Occupation Details

Copywriter



Fact Sheet

Discussing the job brief with a designer

Copywriters interpret how a potential market will react to an advertising proposal, and write material to advertise products or services.

Duties and Tasks

Copywriters may perform the following tasks:

  • study products or services to decide the main selling features
  • assist art directors with ideas for advertising and promotion, often thinking up names for products and the slogans that appear on the packaging and other promotional material
  • plan and write promotional material in such a way as to appeal to the people most likely to buy the product, and submit copy for approval
  • write advertisements for newspapers, magazines, radio, television, cinema screens, billboards, catalogues and displays in shops
  • write brochures, annual reports, documents, speeches and other sales and promotional material
  • discuss theme, style and length of copy with advertisers or management, to determine the most suitable approach

Specialisations

Copywriters may specialise as continuity writers who write scripts for announcers to provide continuity for radio and television broadcasts (see description for Writer).

With experience and sometimes further training, copywriters may become creative directors in advertising agencies, where they supervise the work of staff in the design area, or advertising managers in retail or manufacturing firms.

Quick Facts

School subjects that include some aspect of the PERFORMING ARTS provide a useful background to these jobs. In some cases a performing arts subject is a pre-requisite for entry to courses that provide the training for the job.
These jobs require you to be able to see clearly to examine items close-up. It covers jobs where poor vision e.g. tunnel vision, could make the work place unsafe or the job difficult to undertake, e.g. draftsperson working with detailed drawings; checkout operator reading dockets; work requiring good hand-eye co-ordination for working with precision or semi-precision tools.
Workers performing these jobs would usually be expected to spend more than three-quarters of their day indoors, in an office, factory or other enclosed area protected from the weather. Jobs requiring mainly indoor work are excluded.
These jobs require moderate or better reading and writing skills. Workers may be expected to prepare, understand or act on written materials, such as letters or reports. People may wish to avoid these jobs if their reading or writing English skills are limited to a small range of words or phrases and symbols. Jobs remaining may still require very basic reading or writing skills.
Included are jobs involved in the preparation and publication of printed materials, jobs involved in the study of society and the relationships between people, and jobs concerned with the preservation of items of significance to society.
These jobs involve WORKING WITH IDEAS, to creatively express, present or perform them. An appreciation of design, style, form, beauty or related concepts used to develop or interpret an idea are important. Activities include writing, painting, singing, dancing, decorating, designing and performing.
These jobs involve WORKING WITH PEOPLE, to sell to, influence, motivate, negotiate with, or serve them. Activities include selling, promoting or providing goods or services, bargaining, or presenting a point of view.
Jobs in this group usually require completion of secondary education and/or completion of some further study of a vocational nature, such as a Diploma or an Advanced Diploma.
Jobs in this group usually require completion of a recognised Bachelor Degree, or extensive relevant experience. Some jobs also require post-graduate study, such as a Graduate Certificate, Graduate Diploma or Master Degree.

Personal Requirements

  • an observant and inquisitive approach to people and their environment
  • an insight into human behaviour and what motivates people
  • creativity and originality
  • able to analyse a situation quickly
  • able to pick out relevant facts and emphasise them
  • able to write clearly
  • good concentration
  • technical ability when writing for theatre, film and television
  • able to work under pressure

Labour Market Information

Australian JobOutlook for Journalists

See State Specific Information below for further education and training options.

Reviewing a previous advertisement for a client