What is the role of copy writing in advertising?

Question

What will be an ideal response?

Answer 1

A global strategy of using a global appeal requires the translation of copy, which is the written text of an advertisement. The clearer the basic appeal, the greater is the possibility that it can be executed globally in translation. Copy should be relatively short and avoid slang or idioms. Low literacy rates in countries seriously compromise the use of print as a communications device and require greater creativity in the use of audio-oriented media. It is important to recognize overlap in the use of languages in many areas of the world. Capitalizing on this, global advertisers can realize economies of scale in producing advertising copy with the same language and message for these markets. Advertising slogans often present the most difficult translation problems. The challenge of encoding and decoding slogans and tag lines in different national and cultural contexts can lead to hilarious errors. Advertising executives may elect to prepare new copy for a foreign market in the language of the target country, or to translate the original copy into the target language. A third option is to leave some or all copy elements in the original home-country language. In choosing from these alternatives, the advertiser must consider whether a translated message can be received and comprehended by the intended foreign audience. A copywriter who can think in the target language and understands the consumers in the target country will be able to create the most effective appeals, organize the ideas, and craft the specific language, especially if colloquialisms, idioms, and humor are involved.