Writing Advertising Copy for Public Relations: The Art of Writing for Creative Career Practice
Keywords:
Advertising, Public Relations, The Art of Writing for Career PracticeAbstract
This article reviews and synthesizes literature from twenty scholarly works, namely: Kloyjai Sophonpan (2542 [1999]), Kaewta Krungwong (2544 [2001]), Chosita Maneesai (2553 [2010]), Natthanan Sirijaroen (2548 [2005]), Nantaporn Adirekchotikul (2547 [2004]), Nittaya Jitraktham (2550 [2007]), Nuttreeya Phonphanit (2550 [2007]), Phitphloen Sanguanphong (2540 [1997]), Rungrat Chaisamret (2550 [2007]), Laksana Satawethin (2542 [1999]), Wiset Chanprakhon (2550 [2007]), Suphawan Mongphet (2547 [2004]), Somphorn Mantasut Phaengphiphat (2540 [1997]), Sunthorn Worahan (2548 [2005]), Saijai Thongniam (2545 [2002]), Seri Wongmontha (2546 [2003]), Saowanee Sikkhabandit (2540 [1997]), Ubonwan Pitiphatthanakhosit (2542 [1999]), Aekkachat Charumetheechon (2541 [1998]), and Ops Kaewchampa (2547 [2004]). The synthesis of advertising-copy writing for public-relations purposes that can be applied to career practice is divided into eight topics: the necessity of business advertising; characteristics of advertising language; writing product slogans; components of advertising-copy writing; problems in advertising-copy writing and corrective methods; public relations; and the code of ethics of advertising practitioners. Writing advertising copy is therefore the use of language to disseminate messages to the public through various suitable methods in order to invite and persuade audiences and stimulate demand through persuasion techniques. Hence, writing advertising copy for public relations is essential for career practice.
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