Exploring The Self-Concept Of Copywriters' Advertising Agency
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Anggraeni, Tyana
Subject
HT Communities. Classes. Races
Datestamp
2023-12-29 07:53:18
Abstract :
Copywriter is an important profession in marketing communication because they can develop the brand's voice and create the ideation for a brand?s campaign. However, this profession is particularly having tough challenges because it is known that working in a fast-paced industry like advertising is always working under pressure every day, and working with words is not as easy as people imagine. It is important for copywriters to understand their self-concept before they try to deliver the correct message for the audience in a clear state of mind. This research purpose is to explore the self-concept of copywriters? advertising agency by using the dimensions of Self-Concept Theory; real self, ideal self, and self-esteem. This research is limited to the intrapersonal communication of the copywriter in an advertising agency in Jakarta. This research is using a qualitative approach with the phenomenology method. The self-concept of a copywriter is gathered through an interview with a junior copywriter, middle copywriter, senior copywriter, and copywriter-based creative director. The findings of this research are (a) both copywriter?s professional and personal life generally has a positive impact in improving the confidence in writing, creative, speaking, and presentation skill, (b) even though all of the copywriters in junior-level tends to have a low self-concept, they turn to a healthy one after years of experiences and practices, (c) copywriter understand how to appreciate themselves as a copywriter by improving their shortcomings to upscale their career and skill.
Copywriter is an important profession in marketing communication because they can develop the brand's voice and create the ideation for a brand?s campaign. However, this profession is particularly having tough challenges because it is known that working in a fast-paced industry like advertising is always working under pressure every day, and working with words is not as easy as people imagine. It is important for copywriters to understand their self-concept before they try to deliver the correct message for the audience in a clear state of mind. This research purpose is to explore the self-concept of copywriters? advertising agency by using the dimensions of Self-Concept Theory; real self, ideal self, and self-esteem. This research is limited to the intrapersonal communication of the copywriter in an advertising agency in Jakarta. This research is using a qualitative approach with the phenomenology method. The self-concept of a copywriter is gathered through an interview with a junior copywriter, middle copywriter, senior copywriter, and copywriter-based creative director. The findings of this research are (a) both copywriter?s professional and personal life generally has a positive impact in improving the confidence in writing, creative, speaking, and presentation skill, (b) even though all of the copywriters in junior-level tends to have a low self-concept, they turn to a healthy one after years of experiences and practices, (c) copywriter understand how to appreciate themselves as a copywriter by improving their shortcomings to upscale their career and skill.
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