Print and web based media have two things in common: graphics and words. The graphics are used to help tell the story or sell a product. They are chosen because of their perceived effect on the reader in the hopes of either fleshing out a story or helping convince the reader to buy the product. Advertising agencies use images to great advantage and make their living off of creative ways to sell products. The words in any article or advertisement are designed to give straightforward information. Of course, with advertising, how straightforward the message is depends on what is being sold. When the words march in, the reader has a better sense of what is going on; they receive more information than with a graphic alone. Even when it is merely a graphic with a brand tag on it, the brand is a word morphed to look stunning to the consumer. Creative writing, much like artists and photographers who work for advertising agencies and the people who design brand logos, is an art form not to be taken lightly.
Creative writing can make or break an advertising campaign or even a business. If the first sentence of any article in any newspaper contains grammatical errors, it is indicative of a lazy editor and perhaps a bad creative writer. This will hurt the newspapers professional image and possibly cause readers to go elsewhere for their news. Any error will hurt a business, especially when the error hinders the communication to the consumer. Conversely, if a business is solely dependent on images, the consumer might not be able to deduce what the company does. The right combination of words and images helps the business survive but any mistake can destroy the credibility of a business.
There are many aspects to creative writing that people in different industries may not know about. The strategies of rhetoric within academia work to strengthen a writer’s words and thoughts on paper, yet many people outside of writing are not away of how complicated rhetoric can be. For example, a chiasmus us a powerful sentence, one that is commonly seen and used. However, many people could not define it or give an example. John F Kennedy coined a famous chiasmus here: “…ask not what your country can do for you; ask what you can do for your country.” The terms of “you” (which we will call A) and “country” (which we will call B) are used in this way: A-B-B-A. That is a chiasmus. Another famous one, this time from the world of advertising: “I am stuck on Band-Aid and Band Aid’s stuck on me.” A creative writer trained in rhetoric came up with that sentence, and it has been a very successful advertising campaign.
Hiring a writer who can produce massive amounts of content can be good for a business, but it can also be a hindrance. After all, every writer needs an editor, even if it is creative writing. Finding a well-trained and professional wordsmith can be a huge boon to any business.
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Make or Break with Creative Writing