Copywriting is the process of generating slogans /campaign captions and all round persuasive text for a brand towards motivating its audience to take action . There are many methodologies used to establish what words need to be used to not only reflect the meaning of the value proposition in the product but also who those words resonate to . Different linguistic tools are used to relay information from urgency in text , vocabulary, grammatical tools and linguistic tools. Over time the use of these tools has shifted from eccentricity to conformity to standardisation, then to general urgency . This made evident by the nature of the occupation and the condition of the general environment .

Nature of occupation

Copy writing used to be done spontaneously by genuine reactions then by creatives post being given a brief /goal /sample of product , this encouraged authentic copies that reflected how specific products made you feel , post the formalisation of marketing in the mid 1900’s after the properganda machine became too powerful to not capitalise on, the boardrooms took a formal approach to generating captions placing high emphasis on marketability .This too was still somewhat palatable till companies got big ,really big, globalised big then all copies became emotive and not descriptive ,they started leveraging not just linguistic tools but psychology . Those were the grounds for copies to move from eccentric to conformity however that was also because of broadcasting controls ushering in the era of conformity .The conformity era had great minds that could still leverage large data basins to relate to a lot of people without having to apply too much effort in psychological urgency , that was also about the time the colour from the 70’s and 80’s began to recline into obscurity .

Brutalism

The brutal era forged on with a heavy industrial grey language , stemming the era of standardisation . Conformity may be bending to the rules but standardisation is where bureaucratic powers filtered influence towards hidden grand schemes .In this era copywriters are more their profession than people, just grey suits , this is where the buck should’ve stopped but modern times have taken it to a whole different dimension. General Urgency . SI now has a few things going for it that other generations didn’t : isolated/targeted content platforms and modes, personal information into the individual and their algorithm, along with exponentially greater linguistic and grammatical tools at its disposal not to mention psychological insights that used to be reserved for trained professionals . This matched with broad adoption makes it a considerable factor in the definition of modernity .So SI is your copywrite , telling you not just how it feels, but how its supposed to feel.

The General environment

The general environment contributed heavily to the scale of impact innovations like AI in copywriting have on society . When conversations stopped happening and turned towards digitised relay, a sense of ownership for what you respond to disappeared . Along with a greater introduction of extreme events, and modernly veering or drifting political viewpoints, the urge for pacification intensifies, thus a growth in consumerism is systemic but with low cooperation comes low purchasing power so the appetite for consumption is satiated by media .

A Bezaleel View

If you’re looking for a silver lining, mechanical copywriters are still around, authentic real life experiences still produce the most memorable and characterising content and copies . Cooperation still occurs for intentionally minded people thus profit is a consistent factor . This isn’t motivation its just the facts.