Copywriting is usually defined as the activity (or the official occupation) of writing the text of advertisements and publicity material, such as marketing information. This definition is limiting but true – the skill of copywriting is both this and much more, and it is important young readers are exposed to text like this, as well as learning the skills that go into writing it themselves.
If we put aside the imperative of selling something, copywriting is broadly about writing in a way that inspires readers to act. It involves, as a result, writing with brevity and clarity – that is, trying to get a point across as simply and directly as possible. Word choice is very important here, because each word plays a direct role in contributing to the impression the writer is trying to create – there’s no time for superfluous jargon. In particular, the choice of verbs and verb tenses used is very important in how an idea is conveyed and framed for the reader, creating a sense of immediacy and importance that hammers the point home.
Sentence structure is similarly important. Everything in this type of writing is geared toward making a case for something, and there is no time for extraneous text or anything that does not contribute to selling its central idea. Language used in this type of writing is vivid and immediate, constantly working to create an idea for the reader, something profound and intentional and capable of shaping their world.
It is important that students learn to be writers who can create and shape this kind of text, which is so valuable in many jobs – or even life skills unrelated to a work environment. But it’s more pivotal than ever that they can be readers who know how to evaluate and engage with it knowingly and in an informed way.
A reader who can critically evaluate a text and the possible reasons for its creation – and particularly the attitude of the person who wrote it – is better equipped to deal with a fast-paced, information-rich 21st-century environment in which the veracity and motivation of information and sources should always be called into question, and where the provenance of news is not always easy to ascertain.
Reading in this way goes to the heart of the motivation behind CARS & STARS Online, but perhaps most directly so in the main strategy of Identifying Author’s Purpose. Questions about Identifying Author’s Purpose ask a student to consider why the author wrote a passage, which involves thinking about a text as an artefact created for a specific reason and with a particular agenda.
Copywriting is an important skill for today’s writers and their audiences. Students who can think about texts in the way taught by CARS & STARS Online show a developed reading comprehension ability as well as a readiness to critically evaluate what they read that goes beyond simply what a text is about on the surface.
If you are interested in learning more about the CARS & STARS Online subscriptions and how they can help children to achieve better results, then sign up for a free trial to be an integral part of your child’s reading success.
