The Role of Text in Marketing

The thesis explores the use of copywriting in marketing and puts it into the context of the environment. The aim is to create a comprehensive study related to crucial aspects of copywriter's profession and the formulation of prerequisites for a successful special-purpose text. Selected theoretical outcomes are demonstrated on various examples from marketing practice. The text reaches out to related disciplines in order to meet the widest possible application and to facilitate orientation in the marketing communication environment to its audience. The confrontation of different points of view provides a scope for professional discussion and forces the copywriter to reflection