Copywriter in Ukrainian media space: social aspects

The article deals with the process of copywriting formation as an independent sphere and functioning of the Ukrainian copywriting market. The author analyzes historical aspects of copywriting separation into direction and its becoming a professional activity. The paper focuses on the basic tasks, functions and main principles of copywriting. Also, the author finds out which events served as the first step for the evolution and active development of this trend in its present form. The article describes peculiarities of working on copywriting texts by different age groups of authors. The article defines how authors with arts and technical education work with texts. A survey of copywriters was conducted to obtain statistical information about their gender, age and education. The results of a sociological survey are analyzed and, basing on these results, a portrait of a modern Ukrainian copywriter is created. The article revises generalized features of the copyright asset of Ukrainian text market. Information on significant changes in the work of a copywriter and the expansion of his responsibilities with the advent of the Internet as a global information space is provided. The author analyzes the involvement of economic and technical areas of education representatives in the copywriting environment. The paper explains the necessity to study media space and the text market aimed at promoting services and goods, due to the large amount of such information and its special features, which appear in the composition, architectonics and a specific set of keywords. The author comes to the conclusion that the analysis and study of the Ukrainian market of copywriting allows copywriters to adjust the strategy of promotion and to improve the author methods of work in order to obtain a positive result