A Powerful Art (Copywriting within the Lifestyle Brand)
With Great Art...
Post-War America saw a boom in the American Middle Class, and the consumerism that followed grew the ad industry exponentially. Advertising, and the copy that is written to accompany it, has since become such a staple for Americans, particularly the modern middle class (and the post-modern middle class for that matter), that few even take note of its presence though they are constantly perceiving it. This may seem a negative characteristic of the times as the art of writing copy is concerned though I think not. The status of advertising as a mostly undiscussed part of people's everyday perception of the world creates a plane on which to create that is very specific in its conditions and thus different from most other forms of art.
Comes Great Responsibility.
To be sure, these particulars also give the marketer and copywriter a scary amount of power. We are able to influence the lives of the general public when, for the most part, they do not even realize we are doing it. Therefore the copywriter must be extremely careful in his art. But it can be art nonetheless.
Life is Beautiful
Particularly within the world of the lifestyle brand, both the brand and the copywriter have an opportunity to positively influence the public. I will concede that any marketer in any industry has this opportunity, but what I love about the lifestyle brand is its ability to sustain a lifestyle. It does not simply work off of the consumeristic character of the world and the hope that things will bring happiness. Rather, even if the consumer does not realize it, it works towards the betterment of the consumer by his experience of life! And the art here is how this is presented to the consumer.
When the product and the brand are properly marketed to the desired consumer, being someone who enjoys and benefits from a certain lifestyle, the retention of loyal and repeat customers is almost a guarantee.
The copywriter tells a story and sells based on the consumers emotion (tied to a specific lifestyle) // The consumer logically makes a case for his purchase (based on that specific story & lifestyle) // And when the consumer experiences the quality, inherent both in the product and the experience of life through it, a bond based on reward forms between consumer and brand. The consumer subconsciously understands that his purchases from that brand will result in the positive experience of his life.