Limbaj de “lemn”- sau despre copywriting altfel
Activitatea de relatii publice implica redactarea a numeroase materiale – care sunt utilizate in diverse circumstante.
Se ajunge insa ca unii sa utilizeze acelasi stil – uneori si cuvinte – in situatii diferite pentru clienti diferiti. Asa se face ca apar site-uri al caror continut seamana, ca stilurile de comunicare ale companiilor seamana si ele si tot asa.
S-au creat in timp anumite tipuri de comunicare si anumite expresii specifice apar in fiecare domeniu. Uneori formule vin din limba engleza si sunt dificil de tradus – astfel ca in romana apar deseori termeni in limba engleza. Ajungem sa observam prezentari de produse – de la diverse marci si companii – care par uneori sa spuna acelasi lucru in multe cuvinte desi totul ar putea fi sistematizat in cateva cuvinte.
Mi s-a intamplat sa aud chiar diverse “apelative”- precum limbaj marketoid sau limbaj de marketoid. Pe vremuri aveam limbajul de lemn (sau limba de lemn) – intalnit in cuvantarile publice – dar de regasit si astazi daca ne uitam la unele dintre discursurile politice si nu numai.
Unde suntem astazi si unde ne vom indrepta – iata niste intrebari la care cei ce lucreaza in comunicare/marketing (fie ca sunt in cadrul companiilor/organizatiilor, fie ca sunt in agentii) ar trebui sa mediteze. V-as propune sa incercam sa oferim un raspuns.
Nu critic pe nimeni aici si nu comentez nici pe marginea textelor vreunei companii. Ma intreb insa daca cei ce scriu (sau pe site-urile/materialele de prezentare sau la prezentarile pe care le tin) au vreun feedback pe materialele lor, daca afla cum li se par respectivele texte celor din publicul-tinta (imi aduc aici aminte de o achizitie despre care s-a vorbit mult – Adobe achizitionand Macromedia; cand problema era inca un zvon a aparut un comunicat pe care cineva s-a gandit sa il traduca aici – o lectura interesanta din multe puncte de vedere pentru toti comunicatorii existenti sau care doresc sa ajunga sa lucreze in domeniu; am gasit in schimb un altul – putin diferit dar in aceeasi idee aici). Titlurile sunt sintetizatoare: traducerea in engleza a “PR speak”.
Spre incotro asadar? Cum stau textele zilele acestea? Cat e copywriting (pentru ca exista si texte cu adevarat reusite), cat e PR speak (si cat de util este acest limbaj) si cat si daca e “limbaj de marketoid”?
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