Copy (written)
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Copy (written) refers to written material, in contrast to photographs or other elements of layout, in a large number of contexts, including magazines and advertising.
In advertising, copywriters are often employed to write material which encourages consumers to buy goods or services. For example, the text placed on a car advertisement will seek to emphasise the reasons why someone should buy that car rather than that of a competitor (contrast this with an objective critique or review of the car). The text will be written with an eye to the target market. For example, this may mean trying to appeal to women rather than men, or the educated rather than the uneducated.
In Web marketing, copy may contain certain keywords and phrases placed strategically throughout webpages in order to achieve higher search engine rankings.
The term copy also refers to text in books, magazines (and newspapers), generally for the body copy, the main article or text that writers are responsible for, and not accompanying material such as headlines, which are written by copy editors.