Based on the not well-established in professional discourse concept of writing as a technology for creating a text of public communications with imaginary or hidden authorship, the author makes an attempt to classify and characterize various technologies for composing (generating) such texts. The article discusses various approaches to the concepts of copywriting generally accepted today as the main type of rewriting. As a result of the analysis of existing points of view, when any result of verbal reflection of a certain subject is perceived under a copywriting text, the author, based on the postulates of the St. Petersburg School of Public Relations, offers his own classification system for the corpus of copywriting texts that clearly reflect the scope of their functioning in public communications, and above all in advertising and public relations. It is proposed to classify writing technologies by type of content into two groups: firstly, technologies for "rewriting" text, duplicating content (rewriting) and technologies for creating new content (copywriting, guestwriting, speechwriting). Three approaches that exist today to identify the scope of the concept of "copywriting" are given. Guestwriting is presented as a technology for composing text for a personal brand in a digital environment. The article emphasizes that writing technologies combine a number of the following features: creation (generation) from a specific customer (institutional or substantial subject of the public sphere); any channels of information dissemination; the general appearance of the final product – a communication product / media product, the type of authorship of products – hidden or imaginary.
ISSN: ...
DOI: ...