Typography
Since typography is one of the more highly refined areas of the graphic arts, you will need at least a bachelor's degree from a good art or design school. If the school has a major in typography, then that is clearly your best choice. A major in design with a concentration in typography should also give you an adequate foundation.
Professional typographers often specialize in the design of typefaces, and some become graphic designers who concentrate on the use of type as the main design element in their work. Designers with a strong interest in type tend to lean toward working for an ad agency that is known for its emphasis on logo designs and signage packages. Designers who want to work exclusively with typographic design will usually have to open their own design firms and try to carve out a niche for themselves in that particular market.
People who are attracted to typography think about type as an art form of its own. They are fascinated by the abstract qualities of type, as well as the power type has to effect people's emotional responses. To a typographer, the verbal or visual message of a printed piece is totally dependent on the type selection and the way that type is displayed. Typographers are usually much more concerned about the design quality of a printed piece than whether the piece can achieve the client's ultimate goal to sell a product or service.
Copywriting
Being a good copywriter takes more than well constructed sentences and correct grammar it takes a touch of genius. Advertising copy must be short and to the point, yet clever enough to immediately catch the viewer's or listener's attention in a split second. Then once that attention is captured, the copy must gently lead the audience through the remainder of the message, making them eager for each word or phrase that follows. And copywriters have to motivate each person who reads or hears their message to remember it and then act upon whatever it is trying to sell or promote. If you can write well, if you have a gift for convincing people to do just about anything, and if you have an interesting way of putting words together, you just may be copywriter material.
Even if you are a natural writer, courses in copywriting, marketing, and advertising theory are essential, along with a strong background in English or journalism. While academic preparation alone may qualify you for an entry level position with an agency, you will have a much better chance if you also have some practical writing experience. To get that experience, you will most likely have to go through several steps. While you are still in school, the easiest way to start is to get a part time job proofreading or editing for a newspaper, magazine, graphic design firm, or any company that produces printed materials. Once you develop confidence, you can ask your employer if you could try your hand at writing some of the materials. If you do well, it will not take long before you have a number of printed samples to add to your portfolio. These samples of your best work will be evidence of your capabilities when you are ready to approach an advertising agency.
Keep in mind, however, that unless your practical experience has been extensive and your samples are extremely good, you may have to start as a junior copywriter. Do not be discouraged. There is a lot to learn about writing good advertising copy, and it is very different from writing for newspapers or magazines. Your junior copywriter status will be worthwhile time spent as you learn the principles and techniques of writing effective ad copy.
With a little luck you may be able to sidestep newspaper or magazine proofing or editing work altogether by finding an agency that hires proofreaders or editors. If you can get into an agency as a proofreader or editor and eventually ask for the same opportunity to try out some writing assignments on your own, your move into the copy department will be easier because you will already have agency experience.
Research
If you are interested in being an ad agency researcher, you should have a well rounded educational background, and good reading and comprehension skills. Some courses in or experience with statistics would be helpful, too. Beyond that, an insatiable curiosity about anything and everything and the ability to know how and where to find information you know nothing about will serve you well as a researcher. In addition to locating facts and figures to support a proposed ad campaign, researchers must also be able to analyze and evaluate the material they collect. While the ability to write creatively is not a concern for the researcher, you will still need to be able to write clear and coherent reports that summarize your research findings. Good oral communication skills are also essential since you will be frequently expected to present your findings to agency creative and account teams.
If you are having difficulty deciding exactly where you fit in with the many specialization niches that have been described, and you would just like to get into an agency and see firsthand what it is all about, then a job in a research department can be an excellent place to start. It will offer you the opportunity to learn more about the business and at the same time get a real sense of where your own skills and interests lie. Research positions are primarily in the mid to larger sized agencies.
