The identity plate sucks for what you're after.
During import I apply copyright information using a default template. When you export, you can check a box that says include copyright watermark. It will place whatever text that exists in the "Copyright" field in your meta data to the lower left corner of the image. If you want to see what it looks like, all of the images in my "Galleries" online are watermarked in that fashion (using the LR web module and some custom settings.)
Cheers