COPYWRITING
GRAP2660
Week 1
Course overview
Course description:
In this course you will explore how the spoken
and written word is used in advertising across
the globe to effectively communicate and
persuade.
From this theoretical base, you will develop your
own skills in writing and drafting compelling
headlines, persuasive body copy and engaging
scripts and scenarios. The course will develop
your copywriting and communication skills
across diverse media platforms.
2
Course overview
Learning outcomes:
• Discuss the theory and principles of using the written and spoken word
to communicate and persuade
• Examine the role of the copywriter in the planning, creation, execution
and production of advertising communication.
• Critically evaluate and analyze examples of advertising copywriting,
both local and international - in terms of their suitability to the original
brief, advertising message, environment and target audience.
• Formulate focused, creative, word-based solutions to communication
problems across a range of delivery models.
3
Course overview
ACTIVITIES: TOPICS:
Studios, project work, • Human persuasion
lectures, tutorials, class • Push/pull factors of human
discussions, individual psychology
and group activities. • Literary techniques to
Application of case increase user attention span
studies to new projects. and return rates
*In blended learning mode, a separate
1 hour session is dedicated to
activities
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Who is a Copywriter?
• A sales person in print form
• A sales person in writing
• A sales person behind a keyboard
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Who is a Copywriter?
A copywriter is not an artist or entertainer
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Who is a Copywriter?
A Copywriter
• Writes texts for advertising and publicity material for clients
and their brands.
• Writes scripts, audio and video as well as content
• Writes material that an agency uses to sell it to the clients.
• Persuades, seduces, entertains, delights with the power of
word alone.
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Copywriter is in everything
• Social media • Posters
• Scripts
• Brochures
• Magazines
• TV / Radio
• Newspapers
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Copywriter is in ordinary too !
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Copywriter is in ordinary too !
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Copywriter is in ordinary too !
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Google search
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TV and Digital
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Digital Medium
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What is Copywriting thinking?
How do you:
• Tell your dad that you crashed his car..
• Tell someone you like them more than a friend
• Tell someone you want to break up.
• Tell someone they have got really bad breadth?
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Copywriting thinking
• What you have to say
• How you have to say
• Tone
• When you have to say it
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Copywriting thinking
• INFORMS
• PERSUADES
• CALLS SOMEONE TO ACTION
• DOES IT ALL ON BEHALF OF THE BRAND
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Feeding your Creative Self
• What is going on in the culture
• How can I use it?
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Best practice
• Media scan: All news media - Everyday
• Social Media - Everyday
• Movies, Netflix, YouTube, TV etc, Art Galleries, Books,
Books, Books.
• Gather examples of what is happening in the culture now.
• Get out of your echo chamber.
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All Copywriters are marketers
But all marketers are not Copywriters
Yet all marketers think that they are Copywriters!
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Do words matter?
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Design vs message
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Long Copy
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The Point!
• There’s no wrong way to do this.
• Your job is to keep people reading and identify with
them.
• Your job is not to be a fancy writer and impress them
with your words.
• If they notice your writing, you’ve failed.
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Assignments
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Assignments
Details available via Canvas*
• Copywriting Analysis & Critique:
1 Advertising copy from any category. The Ad
should have a minimum of 50 words
• Print Ad Campaign: 500 words rationale
+2-part print advertising campaign
• Online Web Copy: Rationale report + web
copy
IMPORTANT: Please note that only original images/photos
can be used for Assignment 2 and Assignment 3.
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