|Updated:||3 February, 2016|
The Copywriting course teaches students to write texts for different advertising media and to promote products or technologies in more sophisticated ways. Each student will choose a product or technology and develop promotional materials for it: a newspaper advertisement, a research article, a radio commercial, a TV commercial, a webpage, and statuses for a social networking website. Throughout the course, theoretical information will be supplemented by text analysis and lay the groundwork for students’ own attempts at writing persuasive copy.
|Hours of lecture||Hours of discussion||Hours of independent study||Total numbers of hours|
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
- Target audience and promotion strategies (3 hours)
- The art of copywriting
- Strategy categories
- Analyzing the target audience of a specific promotion campaign
- Creating a brief
- Copywriting principles and techniques (4 hours)
- The style of an advertising text
- Writing for various communication channels
- Analyzing communication channels for a specific promotion campaign
- Analyzing the structure of advertising texts
- Writing headlines
- Creating slogans
- Writing for the print media (3 hours)
- Principles of writing for the press
- Print advertisement format
- Analyzing newspaper and magazine advertisements
- Editing headlines and changing the structure of advertisements
- Creating an advertisement to be published in a specific newspaper
- Types of articles and how to use them for promotion purposes
- Writing for radio and TV (4 hours)
- Principles, format and style of radio commercials
- Analyzing and writing radio scripts
- Principles of TV commercials
- Techniques of getting attention and influencing the audience
- Analyzing and writing TV scripts
- Writing for the Web (5 hours)
- Peculiarities of writing for the online audience
- Principles of developing and maintaining a website
- Comparative analysis of websites
- Differences and similarities between print and online articles
- Creating a webpage of a product/ technology and writing an article for that webpage
- Using blogs and social media for promotion purposes
- Creating a product page on a social networking site and writing statuses for that page
- Colloquium (1 hour)
- Berman, M. (2012). The Copywriter’s Toolkit: the Complete Guide to Strategic Advertising Copy. Wiley-Blackwell.
- Aronson, M., Spetner, D., Ames, C. (2007). The Public Relations Writer’s Handbook. The Digital Age. Jossey-Bass.
- Bly, R. (2005). The Copywriter’s Handbook. A Step-by-Step Guide to Writing Copy that Sells. Henry Holt and Company.
- Lee, G. (2012). Crank out Copy that Sells: the Easy Outline for Everyone. No publisher (electronic format).
- Studies in Communication Sciences. Elsevier. https://www.sciencedirect.com/science/journal/14244896
- Media websites
You will be expected to study the books from the reading list and complete 8 assignments:
- Choose a specific product/ technology and analyze its target audiences. Create a brief for your advertising campaign.
- Write advertisement headlines for each target audience from task 1. Create a slogan of your campaign.
- Analyze advertisements in a newspaper aimed at your target audience. Write an advertisement to be published in the same newspaper. The advertisement should promote the product/ technology from tasks
- Write a journal article about the product/ technology from tasks
1-3.The article should be aimed at professionals, meet the requirements of academic writing style and focus on advantages of the product/ technology. The recommended length is 10,000 characters (appr. 2,000 words). The task is due at the last class.
- Write a script for a radio commercial of a product/technology from tasks
- Write a script for a TV commercial of a product/ technology from tasks
- Create a product/ technology page for a corporate website and write one article for that webpage. The recommended length of the article is 1,000 characters (appr. 200 words). The product/ technology should be the same as in tasks
- Choose a social networking site used by your target audience and create a product/ technology page there. Write three statuses for your page. The recommended length of each status is 250 characters (appr. 50 words). The product/ technology should be the same as in tasks
It is a pass/fail course. To get a pass, you should complete all the assignments.