Creative Advertising Copywriting
This course will help students to: -Develop a frame of reference for good ideas and the role writing plays in them -Know how to approach a brief -Be able to think critically about ideas and copywriting -Learn methods that copywriters commonly use when concepting and crafting -Be equipped to take control of their own development as a copywriter
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Creative Advertising Copywriting | |
LENGTH OF COURSE : 10 WEEKS | |
Course Overview | |
This course isn’t about which adjectives are more persuasive than others, or the exact number of words you should put on a billboard. This course is about idea-first copywriting; learning what good ideas are and how words bring them to life. It covers thinking critically about briefs, the difference between concept and craft, and why it’s often better (and harder) to write less, not more. We’ll also look at problem-solving methods copywriters use and habits that can help you develop as a creative copywriter. | |
Course Goals | |
This course will help students to: •Develop a frame of reference for good ideas and the role writing plays in them •Know how to approach a brief •Be able to think critically about ideas and copywriting •Learn methods that copywriters commonly use when concepting and crafting •Be equipped to take control of their own development as a copywriter |
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Curriculums | |
Week 1 | INTRODUCTIONS |
COMPETENCIES: | |
N/A | |
DESCRIPTION: | |
We’ll talk about what students can expect to get from the course. | |
Unit Topics: | |
•Introduction to instructor | |
•What the course is and isn’t | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 2 | IDEA FIRST, CRAFT SECOND |
COMPETENCIES: | |
The ability to distinguish between an idea and an execution. | |
DESCRIPTION: | |
In this unit, we learn to ‘read’ ads. That is, look at them, and break them down into their building blocks - insight, idea, execution. | |
Unit Topics: | |
• What is an insight and why is it important | |
• The difference between an idea and execution | |
• Why the sledgehammer approach doesn’t work | |
EXAMPLE ASSESSMENT: | |
Find an ad and deconstruct it; write three sentences that describe the insight, the idea and the execution. | |
Week 3 | WHAT TO DO WITH A BRIEF |
COMPETENCIES: | |
Knowing how to get to the heart of a brief. Knowing how to approach a brief. |
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DESCRIPTION: | |
So you’ve got a brief. Where do you start? | |
Unit Topics: | |
• Interrogating the brief | |
• Research, research, research | |
• It takes 100 ideas to have a good idea | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 4 | GOOD WRITING IN PRESS/PRINT/POSTER/OUTDOOR |
COMPETENCIES: | |
An understanding of what makes great press/outdoor copywriting. | |
DESCRIPTION: | |
We look at world-class writing for press/outdoor. | |
Unit Topics: | |
• What makes great writing in film advertising | |
• Is long copy dead? | |
EXAMPLE ASSESSMENT: | |
Find a bad ad, take a proposition from it, and write a good version of it. | |
Week 5 | GOOD WRITING IN FILM |
COMPETENCIES: | |
An understanding of what makes great film copywriting. | |
DESCRIPTION: | |
We look at world-class copywriting in film advertising. | |
Unit Topics: | |
• What makes great writing in film advertising | |
• Where to start with a script | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 6 | GOOD WRITING IN AUDIO |
COMPETENCIES: | |
An understanding of what makes great audio copywriting. | |
DESCRIPTION: | |
We look at world-class copywriting in audio advertising. | |
Unit Topics: | |
• What makes great writing in audio advertising | |
• Creating film in people’s heads | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 7 | GOOD WRITING IN INTEGRATED CAMPAIGNS |
COMPETENCIES: | |
An understanding of what makes great copywriting in integrated campaigns. | |
DESCRIPTION: | |
We look at world-class copywriting in integrated campaigns. | |
Unit Topics: | |
• What makes great writing in integrated campaigns | |
• What makes a group of different executions an integrated campaign? | |
EXAMPLE ASSESSMENT: | |
Write an integrated campaign. A radio script, a poster and a film script. | |
Week 8 | TONE |
COMPETENCIES: | |
An understanding of the different tones that brands have and why it’s important. | |
DESCRIPTION: | |
Writing with a particular tone is like acting, but you’re on a keyboard instead of a stage. We’ll look at the different tones in advertising and why they’re important. | |
Unit Topics: | |
• Why is tone important? | |
• Getting into character | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 9 | TRICKS AND TRAPS |
COMPETENCIES: | |
Being familiar with common techniques copywriters use. Knowing common traps copywriters fall into, and how to avoid them. |
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DESCRIPTION: | |
As you grow as a copywriter, you’ll find tricks and methods that work for you. We’ll look at some common copywriting methods that writers use when concepting and writing so you can experiment with them and figure out what works for you. Similarly, there are lots of common copywriting traps that are very easy to fall into. They can pull your work off-brief or worse, stop you getting work done at all. We’ll explore these and how you can avoid them. |
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Unit Topics: | |
• Write for your audience, not yourself | |
• Don’t let ‘clever’ hide the proposition | |
• How to get yourself out of a rut | |
EXAMPLE ASSESSMENT: | |
N/A | |
Week 10 | BEING A COPYWRITER |
COMPETENCIES: | |
Feeling confident about being a copywriter. | |
DESCRIPTION: | |
Being a good copywriter isn’t just a job, it’s a habit. We’ll explore the aspects of being a copywriter that don’t involve copywriting. | |
Unit Topics: | |
• Presenting your work | |
• Taking control of your own development | |
• Giving yourself inspiration | |
EXAMPLE ASSESSMENT: | |
N/A | |
Course Material | |
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