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Copywriting #Advertising

Creative Advertising Copywriting

Course Name

Creative Advertising Copywriting

Training Goal

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

Course Information

N/A

Instructor
Josie Burns
Number of Sessions
10Sessions
Student Enrollment Quotas
50 Person(s)
Conditions for Completion
Attendance : 8 Session/ Exam : 0 Point / Task : 0 Point
* A certificate of completion is issued upon completion of the survey.
Application period
2022-03-01 ~ 2022-04-30
Course period
2022-04-13 ~ 2022-06-15
Courses Available
For 150 days from the start date
Price
$ 1
* A certificate of completion is issued upon completion of the survey.


Syllabus

About instructor

Josie Burns

    Josie Burns has forged an award-winning career working on some of the world's most iconic brands including Ford, Audi, McDonald’s, Johnson & Johnson, Reckitt Benckiser, Wrigley's, Air New Zealand, Expedia, Arnott’s and the Australian Government. 
     
    She has been awarded by and served as a jury member at international advertising festivals. Most recently, she was recognised at Cannes, D&AD and Spikes Asia for her social media campaign, Bring on Winter for Air New Zealand. 
     
    Her proven track record with creative solutions and copywriting craft saw her selected as the national co-head of Australia's foremost creative advertising course, AWARD School, before her relocation to London in 2020. 

Learning content

Sessions
Topic
Content
Type
Time
View
Lecture 1
INTRODUCTIONS
We’ll talk about what students can expect to get from the course.
Video
7 Minute
Lecture 2
IDEA FIRST, CRAFT SECOND
In this unit, we learn to ‘read’ ads. That is, look at them, and break them down into their building blocks - insight, idea, execution.
Video
19 Minute
Lecture 3
WHAT TO DO WITH A BRIEF
So you’ve got a brief. Where do you start?
Video
23 Minute
Lecture 4
GOOD WRITING IN PRESS/PRINT/POSTER/OUTDOOR
We look at world-class writing for press/outdoor.
Video
22 Minute
Lecture 5
GOOD WRITING IN FILM
We look at world-class copywriting in film advertising.
Video
21 Minute
Lecture 6
GOOD WRITING IN AUDIO
We look at world-class copywriting in audio advertising.
Video
20 Minute
Lecture 7
GOOD WRITING IN INTEGRATED CAMPAIGNS
We look at world-class copywriting in integrated campaigns.
Video
Minute
Lecture 8
TONE
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.
Video
Minute
Lecture 9
TRICKS AND TRAPS
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.
Video
Minute
Lecture 10
BEING A COPYWRITER
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.
Video
Minute
Applications for the lecture have closed.
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
　 　
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.
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. 
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.  
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 
N/A 　

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