Universitat Internacional de Catalunya
Copywriting
Other languages of instruction: English, Spanish,
Introduction
This course involves a mainly practical approach, by considering the theoretical principles on which advertising copywriting is based. Its main objective is to get students used to creating advertising concepts and their creative verbal expression. It will be taken into account that the copywriter is meant to write ‘on probation’, that is, according to multiple factors, such as the objectives of communication, the brand’s personality, the target audience, the tone conveyed, the characteristics of different media and advertising formats, or even the most common types of advertising appeals.
Pre-course requirements
No.
Objectives
- Understand that thinking comes previous to writing.
- Create and develop ideas, concepts and advertising texts.
- Learn to adapt advertising texts to your target audience, products, brands, media and different advertising formats, keeping in mind a suitable style for advertising communication.
- Understand the role of the copywriter in all its dimensions: technical evolution, skills, tasks and current professional profile.
Competences/Learning outcomes of the degree programme
- CN01 - Explain the foundations of classical and contemporary culture in order to interpret current communication trends and phenomena.
- CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
- HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
Learning outcomes of the subject
Students will be able to:
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To apply theoretical and practical knowledge acquired in elective courses to solve specific problems in the fields of advertising and public relations, adapting to different professional contexts.
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To carry out creative projects in specific areas of the degree programme, optimising technical, material and time resources, and using advanced digital tools.
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To analyse relevant data obtained from various sources in order to make well-founded and critical judgements about current communication phenomena.
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To effectively manage an organisation’s strategic communication by integrating innovative techniques and adhering to ethical and professional principles.
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To identify and apply specialised knowledge in specific areas of the degree programme, such as graphic design, audiovisual storytelling or digital marketing, in order to develop creative and innovative solutions.
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To collaborate in multidisciplinary teams to carry out projects related to elective courses, demonstrating interpersonal skills and leadership.
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To evaluate practical cases in the advertising and public relations sectors, proposing strategies based on current trends and technological tools such as artificial intelligence.
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To adapt to changing work environments by acquiring specific skills developed through elective courses, demonstrating autonomy and critical thinking.
Syllabus
T1: Copywriting; beyond persuasion.
T2: The copywriter: technical and functional evolution, skills and qualities.
T3: Text and image: how they coexist.
T4: Basic principles of copywriting.
T5: Copywriting applied to different platforms and advertising formats.
T6: The verbal identity of brands: naming and nomenclature, tone, style, messaging and brand-related words.
Evaluation systems and criteria
In person
- 30% Final exercise.
- 70% Exercise pack
In order to pass the course, students need to obtain a grade of 5,00 both in the exercise pack and in the final exercise.
Bibliography and resources
ALTARRIBA, Miquel. Què dir, a qui i per què: retòrica i redacció publicitària. Barcelona: Trípodos, 2005.
CURTO, Víctor; REY, Juan; SABATÉ, Joan. Redacción publicitaria. Barcelona: UOC, 2008.
IEZZI, Teresa. The Idea Writers. Copywriting in a new media and marketing era. New York: Palgrave Macmillan, 2010.
REY, Juan (2004). Palabras para vender, palabras para soñar: introducción a la redacción publicitaria. Barcelona: Paidós.
SAWYER, Robert. Kiss & Sell. Redacción publicitaria. Barcelona: Index Book, 2006.
The Copy Book. How some of the best advertising writers in the world write their advertising. Köln: Taschen / D&AD, 2018.
REKULAK, JASON. The writer's block. RUNNING PRESS, 2001.
PODCASTS:
GARFINKEL, DAVID (host) Copywriters Podcast.
MARSH, ROB (host). The Copywriter Club Podcast.