'Introduction to Copywriting' powerpoint slides

Foundation Degree - ARTS MANAGEMENT AM4002/40: Skills For Arts Managers 1 - Communications Sessions 10: Wednesday 17 November------------------------------------------------------------------------------

Introduction to Copywriting

The Writer – sculpture by Giancarlo Neri. Hampstead Heath

‘”Copywriting does not just concern writing: it is about reaching into the hearts and minds of a marketplace through building bridges between what you market and what your consumer needs”

Jonathan Gabay – Gabay’s Copywriters’ Compendium

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Class 1 – TODAYCreative use of the English language – a work-out for the brain

Class 2 – Thu 18 Nov, 3-5pm, Castle 201Practical Arts Management copywriting tasks

Class 3 – Wed 24 Nov, 2-4pm, Newton 105Editing, style guides, grammar, punctuation

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How many words can you think of that mean the same as the following?

LOUD

OLD

BEAUTIFUL

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Fast?

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Dialects

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Where have all these words come from?

Adopted

Changed

Added/subtracted

Created

Errors

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Copywriter’s Tools:11

Clichés Metaphor Simile

Bath Spa University is covered with a blanket of snow

Rachel, Gemma & Sara Piggott – as alike as peas in a pod

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You are reviewing a performance you have recently seen.

Write a few lines describing part of the show. This could be the actors, musicians, sound, lights or any other part of the event that was memorable.

Incorporate a cliché,simile and/or Metaphor.

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Euphemism Onomatopoeia

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Idiom Portmanteau

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You are managing either a band or a dance group.

They combine two kinds of music or dance (of your choice) to form a style that is totally new to the arts world.

Come up with a word to describe this style.

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Rhymes Puns Quotes

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PASSIVE / ACTIVE:

FORMAL / INFORMAL:

“Well, you’ve made an excellent choice for your student home-from-home, if we may say so ourselves” Venue Magazine Student Guide

 “It is a pleasure to invite you to another Bath Mozartfest, the 20th celebration of the music of Mozart , and great music in general, in this historic and hospitable city” Bath Mozart Fest 2010 brochure

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Look at the examples of marketing copy on the packages and leaflets

Choose one arts related and one commercial item.

Identify and make a note of where the following have been used to good effect:

* Remember to make a note of the piece of print and page number

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Japanese Spa Shower Cream

Transform daily cleansing into an exquisite ritual using Japanese Spa shower cream. Indulge yourself in a traditional Eastern blend of green tea, rice milk and jasmine to purify your skin leaving it feeling beautifully soft.

Green Tea – A powerful anti-oxidantRice Milk – Caring and gentleJasmine – Relaxing and soothing huggable snuggable skin

• Rename this product and re-write the copy to target either a masculine or a teenage market.

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Slogans:

"Because life's complicated enough”

"They're grrrreat”

"The future's bright the future's orange”

"I'M LOVIN' IT!”

"Thank Crunchie it's Friday"

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• Bath Spa University Theatre

• Any of the organisations whose promotional material you have just looked at

• Bath Spa students’ union

• Moles Club

• Your most loathed TV programme

• Bath Spa University Symphony Orchestra

• Moreton – the refectory

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