Copywriting: Principles of Writing for Advertising

Overview

“In addition to building titles, phrases, names, subtitles, defenses, scripts and posts, there is a function that I consider the most important of all for a copywriter : the creative concept. In this class, you will see the different types of concept, how they unfold and also references to very powerful creative concepts.”

In this video lesson Erica Igue addresses the topic: Concepts and references, which is part of the Domestika online course: Copywriting: Principles of Writing for Advertising. Learn techniques to translate your ideas into words and create powerful copy in different formats.

Partial transcription of the video

“Concepts and references If you ask me what is the most important role of a copywriter, I answer that it is the creative concept. That's what we're going to talk about in this class. It is important to know that in advertising there is a concept of brand, product and the campaign concept and that’s the last one we’ll do in the final project. To better understand, let's see some examples. Burger King's brand concept is "your way" or your way. To focus on the Whopper product, they used the Whopper house concept for a long time. And to do a special Halloween ad campaign, they used the concept "...”

This transcript is automatically generated, so it may contain mistakes.

Course summary for: Copywriting: Principles of Writing for Advertising

• Level: Beginner
• 98% positive reviews (821)
• 18782 students
• 5 units
• 15 lessons (2h 33m)
• 11 downloads

• Category

  Marketing & Business, Writing

• Areas

  Advertising, Content Writing, Copywriting, Creativity, Marketing