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

“When asked about a copywriter's key role. i always emphasize the importance of the creative concept. And that's what we'll discuss in this lesson. It's crucial to know that in advertising. there are three concepts: brand concept. product concept. and campaign concept. However. it's the latter—campaign concept—that we'll focus on for our final project. To help you understand better. shall we look at some The brand concept for Burger King is Your Way. Or have it your way. To emphasize the Whopper. they long used The Home of the Whopper concept. For a unique Halloween ad they crafted something...”

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

Course summary for: Copywriting: Principles of Writing for Advertising

• Level: Beginner
• 98% positive reviews (822)
• 18910 students
• 5 units
• 15 lessons (2h 33m)
• 11 downloads

• Category

  Marketing & Business, Writing

• Areas

  Advertising, Content Writing, Copywriting, Creativity, Marketing