ADV 206: Copywriting
Master the nuances of ad copywriting
Every ad designer must grasp the basics of persuasive copywriting. In this online copywriting course, students will study how text and images interact in effective ad campaigns, learning how to write and edit ad copy for print and digital advertising media and turn written ideas into visual expression. Working with a professional writer and editor, you'll hone your copywriting skills on realistic projects.
About This Course
Project-Based Learning
Hone your copywriting in creative writing projects that range from ad copy, to short and single page copy, ads, brochures, and manuals, nonprofits, and branding campaigns.
What Skills Will I Develop?
Students in this course can expect to learn to:
- Evaluate and read advertisements, reviewing the rhetorical situation and rhetorical appeals.
- Analyze the qualities of effective copy and apply effective writing strategies for copy and writing process expectations.
- Examine examples of short copy in different genres and forms.
- Apply techniques for effective short copy, including taglines, headlines, slogans, and captions.
- Construct effective short Web copy, including tweets and status posts.
- Review and evaluate examples of single page copy in different genres and forms.
- Apply techniques for effective single page copy, including posters, postcards, ads, and packaging.
- Write effective single page online copy.
- Construct effective single page copy for multimedia genres, including radio and video.
- Analyze examples of multi-page copy in different genres and forms.
- Construct effective multi-page print and online copy.
- Write copy for non-profits and rebranding campaigns.
What Software and Supplies Do I Need?
- Computer with Internet connection.
- Adobe Photoshop, InDesign, and Illustrator
- Basic experience in the above software packages
Course Instructor(s)
The course is taught by the following instructor(s):
Carolyn Zaikowski
Carolyn Zaikowski is an author and educator with degrees in psychology and creative writing. The author of the novel A Child Is Being Killed (Aqueous Books, 2013), her fiction, poetry, and essays have been published widely.
Course Outline
Convincing Copy
Just what makes ad copy convincing? We'll begin the course by exploring how to critically read advertisements, analyzing the qualities of effective copy. We'll look at some effective writing strategies for copy and tackle some common spelling and grammar considerations.
Short Copy
Headlines and other kinds of short copy are designed to grab attention by appealing to their audience's emotions—whether sympathetic emotions or crass ones. In this lecture we'll explore examples of short copy in different genres and forms and learn techniques for effective short copy, including taglines, headlines, and slogans.
Single Page Copy
Single page copy can appear in so many forms besides print: A Web site homepage, a television or radio ad spot, a mass-marketed email, or product package information are formats that often fit to a single page copy style, drawing from techniques beyond what can be used in logo text, slogans, or taglines to help motivate consumers. This lesson is devoted to the principles of effective single page copy.
Multiple Page Copywriting
In this lecture, we'll explore where we find multiple page copy and how to write it. As a designer/copywriter, you need to counteract the reader's tendency to think "This is only an advertisement. Skip it." In the lecture we'll explore examples of multi page copy in different genres and forms. We will learn techniques for effective multi page copy, in print, including ads, brochures, and manuals.
Copywriting for a Nonprofit
Copywriting for nonprofits might sound a little more subdued than copywriting for a flashy ad agency. However, the nonprofit arena can drum up just as much drive, passion—and yes, glamour—as what you would find in any old agency. How these things translate to the copy of a nonprofit ad is what we'll spend this lecture discussing.
Revising Brand Campaigns
In this lecture, we'll consider how the copy in a rebranded ad campaign can help a company that's revising its approach better appeal to and win over a new or changing audience. Key topics will be: The motivations of a rebranding campaign, how to select the best mediums for a rebranding campaign, and how to adapt existing copy for expanded audiences.
Frequently Asked Questions (FAQ)
How Do The Courses Work?
Our courses are project-based and instructor-led. In each course you’ll complete a series of lectures, projects, discussions, and critiques designed to stretch your creative skills. Weekly assignment deadlines keep you on track, and with no set-logins or Zoom meetings, you can build your studies around your schedule.
Who Are The Instructors?
Our courses are developed and taught by our industry-leading faculty of creative professionals. This means that you’ll learn in-demand skills, get feedback on your work, and build a portfolio of creative work. View our Student Gallery for featured student projects.
When Can I Start?
Classes start January, April, and August, and this course is completed in a 15-week term. College credit from this course can be applied to a range of Degree and Certificate programs at Sessions College. You can enroll in this course on an individual basis or as part of a program.
Explore our Programs: Bachelor's Degree | Associate Degree | Undergraduate Certificate
How Do I Register?
To register for a program, complete our program application. To register for this course on an individual basis, please contact our admissions team at admissions@sessions.edu. An Admissions Advisor will contact you to setup your enrollment.
| Course Tuition and Fees | |
|---|---|
| Tuition | $300/credit |
| Registration Fee* | $200 |
| Total Course Price | $1100 |
Registration fees are nonrefundable after 5 days from enrollment.
Is Sessions College Accredited?
Yes. Since 2001, Sessions College has been accredited by the Distance Education Accrediting Commission (DEAC). The Distance Education Accrediting Commission is listed by the U.S. Department of Education as a recognized accrediting agency and is recognized by the Council for Higher Education Accreditation (CHEA).