Creative Language For Copywriters
Note to Mentors
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Unit Purpose and Aims
The purpose of this unit is to;
This unit, aimed at Copywriters explores how the language and non-verbal signs which ads promote clearly influence our choices and behaviour. In analysing adverts we have to take them as a whole and consider the setting they identify, the audience they target and the linguistic and non-linguistic strategies they use to gain our attention and persuade us to buy their products or use their services. Many adverts play on our social needs (rather than simple material requirements): the objects they promote are sematicized and we buy them for their semantic content – to be like the people they portray and live the life that they apparently live. The role of advertising in creating new needsâ.
Learning Outcomes
Learners will;
1. Understand the nature of language in terms of advertising discourse.
Learners can;
1.1 Understand Phonology
1.2 Understand the nature of vocabulary in advertising
1.3 Analyse thematic links
1.4 Understand semantics
1.5 Understand presupposition
1.6 Understand personification
1.7 Understand syntax and syntactical devices
2. Understand semiotics and language.
2.1 Describe the nature of signs and signifiers
2.2 Critically compare examples of semantics, pragmatics, and syntactics in creative communications messages
3. Be able to use language in campaigns
3.1 Demonstrate that they can Use persuasive language
3.2 Deconstruct existing campaigns from a linguistic standpoint
Learning Tools, Resources & Links
Things that will help the learner develop understanding of this unit;
Mentors please add your ideas, examples, case studies, links to articles, videos, etc. here.
[1]http://prezi.com/mojdt36mrozf/view/[2]
Persuasive Language
[3]http://prezi.com/zxhwccyn8k2u/view/[4]
Nice bit on writing from Drayton Bird
http://sellsellblog.blogspot.com/2011/01/wisdom-on-writing-by-great-drayton-bird.html
Move Beyond Interest to Understanding Identity.
“Marketers, it’s time to move beyond interest to understanding identity”. So says Bob Deutsch in his latest column bringing insights from the field of cognitive anthropology to the world of marketing.
Finally, marketers are acknowledging the necessity of listening to consumers, aka “people”, and brands are adjusting to the social networked environment by opening conversations. Market researchers cannot ignore these developments since they dictate the necessity of understanding peoples’ identities, not only their interests.
Continue Bob Deutsch’s article here.
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