Universitat Internacional de Catalunya - BarcelonaCopy Writing
Main language of instruction: Catalan
Head instructor
This course involves a mainly practical approach, by considering the theoretical principles on which advertising copywriting is based. Its main objective is to get students used to creating advertising concepts and their creative verbal expression. It will be taken into account that the copywriter is meant to write ‘on probation’, that is, according to multiple factors, such as the objectives of communication, the brand’s personality, the target audience, the tone conveyed, the characteristics of different media and advertising formats, or even the most common types of advertising appeals.
No pre-course requirements are needed to enrol in this subject.
At the end of this course, students should be able to:
T1: Copywriting; beyond persuasion.
T2: The copywriter: technical and functional evolution, skills and qualities.
T3: Text and image: how they coexist.
T4: Basic principles of copywriting.
T5: Copywriting applied to different platforms and advertising formats.
T6: The verbal identity of brands: naming and nomenclature, tone, style, messaging and brand-related words.
ALTARRIBA, Miquel. Què dir, a qui i per què: retòrica i redacció publicitària. Barcelona: Trípodos, 2005.
CURTO, Víctor; REY, Juan; SABATÉ, Joan. Redacción publicitaria. Barcelona: UOC, 2008.
IEZZI, Teresa. The Idea Writers. Copywriting in a new media and marketing era. New York: Palgrave Macmillan, 2010.
REY, Juan (2004). Palabras para vender, palabras para soñar: introducción a la redacción publicitaria. Barcelona: Paidós.
SAWYER, Robert. Kiss & Sell. Redacción publicitaria. Barcelona: Index Book, 2006.
The Copy Book. How some of the best advertising writers in the world write their advertising. Köln: Taschen / D&AD, 2018.