Advertising Copy Writing

1. Basic  Information

Course Code：18230142 
Course Name：Advertising Copy Writing
Course Type：Fundamental course 
Periods：32 Hours 
Credits：2
Target Students：Freshman majoring in advertising

Assessment：exam
Preparatory Course：Advertising, communication, etc

2. A Brief Introduction to the Course

Based on the academic background and atmosphere of School of Art and Design, this course breaks through the traditional framework and skills of advertising copy writing. The course introduces the nature of copywriting, the scope of work, naming, advertising concepts, advertising language, advertising campaign slogans, advertising headlines, advertising texts, copywriting and advertising media, copywriting and art guidance. The course takes the classic advertising cases to teach the characteristics, writing requirements and functions of all kinds of copywriting. It is expected to cultivate students’ planning ability, expression ability and innovative thinking of cultural creativity, and enhance their understanding on the importance of copywriting as the core of advertising creation.