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Foundation Degree - ARTS MANAGEMENTAM4002/40: Skills For Arts Managers 1 - CommunicationsSessions 10: Wednesday 17 Novembe...
1    ‘”Copywriting does not just concern    writing: it is about reaching into the    hearts and minds of a marketplace   ...
2    Class 1 – TODAY    Creative use of the English language – a    work-out for the brain    Class 2 – Thu 18 Nov, 3-5pm,...
3
4
5    How many words can you    think of that mean the    same as the following?    LOUD    OLD    BEAUTIFUL
7    Fast?
8    Dialects
10                   Changed                                  Created     Adopted               Where have all these      ...
11     Copywriter’s Tools:
12     Clichés                Metaphor              Simile                                        Rachel, Gemma & Sara Pig...
13
14     You are reviewing a performance you have     recently seen.     Write a few lines describing part of the show.     ...
15     Euphemism   Onomatopoeia
16     Idiom   Portmanteau
17     You are managing either a band or a dance     group.     They combine two kinds of music or dance     (of your choi...
18     Rhymes   Puns   Quotes
19     PASSIVE                              /   ACTIVE:     FORMAL                           /       INFORMAL:     “Well, ...
20     Look at the examples of marketing copy on the     packages and leaflets     Choose one arts related and one commerc...
21     Japanese Spa Shower Cream     Transform daily cleansing into an exquisite     ritual using Japanese Spa shower crea...
22     Slogans:     "Because lifes complicated enough”     "Theyre grrrreat”     "The futures bright the futures orange”  ...
23     • Bath Spa University Theatre     • Any of the organisations whose promotional     material you have just looked at...
'Introduction to Copywriting' powerpoint slides
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  1. 1. Foundation Degree - ARTS MANAGEMENTAM4002/40: Skills For Arts Managers 1 - CommunicationsSessions 10: Wednesday 17 November------------------------------------------------------------------------------Introduction toCopywriting The Writer – sculpture by Giancarlo Neri. Hampstead Heath
  2. 2. 1 ‘”Copywriting does not just concern writing: it is about reaching into the hearts and minds of a marketplace through building bridges between what you market and what your consumer needs” Jonathan Gabay – Gabay’s Copywriters’ Compendium
  3. 3. 2 Class 1 – TODAY Creative use of the English language – a work-out for the brain Class 2 – Thu 18 Nov, 3-5pm, Castle 201 Practical Arts Management copywriting tasks Class 3 – Wed 24 Nov, 2-4pm, Newton 105 Editing, style guides, grammar, punctuation
  4. 4. 3
  5. 5. 4
  6. 6. 5 How many words can you think of that mean the same as the following? LOUD OLD BEAUTIFUL
  7. 7. 7 Fast?
  8. 8. 8 Dialects
  9. 9. 10 Changed Created Adopted Where have all these words come from? Errors Added/subtracted
  10. 10. 11 Copywriter’s Tools:
  11. 11. 12 Clichés Metaphor Simile Rachel, Gemma & Sara Piggott – Bath Spa University is covered as alike as peas in a pod with a blanket of snow
  12. 12. 13
  13. 13. 14 You are reviewing a performance you have recently seen. Write a few lines describing part of the show. This could be the actors, musicians, sound, lights or any other part of the event that was memorable. Incorporate a cliché, simile and/or Metaphor.
  14. 14. 15 Euphemism Onomatopoeia
  15. 15. 16 Idiom Portmanteau
  16. 16. 17 You are managing either a band or a dance group. They combine two kinds of music or dance (of your choice) to form a style that is totally new to the arts world. Come up with a word to describe this style.
  17. 17. 18 Rhymes Puns Quotes
  18. 18. 19 PASSIVE / ACTIVE: FORMAL / INFORMAL: “Well, you’ve made an excellent choice for your student home-from-home, if we may say so ourselves” Venue Magazine Student Guide “It is a pleasure to invite you to another Bath Mozartfest, the 20th celebration of the music of Mozart , and great music in general, in this historic and hospitable city” Bath Mozart Fest 2010 brochure
  19. 19. 20 Look at the examples of marketing copy on the packages and leaflets Choose one arts related and one commercial item. Identify and make a note of where the following have been used to good effect: * Remember to make a note of the piece of print and page number
  20. 20. 21 Japanese Spa Shower Cream Transform daily cleansing into an exquisite ritual using Japanese Spa shower cream. Indulge yourself in a traditional Eastern blend of green tea, rice milk and jasmine to purify your skin leaving it feeling beautifully soft. Green Tea – A powerful anti-oxidant Rice Milk – Caring and gentle Jasmine – Relaxing and soothing huggable snuggable skin • Rename this product and re-write the copy to target either a masculine or a teenage market.
  21. 21. 22 Slogans: "Because lifes complicated enough” "Theyre grrrreat” "The futures bright the futures orange” "IM LOVIN IT!” "Thank Crunchie its Friday"
  22. 22. 23 • Bath Spa University Theatre • Any of the organisations whose promotional material you have just looked at • Bath Spa students’ union • Moles Club • Your most loathed TV programme • Bath Spa University Symphony Orchestra • Moreton – the refectory
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