This document provides an overview of a class on copywriting skills for arts managers. It introduces various copywriting tools and techniques used to effectively communicate with audiences, such as cliches, metaphors, similes, and different writing styles. Students are given exercises to practice incorporating these elements into sample marketing copy for arts organizations and performances.

1. Foundation Degree - ARTS MANAGEMENT
AM4002/40: Skills For Arts Managers 1 - Communications
Sessions 10: Wednesday 17 November
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Introduction to
Copywriting
The Writer – sculpture by Giancarlo Neri.
Hampstead Heath

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. 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. 3

5. 4

6. 5
How many words can you
think of that mean the
same as the following?
LOUD
OLD
BEAUTIFUL

8. 7
Fast?

9. 8
Dialects

11. 10
Changed
Created
Adopted
Where have all these
words come from?
Errors
Added/subtracted

12. 11
Copywriter’s Tools:

13. 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

14. 13

15. 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.

16. 15
Euphemism Onomatopoeia

17. 16
Idiom Portmanteau

18. 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.

19. 18
Rhymes Puns Quotes

20. 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

21. 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

22. 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.

23. 22
Slogans:
"Because life's complicated enough”
"They're grrrreat”
"The future's bright the future's orange”
"I'M LOVIN' IT!”
"Thank Crunchie it's Friday"

24. 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