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Aug 31, 2025
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GD 3725 - Creative Copywriting + Strategy
Credits: 3
Course Type: Studio
In this course, students will explore the power of persuasion through the use of marketing strategies and copywriting. Students will develop advertising messaging in the form of design briefs, slogans, calls to action, and scripts for audio and video media. Students will research how carefully crafted words can be used to persuade an audience to purchase, behave, or feel, based on their experience with an advertising campaign narrative. Additionally, students will associate typographic connections to written content with the intent to enhance meaning. Upon successful completion of this course, students will be able to apply strategies and copywriting skills to advertising campaign deliverables.
Prerequisites: GD 3700 - Advertising Principles
Course Learning Outcomes:
- Research the art of persuasion and how to best capture the imagination of the reader.
- Identify the hook through the evaluation of the influence, originality, power of language, punctuation, metaphor, and other figurative or rhetorical tools to make advertising language more engaging.
- Explore copy as a means of important information delivery and as a visual design element through the development of projects.
- Write in many voices to develop unique personalities for each client, determining how stylistic nuances change in relation to the creative brief.
- Apply the structure of copywriting in traditional print advertising through the writing of headlines, subheads, body copy, contact information, calls to action, disclaimers, and taglines that are customized for context.
GD 3725 Course Learning Outcomes Rubric
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