Poetry and Copywriting: a shared approach
- 43 mins on-demand video
- 4 downloadable resources
- Full lifetime access
- Access on mobile and TV
- Certificate of Completion
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- At the end of the course, you will recognise the kinship between poetry and copywriting.
- At the end of the course, you will have a better understanding of some of the techniques that can be useful to both genres.
- At the end of the course, you will be more aware of the power of the texts you come across every day.
- Students should be interested in poetry and/or language.
- No previous academic study or qualifications are required.
- Students should have at least an intermediate level of English.
Discover the crossover between poetry and copywriting and how the same techniques can be used in both disciplines.
At first sight, poetry and marketing copy would seem to be two entirely different writing genres: on the one hand, poetry is an art - one of the highest literary forms - while the commercial nature of marketing materials places copywriting firmly at the other end of the scale.
This brief course aims to show that there is no such dichotomy: both copywriting and poetry aim to evoke an emotional response and to influence behaviour or opinion.
The same techniques that poets use to convey their message and meaning and to produce the desired - and often subconscious - reaction in their audience can also be used in marketing materials to affect and influence the potential client. But because such tools as metre and layout are so closely associated with the discipline of poetry, their power is not always recognised or fully exploited by the copywriter.
Based on the premise that "words are not enough", we’ll look closely at how literal meaning, word-associations and cultural connotations, sound, metre, line breaks and layout are all used in careful combination by the poet to create different effects and to influence the reader's mood and response.
Understanding these techniques will draw attention to some of the subliminal effects produced by the marketing copy we encounter each day and make us more aware of the effects we create when producing our own business literature.
Whether you’re a poet who hopes to apply your skills to a more lucrative genre, or a copywriter who is looking for a new perspective on your discipline, this course will offer insights into ways to expand your writing repertoire.
- Poets and other creative writers, particularly those who are interested in developing their skills as copywriters.
- Copywriters who would like to get a new perspective on their craft.
- Anyone who would like to understand more about language techniques used in marketing and how persuasive texts are crafted.
Reader expectations and engagement. How the poet offers the reader the chance to use their own experience to predict what is coming in the text, thereby getting them involved in creating meaning.