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.
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.
We continue to consider the poem and see how literal meaning and allusion combine to add depth and how the reader will take the clues offered by the poet and engage more closely with the text.
A brief look at English pronunciation and spelling. How sounds can be used to tie a poem together and create emotional effects.
How metre - the rhythm of a text - affects the speed of reading and the reader’s emotions
Looking at a different poem, we see how a change in metre and the use of rhyme create a different mood
We take another poem and see how the poet is creative with language. We also return to the idea of the reader’s experience contributing to the creation of meaning.
Reviewing the poetry techniques we have looked at - sounds and rhyme, metre, meaning, lexis, line breaks - and how they apply to copywriting.
Summing up and a question for you to think about.
A look at how line breaks can go wrong and a final reminder.
Award-winning poet, writer, translator and businesswoman, with a career spanning IT, teaching, design and publishing, Gwyneth specialises in copy writing and transcreation, particularly in the fields of lifestyle, travel and technology.
As joint owner of the UK design agency Tantamount, Gwyneth works with businesses, educators and freelance creatives on projects that draw together the threads of publishing, design, technology and training.
As a writer, she is fascinated by the multi-layered aspects of language revealed through translation and poetry, and her creative writings explore the borderlands between writer and narrator, between translation and creation, and between memoir and invention.
She was Poetry Coordinator and Digital Advisor to the SWWJ, the UK's oldest professional organisation for women writers, for whom she has run workshops and courses in subjects including creative writing, translation, and technology for writers.
You can find out more about Gwyneth at her website, where you'll find information about her books, as well as links to her personal blog and some of her other writing activities.