Poetry and Copywriting: a shared approach
3.9 (12 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,047 students enrolled

Poetry and Copywriting: a shared approach

Words are not enough: discover the techniques behind persuasive texts
3.9 (12 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,047 students enrolled
Created by Gwyneth Box
Last updated 2/2017
English
Current price: $11.99 Original price: $39.99 Discount: 70% off
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This course includes
  • 43 mins on-demand video
  • 4 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • 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.

Requirements
  • 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.
Description

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.

Who this course is for:
  • 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.
Course content
Expand all 11 lectures 43:15
+ Section One: The overlap between poetry and copy writing
2 lectures 06:43

Poetry and marketing are both ancient disciplines, with more in common than you might think.

Preview 02:01

Three definitions of poetry and how these definitions show links between the two writing genres.

Preview 04:42
+ How the reader participates in creating meaning from a text
2 lectures 09:14

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.

Preview 05:00

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 closer look at meaning
04:14
+ Looking at sounds
1 lecture 05:50

A brief look at English pronunciation and spelling. How sounds can be used to tie a poem together and create emotional effects.

Sounds
05:50
+ More poetical tools
3 lectures 07:59

How metre - the rhythm of a text - affects the speed of reading and the reader’s emotions

Metre
01:55

Looking at a different poem, we see how a change in metre and the use of rhyme create a different mood

More about metre and rhyme
03:24

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.

Creative language and cultural associations
02:40
+ Recapping
2 lectures 09:29

Reviewing the poetry techniques we have looked at - sounds and rhyme, metre, meaning, lexis, line breaks - and how they apply to copywriting.

Recapping
07:58

Summing up and a question for you to think about.

Summing up
01:31
+ Conclusion
1 lecture 04:00

A look at how line breaks can go wrong and a final reminder.

A final warning
04:00