LabCopy: advertising copy from repertoire to delivery

Target Audience

Communication professionals who wish to enhance their skills in producing textual materials in a creative, strategic, and structured manner. The course is also aimed at students, those interested in the field, and professionals working in related segments where the production of written content is an important tool for communication and the development of their activities.

Justification

LabCopy aims to provide students with a close experience of the daily life of an advertising copywriter, increasing the synergy between the university and companies, and offering a realistic view of the job market.

General Objective

To equip students with the application of creative methodologies and writing techniques through practical content that enriches their experiences in the field of advertising writing and can assist in their routines within the market.

Specific Objectives

The course specifically aims to develop students' knowledge about advertising writing in both an expository and practical manner, making the target audience's contact with the market even more concrete, with knowledge that can be applied in their work routines.

Curriculum

[title-dropdown] Module 1 - Creating Repertoire and Gathering [/title-dropdown]

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• Theory
  The Creative Process by James Webb Young: The 5 Stages of Idea Production.

• Practice
  Copy-mining and the voice of the customer: extracting real raw material to overcome creative blocks.

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[title-dropdown] Module 2 - Digesting Thoughts and the Birth of Ideas [/title-dropdown]

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• Theory
  Unusual connections and the Ladder of Abstraction: balancing technical characteristics with emotional benefits. Gianni Rodari's "Fantastic Binomial."

• Practice
  Exercise of colliding random words to generate unexpected concepts. Structured brainstorming: transforming technical attributes into concepts for the end audience. [/content-dropdown]

[title-dropdown] Module 3 - Refining and Structuring Ideas [/title-dropdown]

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• Theory
  The anatomy of copy: how to create headlines, the "inciting incident," and the narrative journey in microformats.

• Practice
  Writing short pieces: applying storytelling techniques to transform data collection into high-impact ads and captions. [/content-dropdown]

[title-dropdown] Module 4 - Refinement and the Pitch [/title-dropdown]

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• Theory
  Creative review (The Six Hats) and tone of voice: how to refine text for different audiences and brands.

• Practice:
  Editing workshop and creative defense: rewriting previously created texts from new perspectives and final presentation of ideas. [/content-dropdown]