INVESTIGATING THE CREATION PROCESS IN COPYWRITING: A PERSPECTIVE FROM CLASSROOM PRACTICE

With the increasing use of social media, brands are competing to promote themselves in the vast market by maximizing the use of advertising to increase brand awareness, attract customers’ attention and interest, as well as encourage potential customers to take action. Nowadays, in addition to being visually compelling, the brands’ advertisements must also convey the brands’ value and establish relationship with their customers. To accomplish that, the copywriters’ role in utilizing the power of words to promote the brand becomes increasingly important. Utilizing descriptive qualitative method, this study aimed to provide insight on the copy creation process in copywriting for brands from the perspective of its practice in a classroom setting. The study implemented Shaw’s (2012) copywriting process, and 31 junior-year university students were assigned with target audience profiling, tone of voice analysis, as well as word bank and brand dictionary analysis of chosen brands prior to creating copies for the brand’s content marketing. After conducting the analysis, the students then created copies tailored to match the brand identity, tone of voice, and target audience. The outcome of the content marketing copies created by the students showed a variety of lexical characteristics and syntactic features utilized, with most copies relying on simple sentence structures to ease reader’s understanding while incorporating words that meaning-wise reflected the brand’s tone of voice.