Relevant bibliographies by topics / Copywriting

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Copywriting'

Author: Grafiati
Published: 4 June 2021
Last updated: 29 July 2024

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Journal articles on the topic "Copywriting"

1

Kurniati, Diah, Ahdi Riyono, Mutohhar Mutohhar, and Nadiah Ma'mun. "Pendampingan Penulisan Copywriting untuk Meningkatkan Promosi Pariwisata di Desa Japan, Dawe, Kudus." Jurnal Pengabdian Masyarakat Bangsa 1, no. 11 (January 6, 2024): 2747–53. http://dx.doi.org/10.59837/jpmba.v1i11.594.

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Pengabdian pada masyarakat ini bertujuan untuk membekali masyarakat Desa Jepang Kecamatan Dawe Kabupaten Kudus khususnya generasi muda agar memiliki pengetahuan dan keterampilan cara membuat copywriting untuk promosi pariwisata dengan kegiatan pelatihan dan pendampingan. Metode pemberdayaan yang dilaksanakan terdiri dari beberapa tahapan. Pertama, pelatihan copywriting baik teori maupun praktek, pendampingan copywriting online, dan evaluasi. Kegiatan pengabdian copywriting dilaksanakan pada tanggal 23 September s/d 8 Oktober 2023. Hasil dari Pengabdian Masyarakat Copywriting menunjukkan bahwa kemampuan masyarakat desa Jepang dalam membuat copywriting meningkat setelah dilakukan pelatihan dan pendampingan. Hal ini terlihat dari copywriting yang dihasilkan selama proses pelatihan. Diharapkan setelah pengabdian masyarakat ini terlaksana, masyarakat di Japan Village dapat secara mandiri mempromosikan destinasi wisata dan event pariwisata dengan lebih baik dan persuasif kepada calon wisatawan domestik maupun internasional.
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2

Setyowati, Lenny. "ADVERTISING COPYWRITING OF BATIK SEMARANG ON INSTAGRAM @BATIKSEMARANG16." Jurnal Komunikasi dan Media 3, no. 1 (November 28, 2022): 15–28. http://dx.doi.org/10.24167/jkm.v3i1.5402.

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Internet has helped marketers to reach larger markets, potential consumers at any time or place. With the change in advertising activities, and the advent of social media has moved marketers from conventional media to social media, because advertising costs are far cheaper and measurable. Instagram is used by marketers to promote its products, including batik. The study is focused on the elements of copywriting, the types of copywriting applied to the social media of instagram @batiksemarang16. The study is qualitative approaches and descriptive methods. The data collection technique used are observation, a documentary of content content where there are elements of copywriting, a type of copywriting from instagram @batiksemarang16 and archive studies. Hopefully, the results of this study will become a reference to a copywriting in the process of advertising in social media. From the 35 of the content of @batiksemarang16 account has used the suggested elements in good copywriting sucah as headlines, sub-headlines, slogans, body copy and taglines. What's interesting is that all of the contents used a body copy element. It was found a combination of copywriting elements to make content more creative and for add value to the copywriting. There were types of copywriting and the number of instagram accounts @batiksemarangang16. From 13 types of copywriting unfound content that used types competitive copy dan imagination copy.
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Shuiskaya, Yuliya Viktorovna, Ekaterina Aleksandrovna Drozdova, Dar'ya Vladimirovna Mul'tanovskaya, and Mariya Vladislavovna Kokorina. "Methods of Analyzing Copywriting Texts in the Classroom: Russian-speaking and English-speaking Experience." Филология: научные исследования, no. 7 (July 2022): 1–9. http://dx.doi.org/10.7256/2454-0749.2022.7.38452.

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The subject of the study is the texts of copywriting, considered in the methodological aspect. The object of the research is to find the method of identifying manipulative techniques in copywriting texts and studying it in Russian and English classes in higher educational institutions. The authors consider in detail such aspects of the topic as the implicature of copywriting texts, hidden manipulative influences. Particular attention is paid to the need to study copywriting texts not only as potential creators of texts, but also as their consumers, which is necessary for representatives of any profession. Copywriting texts need to be studied not only in the aspect of production, but also in the aspect of perception. The main conclusions of the study are the need to integrate the analysis of copywriting texts into the course of Russian as a native language and English as a foreign language. A special contribution of the authors to the research of the topic is a comparative analysis of copywriting texts in Russian and English in a comparative aspect. The novelty of the research lies in the appeal to the materials of copywriting texts not in the aspect of their effective writing, but in the aspect of effective consumption. The analysis showed that even the texts posted on the websites of state institutions and state-funded programs are written in compliance with the laws of copywriting and with elements of manipulation of the reader, which must be learned to recognize.
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Maulana, Reza, Nurmalasari, Muhammad Sony Maulana, Monikka Nur Winnarto, Muhammad Iqbal, and Badariatul Lailiah. "PELATIHAN MENJADI TALENTA DIGITAL DENGAN COPYWRITING." Jurnal Penelitian dan Pengabdian Masyarakat Jotika 2, no. 1 (August 16, 2022): 12–15. http://dx.doi.org/10.56445/jppmj.v2i1.44.

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Pengabdian kepada masyarakat dijalankan untuk memberikan kontribusi nyata bagi bangsa Indonesia, khususnya dalam mengembangkan kesejahteraan dan kemajuan bangsa salah satunya melalui bisnis. Copywriting identik dengan kemampuan mengolah kata sehingga menciptakan unsur seni di dalamnya yang dapat menimbulkan efek persuasif. Copywriting sangat erat kaitannya dengan kegiatan promosi sebagai bagian dari branding. Memahami teknik copywriting merupakan salah satu kunci sukses penjualan. Tanpa teknik copywriting, kemungkinan besar post di media sosial kurang mendapatkan respon dari pelanggan. Permasalahan yang dihadapi anak Panti Asuhan Ahmad Yani yaitu belum mengetahui terkait copywriting. Diharapkan dengan pelaksanaan pengabdian masyarakat ini dapat memberikan ilmu untuk anak Panti Asuhan Ahmad Yani dalam meningkatkan kemandirian dan kreatifitasnya dalam membangun suatu usaha nantinya serta menjadi talenta digital kelak. Hasil yang didapat dari kegiatan ini yaitu peserta mampu mengikuti dan dapat memahami pentingnya menjadi talenta digital dengan copywriting sebagai sarana penerapan ilmu dan dapat meningkatkan kreatifitas.
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Maulana, Reza, Nurmalasari Nurmalasari, Muhammad Sony Maulana, Monikka Nur Winnarto, Muhammad Iqbal, and Badariatul Lailiah. "PELATIHAN MENJADI TALENTA DIGITAL DENGAN COPYWRITING." ABDI EQUATOR 2, no. 1 (June 13, 2022): 38. http://dx.doi.org/10.26418/abdiequator.v2i1.55232.

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Pengabdian kepada masyarakat dijalankan untuk memberikan kontribusi nyata bagi bangsa Indonesia, khususnya dalam mengembangkan kesejahteraan dan kemajuan bangsa salah satunya melalui bisnis. Copywriting identik dengan kemampuan mengolah kata sehingga menciptakan unsur seni di dalamnya yang dapat menimbulkan efek persuasif. Copywriting sangat erat kaitannya dengan kegiatan promosi sebagai bagian dari branding. Memahami teknik copywriting merupakan salah satu kunci sukses penjualan. Tanpa teknik copywriting, kemungkinan besar post di media sosial kurang mendapatkan respon dari pelanggan. Permasalahan yang dihadapi anak Panti Asuhan Ahmad Yani yaitu belum mengetahui terkait copywriting. Diharapkan dengan pelaksanaan pengabdian masyarakat ini dapat memberikan ilmu untuk anak Panti Asuhan Ahmad Yani dalam meningkatkan kemandirian dan kreatifitasnya dalam membangun suatu usaha nantinya serta menjadi talenta digital kelak. Hasil yang didapat dari kegiatan ini yaitu peserta mampu mengikuti dan dapat memahami pentingnya menjadi talenta digital dengan copywriting sebagai sarana penerapan ilmu dan dapat meningkatkan kreatifitas.
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Harmoko, Danang Dwi. "Apa itu Copywriting? (Memahami Definisi Copywriting dari Sudut Pandang Lain)." LITERATUS 5, no. 2 (October 16, 2023): 253–59. http://dx.doi.org/10.37010/lit.v5i2.1289.

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Fokus pada penelitian ini adalah tinjauan ulang terhadap definisi copywriting. Tujuan dari artikel ini adalah untuk mengetahui arti dari kata copywriting dari berbagai sudut pandang guna memperkaya khasanah keilmuan tentang copywriting. Selain itu, dengan adanya definisi baru akan membuka peluang lahirnya kajian baru pada bidang ini. Penelitian ini menggunakan metode deskriptif kualitatif. Pengumpulan data dilakukan dengan studi literatur kepustakaan melalui penelusuran artikel-artikel terkait guna mencari berbagai sudut pandang terhadap terminologi ini. Selain itu, penelitian ini juga membedah makna kata melalui kajian leksikografi dan etimologi. Kesimpulan dari artikel ini adalah copywriting dalam arti luas adalah aktivitas menyalin sesuatu untuk menghasilkan sesuatu yang baru yang mirip atau identik dengan teks atau kondisi aslinya. Copywriting juga dapat dipahami sebagai proses memindahkan apa yang dilihat, didengar, dan dipikirkan kedalam bentuk teks, gambar, atau audio visual. Sedangkan dalam arti sempit copywriting mempunyai arti yang beragam disesuaikan dengan bidang disiplin ilmunya seperti periklanan, pemasaran, hubungan masyarakat, ataupun bidang lainnya.
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Malik, Rio Andika, and Sri Mona Octafia. "Diseminasi Pentingnya Copywriting Untuk Meningkatkan Enggagement Bagi Komunitas Ikan Hias." Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat 3, no. 4 (July 26, 2023): 595–602. http://dx.doi.org/10.59395/altifani.v3i4.461.

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Pengelolaan pemasaran dalam era digital terkait dengan penerapan strategi pemasaran digital menggunakan media digital dan internet dengan fokus pada copywriting. Kegiatan pengabdian ini bertujuan untuk memperluas pemahaman akan pentingnya copywriting dalam meningkatkan pemasaran pada Komunitas Ikan Hias di Kelurahan Aia Pacah Padang. Kegiatan ini mencakup serangkaian pelatihan dan pendampingan untuk meningkatkan pengetahuan dan keterampilan copywriting dan pemasaran digital bagi anggota komunitas mencakup prinsip-prinsip copywriting yang efektif, penggunaan bahasa persuasif, penyusunan konten menarik, serta teknik penulisan iklan dan deskripsi produk yang menarik perhatian. Tujuannya agar menciptakan konten pemasaran yang lebih menarik dan persuasif, yang berkontribusi pada pertumbuhan bisnis ikan hias dan menarik minat masyarakat terhadap industri ikan hias di wilayah tersebut. Secara keseluruhan, kegiatan pengabdian ini memberikan sumbangan positif dalam meningkatkan pemahaman dan keterampilan copywriting, serta memperkuat keterlibatan dan pertumbuhan bisnis ikan hias. Keberhasilan kegiatan ini menunjukkan betapa pentingnya copywriting dalam konteks pemasaran digital dan memberikan manfaat yang signifikan.
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Julyanto Ekantoro. "OPTIMALISASI DIGITAL MARKETING MIE GACOAN MELALUI KONTEN KREATIF COPYWRITING PADA AKUN INSTAGRAM @mie.gacoan." Jurnal Administrasi Publuk dan Ilmu Komunikasi 10, no. 1 (August 8, 2023): 49–59. http://dx.doi.org/10.55499/intelektual.v10i1.1038.

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Copywriting is an important part of marketing through digital marketing. So, gacoan noodles also apply creative content in their marketing through copywriting. In creating creative content on his Instagram account, creativity is needed. This study aims to examine how to optimize digital marketing of mie gacoan through creative copywriting content on the @mie.gacoan account. This study used qualitative descriptive research methods and interview techniques with the Maintenance & Repair Manager who is also the Operational Incharge Handle at the Wiyung Surabaya branch of mie gacoan, as well as making observations on the @mie.gacoan account related to optimizing the digital marketing of mie gacoan through creative copywriting content on the @mie.gacoan account. The results show that the optimization of digital marketing of creative copywriting content to increase consumer buying interest has run optimally, because consumers feel more aware about the products and brands of gacoan noodles. And when the copywriting content related to the change of menu name and the issuance of a statement that gacoan noodles have obtained halal certification from MUI, making sales turnover and customers of gacoan noodles increase. Keywords : Digital Marketing, Instagram, Copywriting
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Sari, Prisca, Dian Andrayani, Atik Andrian, Mulyani Mulyani, Pandu Yuniarto, Sri Rahayu Handayani, and Fadly Fadly. "Digitalisasi UMKM Kecamatan Rancabungur Melalui Teknik Copywriting Digital Marketing." Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat 4, no. 2 (April 29, 2024): 157–67. http://dx.doi.org/10.37802/society.v4i2.501.

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Kecamatan Rancabungur merupakan kecamatan binaan Program Studi Bisnis dan Manajemen Ritel, Politeknik Digital Boash Indonesia (PDBI). Terdapat permasalahan yang dihadapi oleh UMKM Rancabungur, yaitu belum memiliki pasar yang jelas dan kontinu. Pelaku UMKM tersebut perlu diedukasi mengenai pemasaran digital melalui media sosial. Salah satu teknik membuat konten media sosial adalah copywriting. Oleh karena itu, perlu diadakan pelatihan atau workshop copywriting. Tujuan diadakannya workshop adalah untuk meningkatkan pengetahuan teknis dan minat pelaku UMKM untuk mengimplementasikan copywriting di dalam pembuatan konten media sosial. Program pengabdian ini dilakukan selama enam bulan, dari Bulan Februari hingga Juli 2023. Terdapat 28 mahasiswa yang berkolaborasi di dalam program. Mahasiswa ikut mendampingi 32 UMKM Kecamatan Rancabungur. Lokasi pengabdian yaitu di Desa Bantarsari, Kecamatan Rancabungur, dan Kampus Politeknik Digital Boash Indonesia. Metode ceramah dan diskusi digunakan dalam proses mendampingi UMKM. Setelah diadakan program workshop copywriting, jumlah peserta yang memahami teknik copywriting dan yang sadar akan pentingnya implementasi copywriting meningkat menjadi 97% dimana sebelum ikut program hanya sebesar 67%. Setelah mendapatkan pencerahan dari narasumber, tingkat minat peserta untuk mengimplementasikan teknik copywriting dalam konten media sosial Instagram dan TikTok juga meningkat menjadi sebanyak 93% di mana sebelum ikut program hanya sebesar 57%. Sebagai output dari pelaksanaan program pengabdian, sebanyak 97% peserta menyatakan akan mengimplementasikan hasil pembelajaran digital marketing, khususnya teknik copywriting. Hal tersebut menunjukkan bahwa program pengabdian ini berjalan efektif karena tujuan akhir program tercapai. Perlu dilakukan program pengabdian lanjutan guna mendukung para pelaku UMKM Kecamatan Rancabungur naik kelas seperti teknik pembuatan konten media sosial lainnya.
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Apriyani, Tristanti, and Arif Ardy Wibowo. "PELATIHAN COPYWRITING UNTUK MENINGKATKAN PROMOSI HASIL UNIT PRODUKSI SISWA SMK." Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI 7, no. 1 (April 11, 2023): 201–11. http://dx.doi.org/10.35326/pkm.v7i1.2966.

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SMK Muhammadiyah 1 Bantul sebagai salah satu amal usaha persyarikatan Muhammadiyah telah memberikan pelayanan pendidikan berbasis technoenterpreneurship dan Pusat Layanan Unggulan atau Center Of Excellent (COE). SMK ini memiliki satu unit produksi jasa yang terdiri dari dua konsentrasi yaitu orotech musaba yang bergerak dalam bidang otomotif dan Musaba Las yang menawarkan jasa pengelasan. Permasalahan yang dihadapi saat ini adalah omzet yang dihasilkan dari unit produksi yang masih terbilang tidak sesuai dengan harapan. Hal ini disebabkan unit produksi kurang maksimal dalam melakukan promosi sehingga masyarakat sekitar belum banyak yang mengetahui tentang unit usaha tersebut. Tentu saja persoalan ini dapat diupayakan pemecahan masalahnya salah satunya dengan mengadakan pelatihan copywriting untuk memaksimalkan promosi unit produksi. Kegiatan pelatihan Copywriting ini akan diikuti siswa SMK Muhammadiyah 1 Bantul kelas X yang nantinya juga akan diberi tugas untuk mengelola unit produksi. Tahapan pelatihan meliputi: (1) Memberikan penjelasan dan pemahaman tentang konsep dan jenis-jenis copywriting; (2) Menjelaskan langkah-langkah membuat copywriting; (3) Mendampingi peserta dalam mempraktikan membuat copywriting salah satu hasil unit produksi; (4) Mendampingi peserta mengunggah rancangan copywriting. Dengan dilaksanakannya pelatihan ini siswa SMK Muhammadiyah 1 Bantul diharapkan dapat memaksimalkan promosi hasil unit produksinya dan menarik minat konsumen untuk membeli produk atau menggunakan jasa yang dipromosikan. Selain itu, pelatihan ini juga dapat menumbuhkan dan mengembangkan jiwa kewirausahaan siswa.
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Dissertations / Theses on the topic "Copywriting"

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Kašparová, Lucie. "Marketingová komunikace na Internetu se zaměřením na copywriting." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193821.

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This thesis aims to recommend the best communication mix and at the same time ways and content of communication for educational and similar kind of institutions. The first part of the thesis focuses on influence of the Internet on marketing and investigates options of communication tools which the institutions can choose from. The second part of the thesis covers a copywriting topic which means ways how to work with communication content. The next part focuses on real example of educational institution and its way of looking for the best communication mix with examples of issues which can occur in the real praxis. At the end the thesis summarizes important steps which together create instructions how to accomplish the best communication mix on the internet for educational institutions.
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Santos, Pedro Filipe Madeira dos. "Relatório de estágio na Agência Digital WayNext." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/29042.

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De acordo com uma estimativa realizada pela União Internacional de Tecnologia (UIT), mais de metade da população mundial (53,8%), o que corresponde a cerca de 4,1 mil milhões de pessoas, estão conectadas a um serviço de Internet. A utilização desta ferramenta é praticamente indispensável e hoje considerado um utensilio básico quer no trabalho, quer na vida pessoal mas também uma das maiores dependências. Neste contexto surgem as agências de marketing digital para aumentar a notoriedade e destacarem um negócio neste mercado tão vasto e em constante actualização. Este relatório de estágio, tem como principal objectivo relatar a experiência laboral realizada na agência de marketing digital WayNext, entre setembro de 2018 e fevereiro de 2019. Durante o estágio foram acompanhados diversos projetos e colaborações no desenvolvimento de diversas tarefas: redacção de artigos para blogues, páginas de clientes e para a própria página da WayNext (Copywritting); a introdução e edição de conteúdos em backoffice e Wordpress; realização de análises de mercado e construção de base de dados. Para além destas, também foi mantido o contacto com as restantes áreas de actuação da agência. Todos os trabalhos foram desenvolvidos em contexto de equipa tendo sido importante a discussão de ideias e os modos de acção por parte de diferentes visões; Internship Report at Digital WayNext Agency Abstract: According to an estimate made by the International Union of Technology (IUT), more than half of the world's population (53.8%), corresponding to about 4.1 billion people, are connected to an internet service. The use of this tool is practically indispensable and today is considered a basic tool both at work and in personal life but also one of the biggest dependencies. In this context, digital marketing agencies emerge to raise awareness and highlight a business in this vast and constantly updated market. The main objective of this internship report is to describe the work experience carried out at WayNext digital marketing agency, between September 2018 and February 2019. During the internship were followed several projects and collaborations in the development of various tasks: writing articles for blogs, customer pages and WayNext's own page (Copywritting); the introduction and editing of backoffice and Wordpress content; market analysis and database construction. In addition to these, contact was also maintained with the other areas of activity of the agency. All works were developed inserted in a team context and it was important the discussion of ideas and modes of action by different views.
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Přikryl, Jan. "Obsah a pozice copywritingu v životním cyklu webu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15501.

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Main purpose of this thesis based on analysis, searching and synthesis of accessible sources is to describe web copywriter's role concerning content, to position copywriting into web life-cycle and to prove efficiency of copywriting by its application on specific web site. Thesis' contribution, except from outlining important -- but still unappreciated -- web copywriter's role, is to integrate web copywriting into separate phases of web development life-cycle. Practical part of thesis is beneficial as an illustrative sample of application web copywriting's principles onto existing web site. Thesis is divided into four chapters (except introduction and conclusion). In first chapter, Internet culture and its specialities concerning web copywriting are described, followed by detailed specification of principles and characteristics of web copy in terms of its structure and content construction. The second chapter is dedicated to binding web copywriting to rapidly growing marketing tool called search engine optimalization. The chapter also includes description of content and qualification aspect of SEO copywriter's role. The third chapter explains integration of web copywriting activities into web life-cycle's process model. The last chapter demonstrates on application of web copywriting onto running web site on practical example. Keywords: web copywriting, web life-cycle, SEO, web copywriter, web content
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Tomčík, Martin. "Využití copywritingu při optimalizaci internetových obchodů." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165123.

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This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to creating product descriptions, this chapter deals with the preparation of texts for categories, home pages, shipping and payment sections, about us pages, articles and microcopy. In the next chapter, I describe measuring and evaluating the performance of advertising texts for online stores. The third part is devoted to the application of theoretical knowledge and to writing texts for selected eshops, including an evaluation of their success. Thanks to the selected structure, this dissertation covers almost all issues of copywriting for eshops. Chapters are structured in the same way as my usual copywriting process. I believe that my dissertation will become a useful knowledge resource for beginners and advanced copywriters, Internet marketing experts and online store owners. Selected parts of my dissertation are enhanced by my own experience, knowledge and demonstration examples. Most of them can be found on real company websites and online stores. Also, I continually refer to related resources that may be useful for every reader with deeper interest in this issue.
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Partanen, H. (Harri). "Hanging bridges and exceptional canoeing:an error analysis of the copywriting in ‘Kuusamo Lapland:the call of the four seasons’." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201304051145.

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The study examines the English marketing material for the Kuusamo Lapland internationalization strategy, in particular the brochure ‘Kuusamo Lapland: The Call of the Four Seasons’. The copywriting text of the brochure is studied in order to define whether it contains linguistic errors, how those errors can be explained and if there are any consistencies between them, and whether they affect the accessibility of the text from the viewpoint of a native speaker of English. The study is based on the error analysis methodology and the theories of interlanguage, linguistic transfer and interference. The data, that is, the errors in the material, is examined using the error analysis methodology developed by S. Pit Corder. The errors are identified and explained by means of intuitive interpretation which is enabled in part by the assumed shared native language (Finnish) between the researcher and the producer of the text. If the error can be explained by a feature in the native language, it is deemed as an interference error. If no such explanation can be found, the error is analysed as a feature of the interlanguage not based on the effects of transfer or interference, as is possible in interlanguage studies. The study shows that there are indeed interference errors in the data, and that there are some considerable consistencies between them. The most prominent consistencies are the over-generalised use of the modifier + modified noun phrase and the over-generalised use the English demonstratives ‘this’ and ‘these’. The consistent features can be explained by features that are quite prominent in the native language, and can thus be seen as transferred to the writer’s interlanguage by means of linguistic interference. These results, along with the errors that were not explained with interference, can also be viewed as a partial description of the writer’s interlanguage grammar. The findings suggest that the copywriting in the source material cannot be viewed as adequate to be used as marketing material for an English speaking audience. Even though the accessibility aspect is not put in jeopardy by the errors, the text still appears as foreign and sometimes difficult to understand to a native speaker of English. Therefore the text should be revised to be able to serve its purpose. With regard to further study in interlanguage, the findings and data could be used in a more thorough study based on the same material, or similar material from the same writer. Moreover, contrastive studies between English and Finnish can be used to augment the findings
Tutkielmassa arvioidaan Kuusamo Lapland -kansainvälistymisstrategian englanninkielistä markkinointimateriaalia. Varsinaisena tutkimusaineistona on esite “Kuusamo Lapland: The Call of the Four Seasons”. Esitteen toimitetusta tekstisisällöstä pyritään löytämään kieleen liittyviä virheitä joiden syntytapa pyritään samalla selittämään. Virheiden väliltä pyritään myös löytämään johdonmukaisuuksia. Tutkimuksessa kiinnitetään huomiota siihen miten virheet vaikuttavat tekstin ymmärrettävyyteen englanninkielisen lukijan kannalta. Tutkielmassa hyödynnetään virheanalyysin metodologiaa sekä kielitieteen teoriaa välikielen ja kielellisen transferin ja interferenssin osalta. Tekstissä esiintyvät virheet analysoidaan S. Pit Corderin kehittämän virheanalyysimetodologian avulla jossa virheet pyritään havaitsemaan ja selittämään intuitiivisen tulkinnan kautta. Intuitiivisen tulkinnan mahdollistaa osittain tutkijan ja tekstintuottajan oletettu yhteinen äidinkieli (suomi). Jos virhe on mahdollista selittää äidinkielessä esiintyvän piirten avulla, se luokitellaan interferenssistä johtuvaksi. Jos virhettä ei puolestaan voida selittää äidinkielen avulla, sen ei katsota johtuvan trasferista tai interferenssistä, vaan olevan oma välikielen osansa. Tutkimus osoittaa että tutkimusaineistossa esiintyy interferenssivirheitä joiden välillä pystytään osoittamaan myös selviä johdonmukaisuuksia. Selkeimmät johdonmukaisuudet ovat sekä määritteestä ja määritettävästä (modifier + modified) koostuvan substantiivilausekkeen että demonstratiivipronominien “this” ja “these” ylikorostunut käyttö. Virheet ja niiden johdonmukaisuus on mahdollista selittää äidinkielessä yleisesti esiintyvien piirteiden avulla, ja täten piirteiden esiintymisen välikielessä katsotaan johtuvan kielellisestä interferenssistä. Edellämainitut tulokset yhdistettynä muusta kuin interferenssistä johtuvien virheiden kuvaukseen toimivat samalla tekstintuottajan välikielen kieliopin osittaisen kuvauksena. Tuloksien mukaan lähdemateriaalin tekstisisältö ei ole tarkoituksenmukaista suunnattuna englanninkieliselle kohdeyleisölle. Vaikka tekstin ymmärrettävyys ei täysin vaarannukaan virheiden myötä, se näyttäytyy silti englanninkieliselle lukijalle vieraana ja jossain määrin vaikeasti ymmärrettävänä. Tästä johtuen teksti tulisikin tarkistaa ja korjata jotta se toimisi kohdeyleisölleen parhaalla tavalla. Perinpohjaisempi välikieleen keskittyvä jatkotutkimus on mahdollista perustaa samalle lähdemateriaalille tai saman kirjoittajan tuottamalle samankaltaiselle materiaalille. Tämän lisäksi voidaan hyödyntää vertailevan kielitieteen tutkimustuloksia englannin kielen ja suomen kielen osalta
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Gistrand, Linnéa. "Pennan eller svärdet - Hur påverkar berättargrepp en texts trovärdighet?" Thesis, Linköpings universitet, Medie- och Informationsteknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-168086.

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Vad är det som får dig att lita på en text du läser? Är det känslan? Är det fakta? Eller något helt annat? Och vad får dig att misstro den? Det finns regler för hur allt här i världens ska och bör skrivas, så självklart finns det även regler för informativa texter, säljande texter, och till och med propaganda. Denna studie syftar därför till att undersöka hur dessa olika tekniker och berättargrepp påverkar texter i sin helhet. Specifikt vilka av dessa berättargrepp som får läsaren att misstro texten. Genom litteraturstudier definierades först en rad olika berättargrepp, uppdelade efter kategorierna: Informativa, Säljande/Övertygande, samt Propagandistiska. Utifrån dessa berättargrepp formulerades sedan tre texter, en per genre. Dessa tre texter utvärderades av tre deltagare i en expertpanel som alla har olika erfarenheter kring det svenska språket. En svensklärare, en retoriker och en litteraturvetare. Efter att panelen kom med feedback skrevs texterna om och dess trovärdighet utvärderas via enkäter. Utifrån det kunde det konstateras att de berättargrepp som gav sämst trovärdighet för informativa texter var dess längd. För säljande texter var de som talade om för läsaren hur de skulle agera. Och för de propagandistiska var det selektering och förenkling. Överlag upplevdes den informativa texten som mest trovärdig, och den propagandistiska som minst.
What makes you trust what you’re reading? Is it the emotions in the text? Is it the facts? Or isit something entirely different? And what makes you not trust it? There are rules toeverything in the copywriting world, which means that there are also rules for how youshould write informative copy, selling copy, and even propaganda texts. This study aims toinvestigate and analyze how these techniques and narration rules affect the texts as a whole.Specifically, the study wants to examine which of these narration rules makes the readermistrust the text. Through literary studies, several narration rules have been defined. Theseare divided into three categories: Informative, Selling and Propagandistic. From thesenarration rules three texts were formulated, one text per genre. These three texts wereevaluated by three participants in an expert panel, all of which had different experiences withthe Swedish language. One Swedish teacher, one rhetorician and one literary scholar. Afterthe panels feedback the texts were rewritten, and the credibility of the rewritten text wastested through surveys. On this basis, it was found that the narration rule that gives the worstcredibility for an informative copy was its length. For selling copy it was the ones telling thereader how to act. And for the propagandistic it was selecting and simplification. Overall theinformative text was considered the most credible, and the propagandistic the least.
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Gummesson, Albin. "Stora små ord." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-160517.

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Genom tilltal och omtal med olika personliga pronomen kategoriserar och definierar vi oss själva och andra, och förstår på så sätt vårt sociala sammanhang. Inom reklamen, som i högsta grad handlar om identiteter, finns trots detta ett förvånansvärt litet intresse av pronomen, varför denna studie har som ambition att undersöka just detta. Vilket pronomen bör användas i vilket sammanhang? Med avseende på mottagaren undersöker studien ett du-tilltal, ett ni-tilltal och ett tilltal utan pronomen. Med avseende på avsändaren undersöker studien ett vi-omtal och ett omtal utan pronomen. Genom en enkätundersökning och intervjuer fastställs slutsatsen att reklamskribentens val av pronomen bör baseras på en god kännedom om målgrupp, produktgrupp och varumärket ifråga. Som tilltal för mottagaren bör ett du användas, eller inget pronomen alls. Du:et bör användas när annonsen ska spegla en individuell köp- eller användarupplevelse, när produkten är dyr och exklusiv eller när mottagaren ska lyftas fram ur mängden. Att utelämna pronomen kan istället passa när du:et upplevs som alltför påträngande. Studien kommer också fram till att ett ni-tilltal helst bör undvikas. Vad gäller omtalspronomen för avsändaren framkommer att det klassiska vi:et både kan och bör uteslutas i vissa situationer. Vi:et upplevs peka på en avlägsen men mänsklig relation där mottagaren till viss del känner sig exkluderad. Att istället utesluta omtalspronomen leder till att mottagaren känner sig stå närmare avsändaren vars budskap också upplevs som sannare.
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Ambrož, Jan. "Content strategy: Příprava a návrh obsahu pro web organizace." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114140.

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The work deals with the content strategy, methods and techniques how to prepare, design and create web content according to established goals. The theoretical part defines role of the content strategy, introduces methods, content life cycle and potential benefits and outputs of the content strategy in its phases: preparation, analysis, creation, evaluation and content management. Work also discussed the interaction with other fields of web design and legal limits, which affect online content in the Czech Republic. The main objective of this diploma thesis is to design new web content strategy for organization. After describing the initial situation and goals, mentioned methods are used to the systematic management of web content. Thanks to the results of this content strategy (target group definition, competitive content analysis, existing content inventory, keyword analysis, information architecture, style guide, content plan, content model, creation process and content management), readers get the guidance, which can inspire them in their practice.
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Krásný, Daniel. "Aplikace metod internetového marketingu a jejich vliv na návštěvnost webu HradecŽije.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193587.

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The main purpose of this master's thesis is the application of selected methods of internet marketing, checking their effectiveness and controlling their impact to visit rate of regional website. Due to the limited budget my work is mainly focused on inexpensive ways of applications of internet marketing. In the theoretical part I firstly demonstrate the techniques that I deal with. In the practical part I introduce the initial situation of the regional website, including the specifics of its visit rate. After the describing and application of marketing changes, I analyze the same metrics one year later to detect differences and development of website. In the conclusion I offer the concrete recommendations for managers of regional website.
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Pastore, Alessia. "Transcreation: teoria e pratica dell’adattamento di campagne pubblicitarie globali." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/20444/.

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This dissertation explores the practice of transcreation as a consulting service aimed at companies wishing to enter the global market. Since a universally accepted definition of such term does not exist, different players use it to refer to different activities. In an attempt to investigate the meaning and scope of transcreation, as well as the skillset it requires, this dissertation consists of a theoretical part (Chapters 1 and 2) and a practical part (Chapter 3). The first chapter presents the opinions of academics, language services providers (LSPs) and transcreation experts. The different positions collected in this section are compared and discussed in order to better define transcreation and avoid any further misunderstanding about the practice. Lastly, the first chapter analyses the role of the transcreation expert by explaining in detail the four main skills it requires and the reasons for its increasing importance in the global market. The second chapter examines advertising and promotional materials, i.e. the kinds of texts to which transcreation applies. Not only does it illustrate the difference between above-the-line and below-the-line communications, but it also covers the different media used in advertising. In addition, the analysis of a billboard and two web pages in their Italian transcreation will help to further clarify the difference between translation and transcreation, both in the approach to a text and in the actual workflow followed. The third and final chapter of the dissertation, which entails the English to Italian transcreation of five different print ads performed by this author, aims to show how transcreation works in practice. By highlighting the main strategies used and difficulties encountered, it will also contribute to the notion of transcreation as a hybrid practice – something halfway between translation and copywriting, performed by professionals who possess the skills of both translators and copywriters.
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Books on the topic "Copywriting"

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Marketing, Institute of, ed. Copywriting. Oxford: Butterworth-Heinemann, 1997.

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Orlik, Peter B. Broadcast copywriting. 3rd ed. Boston: Allyn and Bacon, 1986.

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Burton, Philip Ward. Advertising copywriting. 6th ed. Lincolnwood, Ill: NTC Business Books, 1990.

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Orlik, Peter B. Broadcast/broadband copywriting. 8th ed. Boston: Allyn & Bacon, 2009.

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Orlik, Peter B. Broadcast/cable copywriting. 6th ed. Boston: Allyn and Bacon, 1998.

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Orlik, Peter B. Broadcast/broadband copywriting. 8th ed. Boston: Allyn & Bacon, 2010.

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Orlik, Peter B. Broadcast/cable copywriting. 7th ed. Boston, MA: Allyn and Bacon, 2004.

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Orlik, Peter B. Broadcast/cable copywriting. 5th ed. Boston: Allyn and Bacon, 1994.

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B, Orlik Peter, ed. Broadcast/cable copywriting. 4th ed. Boston: Allyn and Bacon, 1990.

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Jon, Donohoe, and Publicity and Public Relations Group (Library Association), eds. Effective copywriting for librarians. Durham: PPRG Publications, 1992.

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Book chapters on the topic "Copywriting"

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Best, Kevin. "Copywriting." In Making Radio and Podcasts, 188–93. 4th ed. London: Focal Press, 2022. http://dx.doi.org/10.4324/9781003181736-11.

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Hogarth, Mary. "Copywriting and PR." In Writing Feature Articles, 167–80. Fifth edition. | London ; New York : Routledge, 2019.: Routledge, 2019. http://dx.doi.org/10.4324/9781315298016-11.

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Hernández, Eleazar. "The Art of Copywriting." In Leading Creative Teams, 129–39. Berkeley, CA: Apress, 2016. http://dx.doi.org/10.1007/978-1-4842-2056-6_9.

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Bruns, Beate, and Cäcilie Kowald. "Conversation Design: Sprache, Dialogstrategien, Copywriting." In Praxisleitfaden Chatbots, 151–207. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-39645-9_6.

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Friedmann, Anthony. "Ads and PSAs: Copywriting for Visual Media." In Writing for Visual Media, 87–116. 5th ed. New York: Routledge, 2021. http://dx.doi.org/10.4324/9780429280856-8.

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Müller, Maria. "Voice User Experience Design und Conversational Copywriting." In Marketing mit Sprachassistenten, 289–333. Wiesbaden: Springer Fachmedien Wiesbaden, 2023. http://dx.doi.org/10.1007/978-3-658-40196-2_11.

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Wixson, Christopher. "“Those Magic Initials, G.B.S.”: Copywriting for the Irish Clipper." In Bernard Shaw and Modern Advertising, 133–62. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-78628-5_5.

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Kreutz, Thorsten. "Growth Hacking für Recruiter: Copywriting, Recruiting-Funnel und Recruiting-Automatisierung." In Praxishandbuch Social Media Recruiting, 561–79. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-29438-0_13.

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Zhu, Kaige, Jiao Li, Han Zhou, and Juhyeok Jang. "Exploring the Impact of Music in Short-Form Travel Videos on Users’ Emotional Resonance, Sharing Intention and Impulsive Travel Intention." In Information and Communication Technologies in Tourism 2024, 446–51. Cham: Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-58839-6_46.

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AbstractThe popularity of short-form video platforms and content creation tools has grown significantly in recent years, leading to increased consumption of travel-related visual content. A growing number of potential tourists are actively engaging with short-form travel videos (STVs). While previous studies have highlighted the importance of music in STVs, the research mechanisms and frameworks to investigate its impact remain unclear. Therefore, this study develops a research model based on resonance theory and the Stimulus-Organism-Response (SOR) model, aiming to investigate the influence of music congruity with various video elements (e.g., tempo, copywriting, style, destination attributes) within STVs presented on social media. Through a scenario-based experiment, this study attempts to confirm the role of music and video aesthetics as key factors in evoking emotional resonance and shaping users’ behaviour. The findings could also suggest that emotional resonance could directly influence users’ sharing intentions and impulsive travel intentions. These findings are expected to provide valuable insights for destination marketers and travel content creators.
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Delvert, Mathilde, and Nathalie Spielmann. "To Adapt or to Standardize, A New Challenge for Copywriting: Could Globish be the (Right) Answer?" In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World, 225. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50008-9_62.

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Conference papers on the topic "Copywriting"

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Gnezdilova, Elena V., and Larisa V. Selezneva. "Copywriting in Online Education." In 2019 International Conference "Quality Management, Transport and Information Security, Information Technologies" (IT&QM&IS). IEEE, 2019. http://dx.doi.org/10.1109/itqmis.2019.8928290.

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Karapenchev, Yordan. "Types of User Interface Copywriting Texts." In COMMUNICATION AND MEDIA OF THE 21ST CENTURY: EDUCATIONAL AND PROFESSIONAL CHALLENGES. Faculty of Journalism and Mass Communication, 2023. http://dx.doi.org/10.60060/olum8585.

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The study of UI copywriting texts requires their categorization by type, depending on the various functions that they perform in the user interface. A scientific contribution of this study is the attempted typology of UI copywriting texts based on their dominant function. The functions of the texts are defined, following the work of R. Jakobson, while the components of the user interface largely follow those, described by A. Vinogradova. Based on this, a total of 8 different categories of texts are differentiated – texts with a denotative function, texts with an expressive function and texts with an appellative function.
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Riesky, Riesky. "A Multimodal Analysis of Students' Commercial Copywriting." In Fourth Prasasti International Seminar on Linguistics (Prasasti 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/prasasti-18.2018.49.

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Guo, Xiaojie, Qingkai Zeng, Meng Jiang, Yun Xiao, Bo Long, and Lingfei Wu. "Automatic Controllable Product Copywriting for E-Commerce." In KDD '22: The 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining. New York, NY, USA: ACM, 2022. http://dx.doi.org/10.1145/3534678.3539171.

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Huang, Yasi, Yazhao Huang, and Pengcheng Li. "Research on Emotional Marketing and Copywriting of NetEase Cloud Music." In 2021 International Conference on Public Relations and Social Sciences (ICPRSS 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211020.280.

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Wang, Zeming, Yanyan Zou, Yuejian Fang, Hongshen Chen, Mian Ma, Zhuoye Ding, and Bo Long. "Interactive Latent Knowledge Selection for E-Commerce Product Copywriting Generation." In Proceedings of The Fifth Workshop on e-Commerce and NLP (ECNLP 5). Stroudsburg, PA, USA: Association for Computational Linguistics, 2022. http://dx.doi.org/10.18653/v1/2022.ecnlp-1.2.

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Zhang, LiMing. "The Innovation and Practice of the Course of Copywriting in Advertising." In 8th International Conference on Education, Management, Information and Management Society (EMIM 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/emim-18.2018.135.

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Liu, Tong. "Strategies of Promotion Copywriting of Female Product Brand Under the Development of Feminist." In 7th International Conference on Humanities and Social Science Research (ICHSSR 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210519.088.

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Raju, R., Bettina Qbrien, and R. Kalaiselvi. "Detection and Prevention of Copywriting Multimedia Contents in Youtube Using Multi-Keyword Ranking Algorithm." In 2018 International Conference on Computation of Power, Energy, Information and Communication(ICCPEIC). IEEE, 2018. http://dx.doi.org/10.1109/iccpeic.2018.8525154.

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Baptista, Dina. "ARTIFICIAL INTELLIGENCE AND DISRUPTIVE APPROACHES IN LANGUAGE TEACHING FOR SPECIFIC PURPOSES: FROM CREATIVE WRITING TO COPYWRITING." In 16th International Conference on Education and New Learning Technologies. IATED, 2024. http://dx.doi.org/10.21125/edulearn.2024.1701.

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