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Foundation Degree - ARTS MANAGEMENT AM4002/40: Skills For Arts Managers 1 - Communications Sessions 10: Wednesday 17 November------------------------------------------------------------------------------
Introduction to Copywriting
The Writer – sculpture by Giancarlo Neri. Hampstead Heath
‘”Copywriting does not just concern writing: it is about reaching into the hearts and minds of a marketplace through building bridges between what you market and what your consumer needs”
Jonathan Gabay – Gabay’s Copywriters’ Compendium
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Class 1 – TODAYCreative use of the English language – a work-out for the brain
Class 2 – Thu 18 Nov, 3-5pm, Castle 201Practical Arts Management copywriting tasks
Class 3 – Wed 24 Nov, 2-4pm, Newton 105Editing, style guides, grammar, punctuation
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How many words can you think of that mean the same as the following?
LOUD
OLD
BEAUTIFUL
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Fast?
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Dialects
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Where have all these words come from?
Adopted
Changed
Added/subtracted
Created
Errors
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Copywriter’s Tools:11
Clichés Metaphor Simile
Bath Spa University is covered with a blanket of snow
Rachel, Gemma & Sara Piggott – as alike as peas in a pod
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You are reviewing a performance you have recently seen.
Write a few lines describing part of the show. This could be the actors, musicians, sound, lights or any other part of the event that was memorable.
Incorporate a cliché,simile and/or Metaphor.
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Euphemism Onomatopoeia
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Idiom Portmanteau
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You are managing either a band or a dance group.
They combine two kinds of music or dance (of your choice) to form a style that is totally new to the arts world.
Come up with a word to describe this style.
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Rhymes Puns Quotes
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PASSIVE / ACTIVE:
FORMAL / INFORMAL:
“Well, you’ve made an excellent choice for your student home-from-home, if we may say so ourselves” Venue Magazine Student Guide
“It is a pleasure to invite you to another Bath Mozartfest, the 20th celebration of the music of Mozart , and great music in general, in this historic and hospitable city” Bath Mozart Fest 2010 brochure
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Look at the examples of marketing copy on the packages and leaflets
Choose one arts related and one commercial item.
Identify and make a note of where the following have been used to good effect:
* Remember to make a note of the piece of print and page number
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Japanese Spa Shower Cream
Transform daily cleansing into an exquisite ritual using Japanese Spa shower cream. Indulge yourself in a traditional Eastern blend of green tea, rice milk and jasmine to purify your skin leaving it feeling beautifully soft.
Green Tea – A powerful anti-oxidantRice Milk – Caring and gentleJasmine – Relaxing and soothing huggable snuggable skin
• Rename this product and re-write the copy to target either a masculine or a teenage market.
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Slogans:
"Because life's complicated enough”
"They're grrrreat”
"The future's bright the future's orange”
"I'M LOVIN' IT!”
"Thank Crunchie it's Friday"
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• Bath Spa University Theatre
• Any of the organisations whose promotional material you have just looked at
• Bath Spa students’ union
• Moles Club
• Your most loathed TV programme
• Bath Spa University Symphony Orchestra
• Moreton – the refectory
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