ADV61704 Learning Log –Wang Yi Tong by Yitong Wang https://padlet.com/wyitong16/gx1azcgecnh4rh2u This is myweekly learning log for ADV61704 Strategic Copywriting in the March 2023 semester. en-us 2023-04-30 18:16:12 UTC 2023-05-21 09:34:29 UTC hello@padlet.com W4 - Reflection wyitong16 https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2573098559 In this week's lesson, I learned about the copywriting structure of print media advertising: there are generally six elements with a primary and secondary relationship that appear in the body of the ad, which is called the creative pyramid structure. I used to think that no one would read lengthy ad copy because most people prefer to look at related images rather than patiently read text. However, the lecturer said that if I provide benefits and relevant information, longer ad copy can work.
The lecturer introduced to us the most important part of advertising - the headline, and explained its purpose as well as its ten common types. In class, I saw many examples of what a successful headline news looks like.This made me understand that although the types are diverse, the main purpose is to attract readers' attention. At the same time, I also understand the usefulness of slogans. 
This knowledge provides me with many new ideas to help me better design my own advertising copy.

(167 words)

]]> 2023-04-30 19:50:06 UTC https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2573098559 W5 - Reflection wyitong16 https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2580501598 Since the lecturer was tested positive for Covid, we were holding an online meeting. And in this week's tutorial course the lecturer answered some of the questions we asked about assignment 1. I had previous questions about which video should be inserted in step 1 of the process log: it is certainly not simply the so-called my favorite. A student raised this question in class, and then the lecturer made it clear that the video or poster we inserted was going to give her an idea of how familiar I was with my client's character, visuals, and all that stuff at the moment, and I clearly understood how to describe this part.
After answering the questions, the lecturer started the lesson about the creative work plan and using advertising appeals, during which many examples were given to help us better analyze and understand, it was a very informative lesson!

(149 words)]]> 2023-05-06 19:19:39 UTC https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2580501598 W6 - Reflection wyitong16 https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2588252259 This week's Lecture topic is The big idea in Advertising. The bid idea is an advertising idea that connects vividly with the target consumers. The lecturer showed two videos to help us understand the role of big idea, one of which was about a Japanese candy commercial with a really strong brainwashing effect. It aroused consumers' interest through the constant reversal of the plot and the "long~long~men" at the key moment, I wanted to try this candy after reading it, which made me understand the powerful role of interesting advertising ideas in getting the attention of the target audience.
Then the lecturer showed us a few images and asked us to guess what brand they were about, but the one about karate I always thought was a mattress brand, so I need to expand my thinking skills! The lecturer then illustrated how to find the big idea with an interlocking circular diagram, which was to connect what people care about with what the brand can be famous for, and we also learned the steps to develop a bid idea, which was informative and interesting.

(186 words)
]]> 2023-05-12 05:53:18 UTC https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2588252259 W8 - Reflection wyitong16 https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2598704270 Since this week was Independent Learning Week, there were no lectures or tutorials.]]> 2023-05-21 09:04:18 UTC https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2598704270 W7 - Reflection wyitong16 https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2598713104 During this lecture, I learned about the writing style for advertising especially for the body copy.  I learned about the purpose of body copy and identify the different types of body copy.
The body copy is designed to attract and hold the reader's attention by presenting compelling information about the product or brand. Through persuasive language and effective communication, body copy is designed to leave a lasting impression on readers, making it easier for them to remember the brand or message.
The types of body copy include emotive, narrative​, factual hard selling, factual educational, monologue or dialogue, back selling, quotation and picture and caption. I as a copywriter can use either type to edit the body content I want readers to know.
I also learned about body copy techniques such as narrative, dialogue, testimonial, direct response copy and straight-line copy. 
In general, effective ad copywriting requires an understanding of the conventions of ad writing.

(154 words)

]]> 2023-05-21 09:27:25 UTC https://padlet.com/wyitong16/gx1azcgecnh4rh2u/wish/2598713104