KATIE
DOLAN
Louise
Advertising Student
COPYWRITING
This module focused on the art of copywriting and the importance it has within the Advertising industry. For the
first piece of work I had to take an existing advert, which I felt had particularly unsatisfactory or
inadequately written copy, and re-write it to a much higher standard. The advert needed to have an
instantly appealing and memorable heading supported by intelligently written body copy.
Another piece of work I had to complete as part of this module was an advert for the
Volkswagen Golf, particularly its rear view camera feature. The aim was to focus
more on the copywriting rather than its appearance.
This is the original advert that I believed was poorly written. I felt the text did not sell the product effectively and it was not interesting to read. Since this module focuses more on copywriting I decided to use similar visuals because I didn't want the imagery to distract
from the copy.
I worked on this campaign individually. If the text is hard to read here it is again: Pepsi Next, low on sugar, full on flavour. Next is now 60% less sugar but the flavour still packs 100% punch! Treat yourself to the tingly, taste sensation that takes your taste buds to paradise. Feel the bubbles dancing on your tongue, if any can-can, this can-can. Next is now the new breed of Pepsi, sure to get the competition barking mad. So pack up your sugars in your old tin can and don't worry about those calories. Drink Pepsi Next for energy to rid yourself from lethargy. Enjoy Pepsi Next it tastes sublime, a slice of lemon, a drop of lime, a hint of ice, it's not a crime! Next you know what to do: Pull it. Tip it. Sip it.
This is our final advertisement. If the text is hard to read, here it is again: We hear you. Moaning at your partner for being too cautious. It’s not his fault he didn’t see the dog; it was positioned in a blind spot. No way of avoiding that freak accident. His cautious attitude started here. Your moaning attitude also started here. That’s how it began. He started braking a mile off the car in front. Reversing into that parking spot at 1mph. Turning down your favourite song just as it gets to the chorus, all because he needs peace and quiet to concentrate. Your anger is increasing. He takes forever and a day to manoeuvre his vehicle up the driveway. You’re just about to blow but then that’s where we step in. What if we told you we could solve all your problems with the help of a single piece of technology? Its been going on for that long that you’d probably ignore us. But that would be stupid. It’s time to wave bye bye to your husband…’s wary outlook. Now you’re starting to listen. Rear-view cameras are equipped with easy-to-follow guidelines, making reversing easier and safer. Not only this but it is making your husband a better driver; he is less cautious. He has finally found 5th gear and you’ve just turned off your favourite song to listen to us. Now you’re encapsulated in our words of wisdom. You tell your husband to drop down a gear. Now who’s the cautious one? You’re not used to this. The camera can spot obstacles, both still and moving ones, just like that poor dog that he hit. All this wouldn’t have happened if he had bought a Volkswagen in the first place. Moral of the story: Trust in Volkswagen.
I completed this work with Saskia McAdam. Check her work out at: www.behance.net/itssaskiamcadam