CAB162 - Introduction to Copywriting

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Last revision date May 25, 2020 12:18:42 AM
Last review date Aug 3, 2020 12:15:03 AM

Subject Title
Introduction to Copywriting

Subject Description

This subject introduces the student to the basics of creating advertising copy for all forms of advertising with emphasis on print. This includes a broad range spectrum of media including newspapers, magazines, out-of-home media such as billboards, transit shelters, subway platform posters and the ever-growing on-line and social mediums where the print advertising message is placed. Students will examine and practice the creative use of headlines, body copy, visuals and effective taglines that have stemmed from the concept and are specifically directed to a defined target group. 

Credit Status
Creative Advertising Diploma Program

This Subject is a Prerequisite for:
CAB214 and CAB282

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1.  Identify different styles of writing required for various advertising vehicles.
  2.  Identify target audiences and how to write advertising copy specific to them. 
  3.  Learn the importance of being aware of everything around them.
  4.  Understand the importance of watching, reading and listening to all current Advertising. 
  5.  Start to understand how they must view all Advertising differently.
  6.  Expand their horizons.
  7.  Have a better idea of what Advertising is and should be. 
  8. You will reflect an acceptable knowledge about:


  • Target groups, sweet spots, promise, objective, problem, promise, continuity, slogans/taglines, copy and executions, as they pertain to advertising.
  • How to tell if an ad works or not.
  • How to develop a concept.
  • How to execute that concept with flair.


  1. Write ads/campaigns that are on-strategy and tailored to the target audience 
  2. Demonstrate how to “position” ideas and products to make them “unique” against the competition. 
  3. Create concepts that have the potential to be big campaign ideas. 
  4. Develop initial ideas into well-written copy with continuity and creative flair.
  5. Demonstrate Emotional and Rational appeals in the creation of advertising copy.
  6. Develop the first phase of copywriting for advertising campaigns. 
  7. Demonstrate the ability to present various concepts and information to your teacher and classmates in a comfortable manner.
  8. Be able to defend their ideas.
  9. Know when and how to alter their ideas. 
  10. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and /or workshop exercises for evaluation. 
  11. Understand the purpose of, and effectively meet all deadlines and project requirements.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.