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所在平台: Udemy |
课程主页: https://www.udemy.com/course/copywrite-right/
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课程名称: 文案撰写学习活动 课程概述: 本课程旨在介绍文案撰写的行业概况及其在市场营销、广告、公共关系和自雇领域的应用。文案撰写者通常在广告公司、市场部门或文案代理机构工作，或者以自由职业者身份为客户服务，客户范围从小型企业到大型公司不等。在广告公司，文案撰写者通常与艺术总监或创意总监组成创意团队，共同为广告撰写文案或剧本，并根据客户提供的信息进行创作。艺术总监负责广告的视觉元素，特别是在印刷作品中，可能还会监督制作过程。团队中任一成员都可能提出整体创意（通常称为概念），通过协作过程常常能够提高工作质量。 此外，文案代理机构将文案撰写与一系列编辑及相关服务相结合，这些服务可能包括定位和信息咨询、社交媒体、搜索引擎优化、开发编辑、文案编辑、校对、事实核查、演讲稿写作和页面布局等。一些机构聘用内部文案撰写者，而另一些则利用外部承包商或自由职业者。 随着数字营销的兴起，数字营销机构内通常也会有专门聚焦于数字传播的文案撰写者。文案撰写者的工作有时与内容撰写者重叠，需要撰写社交媒体广告、谷歌广告、在线落地页及富有说服力的电子邮件文案。数字时代的新兴文案撰写使这一领域变得更加容易入门，但全球化也导致部分文案工作的价值受到影响，因为可以更轻易地找到具有不同收费标准的优秀文案撰写者。 文案撰写者还可以在零售连锁店、图书出版社或其他频繁广告的大型公司内部工作。他们也可能为报纸、杂志和广播机构撰写广告文章。一些文案撰写者作为独立承包商或自由职业者，为各种客户创作，工作地点可以是客户办公室、共享办公空间、咖啡馆或家中。 总体而言，文案撰写者与技术写作人员的职业有重叠，但两者的重点不同，文案撰写更注重说服，而技术写作则侧重于向读者提供信息和指导。例如，文案撰写者撰写广告以出售汽车，而技术写作人员则撰写用户手册解释如何使用汽车。
Many copywriters are employed in marketing departments, advertising agencies, public relations firms, copywriting agencies, or are self-employed as freelancers, where clients range from small to large companies.[citation needed]Advertising agencies usually hire copywriters as part of a creative team, in which they are partnered with art directors or creative directors. The copywriter writes a copy or script for an advertisement, based largely on information obtained from a client. The art director is responsible for visual aspects of the advertisement and, particularly in the case of print work, may oversee production. Either member of the team can come up with the overall idea (typically referred to as the concept) and the process of collaboration often improves the work. Some agencies specialize in servicing a particular industry or sector.[2]Copywriting agencies combine copywriting with a range of editorial and associated services that may include positioning and messaging consulting, social media, search engine optimization, developmental editing, copy editing, proofreading, fact checking, speechwriting and page layout. Some agencies employ in-house copywriters, while others use external contractors or freelancers.Digital marketing agencies commonly include copywriters, whether freelance or employees, that focus specifically on digital communication. Sometimes the work of a copywriter will overlap with a content writer as they'll need to write social media advertisements, Google advertisements, online landing pages, and email copy that is persuasive. This new wave of copywriting born of the digital era has made the discipline more accessible. But not without a downside, as globalization has meant some copywriting work has been devalued due to the ease of finding skilled copywriters working at different rates.Copywriters also work in-house for retail chains, book publishers, or other big firms that advertise frequently. They can also be employed to write advertorials for newspapers, magazines, and broadcasters.Some copywriters work as independent contractors or freelancers, writing for a variety of clients. They may work at a client's office, a coworking office, a coffeehouse, or remotely from home.Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing and instructing readers rather than persuading them. For example, a copywriter writes an advertisement to sell a car, while a technical writer writes the operator's manual explaining how to use it.
