Course scope
The starting point is an understanding of copywriting as the deliberate design of communication rather than the mechanical use of persuasive formulas. Participants examine the purpose of a text, the needs and perspectives of its audience (What's In It For Me? rule), the context of publication and the relationship between language and the intended response (Call To Action). They learn how to construct messages that are clear, coherent and appropriate to a given situation applying Problem - Agitate - Solution and Attention - Interest - Desire - Action rules.
The subject covers a range of practical and persuasive forms, including website copy, press releases, advertisements, blog articles, social media content and materials produced for civic campaigns. Analysis focuses on textual structure, headlines, argumentation, calls to action, rhythm and the adaptation of style to different communication channels.
The teaching approach combines a sociological perspective with experience in running a business and developing communication for social initiatives and local campaigns. This makes it possible to consider a text not simply as a linguistic product, but as an intervention situated within particular social relationships. Participants examine why some messages generate interest and trust, while others appear unconvincing, unclear or poorly matched to their audience.
The ethical dimension of persuasion is central to the subject. Effectiveness is not considered separately from responsibility for the arguments, emotions and promises used in a text. Participants learn to distinguish persuasion grounded in reliable information and respect for the audience from manipulation, the concealment of relevant information and the exploitation of stereotypes. They also consider the social consequences of communication produced for businesses, public institutions and civic initiatives.
The aim is to develop a way of thinking that precedes writing itself: defining intentions precisely, selecting language deliberately and evaluating the possible reception and consequences of a message.
Learning outcomes
By the end of the classes, participants are able to:
- define a communication objective, target audience and publication context (WIIFM);
- produce clear and coherent texts for different media and purposes;
- construct headlines, arguments and calls to action appropriate to a message (CTA);
- edit texts for structure, style, precision and readability;
- justify linguistic choices and evaluate their possible effects on an audience (AIDA and PAS rules);
- apply the principles of ethical persuasion and identify manipulative or misleading communication.
Teaching methods
- critical analysis of commercial, institutional and civic communication;
- workshop-based writing and editing of different text forms (headlines, press notes, product descriptions etc.);
- comparison of alternative versions in relation to purpose, audience and medium;
- work with communication briefs supported by structured feedback;
- discussion of the ethical boundaries of persuasion and authorial responsibility.
These methods present writing as a process of analysis, creation, verification and deliberate revision of communication decisions.
Target group
The classes are intended primarily for students of communication, marketing, business, public relations, political science and social sciences. They are also relevant to those preparing content for companies, public institutions, media organisations, civic initiatives and information campaigns.
Academic and professional relevance
The subject develops the ability to analyse language as a means of persuasion, relationship-building and the social construction of meaning. It combines critical reflection on communication with the practical design of texts.
It supports the creation and editing of content for marketing, public relations, media, corporate communication and civic engagement. It also develops the capacity to evaluate messages in terms of effectiveness, credibility and responsibility towards their audiences.