Copywork exercise

copywork-lemon-vw-1
CopyWork is a copywriting exercise where you hand-copy ads to learn how they were written. When you learn piano you first copy other songs, then later you create your own songs. It's a similar concept with copy. You first copy famous pieces, then create your own. For example here's a world-famous Volkswagen ad: Here's a CC student's CopyWork for that popular Volkswagen ad: Here's another students rendition of it: And another: If you want to practice CopyWork on your own, here's 31 different ads to pick from: Feel free to pick one of those ads, write it out on a sheet of paper.

Image Description

The image displays the iconic Volkswagen "Lemon" ad alongside a hand-drawn copy of it. The original ad shows a classic VW Beetle with concise, witty copy below it, while the student rendition features a hand-sketched beetle and handwritten text mimicking the original ad's style.

Positive Aspects

The image effectively illustrates the concept of CopyWork by showing a real-world example of a student replicating a famous ad. It visually emphasizes the learning process of analyzing and recreating successful ads, making the exercise more relatable and tangible.

Key Takeaways

  • CopyWork Exercise: Hand-copying famous ads is a method to learn copywriting, similar to how musicians learn by playing existing songs.
  • Learning by Imitation: Just like in music, starting by replicating successful work helps build the skills necessary for creating original content.
  • Volkswagen Ad Example: The famous "Lemon" ad is used as a model for CopyWork, showcasing its enduring impact and effectiveness.

Additional Insights

CopyWork isn't just about copying words; it's about absorbing the style, tone, and strategy behind successful ads. For example, the VW "Lemon" ad cleverly turns a potential negative (a defect) into a marketing strength, showcasing honesty and quality control. Try it yourself—pick an ad, write it out, and see what insights you uncover!