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Designing Breakthrough Advertisements: Basics to Begin

Designing Breakthrough Advertisements: Basics to Begin

本课程是 Designing Breakthrough Advertisements and Commercials 专项课程的一部分

位教师：Dan Ligon

包含在中

了解更多

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

3 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

5个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

3 周完成

在 10 小时一周

灵活的计划

自行安排学习进度

您将学到什么

Create more attention-getting advertisements to break through the clutter and stand out from the competition.
Master the techniques to become a better copywriter to craft more impactful headlines, body copy, and video scripts.
Design and think like an art director by applying and influencing typefaces, visuals, and the layouts of advertisements.
Appeal to customers by understanding their needs and tailoring the messages in advertisements.

您将获得的技能

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

17 项作业

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累特定领域的专业知识

本课程是 Designing Breakthrough Advertisements and Commercials 专项课程专项课程的一部分

在注册此课程时，您还会同时注册此专项课程。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
获得可共享的职业证书

该课程共有5个模块

Designing Breakthrough Advertisements: Basics to Begin will teach you the skills to make breakthrough advertisements. In this course you will learn how to approach writing headlines and commercial scripts. We'll explore how to direct art and conquer page layouts. And we'll cover typefaces and visuals, so that you know how and when to employ them. All with the singular goal of crafting pieces of communication that will get your potential customers engaged and more likely to respond to your message.

So if you're ready to do some advertising and make that investment in your business, then this is course for you. We’ll show you the best practices to make sure you're making the most effective advertisements you can make. After all, if you're taking the time to develop a marketing plan and a media placement strategy, shouldn't you also take the time to learn how to make an advertisement that won't get immediately ignored?

单元详情

You can think of advertising as the world’s 8th oldest profession, give or take. Humans have been creating advertisements since before we could read and write. How can something so old still be effective? We’ll look at the characterizes of effective advertisements and ineffective ones. We’ll look at the different kinds of advertisements and learn the strategies to make the right choice for communication you want to create. Most importantly, we’ll get you looking at advertisements not through the eyes of a consumer, but rather, through the eyes of designer. You don’t have to start from scratch, you can stand on the shoulders of techniques and practices that have worked in the past to make your advertisements work harder for you.

涵盖的内容

10个视频4篇阅读材料4个作业

10个视频总计34分钟

Specialization Introduction1分钟
Meet Your Instructor4分钟
Course Introduction2分钟
Copywrite Versus Copyright4分钟
Who Put the "Copy" into "Copywrite"?4分钟
What is Art Direction?5分钟
What is Art Direction Part 23分钟
Clients and Logos3分钟
Keeping Clients Happy4分钟
The Customer's Champion3分钟

4篇阅读材料总计121分钟

Course Updates and Accessibility Support1分钟
Portfolio Practice: Copy Writing45分钟
Portfolio Practice: Art Direction60分钟
Portfolio Practice: Clients15分钟

4个作业总计105分钟

End of Module 1 Wrap Up60分钟
Copywrite versus Copyright15分钟
Introduction to Art Direction15分钟
Clients and Logos15分钟

What is Copywriting? What do copywriters do? What makes a good headline? What makes good body copy? What’s involved with writing a script? Even if you never written that much before, you can be sure that you’ll be improved after this module. You'll get specific tips to make your advertising copy more readable, muscular and memorable.

涵盖的内容

11个视频5篇阅读材料5个作业1个讨论话题

11个视频总计55分钟

Some Basics to Begin5分钟
Looking at Great Headlines6分钟
Headlines. How Do I Get There?4分钟
Body Copy Basics to Begin6分钟
How to Write Body Copy6分钟
Meet the Scripts6分钟
Theater of the Mind4分钟
Time to Practice6分钟
Kill Your Babies4分钟
Read Out Loud2分钟
Kitty Wasn't Eating6分钟

5篇阅读材料总计210分钟

Portfolio Practice: Headlines30分钟
Read Some Long Body Copy15分钟
Portfolio Practice: Scripts45分钟
Portfolio Practice: Thinking about Scripts from Beginning to End30分钟
Portfolio Practice: Writing and Reading Copy90分钟

5个作业总计165分钟

End of Module 2 Wrap Up60分钟
Thinking About Great Headlines60分钟
Understanding Body Copy15分钟
How to think about Scripts15分钟
Getting Better at Copywriting15分钟

1个讨论话题总计25分钟

Discuss the Timberland Long Body Copy Advertisement25分钟

The partner and companion to copywriting is art direction. After all, the majority of advertisements and commercials are works of communication designed to be seen. How does one approach the visual design of an advertisement? What are things to think about? What are the watch-outs to avoid? . If want to get more visually creative with the look of your advertisements, this is the module for you.

涵盖的内容

10个视频4篇阅读材料4个作业2个讨论话题

10个视频总计61分钟

Introduction to Layout7分钟
It's the Rule of Thirds6分钟
Meet the Grid6分钟
Typeface Vs. Font5分钟
Uppercase Lowercase WTF7分钟
What is the Role of Type?3分钟
Typeface Tone of Voice Practice11分钟
Display versus Text Type5分钟
Choosing Type to Use6分钟
A Lucky Strike Extra5分钟

4篇阅读材料总计150分钟

Watch the Ending to "Finding the Fablemans"10分钟
Portfolio Practice: Design Your First Layout60分钟
Portfolio Practice: Typefaces and Fonts60分钟
Portfolio Practice: The Ampersand20分钟

4个作业总计85分钟

End of Module 3 Wrap Up20分钟
Laying out the Layout20分钟
The Shapes of Letters15分钟
Using Display and Text Type30分钟

2个讨论话题总计90分钟

The Eyes of a Designer75分钟
Try handwriting different typefaces15分钟

Visuals appear in the majority of advertisements. How do you find them? What can you use? How should you think about them? It's everything you wanted to know about find, using, and improving the visuals you use in your advertisements.