Copywriting for Advertising
SMAD 252: Copywriting for Advertising focuses on the principles and techniques of persuasive writing in the advertising industry. The course teaches students how to craft compelling messages, develop brand voices, and create effective ad copy across various media platforms, including print, digital, and social media.
Print Advertisement
This advertisement for EnChroma glasses targets men with red/green color blindness, specifically deuteranomaly, a condition affecting 1 in 8 men. By featuring a natural outdoor setting, the ad connects with EnChroma’s audience—men who appreciate nature but struggle to fully experience its colors. The side-by-side imagery creates intentional confusion, prompting viewers to question their own perception and engage with the message. The slogan, Explore the World of Color, reinforces the brand’s promise, while the body copy highlights EnChroma’s effectiveness in enhancing color distinction. A clear call to action directs potential customers to learn more at EnChroma.com, encouraging them to discover the impact of EnChroma glasses for themselves.
Radio Ad Script
This assignment was to craft a compelling 30-second radio ad tailored for refugees and migrant workers arriving in Harrisonburg. By selecting a specific type of radio ad covered in class, I must created a script that incorporates a strong hook, a clear introduction, an argument, and a persuasive call to action.
Social Media
This project features a social media campaign for Ripple, a dairy-free milk brand made from peas, designed to engage Instagram users through a series of three sponsored story ads and an Instagram carousel post. The Instagram stories use bold headlines and dynamic visuals, positioning Ripple as a high-protein, allergen-free alternative to traditional dairy. Each story highlights a key brand benefit—safety, strength, and superiority—reinforced by playful animations of the product lifting weights and standing on a podium. The Instagram post takes a humorous approach through anthropomorphism, depicting a lighthearted conversation between a cow and two peas about Ripple’s dairy-free milk. This comic-strip-style ad makes the product more relatable and encourages engagement. Both ad formats utilize a clear “Shop Now” call to action, seamlessly guiding users to the brand’s website. Through humor, creativity, and strategic messaging, this campaign effectively promotes Ripple as a nutritious, accessible, and fun plant-based milk option.
Haribo Advertisement
This project focuses on creating a targeted advertising campaign for Haribo, specifically designed for German lesbian millennial first-time parents. The campaign aims to position Haribo as an inclusive, LGBTQ+ supportive brand while addressing health-conscious concerns about candy consumption for children. The advertisements emphasize Haribo’s German heritage and credibility, leveraging Germany’s reputation as an LGBTQ-friendly country and its preference for locally made, sustainable products. Using a nurturing and trustworthy tone, the campaign differentiates itself from competitors by prioritizing inclusivity and emotional connection over traditional upbeat candy ads. The creative strategy incorporates Haribo’s signature slogan and branding elements while tailoring visuals and messaging to appeal to a female audience, reinforcing Haribo as a brand that celebrates diverse families.
