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All Journal Klasikal: Journal of Education, Language Teaching and Science Jurnal Ilmiah Profesi Pendidikan Buletin KKN Pendidikan Mattawang: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Wahana Pendidikan Jurnal Abdimas Komunikasi dan Bahasa Dedikasi: Jurnal Pengabdian Kepada Masyarakat JTechLP NEAR: Jurnal Pengabdian kepada Masyarakat Jurnal Pendidikan Indonesia (Japendi) Seminar Nasional Hasil Penelitian LP2M UNM Sinergi International Journal of Islamic Studies INDOPEDIA (Inovasi Pembelajaran dan Pendidikan) BEGIBUNG: Jurnal Penelitian Multidisiplin Al-Qalam: Jurnal Kajian Islam Dan Pendidikan Welfare: Jurnal Pengabdian Masyarakat
Hajar, Andi
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Journal : Klasikal: Journal of Education, Language Teaching and Science

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DEVELOPING THE STUDENTS’ COPYWRITING SKILLS THROUGH COPYWRITING PROJECT AT ENGLISH DEPARTMENT, FACULTY OF LANGUAGES AND LITERATURE, UNIVERSITAS NEGERI MAKASSAR Hajar, Andi; Novia, Lely
KLASIKAL : JOURNAL OF EDUCATION, LANGUAGE TEACHING AND SCIENCE Vol 7 No 1 (2025): Klasikal: Journal of Education, Language Teaching and Science
Publisher : Fakultas Keguruan dan Ilmu Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52208/klasikal.v7i1.1332

Abstract

This research explores the implementation and outcomes of a copywriting project conducted for third-semester students of the Applied English (Business English Communication) Program, Diploma IV, English Department, Faculty of Languages and Literature, Universitas Negeri Makassar. Integrated into the compulsory Marketing and Advertising course, the project involved 60 students from two classes (A and B) during the 2025 academic year. This study aimed to analyze the quality of students' copywriting and identify the most preferred types of copywriting among them. Utilizing a qualitative research design with observational techniques, the project followed four main stages: product/service selection, buyer persona development, headline writing, and copywriting creation. Findings revealed gender-based trends in product/service choices. Male students tended to focus on automobiles, men’s fashion, perfumes, food and beverages, and service-based projects such as game top-ups, laptop repairs, plumbing, and travel. Female students predominantly selected cosmetics, women’s fashion, food and beverages, as well as services like laundry and tailoring. Students demonstrated awareness of target audiences by developing buyer personas and crafting headlines designed to attract attention. The final copywriting outputs showcased a variety of formats, with visual copy emerging as the most favored type. Overall, the project indicates that students showed interest and aptitude in copywriting. The activity is expected to enhance their practical skills and prepare them for future careers as copywriters in advertising agencies, digital media companies, or as freelancers.
Co-Authors Abdul Wahid Adis, Himala Praptamy Amaliah, Suci Amin, Fatimah Hidayahni Armita, Sudita Asmah Amir Asriati Asriati, Asriati Atifa, Atifa Bahar, Andi Nur Asrah Bayu Hendro Wicaksono Cheriani Cheriani, Cheriani Fardiansyah, Fardiansyah Farid, Muhammad Rifaat Adiakarti Habibi, Anwar Hasan, Fakhril Ismail Ismail Jusman Jusman Kamariah, A. Maemuna Muhayyang Mustikawati, Yunitari Noni, Nurdin Novia, Lely Nurlinda Nurlinda, Nurlinda Pada, Andi Tenri Ramadan, Irfan Fadrian Rasyid Ridha Rasyid, Andi Tabrani Rezky, Nur Riny Jefri, Riny Risnawati Risnawati Rusda, Ahmad Amien Saputra, Fito Tegar Seny Luhriyani Sunusi Sua, Andi Tenri Suhardiman Suhardiman Sulfikah, Sulfikah Vianti, Riska Yardina, Yardina