<![CDATA[While existing research on copywriting primarily assesses the impact of promotional content on audiences, there is a notable lack of studies exploring how copywriting is taught and practiced within language education. This study addresses this gap by examining the strategies employed by English language students at a state polytechnic in Indonesia as they create tourism promotional videos. Utilizing a qualitative content analysis approach, the research investigates students' final reports to identify key patterns and gaps in their copywriting practices. Findings reveal that while students demonstrated creativity and effectively showcases local cultural and natural attractions through engaging language, their work often lacked depth in audience profiling, inclusion of practical travel information, and alignment between video duration and selected media platforms. These limitations reduced the communicative effectiveness of their content. The study highlights the importance of integrating copywriting instruction into English for Specific Purposes (ESP) curricula, particularly in vocational education, to better prepare students for real-world communication tasks. Implications for ESP course design and project-based learning in language instruction are also discussed.]]>
Copyrights © 2025
