Copywriting e mensagem de produto

: estratégias fundamentadas por evidências teóricas

Abstract

Copywriting, as a fundamental component of strategic communication, plays a crucial role in creating persuasive messages for advertisements, advertising campaigns and other communication formats. The effectiveness of the copy depends on its ability to capture the attention of the audience, maintain interest and encourage conversion. However, the absence of a systematic evaluation process can compromise the quality and consistency of the messages, making it essential to apply well-defined criteria in their review and optimization. This report, developed within the framework of a curricular internship, had as main objective to identify the essential factors for an effective copy and investigate the possibility of applying a quality verification system based on theories of communication. For this, a participant observation approach was adopted, analyzing successful communication campaigns and crossing the identified patterns with theoretical concepts of persuasion, psychology and storytelling. The analysis revealed the recurring presence of five essential factors for the effectiveness of the copy, namely the attraction of the public, the maintenance of interest, the overcoming of skepticism, the reinforcement of confidence and the motivation for action. Based on these factors, a practical tool for evaluation and review of communication campaigns was developed - a simplified adaptation of a pre-existing model -, which allows a more structured and grounded approach to copywriting. This system aims not only to optimize the quality of the copy, but also ensure its adaptation to the strategic needs of communication, combining creativity with a systematic and well-founded validation process.

Date of Award	13 Jun 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Clarisse Pessôa (Supervisor)