From classroom to screen: Vocational English students’ copywriting practices in creating tourism promotion videos
DOI:
https://doi.org/10.21070/jees.v10i2.1935Keywords:
copywriting strategies, English for Specific Purposes (ESP), tourism promotion, student-generated contentAbstract
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.
Downloads
Download data is not yet available.
References
Albrighton, T. (2013). The ABC of copywriting (2nd ed.). ABC Business Communications Ltd. https://www.abccopywriting.com/wp-content/uploads/2013/04/The-ABC-of-Copywriting.pdf?utm
Asian Development Bank, & LinkedIn. (2022). Digital jobs and digital skills (Join Report ADB and LinkedIn SPR220348). https://doi.org/10.22617/SPR220348
Basturkmen, H. (2010). Developing courses in English for specific purposes. Palgrave Macmillan. https://doi.org/10.1057/9780230290518
Belcher, D. (2009). What ESP is and can be: An introduction. University of Michigan Press. http://www.press.umich.edu/titleDetailDesc.do?id=770237
Bly, R. W. (2005). The copywriter’s handbook (3rd ed.). Owl Books. ISBN: 978-0-8050-7804-6.https://www.amazon.com/Copywriters-Handbook-Step-Step-Writing/dp/0805078045
Carter, A. (2021). Capturing authenticity: An exploration in brand-sponsored documentary video storytelling to define brand values and further social impact (Master’s thesis, University of North Carolina at Chapel Hill). https://doi.org/10.17615/339n-n465
Chang, H.-L., & Kung, Y.-H. (2023). Copywriting strategies in tourism Facebook fan page marketing: Investigating the role of gender differences. Management Review (Taiwan), 42(2). https://doi.org/10.6656/MR.202304_42(2).ENG001
Decrop, A. (2007). The influence of message format on the effectiveness of print advertisements for tourism destinations. International Journal of Advertising, 26(4), 505–525. https://doi.org/10.1080/02650487.2007.11073030
Deu, I., & Bakhtiar, M. B. (2024, April). Purchase Intention And Marketing Media: A Comparison Between Photos And Videos. In CoMBInES-Conference on Management, Business, Innovation, Education and Social Sciences (Vol. 4, No. 1, pp. 283-290). https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=Deu%2C+I.%2C+%26+Baharudin%2C+M.+%282024%29.+Purchase+intention+and+marketing+media%3A+A+comparison+between+photos+and+videos.+%5BConference+Paper%5D.&btnG=
Drisko, J. W., & Maschi, T. (2016). Content analysis. Oxford University Press. http://lccn.loc.gov/2015040785
Fachruddin, A. (2017). Dasar-dasar produksi televisi: Produksi berita, feature, laporan investigasi, dokumenter dan teknik editing. Kencana Prenadamedia. https://books.google.com/books/about/Dasar_dasar_Produksi_Televisi_Produksi_B.html?id=0KRPDwAAQBAJ
Henson, L. (1994). A preliminary rhetoric of technical copywriting. Technical Communication, 41(3), 447–455. https://www.jstor.org/stable/43088472
Hou, Z. (2017). Comparison study of advertising videos of tourism city image—Based on the content analysis method. EURASIA Journal of Mathematics, Science and Technology Education, 13(10). https://doi.org/10.12973/ejmste/78521
Hou, Z., Joppe, M., Choi, C., & Lin, Z. (2016). Exploratory study of promotional videos in the 10 major tourist destinations in China: A content analysis. Travel and Tourism Research Association: Advancing Tourism Research Globally, 45. https://scholarworks.umass.edu/ttra/2011/Visual/45
Hyland, K. (2002). Specificity revisited: How far should we go now? English for Specific Purposes, 21(4), 385–395. https://doi.org/10.1016/S0889-4906(01)00028-X
Hyland, K. (2022). English for specific purposes: What is it and where is it taking us? ESP Today, 10(2), 202–220. https://doi.org/10.18485/esptoday.2022.10.2.1
Jiang, J., Hong, Y., Li, W., & Li, D. (2022). A study on the impact of official promotion short videos on tourists’ destination decision-making in the post-epidemic era. Frontiers in Psychology, 13, 1015869. https://doi.org/10.3389/fpsyg.2022.1015869
Karapenchev, Y. (2020). Defining copywriting within the framework of integrated marketing communications. In Communication Management: Theory and Practice in the 21st Century. https://research.uni-sofia.bg/bitstream/10506/2493/1/FJMC_Sbornik_Konferentsia_New.pdf
Keskin Yilmaz, Y. (2023). Storytelling in destinations’ promotional videos: The case of Go Türkiye official YouTube page. İNİF E-Dergi. https://doi.org/10.47107/inifedergi.1333502
Konstant, T. (2011). Ten rules of copywriting. Hodder Education. http://www.hoddereducation.co.uk
Krawczyk, N. (2022). Copywriting strategies: A no-nonsense guide to writing persuasive copy for your business. Rockridge Press. https://play.google.com/store/books/details?id=32IXEQAAQBAJ
Krippendorff, K. (2018). Content analysis: An introduction to its methodology (4th ed.). SAGE Publications. https://doi.org/10.4135/9781071878781
Kuckartz, U., & Rädiker, S. (2023). Qualitative content analysis: Methods, practice and software (2nd ed.). SAGE Publications. https://uk.sagepub.com/en-gb/asi/qualitative-content-analysis/book282907
Lapin, J. (2020, April 3). 3-step guide to creative copywriting. https://www.archeredu.com/hemj/guide-to-creative-copywriting/
Levyda, L., Eddyono, F., & Meyrza, C. T. (2022). The effect of facility promotion and prices on the decision to visit DUFAn Ancol. Jurnal Ekonomi, 11(01). http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Lindheim, T. (2022). Participant validation: A strategy to strengthen the trustworthiness of your study and address ethical concerns. In G. Espedal, B. Jelstad Løvaas, S. Sirris, & A. Wæraas (Eds.), Researching values (pp. 225–239). Springer. https://doi.org/10.1007/978-3-030-90769-3_13
Mayring, P. (2014). Qualitative content analysis: Theoretical foundation, basic procedures and software solution. Klagenfurt. https://nbn-resolving.org/urn:nbn:de:0168-ssoar-395173
Mishra, A., & Vijay, T. S. (2023). Integrated advertising, promotion, and marketing: Communicating in a digital world (1st ed.). Routledge India. https://doi.org/10.4324/9781003458593
Mowat, J. (2021). Video marketing: Create engaging video campaigns to drive brand growth and sales (2nd ed.). Kogan Page. https://www.koganpage.com/product/video-marketing-9781398601147
Neuendorf, K. A. (2017). The content analysis guidebook (2nd ed.). SAGE. http://lccn.loc.gov/2015044657
Nielsen. (2024). The advertising media spend report (Report H1 2024). The Nielsen Company (US). https://www.nielsen.com/insights/2024/advertising-media-spend-report-h1-2024/
Noel, J., & Wiebe, J. (2022). What is copywriting? Why it’s critical to your bottom line. Copywriting Articles. https://copyhackers.com/2022/03/what-is-copywriting/
Ogilvy, D. (2004). Confessions of an advertising man (Reprint ed.). Southbank. https://openlibrary.org/books/OL8774119M/Confessions_of_an_Advertising_Man
Petrova, N. (2025, February 21). How to use video for tourism marketing. Video Creation. https://firework.com/blog/how-to-use-video-for-tourism-marketing
Qiu, L., Li, X., & Choi, S. (2024). Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective. Journal of Destination Marketing & Management, 31, 100826. https://doi.org/10.1016/j.jdmm.2023.100826
Rodrigo-Martín, I., Rodrigo-Martín, L., & Muñoz-Sastre, D. (2025). Publicidad y adolescencia. Estudio etnográfico de una comunidad virtual. Index.Comunicación, 15(1), 31–52. https://doi.org/10.62008/ixc/15/01Public
Roy, D., Kosai, H., & Takai, K. (2021). The pre-production plans on designing a promotional video for project-based language learning: A case study with smart toilets. SHS Web of Conferences, 102, 02009. https://doi.org/10.1051/shsconf/202110202009
Schreier, M. (2012). Qualitative content analysis in practice. SAGE Publications. https://doi.org/10.4135/9781529682571
Segura, S. L. (2023, September 27). Video promotion: Preproduction strategies & marketing tips. AZoNetwork. https://www.azonetwork.com/marketing-science/blog/video-promotion
Shani, A., Chen, P., Wang, Y., & Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116–133. https://doi.org/10.1002/jtr.738
Smith, R. (2023, September 16). Using branded documentaries in modern marketing strategies. Roo Smith. https://roosmith.com/blog/using-branded-documentaries-in-modern-marketing-strategies
Sofyan, A., Yuniati, Y., & Ratnasari, A. (2023). Copywriting marketing in reaching the target market. KnE Social Sciences. https://doi.org/10.18502/kss.v8i18.14246
Sugarman, J. (2007). The Adweek copywriting handbook: The ultimate guide to writing powerful advertising and marketing copy from one of America’s top copywriters. John Wiley & Sons. https://www.wiley.com/en-us/The+Adweek+Copywriting+Handbook%3A+The+Ultimate+Guide+to+Writing+Powerful+Advertising+and+Marketing+Copy+from+One+of+America's+Top+Copywriters-p-9780470051245
Wibowo, F. (2007). Teknik produksi program televisi. Pinus Book Publisher. https://perpustakaan.binadarma.ac.id/opac/detail-opac?id=17303
Wu, G., & Ding, X. (2023). Which type of tourism short video content inspires potential tourists to travel? Frontiers in Psychology, 14, 1086516. https://doi.org/10.3389/fpsyg.2023.1086516
Zabukovec Baruca, P., & Čivre, Ž. (2022). Unique destination attributes as a basis of tourism experience. Academica Turistica, 15(3), 349–362. https://doi.org/10.26493/2335-4194.15.349-362
Zheng, Z., Lu, C., & Zhao, W. (2023). Study on the influence of Douyin short video marketing on camping travel intention. SHS Web of Conferences, 179, 03022. https://doi.org/10.1051/shsconf/202317903022
Zulkifly, H. Z., & Firdaus, N. (2014). Persuasion and the online consumers: Investigating copywriting strategies in native advertisements. International Journal of Social Science and Humanity, 4(6), 430–434. https://doi.org/10.7763/IJSSH.2014.V4.393
Asian Development Bank, & LinkedIn. (2022). Digital jobs and digital skills (Join Report ADB and LinkedIn SPR220348). https://doi.org/10.22617/SPR220348
Basturkmen, H. (2010). Developing courses in English for specific purposes. Palgrave Macmillan. https://doi.org/10.1057/9780230290518
Belcher, D. (2009). What ESP is and can be: An introduction. University of Michigan Press. http://www.press.umich.edu/titleDetailDesc.do?id=770237
Bly, R. W. (2005). The copywriter’s handbook (3rd ed.). Owl Books. ISBN: 978-0-8050-7804-6.https://www.amazon.com/Copywriters-Handbook-Step-Step-Writing/dp/0805078045
Carter, A. (2021). Capturing authenticity: An exploration in brand-sponsored documentary video storytelling to define brand values and further social impact (Master’s thesis, University of North Carolina at Chapel Hill). https://doi.org/10.17615/339n-n465
Chang, H.-L., & Kung, Y.-H. (2023). Copywriting strategies in tourism Facebook fan page marketing: Investigating the role of gender differences. Management Review (Taiwan), 42(2). https://doi.org/10.6656/MR.202304_42(2).ENG001
Decrop, A. (2007). The influence of message format on the effectiveness of print advertisements for tourism destinations. International Journal of Advertising, 26(4), 505–525. https://doi.org/10.1080/02650487.2007.11073030
Deu, I., & Bakhtiar, M. B. (2024, April). Purchase Intention And Marketing Media: A Comparison Between Photos And Videos. In CoMBInES-Conference on Management, Business, Innovation, Education and Social Sciences (Vol. 4, No. 1, pp. 283-290). https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=Deu%2C+I.%2C+%26+Baharudin%2C+M.+%282024%29.+Purchase+intention+and+marketing+media%3A+A+comparison+between+photos+and+videos.+%5BConference+Paper%5D.&btnG=
Drisko, J. W., & Maschi, T. (2016). Content analysis. Oxford University Press. http://lccn.loc.gov/2015040785
Fachruddin, A. (2017). Dasar-dasar produksi televisi: Produksi berita, feature, laporan investigasi, dokumenter dan teknik editing. Kencana Prenadamedia. https://books.google.com/books/about/Dasar_dasar_Produksi_Televisi_Produksi_B.html?id=0KRPDwAAQBAJ
Henson, L. (1994). A preliminary rhetoric of technical copywriting. Technical Communication, 41(3), 447–455. https://www.jstor.org/stable/43088472
Hou, Z. (2017). Comparison study of advertising videos of tourism city image—Based on the content analysis method. EURASIA Journal of Mathematics, Science and Technology Education, 13(10). https://doi.org/10.12973/ejmste/78521
Hou, Z., Joppe, M., Choi, C., & Lin, Z. (2016). Exploratory study of promotional videos in the 10 major tourist destinations in China: A content analysis. Travel and Tourism Research Association: Advancing Tourism Research Globally, 45. https://scholarworks.umass.edu/ttra/2011/Visual/45
Hyland, K. (2002). Specificity revisited: How far should we go now? English for Specific Purposes, 21(4), 385–395. https://doi.org/10.1016/S0889-4906(01)00028-X
Hyland, K. (2022). English for specific purposes: What is it and where is it taking us? ESP Today, 10(2), 202–220. https://doi.org/10.18485/esptoday.2022.10.2.1
Jiang, J., Hong, Y., Li, W., & Li, D. (2022). A study on the impact of official promotion short videos on tourists’ destination decision-making in the post-epidemic era. Frontiers in Psychology, 13, 1015869. https://doi.org/10.3389/fpsyg.2022.1015869
Karapenchev, Y. (2020). Defining copywriting within the framework of integrated marketing communications. In Communication Management: Theory and Practice in the 21st Century. https://research.uni-sofia.bg/bitstream/10506/2493/1/FJMC_Sbornik_Konferentsia_New.pdf
Keskin Yilmaz, Y. (2023). Storytelling in destinations’ promotional videos: The case of Go Türkiye official YouTube page. İNİF E-Dergi. https://doi.org/10.47107/inifedergi.1333502
Konstant, T. (2011). Ten rules of copywriting. Hodder Education. http://www.hoddereducation.co.uk
Krawczyk, N. (2022). Copywriting strategies: A no-nonsense guide to writing persuasive copy for your business. Rockridge Press. https://play.google.com/store/books/details?id=32IXEQAAQBAJ
Krippendorff, K. (2018). Content analysis: An introduction to its methodology (4th ed.). SAGE Publications. https://doi.org/10.4135/9781071878781
Kuckartz, U., & Rädiker, S. (2023). Qualitative content analysis: Methods, practice and software (2nd ed.). SAGE Publications. https://uk.sagepub.com/en-gb/asi/qualitative-content-analysis/book282907
Lapin, J. (2020, April 3). 3-step guide to creative copywriting. https://www.archeredu.com/hemj/guide-to-creative-copywriting/
Levyda, L., Eddyono, F., & Meyrza, C. T. (2022). The effect of facility promotion and prices on the decision to visit DUFAn Ancol. Jurnal Ekonomi, 11(01). http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Lindheim, T. (2022). Participant validation: A strategy to strengthen the trustworthiness of your study and address ethical concerns. In G. Espedal, B. Jelstad Løvaas, S. Sirris, & A. Wæraas (Eds.), Researching values (pp. 225–239). Springer. https://doi.org/10.1007/978-3-030-90769-3_13
Mayring, P. (2014). Qualitative content analysis: Theoretical foundation, basic procedures and software solution. Klagenfurt. https://nbn-resolving.org/urn:nbn:de:0168-ssoar-395173
Mishra, A., & Vijay, T. S. (2023). Integrated advertising, promotion, and marketing: Communicating in a digital world (1st ed.). Routledge India. https://doi.org/10.4324/9781003458593
Mowat, J. (2021). Video marketing: Create engaging video campaigns to drive brand growth and sales (2nd ed.). Kogan Page. https://www.koganpage.com/product/video-marketing-9781398601147
Neuendorf, K. A. (2017). The content analysis guidebook (2nd ed.). SAGE. http://lccn.loc.gov/2015044657
Nielsen. (2024). The advertising media spend report (Report H1 2024). The Nielsen Company (US). https://www.nielsen.com/insights/2024/advertising-media-spend-report-h1-2024/
Noel, J., & Wiebe, J. (2022). What is copywriting? Why it’s critical to your bottom line. Copywriting Articles. https://copyhackers.com/2022/03/what-is-copywriting/
Ogilvy, D. (2004). Confessions of an advertising man (Reprint ed.). Southbank. https://openlibrary.org/books/OL8774119M/Confessions_of_an_Advertising_Man
Petrova, N. (2025, February 21). How to use video for tourism marketing. Video Creation. https://firework.com/blog/how-to-use-video-for-tourism-marketing
Qiu, L., Li, X., & Choi, S. (2024). Exploring the influence of short video platforms on tourist attitudes and travel intention: A social–technical perspective. Journal of Destination Marketing & Management, 31, 100826. https://doi.org/10.1016/j.jdmm.2023.100826
Rodrigo-Martín, I., Rodrigo-Martín, L., & Muñoz-Sastre, D. (2025). Publicidad y adolescencia. Estudio etnográfico de una comunidad virtual. Index.Comunicación, 15(1), 31–52. https://doi.org/10.62008/ixc/15/01Public
Roy, D., Kosai, H., & Takai, K. (2021). The pre-production plans on designing a promotional video for project-based language learning: A case study with smart toilets. SHS Web of Conferences, 102, 02009. https://doi.org/10.1051/shsconf/202110202009
Schreier, M. (2012). Qualitative content analysis in practice. SAGE Publications. https://doi.org/10.4135/9781529682571
Segura, S. L. (2023, September 27). Video promotion: Preproduction strategies & marketing tips. AZoNetwork. https://www.azonetwork.com/marketing-science/blog/video-promotion
Shani, A., Chen, P., Wang, Y., & Hua, N. (2010). Testing the impact of a promotional video on destination image change: Application of China as a tourism destination. International Journal of Tourism Research, 12(2), 116–133. https://doi.org/10.1002/jtr.738
Smith, R. (2023, September 16). Using branded documentaries in modern marketing strategies. Roo Smith. https://roosmith.com/blog/using-branded-documentaries-in-modern-marketing-strategies
Sofyan, A., Yuniati, Y., & Ratnasari, A. (2023). Copywriting marketing in reaching the target market. KnE Social Sciences. https://doi.org/10.18502/kss.v8i18.14246
Sugarman, J. (2007). The Adweek copywriting handbook: The ultimate guide to writing powerful advertising and marketing copy from one of America’s top copywriters. John Wiley & Sons. https://www.wiley.com/en-us/The+Adweek+Copywriting+Handbook%3A+The+Ultimate+Guide+to+Writing+Powerful+Advertising+and+Marketing+Copy+from+One+of+America's+Top+Copywriters-p-9780470051245
Wibowo, F. (2007). Teknik produksi program televisi. Pinus Book Publisher. https://perpustakaan.binadarma.ac.id/opac/detail-opac?id=17303
Wu, G., & Ding, X. (2023). Which type of tourism short video content inspires potential tourists to travel? Frontiers in Psychology, 14, 1086516. https://doi.org/10.3389/fpsyg.2023.1086516
Zabukovec Baruca, P., & Čivre, Ž. (2022). Unique destination attributes as a basis of tourism experience. Academica Turistica, 15(3), 349–362. https://doi.org/10.26493/2335-4194.15.349-362
Zheng, Z., Lu, C., & Zhao, W. (2023). Study on the influence of Douyin short video marketing on camping travel intention. SHS Web of Conferences, 179, 03022. https://doi.org/10.1051/shsconf/202317903022
Zulkifly, H. Z., & Firdaus, N. (2014). Persuasion and the online consumers: Investigating copywriting strategies in native advertisements. International Journal of Social Science and Humanity, 4(6), 430–434. https://doi.org/10.7763/IJSSH.2014.V4.393
Downloads
Published
2025-10-07
How to Cite
Aulia, D., Muslim, A. B., & Hermawan, B. (2025). From classroom to screen: Vocational English students’ copywriting practices in creating tourism promotion videos. JEES (Journal of English Educators Society), 10(2), 95–105. https://doi.org/10.21070/jees.v10i2.1935
Issue
Section
Articles
License
Copyright (c) 2025 Dhini Aulia, Ahmad Bukhori Muslim, Budi Hermawan
This work is licensed under a Creative Commons Attribution 4.0 International License.
