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October 9, 2025JEES (Journal of English Educators Society)Open Access

From classroom to screen: Vocational English students’ copywriting practices in creating tourism promotion videos

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Authors

DADhini AuliaAMAhmad Bukhori MuslimBHBudi Hermawan

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Overview

Qualitative content analysis reveals gaps in copywriting skills of vocational students, indicating a need for better education.

Key Points

  • Students showcased creativity and cultural elements in their videos, enhancing engagement, but lacked depth in audience profiling.
  • Key findings indicate misalignment between video duration and media platforms, affecting communicative effectiveness.
  • Using qualitative content analysis, student reports were examined to identify patterns and gaps in their copywriting practices.
  • The research suggests integrating copywriting instruction into ESP curricula could improve students' readiness for real-world tasks.

Cite This Study

Aulia et al. (2025) studied this question.

synapsesocial.com/papers/68e70da790569dd607ee5aa4https://doi.org/10.21070/jees.v10i2.1935
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  4. 4Developing a Local Wisdom-Based Digital Resource for English for Tourism in Vocational High Schools in Banjarmasin2024
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