PURPOSE OF THE UNIT STANDARD The person credited with this unit standard will be able to explain the history of copywriting as well as the practice of copywriting. Learners will also be able to interpret and explain the characteristics and constraints of the various media with regard to copywriting. They will also be able to describe and explain the nature and role of various creative elements that are available in copywriting. The qualifying learner is capable of: Describing the history and nature of copywriting. Describing the practice of copywriting. Interpreting the characteristics and constraints of the various media. Explaining the nature and role of the various creative elements available.