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WRIT 371

Advertising Copywriting

NOTE: This is representative of the syllabi for this course. It is not necessarily the syllabus being used in any one semester.

Intentions:

We will read a lot. We will write a lot. We will work a lot.

After a while, you may learn a lot.

Along the way, you'll pound your brains, say unkind things about me,

and even have a good deal of fun.

And if you're a real copywriter, it's only the beginning of one very interesting career.

Objective:

To provide an intense and thorough introduction to the principles and practices of advertising copywriting in a variety of media and circumstances.

Course Description:

The course format may include traditional lecture, guest presentation, practice in copywriting, and student presentation. In addition to the examination of current practice, there will be practical problem-solving.

The class meets only once a week; attendance is required. It is impossible to make up participation, in-class exercise, or to gain from the input of others. Assignments must be turned in on time; late work will be penalized, unless there are extenuating circumstances (determined by the professor). Late penalties may be waived by the professor. Regardless, all assignments must be completed to fill requirements for the course.

There will be a mid-term and a final examination, plus quizzes (unannounced) as needed on the text. Grading will be based on weekly assignments, quizzes, supplementary assignments, the midterm and the final (weighted). Some assignments will be weighted, and you will be advised ahead of time.

In the event of excused absences, you will still have to get your work in on time. Send it in on time, or drop it off in my mailbox in the Charles-Royal Building.

One-on-ones:

Are by appointment before class on Thursdays.

Call me at home to set one up.

Leave a message after the beep.

1: Professor out of town.

Pick up assignment and course text: COPY WORKSHOP WORKBOOK--Bendinger.

ASSIGNMENT: Read Copy Workshop, pp. 1-57. (Do Assignments #O/A, #O/B (optional),

#O/C, #0/D. for class next week.)

Please bring one terrible print ad and one great print ad (in your opinion) to class next week and be prepared to talk about them.

2: Discuss class requirements.

Put up Clips #1/Assignment #O/A (Terrible & Great Print Ads) and discuss basics of a print ad. LECTURE / DISCUSSION: "Finding the Wow-- A Not-So Brief Look Back" (ref. pp. I-56) Review Assignment #0/D -- examples?

ASSIGNMENT:
Do Assignment #1, pp. 13-15 in text. Also read pp.59-79.

Then do Assignment #2, pp. 54 (PARODY ONLY!) Also, Clips #2.

3: Review Clips #2.

LECTURE / DISCUSSION: "Just Do It: Advertising Here and Now."

In-class assignment--discussion.

Review Assignments # I and 2 -- examples?

ASSIGNMENT:
Do Assignments # 4A and 4B--please answer all questions completely in #4A; frame #4B as three lists: "Things I Like", "Ads I Like," and then

extrapolate short list of "truths." Read pp. 82-101 (this is heady stuff, so read twice for comprehension.) Also, Clips #3.

4: Review Clips #3.

LECTURE 1 DISCUSSION: "Mind Games: Psychographics for Fun and Profit."

Review Assignments #4A and #4B--examples?

ASSIGNMENT:
Do Assignment #5 (Nos. 1-4) on p.86.

Take your time and think through this one.

Read pp. 102-123. Also, Clips #4.

5: [NOTE: THIS CLASS NEEDS TO BE RESCHEDULED ON MON. 2/21 or WED 2/23]

Review Clips #4.

GUEST LECTURER, perhaps.

LECTURE / DISCUSSION: "Copywriting I 0 I: Premises and Your Objective"

If time, discuss Assignment #5.

ASSIGNMENT:
Read pp. 124-150 in text.

Then do Assignment #6 (your choice--just stay within the range of credibility) and Assignment #7, Nos. I and 2 ONLY (everybody should use the Uof B here as the product. Also, Clips #5.

[REMAINING CLASS SCHEDULE FORTHCOMINGÉ]

"You've got to live with your product. You've got to get steeped in it. You've got to get saturated with it. You must get to the heart of it. Indeed, if you have not crystallized into a single purpose, a single theme, what you want to tell the reader, you cannot be creative."

--Bill Bernbach




			WRIT 371 Advertising Copywriting NOTE: This is representative of the syllabi for this course. It is not necessarily the syllabus being used in any one semester. *Intentions:* We will read a lot. We will write a lot. We will work a lot. After a while, you may learn a lot. Along the way, you'll pound your brains, say unkind things about me, and even have a good deal of fun. And if you're a real copywriter, it's only the beginning of one very interesting career. *Objective:* To provide an intense and thorough introduction to the principles and practices of advertising copywriting in a variety of media and circumstances. *Course Description: The course format may include traditional lecture, guest presentation, practice in copywriting, and student presentation. In addition to the examination of current practice, there will be practical problem-solving. The class meets only once a week; attendance is required. It is impossible to make up participation, in-class exercise, or to gain from the input of others. Assignments must be turned in on time; late work will be penalized, unless there are extenuating circumstances (determined by the professor). Late penalties may be waived by the professor. Regardless, all assignments must be completed to fill requirements for the course. There will be a mid-term and a final examination, plus quizzes (unannounced) as needed on the text. Grading will be based on weekly assignments, quizzes, supplementary assignments, the midterm and the final (weighted). Some assignments will be weighted, and you will be advised ahead of time. In the event of excused absences, you will still have to get your work in on time. Send it in on time, or drop it off in my mailbox in the Charles-Royal Building. One-on-ones:* Are by appointment before class on Thursdays. Call me at home to set one up. Leave a message after the beep. 1: Professor out of town. Pick up assignment and course text: COPY WORKSHOP WORKBOOK--Bendinger. ASSIGNMENT: Read Copy Workshop, pp. 1-57. (Do Assignments #O/A, #O/B (optional), #O/C, #0/D. for class next week.) Please bring one terrible print ad and one great print ad (in your opinion) to class next week and be prepared to talk about them. 2: Discuss class requirements. Put up Clips #1/Assignment #O/A (Terrible & Great Print Ads) and discuss basics of a print ad. LECTURE / DISCUSSION: "Finding the Wow-- A Not-So Brief Look Back" (ref. pp. I-56) Review Assignment #0/D -- examples? ASSIGNMENT: Do Assignment #1, pp. 13-15 in text. Also read pp.59-79. Then do Assignment #2, pp. 54 (PARODY ONLY!) Also, Clips #2. 3: Review Clips #2. LECTURE / DISCUSSION: "Just Do It: Advertising Here and Now." In-class assignment--discussion. Review Assignments # I and 2 -- examples? ASSIGNMENT: Do Assignments # 4A and 4B--please answer all questions completely in #4A; frame #4B as three lists: "Things I Like", "Ads I Like," and then extrapolate short list of "truths." Read pp. 82-101 (this is heady stuff, so read twice for comprehension.) Also, Clips #3. 4: Review Clips #3. LECTURE 1 DISCUSSION: "Mind Games: Psychographics for Fun and Profit." Review Assignments #4A and #4B--examples? ASSIGNMENT: Do Assignment #5 (Nos. 1-4) on p.86. Take your time and think through this one. Read pp. 102-123. Also, Clips #4. 5: [NOTE: THIS CLASS NEEDS TO BE RESCHEDULED ON MON. 2/21 or WED 2/23] Review Clips #4. GUEST LECTURER, perhaps. LECTURE / DISCUSSION: "Copywriting I 0 I: Premises and Your Objective" If time, discuss Assignment #5. ASSIGNMENT: Read pp. 124-150 in text. Then do Assignment #6 (your choice--just stay within the range of credibility) and Assignment #7, Nos. I and 2 ONLY (everybody should use the Uof B here as the product. Also, Clips #5. [REMAINING CLASS SCHEDULE FORTHCOMINGÉ] "You've got to live with your product. You've got to get steeped in it. You've got to get saturated with it. You must get to the heart of it. Indeed, if you have not crystallized into a single purpose, a single theme, what you want to tell the reader, you cannot be creative." --Bill Bernbach home \| bs, corporate communication \| ba, english \| ma, publications design \| mfa, integrated design \| mfa, creative writing & publishing arts \| people \| portfolio \| facilities \| classes \| undergraduate applications \| graduate applications \| contact \| site index \| university of baltimore