ADV115 Course Outline

8/14/2019 ADV115 Course Outline

1/8


2/8

Assignment

Creative Brief 1: Malava

20 big ideas/strategies

Module 4

Taglines

Progress Grading

Lecture/Demo:

Outdoor advertising

Know how to very concisely write a message for small spaces.

Learn how to use the Writer's Tools (the dictionary and thesaurus)

effectively. Gain education in how to avoid puns. Review the use of rhyming

and rhythm in writing copy. Understand the uses of alliteration,

onomatopoeia, and irony. Continue learning about effective strategy.

Activity:

Critique of assigned work.

Assignment

Write 20 headlines against your chosen big idea for Malava.

Module 5

Knowing the Target Audience

Course Evaluations for Week 5 (Fall/Spring Only)

Lecture/Demo:

Case Study 2: Dan Wieden

Review copy-based ads

Learn about target audiences. Understand how to use the proper tone.

Grasp the importance of proper word choice. Gain knowledge in

researching your target.

Activity:


3/8

Critique assigned work.

Assignment

Begin executing your campaign with top 3 headlines for Malava. Computercomps next week.

Creative Brief 2: TBD


Module 6

Writer's Block & Visual Solutions

Lecture/Demo:


How to put the smack down on writers block. Understand strategies that

will help you to keep on writing. Grasp how to use quotes in your ads.

Turn boring headlines into questions.

Learn about relying on visual solutions.

Activity:


Assignment

Write 20 headlines against your chosen big idea for brief 2.

Module 7

Tactical Ads

Midterm Grading

Lecture/Demo:

Case Study 3: Humor in advertising


Avoid the overuse of superlatives. Learn how to always be concise.

Understand how to use facts and figures, when applicable.

Activity:


4/8


Assignment

Begin executing your campaign with top 3 headlines for brief 2. Computercomps next week.



Module 8

Critique Session

Lecture/Demo:

Film: Art & Copy


As appropriate to critique.

Activity:


Assignment


Module 9

Radio advertising

Lecture/Demo:

Case Study 3: Bud Light Real Men of Genius

Learn how to write for the theatre of the mind.

Activity:


Assignment

Begin executing your campaign with top 3 headlines for brief 2. Computer


5/8

comps next week.




6/8

Module 10

More on taglines

Lecture/Demo:

Understand how to tap emotions - what makes a great tag? Attain

information in the concept of "less is more" (again!). Explore whether or not

you even need a tag. Learn the difference between call-to-action tags,

aspirational tags, and descriptive tags. Grasp the power of celebrity

campaigns: buying a brand.

Activity:


Assignment


Module 11

Writing in the digital space

Progress Grading (Spring/Fall Only)

Lecture/Demo:

Case Study 4: TBD

Understand how to develop a concept from a strategy. Receive tips on

writing headlines and taglines. Grasp the art of the teaser.

Activity:

Critique of assigned work

Assignment


comps next week.

Begin designing PDF for final campaigns.




7/8

Module 12

Writing for Brands

Lecture/Demo:

Learn about building a brand. What defines a brand. Understand how great

brands=great advertising.

Activity:


Assignment


Module 13

Creative Process

Lecture/Demo:

Case Study 5: TBD

Examining the creative process: seeing your ad to print. Understand how to

present to the creative director. Learn how to present to the client. The

value of ideas.

Activity:


Assignment


comps next week.

Module 14

In which agency do you want to intern?

End of Semester Course Evaluations

Lecture/Demo:


8/8

Documents

ADV115 Course Outline