Copywriting 1 Course

8/14/2019 Copywriting 1 Course

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Course Outline

ADV 115: Copywriting 1

Module 1

Introduction & The Elements of Creative Writing

Lecture/Demo:

* Introduction & Procedures

Discussion on creative writing.

Assignment

* As assigned by instructor.

Module 2

Punctuation

Lecture/Demo:

* Print Copy Format

Copywriter's Triangle

AudienceUnderstand where periods, commas, and semi-colons go in a sentence.

Learn when to use parentheses and em-dashes.

Receive instruction in how punctuation is used in current ads.

Activity:

* Quiz

Assignment


Module 3



What Makes Good Headlines

Lecture/Demo:

* Understand what makes a good headline.

Learn how to turn strategy into headlines.

Receive instruction in employing humor in headlines.

Review a comparison of good and bad headlines.

Assignment


Module 4

Writer's Tools & An Effective Strategy

Progress Grading

Course Evaluations for Week 4 (Fall/Spring Only)

Lecture/Demo:

* 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


Module 5



Knowing the Target Audience

Lecture/Demo:

* 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:

* Quiz

Critique assigned work.

Assignment


Module 6

Writer's Block & Visual Solutions

Lecture/Demo:

* Gain an education in how to deal with writer's 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




Module 7

Tactical Ads

Midterm Grading

Lecture/Demo:

* Avoid the overuse of superlatives.

Learn how to always be concise.

Understand how to use facts and figures, when applicable.

Activity:

* Quiz

Critique of assigned work.

Assignment


Module 8Critique Session

Lecture/Demo:

* As appropriate to critique.

Activity:


Assignment




Module 9

Changing Points of View & Perspectives

Lecture/Demo:

* Learn how to use different POVs.

Understand first person perspective.

Understand second person perspective.

Understand third person perspective.

Activity:

* Quiz

Critique of assigned work.

Assignment


Module 10

Tagline

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

Creating Campaigns

Progress Grading (Spring/Fall Only)

Lecture/Demo:

* Understand how to develop a concept from a strategy.

Receive tips on writing headlines and taglines.

Grasp the art of the teaser.

Activity:


Assignment


Module 12Building 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:

* 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


Module 14

Life of a Copywriter

End of Semester Course Evaluations

Lecture/Demo:

* The importance of not treating every ad like an award show candidate.

You're only as good as your last ad.

Learn why it's important to keep billboard ads short and simple.

Activity:


Assignment




Module 15

Final Presentations

Final Grading

Lecture/Demo:

* Final presentation - all ads done during semester

Documents

Copywriting 1 Course