Copywriting 2

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Syllabus

ADV 215: Copywriting 2

Course Description

Using the skills learned in Copywriting 1, students will expand their writing abilities to create body copy that works with their

headlines. Conceptual and strategic thinking are stressed.

Sample Course Outline

Module 1 Introductions & From the Creative Brief to Brand

Module 2 Voice & Tone

Module 3 Tagline

Methods of Instruction

Lecture/ In-Class Assignments/ Critique/ Demonstration

Course Learning Outcomes

As a result of successfully completing this course, students

Will be able to (Skills):

Create campaigns where the unique headlines, tagline, short body copy and visuals work together with the same tone

and voice.

Will be familiar with (Knowledge):

Current award winning copywriters

The role of the copywriter in an agency

Historical approaches to writing copy

Will display the following attitudes/professional behaviors:

Ability to present others work

Intermediate presentation skills

Punctuality arrive on time for class/work

Ability to meet deadlines

Professional interaction with peers and instructor.

Program Learning Outcome

Advertising School Undergraduate Program Learning Outcomes

Grading

70% Projects

30% Class Participation

Topics Covered by this Course

Creative Brief to BrandVoice & ToneTagline

ADV 215: Copywriting 2 http://discussion.academyart.edu/onCampusStudentPages.do

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Short Body CopyMedium-length Body CopyRevision: The Key to Great WritingBuilding A CampaignOutdoor AdvertisingDirect Mail & POPOutline & Format CopyThe Internet & New MediaGuerilla AdvertisingIntegrated Campaigns

Department Contact Information

Phone: 415-618-6101Fax: 415-618-6103Email: [email protected]

60 Federal Street5th FloorSan Francisco, California 94107

Required Reading

Optional Books

The Copy Workshop Workbook 2002

ISBN: 1887229124

Author(s): Bruce Bendinger

Ogilvy On Advertising

ISBN: 039472903XAuthor(s): David Ogilvy

There are no required books for this class, but remember that the Academy of Art University Virtual

Bookstore (powered by eCampus.com) is a great place to find optional books, discounted school

supplies, and Academy of Art University branded i tems such as notebooks and apparel.

Bibliography

Method of Evaluation

Assignments, homework, class participation, & project presentation.

Assignments

Students are expected to spend a minimum of 10 hours per module on projects outside of class. All projects are due on the

specified dates (see course schedule). A late project is marked down one grade (B to C). A project more than one week late will

receive a grade of F.

Attendance

Students are expected to attend all class meetings and final grades will reflect this policy. The Academy has developed a Model

Attendance Policy and a Model Policy on Late Submission of Projects/Assignments. Most classes follow these policies;

however, departments may differ from the model policies. Class attendance is required. Attendance means arriving on time and

staying for the entire class session. Each course requires that the student be present at and participate in, every class session.

Failure to attend classes, tardy arrivals and early departures will be reflected in final grades as follows:

Four (4) late arrivals may drop the final grade by one letter grade (B to C, C to D...)

Three (3) unexcused absences may result in a final grade of "F".

Three (3) consecutive absences may result in a final grade of "F" or being dropped from the class.

Academic Probation

Students will be placed on Academic Warning if their semester Grade Point Average (GPA) falls below a 2.0, but their

cumulative GPA remains at 2.0 or higher. If their cumulative GPA falls below a 2.0, the student will be placed on Academic


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Probation and if their cumulative GPA falls below 2.0 for two consecutive semesters, the result is dismissal from college. If a

student is dismissed, the student may apply for reinstatement after one full term has passed by submitting a letter to the

Grievance Committee giving reasons for his/her academic record and requesting that re-admission be granted.

Grading Criteria

Students are graded on their skill level relative to industry standards. The student's skill level comprises all of the following:

The quality of conceptualization as it relates to assignments.1.

The quality of craft and design skills.2.The quality of a student's presentation.3.

The student's mature ability to interact with peers and faculty members.4.The student's mature ability to receive and act upon critiques.5.

The student's participation in and contribution to the class.6.

The student's ability to meet weekly and final deadlines.7.The student's attendance record.8.

Grade Interpretations

Letter Grade Description Grade Points

A Outstanding 4.00

A- Excellent 3.70

B+ Above Average 3.30

B Above Average 3.00

B- Good 2.70

C+ Acceptable 2.30

C Acceptable 2.00

C- Below Average 1.70

D+ Below Average 1.30

D Below Average 1.00

D- Below Average 0.70

F Failing 0.00

I Incomplete* 0.00

IP In Progress* 0.00

P Pass 0.00

T Transfer* 0.00

Notes:

Grades of I will be given credit only when they are converted to a Letter Grade.

Grades of "F" are computed as zero (0) points toward the Grade Point Average.

Students must achieve a C or better in all Graduate level coursework.

Students must achieve a C- or better in all Undergraduate major classes.

Passing grade for an Undergraduate elective course is D- or above.

Passing grade for an Undergraduate Liberal Arts course is D- or above.

A D+/D/D- in an Undergraduate major required course will be given credit as an elective.

University Code of Conduct

The Academy of Art University is committed to upholding its policies regarding student conduct. By enrolling at the University,

students agree to abide by the policies as outlined in the University Code of Conduct, which can be found in the catalog, in the

Enrollment Agreement and on the Academy of Art University website. This includes, but is not limited to, the expectations of

professional behavior, proper classroom etiquette, attending and participating in all classes. All works, written and visual, must

be the student's own creations. Plagiarism and cheating will not be tolerated.

Academy Resource Center (ARC)


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180 New Montgomery Street, Room 201 (Main Office)

All services are offered free of charge and are provided to both online and on campus students, except for Speaking Lab and

Midpoint Workshops, which are offered only on campus. Please call for drop-in hours and appointments.

(415) 618-3917 or [email protected]

Speaking Lab. Assistance is offered for oral presentations and pronunciation practice. The Speaking Lab also arranges

conversation groups for international students.

Student Academic Support

One-on-one coaching is available by appointment or on a drop-in basis for assistance with study skills and time management.

SAS also refers students to outside and other AAU services.

ARC Tutoring (formerly Study Hall Tutoring)

ARC Tutoring provides remedial, one-on-one tutoring to qualifying students to supplement workshops.

Classroom Services

Reasonable accommodations can be made for students with disabilities. For more information, or to establish eligibility, contact

Classroom Services at 415.618.3775 or [email protected]. They are located at 180 New Montgomery Street,

Room 267.

ESL Support Program and Online English as a Second Language (OESL)

In-class language support is provided for international students in designated sections. Weekly study groups and one-on-one

tutoring are open to all students.

Writing Lab

Writing Lab and Online Writing Lab (OWL). Assistance is available for all writing assignments.

Midpoint Review Workshop (Graduate Students Only)

Midpoint Review Workshops (graduate students only). Workshops and one-on-one help are provided to graduate students

working on written proposals and oral presentations for midpoint and final reviews.


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Documents

Copywriting 2