Professional Documents
Culture Documents
ADV 115: Copywriting 1
Course Description
An introduction to the basic elements of writing for print advertising, focusing on headlines
and taglines. All ad assignments are based on creative strategies developed by the students.
Sample Course Outline
Module 1
Introduction & The Elements of Creative Writing
Module 2
Punctuation
Module 3
What Makes Good Headlines
Methods of Instruction
Lecture, InClass Assignments, Critique & Demonstration
Course Learning Outcomes
As a result of successfully completing this course, students...
Will be able to (Skills):
* Create ads where the unique headlines, tagline and visuals work together with the same
tone and voice.
Will be familiar with (Knowledge):
* Award show books.
* Current cultural trends in advertising.
* Basic mechanics of writing according to Strunk and White, and the Associated Press style
book.
* Logic of the creative brief.
* Range of advertising media.
Will display the following attitudes/professional behaviors:
* Ability to critique professionally and honestly.
* Basic 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
65%
Projects (Four campaigns that demonstrate the ability to write headlines and taglines.)
25%
Class Participation
5%
Quizzes
5%
Final Exam
Topics Covered by this Course
# The Elements of Creative Writing
# Punctuation
# What Makes Good Headlines
# Writer's Tools & An Effective Strategy
# Knowing the Target Audience
# Writer's Block & Visual Solutions
# Tactical Ads
# Changing Points of View & Perspectives
# Tagline
# Creating Campaigns
# Building Brands
# Creative Process
# Life of a Copywriter
#
Department Contact Information
Phone: 4156186101
Fax: 4156186103
Email: advertising@academyart.edu
60 Federal Street
5th Floor
San Francisco, California 94107
Required Reading
Optional Books
The Copy Workshop Workbook 2002
ISBN: 1887229124
Author(s): Bruce Bendinger
Under the Radar: Talking to Today's Cynical Consumer
ISBN: 0471174696
Author(s): John Wiley & Sons
Ogilvy On Advertising
ISBN: 039472903X
Author(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 items such as notebooks
and apparel.
Bibliography
Ogilvy On Advertising, David Ogilvy Hey Whipple, Squeeze This, Luke Sullivan Under the
Radar, Kirschenbaum & Bond Truth, Lies and Advertising, Jon Steel
Method of Evaluation
Comprehensive completion of all assignment, attendance, homework, class participation, and
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 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 readmission 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:
1. The quality of conceptualization as it relates to assignments.
2. The quality of craft and design skills.
3. The quality of a student's presentation.
4. The student's mature ability to interact with peers and faculty members.
5. The student's mature ability to receive and act upon critiques.
6. The student's participation in and contribution to the class.
7. The student's ability to meet weekly and final deadlines.
8. The student's attendance record.
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)
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 dropin hours and appointments.
(415) 6183917 or arc@academyart.edu
Speaking Lab. Assistance is offered for oral presentations and pronunciation practice. The
Speaking Lab also arranges conversation groups for international students.
Student Academic Support
Oneonone coaching is available by appointment or on a dropin 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, oneonone 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
classroomservices@academyart.edu. They are located at 180 New Montgomery Street,
Room 267.
ESL Support Program and Online English as a Second Language (OESL)
Inclass language support is provided for international students in designated sections.
Weekly study groups and oneonone 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 oneonone help are
provided to graduate students working on written proposals and oral presentations for
midpoint and final reviews.