SyllabusADV 115: Copywriting 1Course 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, In-Class Assignments, Critique & DemonstrationCourse 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 OutcomesGrading

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 InformationPhone: 415-618-6101Fax: 415-618-6103Email: advertising@academyart.edu

60 Federal Street5th FloorSan Francisco, California 94107

Required ReadingOptional BooksThe Copy Workshop Workbook 2002 ISBN: 1887229124Author(s): Bruce BendingerUnder the Radar: Talking to Today's Cynical Consumer ISBN: 0471174696Author(s): John Wiley & SonsOgilvy 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 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 SteelMethod 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 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:

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 InterpretationsLetter Grade Description Grade PointsA Outstanding 4.00A- Excellent 3.70B+ Above Average 3.30B Above Average 3.00B- Good 2.70C+ Acceptable 2.30C Acceptable 2.00C- Below Average 1.70D+ Below Average 1.30D Below Average 1.00D- Below Average 0.70F Failing 0.00I Incomplete* 0.00IP In Progress* 0.00P Pass 0.00T 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 drop-in hours and appointments.(415) 618-3917 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

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 classroomservices@academyart.edu. 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.