UNIVERSITY OF HARTFORD

SCHOOL OF COMMUNICATION

CMM 360: ADVERTISING COPYWRITING & LAYOUT

FALL 2002

 

Instructor:                     Edward T. Vieira, Jr.                             Email:   vieira@hartford.edu

Class Meeting Times:    MWF: 9:30-10:20 AM                                        edvieira@cox.net

Classroom Location:      Hillyer Hall, Rm. H-251                         Off. Tel.: (860) 768-5418

Office Hours:                M: 10:45-12:45 PM,                               Place:   H.J.G. Rm. E-225

W: 3:00-4:00 PM, &                              Mailbox: H.J.G. Rm. E-222

                                    F: 11:00-1:00 PM or by appointment

 

"Anyone in art school can paint a portrait of a Paris Café. However, only the truly talented can

 paint the same picture and make one go out of one's way to eat there."

-Tom Dougherty

 

REQUIRED TEXTBOOK:    - Jewler, A. J. & Drewniany, B. L. (2001). Creative Strategy in

 Advertising. 7th Edition. Belmont, C. A.:

 Wadsworth/Thomson Learning.

 

                                                - Sullivan, L. (1998). Hey Whipple, Squeeze This.

 N. Y.:  John Wiley &  Sons, Inc.

 

COURSE DESCRIPTION:    This course involves the rigorous study and practice in planning and

preparing advertising messages. The course emphasis is on writing, artistic, and the social scientific

aspects of advertising creativity. Ads are written for print and broadcast media. The creation of an

effective ad portfolio for an ad campaign is the final course goal. This goal will be achieved through

lectures, homework preparation of ads, and class labs. PREREQUISITE: CMM 260 (Communication

and Advertising).

 

COURSE REQUIREMENTS:           This course meets three times per week. It is my role to provide a

stimulating lecture and facilitate active classroom discussion and activity. You are expected to attend

lectures; you are expected to have done the reading associated with that lecture; you are expected to

participate in any classroom laboratories and discussion, which are part of the Labs & Participation

grade. In order to have a successful semester, we must each hold up our end of this arrangement. In

addition, in order to pass this class, all course requirements must be completed.

 

COURSE OBJECTIVES:

 

            -identify the basic components of an advertisement

            -describe basic advertising terminology and concepts

            -know the importance of understanding the target audience

            -develop a research and theoretical understanding of your target audience

            -understand various copywriting principles and techniques

            -know the importance of developing a creative strategy plan

            -evaluate the strengths and weaknesses of various advertisements

            -create an effective ad portfolio for an ad campaign

 

COURSE GRADING:            Labs & Participation:                             40%

                                                Group Presentation of Portfolio Ads:       10%

                                                Group Portfolio Project:                         50%

 

GENERAL CLASSROOM POLICY:           Please note that food and beverages are not allowed in

the classroom, and cell phones must be turned off while class is in session. Also, this syllabus is

subject to modification at the instructor's discretion.

 

UNIVERSITY POLICY: Academic Honesty Statement from The Source and Manual of

Academic Policies and Procedures. All students are expected to observe generally accepted

principles of scholarly writing in all examinations, compositions, papers, essays, tests, quizzes,

reports and dissertations whether written in the classroom or outside. Sources of information used

by a student in the preparation of work submitted as a basis for credit, or for a grade, or to satisfy

graduate or undergraduate thesis requirements shall be clearly indicated in some conventional

manner, such as by the use of quotation marks, footnotes, and bibliography. Also, students are

forbidden to submit as their own any project, paper, or creative work which is in whole or part the

work of another. Next, the use of a term paper writing service, such services being prohibited by

Connecticut law, is academically dishonest and violate rules of scholarship. Moreover, all

examinations and quizzes are to be completed without reference to books or notes, except when

the instructor of a course shall have given explicit authorization for an "open-book examination"

or some other specified sort of assistance. Except as authorized by the instructor, no student is to

give or receive assistance in the completion of an examination or a quiz.

 

HELPFUL WEB SITES FOR THOSE INTERESTED IN A CAREER IN ADVERTISING:

 

            http://www.aaaa.org/   (American Association of Advertising Agencies)

            http://www.adage.com/   (Advertising Age, trade publication)

            http://www.aef.com/start.asp   (Advertising Education Foundation)

            http://www.sric-bi.com/VALS/presurvey.shtml   (VALS2 Survey)

            http://www.mediamark.com/mri/docs/toplinereports.html   (Mediamark Research, Inc.)

 

 

DATE  TOPIC                                                                                    REQUIRED READINGS

 

9/4        Introduction to the course and review of syllabus and course requirements

(Wed.)  Assignment of rubric for team projects

 

9/6        The creative process in advertising                                             Chapter 1 (J & D)

                                                                                                            Chapter 1 (Sullivan)

 

9/9        Advertising theory                                                                     Chapter 2 (J & D)

 

9/11      Advertising theory

 

9/13      Advertising theory

 

9/16      Advertising theory

 

9/18      Situational analysis (research)                                                    Chapter 3 (J & D)

            Formation or assignment of advertising teams

 

9/20      Situational analysis (research)

            Assignment of team products by lottery

 

9/23      Situational analysis (research)

 

9/25      Defining your audience and developing an advertising plan           Chapters 4 & 5 (J & D)

                                                                                                            Chapter 2 (Sullivan)

 

9/27      Creative strategy in magazine print                                             Chapters 6 & 7 (J & D)

 

10/2      Creating magazine print ads                                                       Chapter 3 (Sullivan)

 

10/4      Creating magazine print ads                                                       Chapter 4 (Sullivan)

 

10/7      Creating magazine print ads

 

10/9      Creating magazine print ads

 

10/11    Analyzing print ads

 

10/14    Analyzing magazine print ads

 

10/16    Creative strategy in radio ads                                                     Chapter 8 (J & D)

 

10/18    Creating radio spots                                                                   Chapter 6 (Sullivan)

 

10/21    Creating radio spots

 

10/23    Creating radio spots

 

10/25    Creating radio spots

 

10/28    Creating radio spots

 

10/30    Creative strategy in television commercials                                 Chapter 9 (J & D)

 

11/1      Creating television commercials                                                  Chapter 5 (Sullivan)

 

11/4      Creating television commercials

 

11/6      Creating television commercials

 

11/8      Creating television commercials

 

11/11    Creating television commercials

 

11/13    Creating television commercials

 

11/15    Analyzing television commercials

 

11/18    Progress reports on ad development

 

11/20    Progress report on ad development

 

11/22    Special topics                                                                            Chapter 13 (J & D)

 

11/25    Special topics                                                                            Chapter 9 (Sullivan)

 

12/2      Special topics

 

12/4      Special topics

 

12/6      GROUP PRESENTATIONS*

 

12/9      GROUP PRESENTATIONS*

 

12/11    GROUP PRESENTATIONS*

 

12/13    GROUP PRESENTATIONS*

 

12/19                                        SUBMISSION OF FINAL AD PORTFOLIO: 2-4 PM**

 

 

NOTE: Homework assignments and additional advertising article readings will be given accordingly.

 

            *Presentations may be given in PowerPoint format. All presentations must be for a duration of approximately 15-20 minutes.

 

            **Final portfolios must be submitted as per required specifications in order to receive credit.