ADVERTISING 124 -- COPYWRITING & EVALUATION

Advertising Bachelor of Science Degree Program

School of Journalism & Mass Communications

San Jose State University

George C. Coakley, Instructor

Office: DBH 205 FAX: 408 395 7378

Office Phone: 408 924 3269 e mail: gcoak@aol.com

Home Phone: 408 354 1947 Office hours: By appointment

TEXTS: Advertising Copywriting, Philip-Ward Burton

The Elements of Style, Strunk & White

What is an advertising copywriter?

It is someone who writes the words that go with the pictures that make up a print advertisement; the words that are spoken or used to compliment the sound effects of a radio commercial; words that are shown or spoken in a television commercial; the words that appear on outdoor signage; the words that are contained in a direct mail unit; the words written for a web site; the words written for a business newsletter; and any other words written for a business or non-profit objective.

How should I be prepared to effectively complete this course?

To be effective in this course, and earn a passing grade, you must have a working knowledge of English language grammar, punctuation, spelling, syntax. Lack of appropriate skill in writing the language will noticeably effect your grade. If you have doubts about your skill level, make friends quickly with the little book, "The Elements Of Style," by Strunk & White.

What courses should I have completed before taking this course?

University level English 1A and 1B, Introduction to Advertising 91, and English 100W or MCOM 100W, "Writing Workshop in Communications", if necessary. Please note that this course is not one that will teach you how to write in English. This is not an English class. It is an ADVERTISING WRITING CLASS.

COURSE OBJECTIVE: Make you a better communicator through advertising by understanding how to use words that are enhanced by print and electronic media.

You should expect to LEARN how to create and evaluate advertisements in different media; THINK in terms of marketing and advertising objectives; TRANSLATE features into benefits; and WRITE from the user’s point of view.

Time will be spent on how to POSITION products/services in the mind’s of prospective customers (buyers); evaluate the BUNDLE-OF-VALUES (benefits) essential to product and services; recognize customer (buyer) and consumer (user) LIFESTYLES and HABITS. It should be understood that the "buyer" is not always the "consumer." Consider the mother (buyer), who buys breakfast cereal for the child (consumer).

You should want to learn how to determine the best CREATIVE STRATEGY to maximize MESSAGE EFFICIENCY; and then prepare the MARKETING COMMUNICATIONS MESSAGE (write the copy!)

Effective advertising copywriting marks one principle difference from traditional literary writing -- it should always have a PREDETERMINED COMMERCIAL OBJECTIVE.

Valuable Supplemental Reading: "How to Put Your Book Together and Get a Job in Advertising, Maxine Paetro, Dutton, New York; "How to Get Your First Copywriting Job," Dick Wasserman, Center for Advanced Advertising, New York; "Men, Women, Messages, and Media," Schramm and Porter, Harper & Row, New York; "Stalking Big Ideas in the Advertising Jungle," Don Mix, Allen/Bennington, Garnerville, New York.

CLASS FORMAT:

1. Topical lectures on text, current subjects, and exhibits

2. Evaluation and critique of published advertisements

3. In-class writing

4. Out-of-class assignments

5. Critique finished work in class

6. Team writing evaluations

a. Form teams

b. Bring typewritten draft (see standard for preparing copy) of assignment to class.

c. Exchange draft with a member of your team.

d. Read and make written evaluation of member’s draft

c. Bring draft and written evaluation WITH YOUR NAME WRITTEN ON IT to next class meeting.

d. Re-group team.

e. Explain your evaluation of member’s draft and return it.

f. With return of your draft and evaluation, revise your work giving consideration to what your team member said about your work.

g. Bring to class your revised work with team member’s evaluation stapled together. Hand them in to professor.

NOTE: 25% of your grade for the assignment will be based on your evaluation of the team member’s draft.

STANDARDS FOR PREPARING COPY: Work done out of class must be submitted typewritten, double-spaced on 20lb white sulfite stock, size 8 1/2" x 11", and vertically oriented. Name typewritten in upper right-hand corner of each page. Maintain margins of at least one inch around work. THE DEGREE TO WHICH THESE STANDARDS ARE MET WILL HAVE AN INFLUENCE ON THE GRADE GIVEN THE WORK.

ASSIGNMENTS & EXAMINATIONS:

1. Periodic writing assignments -- Inside and outside classroom

2. Mid-Term Examination -- text, lecture subjects, and materials

3. Final Examination -- text, lecture subjects, and materials

REPORT GRADING GUIDE:

1. Format (15%) -- The manner in which the work follows the Standards For Preparing Copy

2. Grammar (15%) -- No spelling errors. Complete sentences that are grammatically correct.

3. Clarity & Style (35%) -- Topic addressed clearly, coherently and logically. Show good command of language.

4. Thought (35%) -- Ideas well-supported by appropriate reasoning and examples. Demonstrates individuality and creativity.

NOTE: This is a class requiring college-level writing skills. Though not an English class, you are expected to have a good working knowledge of the English language. You should be able to write complete sentences, using proper grammar, accurate spelling, and correct punctuation, and understand the way words are put together (syntax).

Percentages of course learning units that determine the grade-level achievement:

Midterm 30%

Writing Assignments 40%

Final Examination 30%

Grading Scale: 100-90= A; 89-80= B; 79-70=C; 69-60=D; 59-0=F

THERE’S NO ALLOWANCE FOR LATE ASSIGNMENTS, OR MAKE-UP OF EXAMINATIONS.