“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.” [ Scott Adams ]
COPYWRITING COURSE SEQUENCE
You cannot pick up a magazine or turn the television on without thinking, “if this were MY ad… “Your inspiration is spontaneous, relentless, and cannot be restricted to a notebook on the nightstand. To you “Just do it” is much greater than a three worded slogan followed by a check symbol. It is an icon immersed in international culture. Wordplay and puns are not only the products of the imagination of Dr. Seuss, or the bedroom of Carrie Bradshaw.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Copywriting track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument. Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.
Foundation II requirements (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
2010. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations. Note: This course may be substituted for ADVERT 3171 (0290).
3022. Copywriting: Print (3)
Prerequisite: ADVERT 2121 (0120).
The emphasis of this advanced writing course is on perfecting copywriting skills, encompassing newspapers, magazines, direct mail, and outdoor posters. Students will learn both short and long body copy applications. Students will also learn the characteristics of each medium allowing them to create compelling advertising for these media. Students will learn to combine words and visuals into one coherent message. A knowledge of QuarkXpress, Adobe Photoshop and/or Adobe Illustrator is suggested. Note: Advertising majors only.
3023. Copywriting: Broadcast (3 s.h.)
Prerequisite: ADVERT 2121 (0120).
The emphasis of this advanced writing course is on perfecting copywriting skills specifically for radio and television, with a touch of film and video applications. Students are taught conceptual and production aspects of the broadcast media, including the importance of message, music, sound effects and visual storytelling. The course also enhances students’ creative abilities with techniques of script writing, storyboarding and production vocabulary. Note: Advertising majors only.
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media. Note: This is an alternative Capstone course.
4064. Advertising Portfolio (3 s.h.)
Prerequisite: ADVERT 3023 (0222) or 3053 (0227).
This course brings together copywriters and art directors in two person teams. They work together to create exciting examples of advertising from initial conceptual schemes to comprehensive finished ads. The ads include full treatments of copy and art executed as take-home assignments and discussed in class.
Copywriting Track
RELATED LINKS
“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.”
[ Scott Adams ]
COPYWRITING COURSE SEQUENCE
You cannot pick up a magazine or turn the television on without thinking, “if this were MY ad… “Your inspiration is spontaneous, relentless, and cannot be restricted to a notebook on the nightstand. To you “Just do it” is much greater than a three worded slogan followed by a check symbol. It is an icon immersed in international culture. Wordplay and puns are not only the products of the imagination of Dr. Seuss, or the bedroom of Carrie Bradshaw.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Copywriting track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument.
Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.
Foundation II requirements (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
2010. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations.
Note: This course may be substituted for ADVERT 3171 (0290).
3022. Copywriting: Print (3)
Prerequisite: ADVERT 2121 (0120).
The emphasis of this advanced writing course is on perfecting copywriting skills, encompassing newspapers, magazines, direct mail, and outdoor posters. Students will learn both short and long body copy applications. Students will also learn the characteristics of each medium allowing them to create compelling advertising for these media. Students will learn to combine words and visuals into one coherent message. A knowledge of QuarkXpress, Adobe Photoshop and/or Adobe Illustrator is suggested.
Note: Advertising majors only.
3023. Copywriting: Broadcast (3 s.h.)
Prerequisite: ADVERT 2121 (0120).
The emphasis of this advanced writing course is on perfecting copywriting skills specifically for radio and television, with a touch of film and video applications. Students are taught conceptual and production aspects of the broadcast media, including the importance of message, music, sound effects and visual storytelling. The course also enhances students’ creative abilities with techniques of script writing, storyboarding and production vocabulary.
Note: Advertising majors only.
Advanced Core II requirements (12 credits)
4101. Interactive Media, Marketing & Advertising (3)
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.
Note: This is an alternative Capstone course.
4064. Advertising Portfolio (3 s.h.)
Prerequisite: ADVERT 3023 (0222) or 3053 (0227).
This course brings together copywriters and art directors in two person teams. They work together to create exciting examples of advertising from initial conceptual schemes to comprehensive finished ads. The ads include full treatments of copy and art executed as take-home assignments and discussed in class.
4196. Morality, Law & Advertising (3)
Share this: