Copywriting Concentration

Copywriting Course Sequence

Copywriters engineer the attention grabbing texts and phrases that make up the world of advertising. They are wordsmiths, skilled at crafting raw information and ideas into compelling headlines and copy. Together, Copywriters and Art Directors make up the Creative Team responsible for producing innovative advertisements that drive the industry.

In the Copywriting track, you’ll sharpen your writing skills and master persuasive writing. You’ll learn all about how to write copy for various media including print, radio, television, and outdoor, and study rhetorical writing devices. You’ll put your skills to practice creating everything from short radio scripts to full campaigns and graduate with a polished portfolio that showcases your abilities.

Courses Specific to the Copywriting Concentration

3022. Copywriting for Print and Web

The emphasis of this advanced writing course is on perfecting copywriting skills, encompassing web, 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 for Radio, TV and Video

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.

4064. Advertising Portfolio

Advertising Portfolio is a final capstone course for both copywriting and art direction track students in which they will complete his or her advertising portfolio. The course focuses on using previous knowledge learned in Copy 1, Art Direction 1 & 2 / Copy 2 & 3, and various electives. In this course, you will tighten and polish projects completed in those previous courses as well as complete a few new projects that will help supplement your current work. Students will work to produce a professional-level advertising portfolio that reflects their mastery of strategic and conceptual thinking. Work is prepared and evaluated against the highest industry standards. We will also address resumé writing and design, how to conduct a job search and preparing for an interview.