ADV115 Course Outline
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Transcript of ADV115 Course Outline
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8/14/2019 ADV115 Course Outline
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Assignment
Creative Brief 1: Malava
20 big ideas/strategies
Module 4
Taglines
Progress Grading
Lecture/Demo:
Outdoor advertising
Know how to very concisely write a message for small spaces.
Learn how to use the Writer's Tools (the dictionary and thesaurus)
effectively. Gain education in how to avoid puns. Review the use of rhyming
and rhythm in writing copy. Understand the uses of alliteration,
onomatopoeia, and irony. Continue learning about effective strategy.
Activity:
Critique of assigned work.
Assignment
Write 20 headlines against your chosen big idea for Malava.
Module 5
Knowing the Target Audience
Course Evaluations for Week 5 (Fall/Spring Only)
Lecture/Demo:
Case Study 2: Dan Wieden
Review copy-based ads
Learn about target audiences. Understand how to use the proper tone.
Grasp the importance of proper word choice. Gain knowledge in
researching your target.
Activity:
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Critique assigned work.
Assignment
Begin executing your campaign with top 3 headlines for Malava. Computercomps next week.
Creative Brief 2: TBD
20 big ideas/strategies
Module 6
Writer's Block & Visual Solutions
Lecture/Demo:
Review copy-based ads
How to put the smack down on writers block. Understand strategies that
will help you to keep on writing. Grasp how to use quotes in your ads.
Turn boring headlines into questions.
Learn about relying on visual solutions.
Activity:
Critique of assigned work.
Assignment
Write 20 headlines against your chosen big idea for brief 2.
Module 7
Tactical Ads
Midterm Grading
Lecture/Demo:
Case Study 3: Humor in advertising
Review copy-based ads
Avoid the overuse of superlatives. Learn how to always be concise.
Understand how to use facts and figures, when applicable.
Activity:
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Critique of assigned work.
Assignment
Begin executing your campaign with top 3 headlines for brief 2. Computercomps next week.
Creative Brief 2: TBD
20 big ideas/strategies
Module 8
Critique Session
Lecture/Demo:
Film: Art & Copy
Review copy-based ads
As appropriate to critique.
Activity:
Critique of assigned work.
Assignment
Write 20 headlines against your chosen big idea for brief 2.
Module 9
Radio advertising
Lecture/Demo:
Case Study 3: Bud Light Real Men of Genius
Learn how to write for the theatre of the mind.
Activity:
Critique of assigned work.
Assignment
Begin executing your campaign with top 3 headlines for brief 2. Computer
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comps next week.
Creative Brief 3: TBD
20 big ideas/strategies
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Module 10
More on taglines
Lecture/Demo:
Understand how to tap emotions - what makes a great tag? Attain
information in the concept of "less is more" (again!). Explore whether or not
you even need a tag. Learn the difference between call-to-action tags,
aspirational tags, and descriptive tags. Grasp the power of celebrity
campaigns: buying a brand.
Activity:
Critique of assigned work.
Assignment
Write 20 headlines against your chosen big idea for brief 3.
Module 11
Writing in the digital space
Progress Grading (Spring/Fall Only)
Lecture/Demo:
Case Study 4: TBD
Understand how to develop a concept from a strategy. Receive tips on
writing headlines and taglines. Grasp the art of the teaser.
Activity:
Critique of assigned work
Assignment
Begin executing your campaign with top 3 headlines for brief 3. Computer
comps next week.
Begin designing PDF for final campaigns.
Creative Brief 4: TBD
20 big ideas/strategies
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Module 12
Writing for Brands
Lecture/Demo:
Learn about building a brand. What defines a brand. Understand how great
brands=great advertising.
Activity:
Critique of assigned work.
Assignment
Write 20 headlines against your chosen big idea for brief 3.
Module 13
Creative Process
Lecture/Demo:
Case Study 5: TBD
Examining the creative process: seeing your ad to print. Understand how to
present to the creative director. Learn how to present to the client. The
value of ideas.
Activity:
Critique of assigned work.
Assignment
Begin executing your campaign with top 3 headlines for brief 3. Computer
comps next week.
Module 14
In which agency do you want to intern?
End of Semester Course Evaluations
Lecture/Demo:
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