JOUR155 Advertising Copyrighting

Department of Language & Literature: Journalism

I. Course Number and Title
JOUR155 Advertising Copyrighting
II. Number of Credits
3 credits
III. Number of Instructional Minutes
IV. Prerequisites
V. Other Pertinent Information
The Department of Language and Literature has determined that all journalism courses require a 5000 word minimum in writing assignments.
VI. Catalog Course Description
An introduction to the theory and practice of creating and writing advertising messages for products and services. Exercises for developing persuasive ads for magazines, newspapers, radio, and television. Exploration of ad agency creative functions and structure. Discussions, group work, films, videos, lectures. No prior advertising experience needed.
VII. Required Course Content and Direction
  1. Course Learning Goals

    This course teaches the student to develop all types of advertising "copy" for the print and electronic media. This copy includes headlines, subheads, bodycopy, and slogans for the print media and scripts for the ads carried in the electronic media. Principles of persuasion are analyzed and ethical issues are discussed so that advertising copywriters understand their responsibility to both the advertiser and the consumer. Students are taught to become discriminating consumers of advertising since they, too, are part of a free enterprise system.
  2. Planned Sequence of Topics and/or Learning Activities

    At the start of the course students will be introduced, through lectures and assignments, to the basics of advertising and the psychological underpinnings of all advertising messages.

    Students will be made more aware of past and contemporary advertising and its psychological basis for persuasion.

    Students will learn to understand an advertising problem, research it thoroughly, and solve it by creating persuasive copy.

    Students will become familiar with regulatory guidelines that promote honest advertising. They will also explore and analyze the techniques and methods of those who use advertising to manipulate consumers in unethical and immoral ways.

    Weekly workbook assignments develop the students' understanding of the structure of advertising and the process involved in creating effective advertising.

    Group workshops help students distinguish between the most and the least effective ads in the market, furthering their own skills in the creative process of advertising/copyrighting.
  3. Assessment Methods for Course Learning Goals

  4. Reference, Resource, or Learning Materials to be used by Student:

    Texts: Either an introduction to an advertising-writing text and/or a workbook that offers students the opportunity to judge similar advertisements based on headlines and copy.

Review/Approval Date - 3/98; Core Goals/Objectives added 4/04; New Core 8/2015