JOUR155 Advertising Copyrighting

Department of Language & Literature: Journalism

I. Course Number and Title
JOUR155 Advertising Copyrighting
II. Number of Credits
3 credits
III. Minimum Number of Instructional Minutes Per Semester
2250 minutes for 3 credit course (750 per credit hour)
IV. Prerequisites
V. Other Pertinent Information
The Department of Language and Literature has determined that all journalism courses will 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. 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.



    Courses satisfying Information Literacy must meet every objective. The students learn and practice the skills of identifying the need for information, and gathering, evaluating, and documenting that information in their program areas.

    OBJECTIVES: Students will be able to

    1. determine the nature and extent of the information needed;
    2. determine the technologies and information formats appropriate for the information identified;
    3. access needed information effectively and efficiently;
    4. evaluate information and its sources critically and incorporate selected information into their knowledge base and value system;
    5. develop an understanding of many of the economic, legal, and social issues surrounding the use of information and access and use information legally and ethically.


    The students learn and practice the skills of interpretation, application, analysis, synthesis, evaluation, reasoning, and/or problem solving.

    OBJECTIVES: Students will be able to

    1. understand and express the meaning and significance of a variety of communications (Interpretation);
    2. use methods, concepts and theories in new situations (Application Skills);
    3. identify the explicit and implied features of a communication, especially in arguments that put forth a conclusion. (Analysis skills);
    4. integrate and/or combine knowledge from multiple sources to create new knowledge. (Synthesis);
    5. assess the credibility of a communication and the strength of claims and arguments. (Evaluation Skills);
    6. reason from what they know to form new knowledge, draw conclusions, solve problems, explain, decide, and/or predict. (Inductive and/or Deductive Reasoning Skills);
    7. communicate and justify clearly the results of their reasoning. (Presenting Arguments Skills);
    8. demonstrate an understanding of solving problems by
      1. recognizing the problem
      2. reviewing information about the problem
      3. developing plausible solutions
      4. evaluating the results.


    The students develop an understanding of the need for each individual to promote the public good, an awareness of environmental issues, or recognition that their actions carry responsibilities and consequences.

    OBJECTIVES: Students will be able to

    1. demonstrate an understanding of major ethical concerns.
  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 Core Learning Goals:

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

    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.
VIII. Teaching Methods Employed
A series of advertising campaigns consisting of "copy" for ads in the print and electronic media are assigned to students on a regular schedule. These campaigns become increasingly difficult and complex, so that, by the end of the semester, students have the opportunity to create ads that may be as professional as those created by an actual agency. Lectures, class discussions, group workshops, films and videos all increase the students' awareness and understanding of the essential role advertising plays in the American and the world economy.

  • Evaluation of Student Work:

    Assignments from the introductory text and/or the workbook will be evaluated and graded. The advertising campaigns created during the semester will be submitted for a grade. Other assignments and projects developed by the instructor may also be graded.
  • Review/Approval Date - 3/98; Core Goals/Objectives added 4/04