Thursday 11:00 a.m. – 1:45 p.m. - Room LH 2208
Instructor: Ludmilla G. Wells, Ph.D.
Office: Lutgert Hall 3300
Telephone: Office: (239) 590-7363
Office Hours: Thursday: 2:00pm – 4:00pm
Other Times: Open Door or By Appointment
Advertising Creative: Strategy, Copy, and Design 3rd edition
Altsteil, Tom and Jean Grow. (2013) Sage Publications. ISBN: 9781412974912
Which Ad Pulled Best? 10th edition
Purvis, Scott (2011) McGraw-Hill: ISBN-13 9780078112072
For Creatives andCreative Thinkers(s):
o Rothenberg, Randall, Where the Suckers Moon (1995) Vintage Books
o Durgee, Jeffrey,Creative Insight, (2005) The Copy Workshop
o Paetro, M. How to put your book together and get a job in advertising. (2004).
Required Supplies (available in the Bookstore):
- 11” X 14” (Strathmore or Bienfang) Layout Bond (one per team)
- Non-Photo Blue or Copy Not Pencil
- Black Marker(s) and Color Markers/Colored Pencils
- 12” Steel Ruler w/cork back
The purpose of this course is to introduce you to the theory and application of advertising writing and design. It covers a wide range of topics including the nature and history of creativity in advertising, communications and advertising theories, planning and preparation of advertising messages for mass media and specific techniques and executions used in various media.
Prerequisites: ADV 3008 Principles of Advertising and MAR 3023 Introduction to Marketing.
§ You do not need artistic skills.
§ However, you will be required to conduct independent research, prepare creative briefs, write and edit copy, and design, execute and present original advertisements. You will prepare a variety of in-class, out-of-class, individual and creative team Assignments.
§ You will critique your work and the work of others. You will complete a creative advertising Campaign as part of the final project.
§ You are required to participate in acForums.
§ An ePortfolio/AboutMe.com website must be created with an active hyperlink.
§ Attendance is required & lively, interactive participation (in class and on CANVAS) throughout the semester is essential.
Develop analytical and critical thinking skills when creating or evaluating advertising materials and executions - both in class (face2face) and on CANVAS (acForums).
1. Be able to write, design, and prepare advertisements for different media as wells as critique the work of others as a means of better understanding the craft and science of advertising creativity
2. Develop listening skills and to take verbal directions, thus building fluidity in the use of advertising industry specific concepts and terminology, and
3. Understand the structure and cohesiveness of the Big Idea in an advertising campaign strategy and be able to present those ideas persuasively in a Pitch.
The course also addresses a number of learning goals for our business undergraduate program. With respect to these students upon completion of this course should be able to…
Understand the business environmentBe effective problem solversBe effective communicationsHave Interdisciplinary business knowledge
Assignments (8 to 10)
In-class assignments must be completed within the same class/time allotment.
Out-of-class assignments will include research, writing, and/or design work to be prepared for in-class presentation and critique. Due dates will be announced at the beginning of each of the assignments.
Individual assignments reflect your individual creativity and skills. You will have the opportunity to bounce your ideas off your classmates, friends, foes, teachers or other assorted people, but it is your work and your score.
Scores for each assignment can total Ten (10) points: Five (5) points for valid secondary research, on strategy, on topic, and/or creative merit; Five (5) points for production skill and/or technical execution. Remember, a great idea isn't enough. Assignments with typos, grammar issues, smudges, improper formats, sizes/length, or presentation (computer/printer problems) affect the score. Failure to follow assignment instructions or ad specs/presentation formats will also result in a lower score. NOT SURE? Ask me.
All in/out-of-class assignments are due at the start of class on the days scheduled without exception. Any changes in schedule/due dates will be announced in class. Failure to complete or submit an Individual/Team Assignment/acForums results in no credit, "0".
All assignments are to be MS Word only (Times Roman 12/24 type, 1.25" margins), unless you are instructed otherwise or when using media specific formats and software.
All assignments are to adhere to the following Writing Policy:
All students are expected to communicate effectively in written English. Proper attention to grammar, spelling, punctuation and proofreading is required. Assignments with inadequate attention to syntax and mechanics of language will receive a lower grade. Typically two or more errors on any assignment will lead to a reduced grade. Students who are deficient in writing skills will be referred to the university writing center for remedial work.
No handwritten assignments will be accepted (unless instructed to do so).
Students agree that by taking this course all required papers may be subject to submission for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers will be included as source documents in the Turnitin.com reference database solely for the purpose of detecting plagiarism of such papers. Use of the Turnitin.com service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.
Academic Dishonesty/Cheating Policy
"All students are expected to demonstrate honesty in their academic pursuits. The university policies regarding issues of honesty can be found under the "Student Code of Conduct" on page 11, and under "Policies and Procedures" on pages 18 - 24 of the Student Guidebook. All students are expected to study this document which outlines their responsibilities and consequences for violations of the policy."
No Extra Credit or Extra Work is given to satisfy course requirements, missed assignments, or improve final grades.
NO LATE WORK WILL BE ACCEPTED.
NO MAKE-UPS ARE AVAILABLE.
This is THE Page
Automatic Loss of 5 Points!
You will be given no more than a 5 point score for the entire assignment. The following actions will automatically result in a lower grade on the work involved. If you –
1. Fail to include the advertiser's name/brand, product package, and logo on any assignment.
2. Misuse the trademark, brandmark, logo, or slogan.
3. Fail to properly letter in or greek in headlines, display copy or body copy when necessary.
4. Use a black lead pencil (#2) on anything.
5. Glue, Tape, or Staple anything to any layout or comprehensive or storyboard.
6. Fail to produce a print layout or billboard (rough/comp) in the proper size.
7. Fail to include typed copy sheet with a print or out-of-home layout (rough/comp); or script for a recorded radio spot or television storyboard.
8. Fail to use the proper typed copy sheet format for print ads, radio scripts or television scripts and storyboards.
9. Fail to indicate the proper print (ad dimensions) size and name of the magazine/newspaper.
10.Fail to indicate the length of the broadcast spot and network/program/show.
11.Write copy that won't fit the space indicated/speced for a print ad.
12.Create a print layout that will not accommodate written/speced copy.
13.Write radio and television scripts that won't fit the spot length or format.
14.Misspell anything on a creative brief, print layout/copy sheet or broadcast script/storyboard.
15.Make grammatical errors on creative briefs, copy sheets, or scripts.
16.Use anyone's ideas, designs or writings. These actions will be dealt with more severely as they constitute academic dishonesty.
The Final Campaign
This will include both a written document, advertising executions, and a powerpoint presentation. A separate Module will have materials and information as the project develops during the semester. A complete set of specification will be uploaded and include Research requirements, Claims Matrix, Creative Brief, and Advertising Execution criteria.
Forums offer 24/7 access to post your ideas, add your thinking, and share the current trends related to advertising creativity and creative strategy in the classroom and in the industry. Enrolled students will be divided into acForum groups. For each scheduled acForum, one group will take the lead in posting hot topics, innovations, points of interest, news, and so on. All acForums must relate to the topics on the syllabus and details in the text. The In-Group (aka, the lead group)will bring information into the discussion from outside trade news sources and this course’s required textbook. All students not in the In-Group at that interval must respond to posts. All students are required to participate in each acForum.
In-Group must draw from Advertising Age, The New York Times, The Wall Street Journal, Brandweek, or Adweek or other advertising publications or credible industry standard websites. Regardless of whether you are using on-line access or hard copies of the publications, you must include a complete article citation using APA Style* http://flash1r.apa.org/apastyle/basics/index.htm or (go to the Library). If citing an online source/publication, in addition to the citation, you must provide an active, working hyperlink to the article and advertisement. (A citation is important in the event a link is broken, the article and advertisement can still be located). If you are referring to something in the text book, you may simply add a notation as (Text, page #). Depending on your comfort level and computer skills, you may scan in ads or pictures or video links. Share the big idea.
Response Group must demonstrate an understanding of current issues on the creative side of the advertising industry.
IG-1-In-Group - Each member of this group must post at least THREE (3) items related topics in the textbook/syllabus during the interval. Each post should include a one sentence summary of the article with a complete citation and a provocative question or commentary to launch discussion by others. Each member must also post TWO (2) responses to any other In-Group member’s post.
Three Posts @ 10 points each (30) plus Two Responses @ 5 points each (10) = acForum Score (40)
RG_2-Response Group - Each student must post TWO (2) thoughtful, relevant, insightful, opinionated, replies to anyone participating in the forum. A paragraph with source of support for your thinking is required. Links and attachments are encouraged. Citations are helpful to all.
Two Response Posts @ 5 points each (10) per interval (four during the semester) = acForum Score (40)
Along the lines of building knowledge...
- current design and/or copy trends in print, broadcast, or alternative advertising.
- critiques of old or new local, regional or national ads or campaigns -- what do the advertisers seem to be trying to achieve and how the creative elements helped or hindered these goals.
- how advertisers use appeals (humor, fear, etc.) effectively/ineffectively in their ads/campaigns.
- analyses of how certain elements in individual ads (music, production, etc.) add or detract from the overall appeal of the ad.
ALL acForums will open on TUESDAY Mornings @ 6:00am and close (approximately 10-12 days later) on Sunday night @ 11:00pm. If you miss your week to post or reply, you cannot make it up in the following weeks or go back to previous weeks for corrections. You MAY NOT use posts from previous intervals. NOTE to the wise:if you are in the In-Group for that interval and wait too long to post, then others cannot respond properly. This will lower your In-Group individual score.
in cooperation with the FGCU Career Center and the Real World
The process by which job seekers search for jobs, and employers post jobs, has radically changed. While the concept of a résumé may never truly become obsolete, it has seen changes as well. Your linked personal web site can be your ePortfolio, a place to archive and showcase your skills, education, accomplishments, and experience to prospective employers. A well crafted résumé within an ePortfolio Website will help market your qualifications and also demonstrate your technological and marketing savviness to employers.
Step 1 – Must be completed by Friday, October 18, 2013
Contact the Career Services Center to make an appointment for assistance in writing your résumé
– email firstname.lastname@example.org or call 590-7946.
You will need…
- To create professional looking résumé in MSWord. (Don’t use any kind of Résumé Wizard.) A generic résumé sample is attached to the syllabus.
- A mini-ePortfolio of three work samples. For example, these can be in the form of:
- a PDF of a research paper or brochure you have created
- a PowerPoint Presentation for a class project
- the URL for websites you have created
- Ads, writing samples, and other items as appropriate
· Save all the above information to a Flash Drive to bring to your appointment.
Step 2 – Must be completed by Wednesday, December 4, 2013 @ 11:00 pm
Upload a working HYPERLINK* to your to the Canvas assignment OR access to your ePorfolio in CANVAS.
*If the link does not connect, you will receive no credit “0” for the assignment. If the website loads, but the materials do not open (error messages or nothing there), the assignment will be scored accordingly.
Note: It is highly recommended that you start this process early. It is not a complicated project, but your résumé or work samples may need revisions before it is really ready to use.
A Scoring Rubric will be posted to include Landing Page, The Résumé, Links (three), Loads (everything loads)
Composition of Course Grade
|Assignments (8 to 10 apprx)||40%|
Ø Assignments: See Automatic Loss of 5 Points
Ø Attendance, Absences, Religious Holidays Class attendance is required and roll will be taken daily. Tardiness is discourteous and unprofessional. Two unexcused absences will impact and lower your final course grade by one grade level. All other unexpected issues and situations should be addressed with me. All students at FGCU have a right to expect that the University will reasonably accommodate their religious observances, practices, and beliefs. http://www.fgcu.edu/generalcounsel/policies-view.asp
Ø Academic Behavior Standards and Academic Dishonesty All students are expected to demonstrate honesty in their academic pursuits. The university policies regarding issues of honesty can be found in the FGCU Student Guidebook under the Student Code of Conduct and Policies and Procedures sections. The FGCU Student Guidebook is available online at http://studentservices.fgcu.edu/judicialaffairs/new.html
Ø Classroom Environment You will be expected to practice civility in this classroom, giving attention and respect to your classmates, especially during their presentations. ALL Cell Phones, PDAs, Computers and other personal electronic devices must be TURNED OFF AND PUT AWAY (out of sight). First Violation – Fair Warning; Second Violation – you will be asked to leave the classroom for the remainder of that class session; Third Violation – you will be asked to leave the classroom for the remainder of that class session it will be recorded as an unexcused absence; Fourth Violation – you will be asked to leave the classroom for the remainder of that class session it will be recorded as a second unexcused absence.
Ø Disability Accommodations Services FGCU, in accordance with the ADA and the university’s guiding principles, will provide classroom and academic accommodations to students with documented disabilities. If you need to request an accommodation in this class due to a disability, or you suspect that your academic performance is affected by a disability, please contact the Office of Adaptive Services in Howard Hall 137. The phone number is 239-590-7956 or TTY 239-590-7930
The syllabus page shows a table-oriented view of the course schedule, and the basics of course grading. You can add any other comments, notes, or thoughts you have about the course structure, course policies or anything else.
To add some comments, click the "Edit syllabus description" link to the right.