Year/Semester: 2006
General Description:
This subject introduces aspiring copywriters or people in the marketing
communication industry who need to be able to write creatively, to
the art and disciplines of selling via the written and spoken word. The
course requires sound knowledge of the Marketing communications
industry. It will cover all aspects of print, radio, television and the
Internet, and offers practical development of writing skills for these
media.
Course Objectives:
Course Content:
Week 1 Introduction
What is ‘’copywriting”?
Where does it fit into the creative process of advertising?
Why is it different to just ‘writing’?
How to recognise good copywriting
Obtaining, exploring and interrogating a brief
Writing exercises
Week 3 Ideas
What is an idea in advertising terms?
How do you have/find/discover/develop a relevant idea?
Ideas versus executions
Visual ideas versus written ideas
‘Cut through’ – what is it and how do you get it?
Originality and inspiration vs. perspiration and plagiarism
Writing exercises
Rewriting
Long versus short versus no copy
Magazine ads versus newspaper ads
Week 9 Review
Presentation skills: nurse ‘em, rehearse ‘em
Meetings
Selling yourself/Selling your work
Looking back
Work in Progress – the assignment - anything missing?
When in doubt, ask
Feedback: tell us what you need/don’t need
Read, read, read: the answer is (probably) in the book
Week 11 Examination
Assessments
1: Find an advertisement you like or hate and discuss (a) the creative
idea and (b) how the copywriting succeeds or fails in conveying that
idea.
Originality
Relevance (understanding of the brief)
Engagement
Impact (cut through)
Craftsmanship
Clarity/cohesiveness
Presentation
The major project work involves the creation of written scripts and
copy for a television commercial, a radio commercial, a long-copy print
ad and anything else that you feel contributes to your campaign. You
can choose to team up with another course member and present a
combined assignment or you can do it on your own. You will all receive
the same brief and work from the same base of information. The client
will be revealed on receipt of the brief. You are to present this work to
the class and/or judging panel and hand in a hard copy to the
lecturer. If you want to you can accompany your scripts and copy with
a storyboard or layouts, but the focus is to be on your written
response to the brief.
Grading
This is a graded course. All assessment tasks must be completed and
submitted and a satisfactory level overall must be achieved to pass.
Assessment grades and final grades in the course will be High
Distinction / Distinction / Credit / Pass / Fail.
Grading Descriptors
RECOMMENDED READING:
One Club for Art & Copy (N.Y.): The One Show Annual of advertising’s
best print, radio and TV, Two de Force or Foliograph Books
Roget’s Thesaurus
Collected Poems, Judith Wright: Angus & Roberston (try second hand
bookshoops e.g. Berkelouw’s) or look for more recent editions.
Their words are music; the Great Theatre Lyricists and their Lyrics:
Lehmann Engel Crown, U.K. Try 2nd hand bookshops/search services
or Amazon.com
RECOMMENDED LISTENING:
ANY SONGS WITH LYRICS BY: Cole Porter, Stephen Sondheim, Ira
Gershwin, Lorenz Hart, Alan Jay Lerner, Frank Loesser, Dorothy Fields,
Oscar Hammerstein II