Syllabus for GRD 282 - Advertising/Copywriting (SP_08)

GRD 282 Advertising Copywriting

Syllabus
Instructor: Deanna Lynn Campbell
Office Location: By appointment
Instructor email: deanna.campbell@cpcc.edu or deanna@editorialservices.net

Required Textbook
The Elements of Copywriting (Blake/Bly)

Suggested Books
Hey, Whipple, Squeeze This: A Guide to Creating Great Ads (Sullivan)

The Adweek Copywriting Handbook (Sugarman)
On Writing Well (Zinsser)

Prerequisites
ENG 111

Course Description
Welcome to GRD282 Advertising Copywriting. This course will focus on what why and how words make advertising successful. It will be tempting to veer into the lush world of icons and hip graphics and sometimes impossible to separate the two, but we will spend most of our time and energy learning how to use words to craft a message that is clear and memorable.

Copywriting is everywhere. And whether or not it casts a poor or favorable light on what or whomever it is spotlighting depends on how purposefully it is conceived and how well it is constructed. This goes for political posters, CD and magazine covers, newspaper ads, those irritating Sunday circulars, restaurant menus and electronic communications – even milk cartons. The list is infinite and fluctuating.

One of the first rules of copywriting is there are no rules. What is considered incorrect in English composition may be appropriate in copywriting. Perhaps the most famous example of this is Apple’s “Think Different” campaign. Nobody redlined that of course, and it went on to become one of the most successful branding slogans ever.

GRD282 will be a mixture of projects, presentations and quizzes. Class participation is encouraged and will be a sizable part of your overall grade. We will rely on The Elements of Copywriting as our guide, but we will also utilize important web resources and supplemental readings. No projects will be started until the class has covered and been tested on the first section of The Elements of Copywriting – Copywriting Fundamentals.

So once again, welcome. We are going to have fun exploring the power of words. I look forward to getting to know all of you. I am always accessible via email. Feel free to contact me anytime during the semester if you need anything.

Requirements
Students are expected to attend all classes for which there is no mutually agreed upon adequate excuse for absence. Attendance at all exams is required and make-up opportunities are allowed only for absences specifically excused by the instructor in advance. The student is always responsible for any assignments, new material, lecture notes or other work or grade opportunities missed due to absences.

Students are required to purchase the textbook for the course. Assigned chapters must be read prior to class meetings.

Division policy states that any instance of cheating, plagiarism, or other form of academic dishonesty may result in a grade of F (failing) for the course. Unless designated otherwise by the course instructor, all work on exams or any special assignments is expected to be done independently, with no illicit assistance from any other person, in appearance or in fact. For any questions concerning what constitutes academic dishonesty, make-up work, or attendance, consult the course instructor. A division policy statement is available concerning these issues.

(1) The grade will be determined in the following manner:

4 Comprehension Quizzes, 100 points each = 400 points
Semester Long Client/Copywriter Project Parts A & B, 500 points each = 1,000 points
2 Projects, 100 points each = 200 points
1 Midterm Exam, 200 points = 200 points
1 Final Exam, 300 points each = 300 points
Class Participation, 300 points = 400 points
Total Points: 2400

(2) A "W" (Withdrawal) grade will be given only if the student officially withdraws prior to the last 25 percent of the term. While withdrawing from a course is sometimes necessary, the student should know that the instructor would like an opportunity to discuss the withdrawal with you. CPCC's Academic Learning Center offers free individualized and small group tutoring, computer tutorials, and strategies for improving learning skills for those have academic difficulties. Before withdrawing, consider whether:
(a) this course is a prerequisite for another course you will want to take
(b) the course will be offered again in the future
(c) withdrawing will delay your plan to transfer or your graduation
(d) withdrawing will affect your eligibility for honors designation, your health benefits, or other financial arrangements.

(3) An "I", (Incomplete) will be given if the student's attendance is satisfactory, and the student has completed at least 90 percent of the work required for passing the course.

(4) Students also have the option of auditing a class. College credit will NOT be granted for an audited course, and the grade will be AUD. To audit a class, the student must:
(a) register for the course
(b) obtain from the Department Office, Registration Center, Welcome Center, or Area Learning Center an Audit Agreement form which must be filled out by the student and signed by the instructor and student. The form must be processed in the Registration Center prior to the 30% date for the quarter.

Grading Policy
The following grading scale will be used:
A = 100 - 90
B = 89 - 80
C = 79 - 70
D = 69 - 60
F = Below 60

Special Services Certifications
Students who have a documented disability or who think they may have a learning problem may contact the Office of Services for Students with disabilities. Instructors will provide the necessary accommodations upon the advice of the Office of Services for Students with disabilities.

Important Dates
Jan. 14 – Class begins
Jan. 21 – No class (Martin Luther King Day)
March 10 – No class (Spring Break)
March 12 – No Class (Spring Break)
May 5 – Final Exam