I. Course Title, Number, Credit: Media Copywriting, Brc 328, 3 cr hrs.

II. Course Description: A study of the techniques used in writing continuity, advertising copy, and informational scripts for today's mass media. The student will examine the form and structure of advertising for print and electronic media. The student will gain a working knowledge of the special requirements for developing thematic ideas and creating different types of copy for specific media. Students will be required to create copy platforms, to write, edit, and produce copy for a variety of media.

III. Prerequisites: Brc 220, 235 or permission of instructors

IV. Course Objectives:

o To provide the student with knowledge of terminology used to produce media copy.
o To allow the student to view copywriting as part of the communication process.
o To allow the student to explore the techniques of writing to persuade.
o To allow the student to explore the process of developing a campaign concept utilizing different media.
o To allow students to develop an appreciation of writing for various types of media.

V. Method of Instruction: Lecture, discussion, in-class writing and labs,
demonstration, focus groups and group interaction.

Video, audio tape and computer instruction will be part of the class experiences.

Product analysis, demographic analysis, message design and developing copy platforms will be stressed in class.

VII. Means of Evaluation: Two hourly examinations, portfolio analysis,homework assignments, and group project(s).

VIII. Method of Evaluation: This course will be graded as follows.

Hourly examinations.. 35%
Homework and portfolio assignments.35%
Classroom participation/attendance. 10&
Group Project(s).. 20%

IX. Required Texts:

Fundamentals of Copy and Layout; 3rd. ed. Book, Albert. C. and C. Dennis Schick; NTC Business Books, Lincolnwood, Ill: 1997.

A college level dictionary of your choosing. Bring your dictionary

The test is a workbook. Together with a good dictionary and grammar guide, these texts will provide you with tools you need to learn basic copywriting

ALWAYS BRING YOUR BOOKS TO CLASS

X. Attendance:

o Attendance is absolutely necessary for the successful completion of the course.
o Much of the writing and rewriting in the course is done during class time.
o Excessive absences will seriously impact upon your in-class evaluations. o Do not ask for special consideration and/ or do not turn in work late.

The media agencies require prompt deadlines to meet the needs of clients. I reserve the right to reduce your grade by fifteen (15) points for EVERY absence beyond the SECOND absence. Students with doctor's excuses or other means of verifying legitimate absences MAY be excused from this policy.

XI. General Notes and Cautions:

For the first part of the course, you will learn to write copy for print media. Emphasis will be placed on learning the appropriate form, style and requirements for magazine, newspaper, and Internet advertising.

XII. Grading Notes - You will receive grades for all projects and tests. Not all homework assignments will be graded. Class participation is a factor in this class, so please heed the following:

o Be prompt, not tardy! (you may lose participation points)
o Do not be rude and leave in the middle of class to go to the bathroom.
o Do not schedule meetings with your advisor during class time.
o Don’t surf the web while lecture and class discuss is going on (unless told to do so). It is distracting and rude to the members of the class.
o Please show respect to your classmates and me by avoiding excessive talking during lecture and discussion times.

NOTA BENE:

1. Assignments both in and out of class may require the students to utilize Poucher Radio Lab, Lanigan Television studios, Penfield Library and the Wilber Computer Laboratory.
2. All assignments are due at the beginning of class each day unless otherwise specified by the instructor.
3. Class attendance is absolutely necessary to complete assignments and class requirements.
4. You will receive two weeks notice prior to the rescheduling of hourly examinations.
5. Students may be required to purchase materials for producing copy.
6. Students not familiar with standard recording procedures should avail themselves of the free lab and training time at the various labs listed above.
7. Students will be required to learn how to utilize the basic word processing program for the Apple Macintosh computer.
8. Generally this course will meet in the Wilber Computer Lab except for the days announced.
9. Students will need to become familiar with basic draw/paint computer programs.
10. Please note. Not every homework assignment is graded. Some of your homework is counted without being graded.
11. Good copywriters seldom write only one draft of a script. By rewriting scripts, you will gain a facility to write coherent, appropriate copy for the different media. Practice makes perfect is a truism in copywriting.

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