This course, Advertising Copywriting is designed to:

>> Introduce students to the meaningful role of creativity in effective advertising

>> Develop students’ ability to conceive, articulate, critique, and defend creative ideas as strategic solutions to narrowly defined marketing problems

>> Harness students’ writing ability for the particular purposes of copywriting

>> Link students’ problem-solving skills with their powers of persuasion

>> Apply the concepts, methods and tools students learn  to real-world assignments

Upon successful completion of MCA 363, students should be able to:

• Identify problems, challenges and unique opportunities that can be solved and communicated through advertising campaigns
• Analyze and apply effective research in order to generate concise advertising creative strategy statements and campaign proposals
• Translate an advertising strategy into a compelling, persuasive, impactful creative concept and campaign
• Execute, articulate, critique, and defend creative ideas as strategic solutions
• Judge the meaningfulness and effectiveness of advertising that’s on strategy
• Write effectively, strategically, and dynamically with the appropriate voice
• Utilize persuasive presentation techniques to sell ideas to decision makers
• Consider and apply appropriate ethical guidelines in practice
• Have at least one portfolio piece

Welcome! You’ve just entered the Creative Department of an advertising agency – and like in the real world, you’re about to get a crash course on how to become an advertising copywriter.

You’ll be taught how to think strategically and conceptually; how to present your work and sell your ideas; how to be discerning and analytical; and the value of critique. You’ll also learn how to write like a copywriter with a style that is communicative, pithy, expressive, and persuasive.

You’ll learn the fundamentals that lead to the development of a portfolio of your own – which is required in order to get a job in an agency creative department.

Generative AI is not a replacement for your own thinking, research, and creativity. Having said that, you will be required to use generative AI tools such as copy.ai, chatGPT or Midjourney for certain assignments. When assigned, such tools should be used with caution and proper citation.

Familiarize yourself with City College’s policy on Academic Integrity. Bottom line: don’t cheat.

This course is one part lecture, two parts interactive workshop.

Prof R will provide PDFs of all in-class lectures as well as a link to zoom class video recordings – in case of snow or remote teaching days. You’re also expected to take  notes during all lectures and presentations.

While lectures and readings may start out focused on strategic considerations, the real focus of this class is on creative conceptualizing, copywriting, and presentation of student work. So a good deal of class time will be dedicated to hands-on learning, workshopping, and student presentations. There will be special emphasis placed on communication and writing skills as expressed in smaller assignments as well as major projects.

Assessable Tasks

The main tasks of this course are:

>> Smaller assignments

>> In class assignments and exercises

>> Three advertising campaigns

• One print campaign
• One social/digital campaign
• One multimedia campaign

>> An online midterm exam

>> A final course portfolio

Campaign Development Process

Each advertising project will include multiple opportunities to rewrite and shape your work and will have the following structure:

• Receive assignment
• Research the product/brand
• Write a Creative Strategy Statement and Campaign Proposal that identify a problem and describe how your campaign will overcome it
• Present your campaign concept in digital comp form on google slides
• Refine the campaign
• Workshop the campaign
• Refine the campaign
• Workshop the campaign
• Refine the campaign
• Final presentation of the campaign

Campaign Deliverables

1) Creative Strategy Statement – use template provided.

Thinking strategically from the start is imperative. So for every campaign, you’ll write a Creative Strategy Statement. Since a campaign is developed off of a single strategy/concept, your Creative Strategy Statement serves as the foundation for all of the ads in a campaign.

2) Campaign Proposal – use template provided.

The Campaign Proposal should clearly articulate the campaign message, concept, related cultural/societal trends and the media execution. It is a critical part of presenting and selling your work.

3) Digital Comps

Digital comps should include “swipe” (images and/or video found on the Internet) which convey the concept of your campaign(s). The images must be inserted into a google slides deck.

PAY ATTENTION TO DETAIL: All campaign-related copy must always be proofed for typos, sense, and misspelling. It should also be strategic, compelling and show a fresh style that reflects the brand character of whatever your campaign is promoting.

Your name/s, the date, the class, and assignment MUST be on each and every assignment you turn in.

Mandatory

Assignments are mandatory, not optional. All elements of each presentation must be delivered in order to receive a passing grade for that assignment.

Formatted and complete

Campaign assignments will weigh 50% towards a student’s total grade. All of these projects and assignments must be properly formatted and COMPLETE. Follow the guidelines and templates provided. You’ll be graded on the quality of your thinking, the execution of your ideas, your presentation skills, and your record of completing your assignments.

Late Assignments

You must hand in completed work on the day it is due or make alternate arrangements with Prof R before the due date. Expect grade deductions for work turned in late.

Course Rubric

• Campaign and other assignments – 50%

• Course Portfolio – 15%

• Engagement – 25%

• Midterm exam – 10%

Campaign Rubric

Each campaign will be graded based on the following criteria. Grading will become stricter as you progress in your learning from Campaign 1 to Campaign 2 to Multimedia Campaign.

• Strategy
• Concept
• Copywriting
• Art Direction
• Oral Presentation

CCNY MCA Ad/PR Grade Scale

Grade % / Point Range     Grade

> 93                                         A

90-92                                       A-

87-89                                       B+

83-86                                       B

80-82                                       B-

77-79                                       C+

73-76                                       C

70-72                                       C-

60-69                                       D

<59                                           F

Note: Grades posted on Blackboard are not weighted.

Engagement (including attendance and participation) is 25% of your grade. 

Copywriting is not a spectator sport. Your level of engagement (including but not limited to) attendance, punctuality, in-class assignments, critiques and discussions) over the course of the semester will affect your grade and by extension the quality of your work.

This Fall, MCA Ad PR will more strictly enforce the department’s absence, tardiness and engagement policies. Students are expected to attend class, be on time, and participate. More than two absences may result in you being dropped from the course.

You are expected to actively take part in this course in the following ways:

• Attend class meetings on time
• Meet all deadlines for handing in work
• Create work thoughtfully and intentionally
• Be prepared to workshop/present your work on time for crits and discussions
• Actively participate in critiques and discussions
• Be actively curious about creating work and the work your classmates create
• Collaborate and cooperate with your team member
• Care about yourself and your work, your classmates and their work, this class, and your profession

There will be one timed MIDTERM EXAM given during the course of the semester which you will take in class, on Blackboard or in the Accessability Center. Content will be based on video and online lectures, readings, in-class exercises, assignments, and discussions. This exam accounts for 10% of your grade. Most importantly, it indicates whether you have absorbed the fundamentals of Copywriting. If you require an exam accommodation, please let Prof R know at the beginning of the semester.

 

Required OER Text

Recommended Reading

• Hey Whipple Squeeze This: The Classic Guide to Creating Great Ads by Luke Sullivan and Edward Boches – Fifth or Sixth Edition. Prof R will provide a downloadable PDF on Blackboard.
• Muse by Clio (free trade mag)
• Ad Age (free trade mag)

This is an interactive class. In order to participate, you will be expected to put away all devices and pay close attention. Most classes will include a Topic/s and In-Class Activity plus Homework. You’ll be provided with homework assignments etc. to do on your own time. During class time we’ll review each week’s Topic, do exercises, workshop campaigns etc.

Teaching/Learning Methods include

• In-Class Lectures
• In-Class Exercises and Teamwork
• In-Class Workshopping
• Readings
• Blackboard Discussion Boards
• Copywriting Homework
• Team Projects
• Peer Review
• Midterm Exam
• 1:1 Meetings/Workshopping

Acceleration

This is the “business ready” copywriting class, which means we’ll move fast and you’ll get mega doses of applied learning, just like in an advertising agency. Focus on progress, not perfection.

Flexibility

In advertising, things change quickly. Which is why this Syllabus is not set in stone. The material and the order in which it is presented may change throughout the semester.

Tools, Tech and Logistics

You’ll use Blackboard, Google Docs, Google Slides, YouTube, Email and other tools & tech including but not limited to those listed below.

Blackboard

You’ll find the syllabus, templates, lesson PDFs, and other content on Blackboard. You’ll also find some homework assignments there. And Prof R might administer the Midterm exam there.

Google docs/slides

Prof R will create a Google Drive folder for each team. Students are required to create and store all of class-related documents in these google folders. SHORTCUTS ARE NOT ACCEPTED. Students will use Google docs & Google slides to create their CSS, CP, concepts, and campaign presentation decks. If you haven’t used these online tools before, seek out and watch the many video tutorials available.

Email

We’ll be in contact via email throughout the semester. So it’s critical that each student provides an active email address that they check DAILY (gmail is preferred). Prof R’s email address is: RRivera1@ccny.cuny.edu

Generative AI

Generative AI is not a replacement for your own thinking, research, and creativity. Having said that, you will be required to use generative AI tools such as copy.ai, chatGPT or Midjourney for certain assignments. When assigned, such tools should be used with caution and proper citation.

YouTube

Videos and Video Lectures may be delivered via YouTube.

Zoom 

If/when the class is held remotely, be advised that during remote presentations, students are required to be on camera since in a real-world presentation, the client would expect to be able to see their prospective ad agency representatives. Students who participate in this class with their camera on or use a profile image are agreeing to have their video or image recorded solely for the purpose of creating a record for students enrolled in the class to refer to, including those enrolled students who are unable to attend live. If you are unwilling to consent to have your profile or video image recorded, be sure to keep your camera off and do not use a profile image. Likewise, students who un-mute during class and participate orally are agreeing to have their voices recorded. If you are not willing to consent to have your voice recorded during class, you will need to keep your mute button activated and communicate exclusively using the “chat” feature, which allows students to type questions and comments live.

Snow / Remote Day

In the event there is a “snow day”, use the following zoom link to join class at our usual time on Mon and Wed at 11am: https://ccny.zoom.us/my/profrebeccarivera

NEED HELP?  CCNY has a ton of resources for students who are stressed, struggling with writing, need a disability accommodation, are experiencing food or housing insecurity. Your student fees help pay for all of these services. So please don’t hesitate to take advantage of them.

Writing Center

MCA Ad and PR majors must demonstrate writing proficiency. The CCNY Writing Center provides one-on-one assistance to undergraduate and graduate students working on course writing assignments. Writing tutors will work with you at any stage of your writing process – whether you need someone to help you understand your assignment prompt, read your drafts, or just listen to your ideas.

Counseling Center

CCNY students have a safe, confidential, and nonjudgmental space to voice their concerns and address these concerns with a counselor. Counselors provide students with in person and online feedback, listen, reflect, and validate students’ emotions, and offer support and strategies for coping with challenges. Counseling has been shown to be helpful with a wide range of concerns and is effective for both chronic problems and situational difficulties. The CCNY Counseling Center offers students free access to counseling. Check out https://www.ccny.cuny.edu/counseling for more info.

Accommodation

In compliance with CCNY policy and equal access laws, appropriate academic accommodations are offered for students with disabilities. Students must register with The AccessAbility Center for reasonable academic accommodations. The AccessAbility Center is located in the North Academic Center, Rm. 1/218. Tel: (212) 650-5913. Under The Americans with Disability Act, an individual with a disability is a person who has a physical or mental impairment that substantially limits one or more major life activities. If you have any such issues, I encourage you to visit the AccessAbility Center to determine which services may be appropriate for you.

Food insecurity – Benny’s Pantry

Students who experience difficulties obtaining food or who lack a stable and safe place to live are urged to come to Benny’s pantry for assistance. Benny’s pantry is located on the ground floor of the North Academic Center (NAC) and is open to anyone within the CUNY community (students, staff, faculty) in need of support. The pantry is open from 10am to 6pm and is self-serve. Additional emergency support for financial, health and housing needs are also available through Benny’s. Visit https://www.ccny.cuny.edu/bennysfoodpantry or contact Charles Ramirez cramirez@ccny.cuny.edu for additional details.

Subject to change. Lesson PDF & homework details posted on Blackboard after each class.