Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #3 | September 10, 2009

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Today’s agenda:
Review second reading assignment
Recap history of Copywriting
A brief technical sojourn on
headlines, subheads, body copy, and
taglines
VW Jetta creative brief : in-class
:
VW Jetta assignment
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Review second assignment
(p135-170) (p1-69) (p13-25) +
“Is There
Any Hope?”
p3-11 & 18-27
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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History of Copywriting, redux
up to 1949
1950-1960s
The positioning era
The allegiance era
Now
Click here to review
Want more? Buy this.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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A brief sojourn into the
technicalities of copywriting for
print (because we might as well)
Let’s review the differences between
headlines, subheads, body copy, and
taglines.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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HEADER
HEADLINE
SUBHEAD
BODY
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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LEGAL
HEADLINE BODY TAGLINE
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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HEADLINE
BODY INFO
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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The VW Jetta billboard assignment
Let’s review...
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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VW Jetta creative brief
It’s 2005. The new Jetta is coming.
We need lots of headlines. Go.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Being an ad copywriter, redux
1. Be a detective. Discover (e.g. “Don’t
answer, ask”). What have you learned?
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Link to video
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Link to video
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Being an ad copywriter, redux
1. Be a detective. Discover (e.g. “Don’t
answer, ask”). What have you learned?
2. Have hope. (“Most people would rather
die than think; in fact, they do.” -
Bertrand Russell)
3. It’s a job. Have a process (e.g.
Digging for gold in your backyard) and a
work ethic.
4. Initially, quantity is more important
than quality. Have lots of things to edit.
5. Be okay with selling stuff, including
yourself.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Being an ad copywriter, redux
Remember—part of the job, to quote
Pat Burnham, is to get people to
look at things differently.
So how do we get people to think
about the new Jetta differently?
What themes/topics/broad issues merit
deeper inspection?
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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VW Jetta billboard assignment
0. Let’s review your detective work
1. Let’s develop some themes
2. Let’s explore deeply, but briefly
3. Let’s map out a process to create
great work
4. Let’s recap the assignment and
prepare for the week ahead
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Headlines go here.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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8 5”
. Headlines go here.
11”
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Maybe they’re a little longer
8 5”
. and need a second line.
11”
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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1. But first you’ll need to write.
2. Write a lot.
3. Write all kinds of headlines.
4. Some might be kind of awkward
and run on a little bit; that’s okay.
5. The point is to write.
6. And keep writing.
Etc.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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1. But first you’ll need to write.
2. Write a lot.
3. Write all kinds of headlines.
4. Some might be kind of awkward
and run on a little bit; that’s okay.
5. The point is to write.
6. And keep writing.
7. Because then you’ll have things to
edit and play off of.
8. And the more you write the easier
it will become and the more you’ll
have to work with.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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The assignment
Present your top five VW Jetta
billboard headlines in front of the
class (but hand in your full 100).
Put your top five lines on individual
pieces of paper (see example on slide
19) and the full 100 in 14pt type,
double spaced on other sheets.
Include your name, please, so we know
who to praise.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Thursday, Sept. 17
ASSIGNMENT: Present your top five VW
Jetta billboards in class.
In-class assignment for visual
solutions
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Enjoy.
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD

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Thank you
Office hours: Thursdays, 5:30-6:30pm,
2nd floor cafe
Email: tim_brunelle@mcad.edu
Blog: usefullunacy.typepad.com
Twitter: @tbrunelle
COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD