MCAD 2009 - Copywriting :: Session 05, Sept 24

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    MCAD 2009 - Copywriting :: Session 05, Sept 24 - Presentation Transcript

    1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #5 | September 24, 2009
    2. 2 Today’s agenda: Review reading assignment “Confronting the blank page”: games and tips and tricks Exercise: your Top Ten Ads COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    3. 3 Third reading assignment: Text p12-127 p71-101 “Is There & Any Hope?” p150-155 p59-73 & 74-84 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    4. 4 Reading assignment questions: 1) p.37 “I do not think that idea prone people were born with some special talent." Do you agree? Are certain people inherently more artistic or able to get ideas, or not? 2) Chapters 3-4: Mind over matter. When push comes to shove, how do you actually focus your mind on goals and believe you are already there to make ideas flow? p12-127 3) Rejoicing in failure. But what does “failure” mean? 4) Chapter 6: Get more inputs. What are some simple ways to get in the habit of getting out of habits? 5) Look to other fields for help: What do you learn in design, history, etc. that could transfer over to generating ideas? COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    5. 5 Reading assignment questions: 1) “When baiting a trap with cheese, always leave room for a mouse.” How can we write simply, but engagingly? Is it hard to cut down your writing to the bare essentials? 2) Don’t follow trends. What trends are we seeing in advertising/design right now? Why are they successful, or aren’t they? 3) Sullivan argues that if you have to p71-101 write 100 headlines, make them all decent. After having written your first 100, how & does that settle with you? Is it possible? p150-155 Is it daunting? Worthwhile? Exhausting? COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    6. 6 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
    7. 7 Confronting the blank page: Tip #1 (from Pat Burnham, second CD at Fallon after Tom McElligott): “Never start with a blank page.” COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    8. 8 Confronting the blank page: Being creative is a learned skill. “Learn all you can, then forget it and play what you feel.” Let’s practice. COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    9. 9 Confronting the blank page: Get something to chew on, to riff off. WHO are we talking to? How do they dress? What music do they listen to? Where do they hang out online? What frightens them? What habits do they have that annoy others? What else can we learn about the people we’re trying to influence? COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    10. 10 Confronting the blank page: WHAT is the thing we’re advertising? What isn’t it? What’s it most like? What are its enemies? What might make the thing irrelevant and why? What art forms best represents it? How else can we think about the thing we’re advertising as an object, institution, cause or solution? (e.g. What is half of 13?) COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    11. 11 Confronting the blank page: WHERE might our ideas come to life? Under what conditions? In what context? What’s the optimal situation for a message, and why? When is the worst time for us to convey an idea? When and where are the moments we might best exploit? COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    12. 12 Confronting the blank page: What unnecessary assumptions can we drop from the assignment? -vonOech “Business people ask the wrong questions all the time. Many times these questions are based on assumptions so deep-seated, they don’t even know they’re making those assumptions.” -Jack Foster COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    13. 14 Confronting the blank page: COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    14. 15 Assignment: Your Top Ten ads 1. Check out a variety of Communication Arts ad annuals or One Show or ADC or D&AD annuals; or go online: Ads of The World One Show Cannes Lions Creativity/AdCritic Communication Arts Annuals COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    15. 16 Assignment: Your Top Ten ads 2. You be the judge. Use PostIt Notes or print them out. Make a collection of all the ads you think are the best from a few years of different competitions. Then—narrow down your top ten. COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    16. 17 Assignment: Your Top Ten ads 3. Print each of your ten ads on an individual piece of paper. B&W is fine. Bring all ten ads to class. x10 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 BRUNELLE | MCAD
    17. 18 Thursday, Oct. 1 Review your Top Ten ads Discuss the evolution of “brand voice” Guest Speaker Harley-Davidson brand magazine assignment: discuss and prepare COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 BRUNELLE | MCAD
    18. 19 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 05, SEPTEMBER 25 BRUNELLE | MCAD

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