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

    Se...
2




      Today’s agenda:

      Review your H-D manifestos
      Words in broadcast vs. print
      Reading assignment
...
3




      Option 1

      Find a way to
      make more
      younger people
      care passionately
      about this br...
4




      Option 2

      Find a way for
      this brand to
      understand
      how to be
      more appealing
     ...
5




      Harley-Davidson assignment

      Based on your insight—what idea can
      illuminate or dramatize the situat...
6




      Words in broadcast vs. print




COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15   BRUNELLE | MCAD
7




      Words in broadcast vs. print

      Viewing vs. Hearing




COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15  ...
8




COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15   BRUNELLE | MCAD
9




COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15   BRUNELLE | MCAD
IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED   10




                     Hear Hush Puppies radio spots here.

COPYWR...
11




      Words in broadcast vs. print

      Music-driven vs. Voiceover-driven




COPYWRITING | FALL 2009 | SESSION 0...
12




COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15   BRUNELLE | MCAD
13




COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15   BRUNELLE | MCAD
14




      Words in broadcast vs. print

      Scripts vs. Talent
      Scripts vs. Music + Sound Design




COPYWRITING...
15




      Boatmen’s Bank :10 “radio
      billboard” campaign
      Lesson: Words are just words until
      great tale...
IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED   16




                     Hear Boatmen’s radio spots here.

COPYWRITI...
17




      Anheuser-Busch “Yodeler Beer”
      campaign
      Lesson: Make room for the stuff
      that isn’t the words...
IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED   18




                     Hear Yodeler radio spots here.

COPYWRITING...
19




      Hayneedle “Brand Stakeholder” script
      Lesson: Put down enough (but not too
      much) information in th...
20




      Your Harley-Davidson manifesto:
      In-class assignment

      Translate to broadcast
        1. What would...
21




      Reading Assignment




                            (p 103-128




COPYWRITING | FALL 2009 | SESSION 08, OCTOB...
22




      Thursday, Oct. 22

      REVIEW the reading assignment
      Guest Speaker: Kristina Halvorson
      Discuss ...
23




      Thank you

      Office hours: Thursdays, 5:30-6:30pm,
      2nd floor cafe

      Email: tim_brunelle@mcad.e...
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MCAD 2009 - Copywriting :: Session 08, Oct 15

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Here's the presentation deck from session #08 (October 15) of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. Today we presented our manifestos for Harley-Davidson. Thanks to the students for their inspired ideas. Then we moved into a brief discussion around how words change meaning from print to broadcast, and how writers should consider context as they write. MANY OF THE WORDS AND IMAGES in this deck are clickable, so you can learn more about that item or see the work in a larger size elsewhere. This presentation is ©2009 by Tim Brunelle.

Published in: Education, Business, Automotive
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MCAD 2009 - Copywriting :: Session 08, Oct 15

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #8 | October 15, 2009
  2. 2. 2 Today’s agenda: Review your H-D manifestos Words in broadcast vs. print Reading assignment COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  3. 3. 3 Option 1 Find a way to make more younger people care passionately about this brand. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  4. 4. 4 Option 2 Find a way for this brand to understand how to be more appealing to younger people. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  5. 5. 5 Harley-Davidson assignment Based on your insight—what idea can illuminate or dramatize the situation in a compelling manner? 1. Read your manifesto out loud (Being a copywriter = being comfortable selling, and selling your work) 2. Hand it in COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  6. 6. 6 Words in broadcast vs. print COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  7. 7. 7 Words in broadcast vs. print Viewing vs. Hearing COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  8. 8. 8 COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  9. 9. 9 COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  10. 10. IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 10 Hear Hush Puppies radio spots here. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  11. 11. 11 Words in broadcast vs. print Music-driven vs. Voiceover-driven COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  12. 12. 12 COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  13. 13. 13 COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  14. 14. 14 Words in broadcast vs. print Scripts vs. Talent Scripts vs. Music + Sound Design COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  15. 15. 15 Boatmen’s Bank :10 “radio billboard” campaign Lesson: Words are just words until great talent (e.g. Thom Sharp) makes them interesting. Script #1: “Home improvements are big projects, so finance yours with a home equity loan from Boatmen’s. And when you’re putting in shoe- molding, don’t use real shoes. Equal housing lender.” COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  16. 16. IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 16 Hear Boatmen’s radio spots here. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  17. 17. 17 Anheuser-Busch “Yodeler Beer” campaign Lesson: Make room for the stuff that isn’t the words COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  18. 18. IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 18 Hear Yodeler radio spots here. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  19. 19. 19 Hayneedle “Brand Stakeholder” script Lesson: Put down enough (but not too much) information in the script to help a remote reader hear and see what you hear see, and take away from the script what you want them to take away. (Per Chip & Dan Heath in Made to Stick, you have to get past your own curse of knowledge and help the audience appreciate your context and intent as they read.) COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  20. 20. 20 Your Harley-Davidson manifesto: In-class assignment Translate to broadcast 1. What would be VO or spoken on screen? 2. What would be type on screen? 3. What kind of music would you use? 4. How would all of this affect your overarching message? COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  21. 21. 21 Reading Assignment (p 103-128 COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  22. 22. 22 Thursday, Oct. 22 REVIEW the reading assignment Guest Speaker: Kristina Halvorson Discuss writing for interactive COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
  23. 23. 23 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 08, OCTOBER 15 BRUNELLE | MCAD

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