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MCAD 2009 - Copywriting :: Session 08, Oct 15
 

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. ...

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.

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    MCAD 2009 - Copywriting :: Session 08, Oct 15 MCAD 2009 - Copywriting :: Session 08, Oct 15 Presentation Transcript

    • Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #8 | October 15, 2009
    • 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 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 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 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 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 BRUNELLE | MCAD
    • 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. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
    • 11 Words in broadcast vs. print Music-driven vs. Voiceover-driven COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
    • 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 | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
    • 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
    • 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 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
    • IMAGE BY MATTEO86 VIA FLICKR ALL RIGHTS RESERVED 18 Hear Yodeler radio spots here. COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
    • 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 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 Reading Assignment (p 103-128 COPYWRITING | FALL 2009 | SESSION 08, OCTOBER 15 BRUNELLE | MCAD
    • 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 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