MCAD 2009 - Copywriting :: Session 10, Oct 29

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Here's the presentation deck from session #10 (October 29) of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. Today we reviewed the course (curriculum, materials, assignments, etc) as well as the business and process of being a copywriter. We also licked off Assignment #3: Print ads for the Apple iPhone 3GS. 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 10, Oct 29

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #10 | October 29, 2009
  2. 2. 2 Today’s agenda: What have we learned? Apple creative brief COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  3. 3. 3 What have we learned in 10 weeks? Let’s discuss course materials, subjects, guest speakers, assignments, conversations, curriculum. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  4. 4. 4 Course materials, books COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  5. 5. 5 Course materials, books Perspective Tools Tools Process Strategy + opinion + Culture COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  6. 6. 6 “The job is 80% conceptual thinking, 20% finish carpentry” -Khari Streeter Ideas first. “Half of writing is editing.” -Mamet What is an advertising idea? What’ the process for developing them? s Sketchbooks & other methods COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  7. 7. 7 History* of Copywriting up to 1949 e.g. “salesmanship in print” 1950-1960s e.g. “The power of the idea” The positioning era The allegiance era Now *Click here for AdAge’s “history of advertising” timeline COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  8. 8. 8 Being an ad copywriter 1. Be a detective. Discover (e.g. “Don’t answer, ask”). 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 10, OCTOBER 29 BRUNELLE | MCAD
  9. 9. 9 Being an ad copywriter But probably the most important part of the job, to quote Pat Burnham, is: Get people to look at things differently. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  10. 10. 10 VW Jetta creative brief COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  11. 11. 11 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  12. 12. 12 Confronting the blank page: Being creative is a learned skill. “Learn all you can, then forget it and play what you feel.” How will you do it? COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  13. 13. 13 Creative Brief #2: Harley-Davidson Find a way to make more younger people care passionately about this brand. That’s it. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  14. 14. 14 What have we learned in 10 weeks? What’s the primary role of a Copywriter? How do Copywriters accomplish their tasks? What resources and/or processes can you leverage to make your copywriting work more successful? COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  15. 15. 15 Let’s take a break. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  16. 16. 16 Apple creative brief: WHAT we’re selling: The iPhone 3GS Click on the image to learn more. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  17. 17. 17 Apple creative brief: WHO we’re selling to: Leading individuals—corporate executives, entrepreneurs, tech evangelists—who require the latest and fastest process and integration within a mobile computing system. People who want the greatest ability to connect, engage, work and play, wherever they are. (And are willing to pay for that privilege.) COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  18. 18. 18 Apple creative brief: THE BIG IDEA: The iPhone 3GS allows you to accomplish more than any other mobile device. PROOF: 75,000+ apps, 3GS speed, etc. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  19. 19. 19 Apple creative brief: BACKGROUND: Check out these links to better understand Apple’s history and voice in advertising. https://pantherfile.uwm.edu/kohlman4/www/apple-advertising/ http://www.aresluna.org/attached/computerhistory/ads/international/apple COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  20. 20. 20 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  21. 21. 21 Apple creative brief: TONE: Apple’s pretty much always portrayed itself as “smarter than the average...” in an unadorned style. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  22. 22. 22 Apple iPhone print: COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  23. 23. 23 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  24. 24. 24 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  25. 25. 25 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  26. 26. 26 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  27. 27. 27 COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  28. 28. 28 Apple print creative brief: NEXT STEPS: Develop non-interactive, non-broadcast print ads for the iPhone 3GS. Could be newspaper, magazine, out of home, in-store or direct mail. Could be headline-driven or visual solutions. Format: One idea per 8.5x11” page. COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  29. 29. 29 Reading Assignment for Nov. 5 (p 169-183) Chapter “Sample Portfolio” COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  30. 30. 30 Thursday, Nov. 5 Review reading assignment Review status of Apple creative Continue working on Apple assignment COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD
  31. 31. 31 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 10, OCTOBER 29 BRUNELLE | MCAD

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