Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #10 | October 29, 2009

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Today’s agenda:
What have we learned?
Apple creative brief
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

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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

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Course materials, books
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Course materials, books
Perspective Tools
Tools Process Strategy
+ opinion + Culture
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“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

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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

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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

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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

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VW Jetta creative brief
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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

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Creative Brief #2: Harley-Davidson
Find a way to
make more
younger people
care passionately
about this brand.
That’s it.
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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?
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Let’s take a break.
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Apple creative brief:
WHAT we’re selling: The iPhone 3GS
Click on the image to learn more.
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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.)
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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.
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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
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Apple creative brief:
TONE: Apple’s pretty much always
portrayed itself as “smarter than the
average...” in an unadorned style.
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Apple iPhone print:
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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.
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Reading Assignment for Nov. 5
(p 169-183)
Chapter “Sample Portfolio”
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

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Thursday, Nov. 5
Review reading assignment
Review status of Apple creative
Continue working on Apple assignment
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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 10, OCTOBER 29 BRUNELLE | MCAD