“The best ideas come asjokes. Make your thinking as funny as possible.” David Ogilvy
• Lindenwood puts no emphasis on the book. • Advice from local copywriter Walt Jaschek: “Your book should become like another appendage to you.” • A majority of classes don’t have campaign or creative- based assignments.• Almost all copywriting portfolio work comes from spec ads not from classes at LU• An aspiring copywriter will not get a (good) job without a book.
What are we learning?!• University of Illinois has 20+ Advertising core classes• Webster University has 20+ core classes & a portfolio review to graduate• To graduate from Lindenwood, there is between and 16-19 “core” classes.• Only 2-3 of those are creative advertising focused• There is no “Applied Class” for Advertising
The Problem With Teaching Advertising • How do you grade “creativity?”• Do grades discourage thinking “outside of the box?” • Praiseworthy grading • Peer Evaluation• Students need to effectively respect a Professors experience and knowledge in the field.• How do you take a student out of a stressed school environment to focus on copywriting? • Freewriting
How does LU improve their advertising program?• Add more Creative Advertising classes• Give students chances to develop campaigns for the university• Starting an AAF program• Helping students form portfolios, or sending them to proper resources to help (REBUS)• Hiring professors with industry experience
An advertising copywriter should:• Be highly creative and imaginative• Have good written and interpersonal skills• Work well in a team• Be able to work under pressure• Have an eye for detail• Keep up to date on Advertising trends & pop culture.• Curious about clients products.• Understand the different language styles that appeal to various target markets
“I have always believed that writing advertisements is the second mostprofitable form of writing. The first, of course, is ransom notes.” Philip Dusenberry