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MCAD 2009 - Copywriting :: Session 01, August 27

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Here's the start of the Copywriting course at MCAD, fall 2009. Most of the images are clickable.

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MCAD 2009 - Copywriting :: Session 01, August 27

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle
  2. 2. 2 Today’s agenda: MCAD housekeeping Me + my history You + your intentions The class syllabus Course materials, books Role of the Copywriter “80%/20%” Your first assignment COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  3. 3. 3 MCAD housekeeping 1. The BS/ADV Town Hall meeting is this Monday, Aug 31st, Noon to 1:00 in room 440. There will be food. 2. TODAY is the last day for drop/ add. Please see Jerry Allan to process your paperwork. 3. Use the Learning Center. COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  4. 4. 4 Me + my history Start here: http://tbrunelle.extendr.com Minneapolis > St. Louis > Boston > NYC > Boston > Minneapolis (1992-present) COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  5. 5. 5 You + your intentions 1. Email me your name and photo (tim_brunelle@mcad.edu) right now 2. Where are you from? 3. What’s your major? 4. What do you expect to get out of this class? 5. Who’s your favorite writer? COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  6. 6. 6 The class syllabus Key dates In-class versus homework assignments Overall structure COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  7. 7. 7 Course materials, books COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  8. 8. 8 Role of the Copywriter Agency structure Creative department structure The evolution of the role to COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  9. 9. 9 “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 01, AUGUST 27 BRUNELLE | MCAD
  10. 10. 10 Your first assignment READING: 1) Made to Stick : Chapter 1 (p25-62) : 2) How To Get Ideas : Intro (p1-11) : and Chapter 11 (p 131-142) 3) Handout : “The Fisherman’s Guide” : from Truth Lies & Advertising by Jon Steel COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  11. 11. 11 Thursday, Sept. 3 Review the reading assignment Some Copywriter history “Being a Writer” Creative brief: VW Jetta billboards COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD
  12. 12. 12 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 01, AUGUST 27 BRUNELLE | MCAD

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