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

   Ses...
2




      Today’s agenda:

      Review first assignment
      History of Copywriting
      Being an Ad Copywriter
     ...
3




      Review first assignment



                                                    (p1-11)
                       ...
4




      History* of Copywriting

      up to 1949
      1950-1960s
      The positioning era
      The allegiance era
...
5




      History of Copywriting: up to 1949
                                                    Claude C. Hopkins
     ...
6




                                                    John Caples

COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3  ...
7




      History of Copywriting: 1950-1960s
                                                    David Ogilvy
          ...
8




                                                    Bill Bernbach

COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3...
9




                                                    Howard Gossage

COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER ...
10




        Link to the “Carousel” sequence from Mad Men




COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3      BRU...
11




      History of Copywriting: Positioning
                                        Ed McCabe
                       ...
12




        DDB                                         Jim Durfee



COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3...
13




                                                    David Abbott




COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBE...
14




            Link to video                           Hal Riney


COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3  ...
15




      History of Copywriting: Allegiance
                                             Janet Champ
                 ...
16




                                                    Janet Champ


COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3...
17




            Link to video                           Jamie Barrett


COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER...
18




        Mark Fenske



COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3   BRUNELLE | MCAD
19




                                                    Neil French


COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3...
20




           Link to video                            Lance Jensen & Alan Pafenbach


COPYWRITING | FALL 2009 | SESSI...
21




      History of Copywriting: Now
                                             Rob Reilly
                         ...
22




      Let’s take a break
      for a few minutes




COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3   BRUNELLE |...
23




      Being an ad copywriter




COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3   BRUNELLE | MCAD
24




      Being an ad copywriter

      Q. What are the critical questions that a writer
      should be asking prior t...
25




      Being an ad copywriter

      1. Be a detective. Discover (e.g. “Don’t
      answer, ask”).
      2. Have hop...
26




      Being an ad copywriter

      Part of the job, to quote Pat Burnham,
      is to get people to look at things...
27




           Link to video


COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3   BRUNELLE | MCAD
28




      VW Jetta creative brief

      It’s 2005. The new Jetta is coming.
      We need lots of headlines. Go.




C...
29




      Second reading assignment

      1) On Writing p135-170
      2) Hey Whipple p1-69
      3) Gossage p13-25; S...
30




      Thursday, Sept. 10

      Review second reading assignment
      VW Jetta creative brief, cont.
      In-clas...
31




      Thank you

      Office hours: Thursdays, 5:30-6:30pm,
      2nd floor cafe

      Email: tim_brunelle@mcad.e...
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MCAD 2009 - Copywriting :: Session 02, Sept 3

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Here's the presentation deck from session #2 of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. This session focused on the history of Copywriting and the business of "being a copywriter." MANY OF THE NAMES AND IMAGES are clickable, so you can learn more about that person or see the work in a larger size elsewhere. Go here for my recap post on the class, including the video recap: http://usefullunacy.typepad.com/useful_lunacy/2009/09/mcad-2009-copywriting-session-02-sept-3.html

Published in: Education, Business

MCAD 2009 - Copywriting :: Session 02, Sept 3

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #2 | September 3, 2009
  2. 2. 2 Today’s agenda: Review first assignment History of Copywriting Being an Ad Copywriter VW Jetta creative brief Second reading assignment COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  3. 3. 3 Review first assignment (p1-11) (p25-62) (p131-142) Handout : “The Fisherman’s Guide” : from Truth Lies & Advertising by Jon Steel COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  4. 4. 4 History* of Copywriting up to 1949 1950-1960s The positioning era The allegiance era Now Want more? Buy this. *AdAge’s “history of advertising” timeline COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  5. 5. 5 History of Copywriting: up to 1949 Claude C. Hopkins James Webb Young John Caples Albert Lasker et al... “Salesmanship in print.” - Albert Lasker COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  6. 6. 6 John Caples COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  7. 7. 7 History of Copywriting: 1950-1960s David Ogilvy Leo Burnett Mary Wells Lawrence Bill Bernbach Howard Gossage et al... “The power of the idea.” - Bill Bernbach COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  8. 8. 8 Bill Bernbach COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  9. 9. 9 Howard Gossage COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  10. 10. 10 Link to the “Carousel” sequence from Mad Men COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  11. 11. 11 History of Copywriting: Positioning Ed McCabe Jim Durfee Diane Rothschild David Trott Hal Riney David Abbott Jerry Della Femina et al “The positioning era cometh.” - Jack Trout & Al Ries COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  12. 12. 12 DDB Jim Durfee COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  13. 13. 13 David Abbott COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  14. 14. 14 Link to video Hal Riney COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  15. 15. 15 History of Copywriting: Allegiance Janet Champ Tom McElligott Neil French Mark Fenske Linda Kaplan Thaler Tim Delaney Link to video Dick Sittig “The age of allegiance.” Jamie Barrett - Dion Hughes Jim Riswold et al... COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  16. 16. 16 Janet Champ COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  17. 17. 17 Link to video Jamie Barrett COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  18. 18. 18 Mark Fenske COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  19. 19. 19 Neil French COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  20. 20. 20 Link to video Lance Jensen & Alan Pafenbach COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  21. 21. 21 History of Copywriting: Now Rob Reilly Janet Kestin David Droga The Team The Women (courtesy creativeskirts) ...and hopefully you Now what? COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  22. 22. 22 Let’s take a break for a few minutes COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  23. 23. 23 Being an ad copywriter COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  24. 24. 24 Being an ad copywriter Q. What are the critical questions that a writer should be asking prior to crafting a story? Robert McKee: Beyond imagination and insight, the most important component of talent is perseverance - the will to write and rewrite in pursuit of perfection. Therefore, when inspiration sparks the desire to write, the artist immediately asks: Is this idea so fascinating, so rich in possibility, that I want to spend months, perhaps years, of my life in pursuit of its fulfillment? Is this concept so exciting that I will get up each morning with the hunger to write? Will this inspiration compel me to sacrifice all of life's other pleasures in my quest to perfect its telling? If the answer is no, find another iassets. Why give your life to an idea that's not worth your life? COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  25. 25. 25 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 02, SEPTEMBER 3 BRUNELLE | MCAD
  26. 26. 26 Being an ad copywriter Part of the job, to quote Pat Burnham, is to get people to look at things differently. Other people can show you how: Roger von Oech Eddie Izzard Bill Cosby Jack Foster COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  27. 27. 27 Link to video COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  28. 28. 28 VW Jetta creative brief It’s 2005. The new Jetta is coming. We need lots of headlines. Go. COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  29. 29. 29 Second reading assignment 1) On Writing p135-170 2) Hey Whipple p1-69 3) Gossage p13-25; Section “Is There Any Hope?” p3-11 & 18-27 COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 BRUNELLE | MCAD
  30. 30. 30 Thursday, Sept. 10 Review second reading assignment VW Jetta creative brief, cont. In-class assignment COPYWRITING | FALL 2009 | SESSION 02, SEPTEMBER 3 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 02, SEPTEMBER 3 BRUNELLE | MCAD

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