MCAD 2009 - Copywriting :: Session 03, Sept 10

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Here's the presentation deck from session #03 of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. This session focuses on our first major assignment (for the 2005 VW Jetta via billboards) and the process of writing headlines. 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 03, Sept 10

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #3 | September 10, 2009
  2. 2. 2 Today’s agenda: Review second reading assignment Recap history of Copywriting A brief technical sojourn on headlines, subheads, body copy, and taglines VW Jetta creative brief : in-class : VW Jetta assignment COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  3. 3. 3 Review second assignment (p135-170) (p1-69) (p13-25) + “Is There Any Hope?” p3-11 & 18-27 COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  4. 4. 4 History of Copywriting, redux up to 1949 1950-1960s The positioning era The allegiance era Now Click here to review Want more? Buy this. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  5. 5. 5 A brief sojourn into the technicalities of copywriting for print (because we might as well) Let’s review the differences between headlines, subheads, body copy, and taglines. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  6. 6. 6 HEADER HEADLINE SUBHEAD BODY COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  7. 7. 7 LEGAL HEADLINE BODY TAGLINE COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  8. 8. 8 HEADLINE BODY INFO COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  9. 9. 9 The VW Jetta billboard assignment Let’s review... COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  10. 10. 10 VW Jetta creative brief It’s 2005. The new Jetta is coming. We need lots of headlines. Go. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  11. 11. 11 Being an ad copywriter, redux 1. Be a detective. Discover (e.g. “Don’t answer, ask”). What have you learned? COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  12. 12. 12 Link to video COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  13. 13. 13 Link to video COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  14. 14. 14 Being an ad copywriter, redux 1. Be a detective. Discover (e.g. “Don’t answer, ask”). What have you learned? 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 03, SEPTEMBER 10 BRUNELLE | MCAD
  15. 15. 15 Being an ad copywriter, redux Remember—part of the job, to quote Pat Burnham, is to get people to look at things differently. So how do we get people to think about the new Jetta differently? What themes/topics/broad issues merit deeper inspection? COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  16. 16. 16 VW Jetta billboard assignment 0. Let’s review your detective work 1. Let’s develop some themes 2. Let’s explore deeply, but briefly 3. Let’s map out a process to create great work 4. Let’s recap the assignment and prepare for the week ahead COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  17. 17. 17 COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  18. 18. 18 Headlines go here. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  19. 19. 19 8 5” . Headlines go here. 11” COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  20. 20. 20 Maybe they’re a little longer 8 5” . and need a second line. 11” COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  21. 21. 21 1. But first you’ll need to write. 2. Write a lot. 3. Write all kinds of headlines. 4. Some might be kind of awkward and run on a little bit; that’s okay. 5. The point is to write. 6. And keep writing. Etc. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  22. 22. 22 1. But first you’ll need to write. 2. Write a lot. 3. Write all kinds of headlines. 4. Some might be kind of awkward and run on a little bit; that’s okay. 5. The point is to write. 6. And keep writing. 7. Because then you’ll have things to edit and play off of. 8. And the more you write the easier it will become and the more you’ll have to work with. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  23. 23. 23 The assignment Present your top five VW Jetta billboard headlines in front of the class (but hand in your full 100). Put your top five lines on individual pieces of paper (see example on slide 19) and the full 100 in 14pt type, double spaced on other sheets. Include your name, please, so we know who to praise. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  24. 24. 24 Thursday, Sept. 17 ASSIGNMENT: Present your top five VW Jetta billboards in class. In-class assignment for visual solutions COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  25. 25. 25 Enjoy. COPYWRITING | FALL 2009 | SESSION 03, SEPTEMBER 10 BRUNELLE | MCAD
  26. 26. 26 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 03, SEPTEMBER 10 BRUNELLE | MCAD

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