MCAD 2009 - Copywriting :: Session 05, Sept 24

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Here's the presentation deck from session #05 of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. So today was focused on confronting the blank page—developing a practice and skills to be a consistent, vibrant creative person. 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 05, Sept 24

  1. 1. Copywriting Class #LS 3240 01 | Fall 2009 Thursdays 6:30pm–9:00pm | Room 434 Instructor: Tim Brunelle Session #5 | September 24, 2009
  2. 2. Today’s agenda: Review reading assignment “Confronting the blank page”: games and tips and tricks Exercise: your Top Ten Ads BRUNELLE | MCAD 2 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  3. 3. Third reading assignment: BRUNELLE | MCAD 3 p12-127 p71-101 & p150-155 “Is There Any Hope?” p59-73 & 74-84 Text COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  4. 4. Reading assignment questions: BRUNELLE | MCAD 4 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 1) p.37 “I do not think that idea prone people were born with some special talent." Do you agree? Are certain people inherently more artistic or able to get ideas, or not? 2) Chapters 3-4: Mind over matter. When push comes to shove, how do you actually focus your mind on goals and believe you are already there to make ideas flow? 3) Rejoicing in failure. But what does “failure” mean? 4) Chapter 6: Get more inputs. What are some simple ways to get in the habit of getting out of habits? 5) Look to other fields for help: What do you learn in design, history, etc. that could transfer over to generating ideas? p12-127
  5. 5. Reading assignment questions: BRUNELLE | MCAD 5 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25 1) “When baiting a trap with cheese, always leave room for a mouse.” How can we write simply, but engagingly? Is it hard to cut down your writing to the bare essentials? 2) Don’t follow trends. What trends are we seeing in advertising/design right now? Why are they successful, or aren’t they? 3) Sullivan argues that if you have to write 100 headlines, make them all decent. After having written your first 100, how does that settle with you? Is it possible? Is it daunting? Worthwhile? Exhausting? p71-101 & p150-155
  6. 6. BRUNELLE | MCAD 6 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17
  7. 7. Confronting the blank page: Tip #1 (from Pat Burnham, second CD at Fallon after Tom McElligott): “Never start with a blank page.” BRUNELLE | MCAD 7 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  8. 8. Confronting the blank page: Being creative is a learned skill. “Learn all you can, then forget it and play what you feel.” Let’s practice. BRUNELLE | MCAD 8 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  9. 9. Confronting the blank page: Get something to chew on, to riff off. WHO are we talking to? How do they dress? What music do they listen to? Where do they hang out online? What frightens them? What habits do they have that annoy others? What else can we learn about the people we’re trying to influence? BRUNELLE | MCAD 9 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  10. 10. Confronting the blank page: WHAT is the thing we’re advertising? What isn’t it? What’s it most like? What are its enemies? What might make the thing irrelevant and why? What art forms best represents it? How else can we think about the thing we’re advertising as an object, institution, cause or solution? (e.g. What is half of 13?) BRUNELLE | MCAD 10 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  11. 11. Confronting the blank page: WHERE might our ideas come to life? Under what conditions? In what context? What’s the optimal situation for a message, and why? When is the worst time for us to convey an idea? When and where are the moments we might best exploit? BRUNELLE | MCAD 11 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  12. 12. Confronting the blank page: What unnecessary assumptions can we drop from the assignment? -vonOech “Business people ask the wrong questions all the time. Many times these questions are based on assumptions so deep-seated, they don’t even know they’re making those assumptions.” -Jack Foster BRUNELLE | MCAD 12 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  13. 13. Confronting the blank page: BRUNELLE | MCAD 14 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  14. 14. Assignment: Your Top Ten ads 1. Check out a variety of Communication Arts ad annuals or One Show or ADC or D&AD annuals; or go online: Ads of The World One Show Cannes Lions Creativity/AdCritic Communication Arts Annuals BRUNELLE | MCAD 15 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  15. 15. Assignment: Your Top Ten ads 2. You be the judge. Use PostIt Notes or print them out. Make a collection of all the ads you think are the best from a few years of different competitions. Then—narrow down your top ten. BRUNELLE | MCAD 16 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  16. 16. BRUNELLE | MCAD 17 COPYWRITING | FALL 2009 | SESSION 04, SEPTEMBER 17 Assignment: Your Top Ten ads 3. Print each of your ten ads on an individual piece of paper. B&W is fine. Bring all ten ads to class. x10
  17. 17. Thursday, Oct. 1 Review your Top Ten ads Discuss the evolution of “brand voice” Guest Speaker Harley-Davidson brand magazine assignment: discuss and prepare BRUNELLE | MCAD 18 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25
  18. 18. Thank you Office hours: Thursdays, 5:30-6:30pm, 2nd floor cafe Email: tim_brunelle@mcad.edu Blog: usefullunacy.typepad.com Twitter: @tbrunelle BRUNELLE | MCAD 19 COPYWRITING | FALL 2009 | SESSION 05, SEPTEMBER 25

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