COURSE INTRODUCTION AND APPLICATION INFORMATION


Course Name
Copywriting
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 304
Fall/Spring
3
0
3
5
Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives The course aims at the comprehension of advertising texts in print and/or visual media; analysing, criticising and creating them by concentrating on the usage of language. On the second step of this course, students get writing skills for their major area and learn writing techniques according to public relations tools.
Learning Outcomes The students who succeeded in this course;
  • Be able to comment on communication necessities and objectives.
  • Be able to write texts in the light of consumer behavior analyses.
  • Be able to create effective messages for the target audience in the way of persuasion.
  • Be able to write and apply advertising copies for various media tools.
  • Will have a knowledge for writing techniques for different media tools.
Course Content In this workshopstyled course, assignments for developing reading and writing abilities will be given and discussions around copywriting and advertising will be made. Main issues of the course are the importance of copywriting in advertising production, fundamental principles and concepts of copywriting, approaches and styles for effective copywriting. Examples of printed media, outdoor advertising, commercials and radio advertisements, direct mail advertising, brochures and internet advertising will be given.In Public Relations Writing, process of generating public relations messages and different writing techniques for different communication media in communication or public relations field will be explained. In order to improve the comprehension of concepts and processes within the course structure, a sector trip in which the students will see examples of implemented strategies is planned. ACADEMIC CAUTION Academic honesty: Plagiarism, copying, cheating, purchasing essays/projects, presenting some one else’s work as your own and all sorts of literary theft is considered academic dishonesty. Under the rubric of İzmir University of Economics Faculty of Communication, all forms of academic dishonesty are considered as crime and end in disciplinary interrogation. According to YÖK’s Student Discipline Regulation, the consequence of cheating or attempting to cheat is 6 to 12 months expulsion. Having been done intentionally or accidentally does not change the punitive consequences of academic dishonesty. Academic honesty is each student’s own responsibility. Plagiarism is the most common form of academic dishonesty. According to the MerriamWebster Online Dictionary, to plagiarize means to steal and pass off (the ideas or words of another) as one's own. The easiest and most effective way to prevent plagiarism is to give reference when using someone else’s ideas, and to use quotation marks when using someone else’s exact words. A detailed informative guideline regarding plagiarism can be found at http://iletisim.ieu.edu.tr/ai.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction
2 Introduction to Copywriting: Advertisement content, advertisement texts, the act of creation
3 The importance of Copywriting in Advertising I: generation of ideas, effectiveness and accountability
4 The importance of Copywriting in Advertising II: Are awards important or necessary? Sectoral codes, use of language and incongruities
5 Copywriter: student, craftsman, businessman, aesthete
6 How to write copy?: How various master copywriters write, Getting ready, Getting at it, Getting it done, Getting it sold
7 Print Ads
8 CinemaTV Commercials
9 Radio Commercials
10 Direct Mail
11 Brochures, Catalogs and Other Sales Material
12 Public Relations Material
13 In Other Languages
14 The Copywriting Business: How to Prepare Further for a Job as a Copywriter, How to Get a Great Job as an Adv’g Agency Copywriter, Life with an Art Director and Other Colleagues, Copywriting for a Living
15 General Evaluation
16 Review of the Semester  
Course Textbooks Essential reading material will be assigned from various available sources. Articles and pieces not widely accessible will be distributed in class or posted to a PRA304specific user group Web site moderated by the Instructor. Course Book:Bly, Robert W., The Copywriter’s Handbook, Third Edition, A StepByStep Guide To Writing Copy That Sells. Rev’d & Exp’d, Henry Holt. ISBN 0805078045Public Relations Writing Worktext; A Practical Guide for the Profession, Joseph M. ZappaloAnn R.CardenPublic Relations Writing;The Essentials of Style and Format, Thomas BivinsWriting assignments and exercises will be mainly in Turkish : All students are expected to obtain:a recent copy of Yazım Kılavuzu (ADAM YAYINLARI, TDK, Vural Sözer or similarly accepted/accredited publication) to ensure proper Turkish spelling and punctuationa copy of Türkçe Sözlük – Türkiye Türkçesinin En Büyük Sözlüğü by Ali Püsküllüoğlu, Doğan Kitap, ISBN: 9756770384
References Robert Sawyer, Kiss and Sell: Redesigned & Rekissed, VA Publishing, 2006ISBN 9782940373468David L. Malickson & John W. Nason, Adv’g How to Write the Kind that Works, Schribner’s, ISBN 0684147718J. Jonathan Gabay, Copywriting, Teach Yourself, ISBN 0071426574Denis Higgins (Interviewer), The Art of Writing Advertising Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves, NTC Business Books, ISBN 0844231002Herschell Gordon Lewis, On the Art of Writing Copy The Best of Print, Broadcast, Internet, Direct Mail, AMACOM, ISBN 0814470319Anthony SimondsGooding, The Copywriter’s Bible, D&AD Mastercraft Series, ISBN 2880465931Müge Elden, Reklam Yazarlığı, İletişim yayınları, ISBN 9750501624Sandra Pesmen, Writing for the Media, (Here’s how to write for the news media and get your work into print !) NTC Business Books, ISBN 0844230766Joseph Sugarman, Copywriting Handbook, Adweek John Wiley & Sons, ISBN 9780470051245(Joseph Sugarman, Reklam Yazarının El Kitabı, Media Cat Yayınları, ISBN 9789944383929)Dominic Gettins, How to WRITE GREAT COPY Learn the unwritten Rules of Copywriting, Kogan Page, ISBN 9780749446635 Jim Aitchison, Cutting Edge Advertising: How to Create the World's Best Print for Brands in the 21st Century, Pearson Prentice Hall, 2004ISBN: 9789812445575 (Jim Aitchison [Çeviren Serkan Balak], Basın İlanı Böyle Yapılır. Okuyanus,ISBN: 9799756287728)

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
25
Presentation / Jury
Project
1
30
Seminar / Workshop
Midterms / Oral Exams
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
6
96
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
16
5
Field Work
Quizzes / Studio Critiques
Homework / Assignments
1
55
Presentation / Jury
Project
1
44
Seminar / Workshop
Midterms / Oral Exams
Final / Oral Exam
    Total
275

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest