COURSE INTRODUCTION AND APPLICATION INFORMATION


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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 Developing the thinking and writing skills required for copywriting in marketing communication in general and in advertising specifically.
Learning Outcomes The students who succeeded in this course;
  • Decode and interpret the brief to discuss for agreement on what needs to be created/written
  • Contemplate the needed creative language, express his/her ideas in written copy / text alternatives
  • Evaluate (including the related discussion) the critiques by Group Director or Copy Supervisor on copy approach or execution.
  • Handle copy revisions in accordance with Group Director ‘s / Copy Supervisor’s (or ultimately the Client’s) directions for revisions
  • Experience the importance of mastering the rules of language and writing in copywriting
  • Understand why the examples of iconic/award winning copy is considered creative, and apply those in his/her work
Course Content A ‘do to learn’ type course where students will think and write like a ‘jr. copywriter’ by trying their hand at different types of copy; evaluation, and consequently, revision or recognition of of the resulting copy.

 



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 General introduction to the course and how it will be run; requirements Making sure to attend the first class
2 Introduction to copywriting: What is copy, general rules and principles, job description of Copywriter Assignment due following week. Shaw, Introduction
3 Structure of copy in print ads; headline, body copy, closing; slogan; copy-visual relationship. Study of examples. Aitchison (Print, EN ed.), ch. 4, 5. Shaw, ch. 1 - 4
4 Types of headlines, class exercise; one-liner assignment Aitchison (Print, EN ed.), ch, 6; Sugarman (EN), pp. 27, 31, 81, 93
5 Discussion on ‘one-liner body copy’ assignment One-liner assignment, Sugarman (EN), p. 101
6 Developing a selected headline into fairly long(ish) body copy; discussion and evaluation; assignment Simonds-Gooding, as many chapters as possible for writing examples
7 Preparing ‘concept boards’ for mar-com campaigns; concept board group assignment
8 Evaluation of concept board assignments Group work for concept board assignment
9 25 formats of TV commercials, examples for each. Read ’25 formats of TVC’ material from Blackboard, Aitchison (TV), ch. 1
10 Writing TV commercials Dwnld & study ‘TV script formatı from Blackboard; Aitchison (TV), ch. 4
11 Writing radio commercials; radio script; assignment Dwnld & study ‘radio commercial format’ material from Blackboard
12 Evaluation of radio commercial scripts Radio commercial script assignment. Shaw, ch. 5
13 Writiing press releases, CRM letter, Chairman’s speech, social media copy and so on Dwnld & study ‘press release format’ from Blackboard
14 Evaluation of press release etc assignments Press release etc assignments
15 Writing social media copy, class exercise Dwnld & study the related material from Blackboard. Shaw, ch. 8
16 General evaluation of the term Observations about the course.
Course Textbooks

Mark Shaw, *Copywriting – Successful writing for design, advertising and marketing, Laurence King Publishing Ltd, 2012, ISBN 978-1-78067-000-3

Jim Aitchison, Cutting Edge Commercials: How to Create the World's Best TV Ads for Brands in the 21st Century, Pearson Prentice Hall, 2001 ISBN: 0130908282

Joseph Sugarman, Copywriting Handbook, Adweek John Wiley & Sons, ISBN 9780470051245

References

Anthony Simonds-Gooding, The Copywriter’s Bible, D&AD Mastercraft Series, ISBN 2-88046-593-1

Herschell Gordon Lewis, On the Art of Writing Copy - The Best of Print, Broadcast, Internet, Direct Mail, AMACOM, ISBN 0-8144-7031-9

Joseph Sugarman, Copywriting Handbook, Adweek John Wiley & Sons, ISBN 9780470051245

Joseph Sugarman, Reklam Yazarının El Kitabı, Media Cat Yayınları, ISBN 978-9944-383-92-9

Jim Aitchison [Çeviren Serkan Balak], Basın İlanı Böyle Yapılır. Okuyanus, ISBN: 9799756287728

Dominic Gettins, How to WRITE GREAT COPY Learn the unwritten Rules of Copywriting, Kogan Page, ISBN 978-0-7494-4663-5

Robert Sawyer, Kiss and Sell: Redesigned & Rekissed, VA Publishing, 2006ISBN 9782940373468

David L. Malickson & John W. Nason, Adv’g - How to Write the Kind that Works, Schribner’s, ISBN 0-684-14771-8

J. Jonathan Gabay, Copywriting, Teach Yourself, ISBN 0-07-142657-4

Denis Higgins (Interviewer), The Art of Writing Advertising - Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves, NTC Business Books, ISBN 0-8442-3100-2

Robert Sawyer, Kiss and Sell: Redesigned & Rekissed, VA Publishing, 2006ISBN 9782940373468

Müge Elden, Reklam Yazarlığı, İletişim yayınları, ISBN 9-75050-162-4

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
30
Laboratory / Application
Field Work
Quizzes / Studio Critiques
5
30
Homework / Assignments
4
40
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
10
100
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
3
48
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
16
2
Field Work
Quizzes / Studio Critiques
5
6
Homework / Assignments
4
9
Presentation / Jury
Project
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
    Total
146

 

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