Course Description

3 credits. Prerequisites: JOMC 137 or equivalent (130/170). Application of findings from social science research, social responsibility of the copywriter and advertiser, preparation of advertisements for mass media, and research in copy testing.

Class Meetings: 11 a.m. – 12:15 p.m. Tuesday & Thursday in 58 Carroll Hall

Instructor: Joe Bob Hester, Ph.D., Associate Professorjbhphoto

Office: 233 Carroll Hall
Phone: 843-8290

Office hours: 12:30 – 2:30 p.m. Tuesday & Thursday or by appointment. These hours are made available to provide you with time outside of the classroom for discussion of matters related to course work, as well as for academic and/or career advising.

Required Texts, Resources, and Materials

  • Hey Whipple, Squeeze This! The Classic Guide to Creating Great Ads by Luke Sullivan with Sam Bennett (available at Student Stores)HeyWhipple
  • A dictionary and thesaurus (print or electronic: your choice)
  • Course Web site
  • Handouts, plus additional reading materials online.
  • Other supplies: There are a number of other supplies
    you will need in order to complete the assigned exercises
    and projects. The actual list will vary from student to
    student. We’ll discuss the need for supplies in more detail
    in class.

Course Objectives

This course is designed to help you discover your own creativity and to learn how to express yourself in the form of effective advertising. The course will exercise, challenge and improve your ability to develop sound and coherent advertising strategies and to express those strategies creatively as advertising ideas and messages that are compelling, interesting and persuasive. By the end of the course you should have greater knowledge and more skills in a number of areas that will be useful to you not only as a copywriter or art director, but also as an account manager, media buyer, or media sales representative.

1. You will learn to analyze and write good advertising strategy using a problem-solving approach.

2. You will learn to generate fresh advertising ideas based on sound strategy, and you will develop your ability to judge the quality of advertising ideas.

3. You will learn to execute these advertising ideas in a number of different media formats, from outdoor to the Internet. These executions will require that you both write effective copy and apply principles of graphic design to create compelling advertisements.

4. You will show your work in a professional manner and learn to effectively present your ideas to a client. At the same time, you will learn to give and accept criticism of advertising ideas.

5. You will practice working under deadline pressure. Some in-class exercises will require you to be creative in a very short time span. Other assignments will allow greater amounts of preparation time but still adhere to time constraints.

6. You will learn to work in a team to solve advertising problems.

7. You will learn the basics of using software programs to execute your advertising ideas. (However, this is NOT a computer software training course.)

8. You will develop the habit of keeping informed about current issues and events in the advertising industry.

Course Format

Regardless of the area of advertising you choose as a career, an understanding of the role of creative strategy in advertising is essential. In addition, there are certain skills that will improve your ability to not only create good advertising, but to evaluate creative executions.

This course uses a combination of reading assignments, class lectures, exercises, and projects:

  • Reading assignments come from four sources: the textbook, the Internet, handouts and library materials. All reading assignments should be completed before coming to class.
  • Lectures are used to present and discuss issues and concepts that are not covered in the readings, or to expand on ideas from the readings. Digital slides of lectures will be made available for you.
  • Exercises and projects require you to apply your knowledge and understanding of creativity and creative strategy to specific advertising problems. Projects require extensive time and effort outside of class. Ungraded assignments are used to help you develop and practice the various skills you will need to apply to the graded exercises and projects.

A portion of the course requires that you use the Internet to complete various readings and assignments. You are also required to have and use a personal e-mail account. You should check your e-mail account regularly.

Course Requirements & Grading

There are two types of graded assignments: exercises and projects. Grading criteria vary by assignment.

There are 5 graded exercises. Each exercise is worth 5% of your grade for a total of 25%.

The remaining grades come from projects. There are three major projects:

Project 01 = 10%
Project 02 (team project with peer evaluation) = 45%
Project 03 (portfolio project) = 20%

There are no extra credit points; however, bonus points are sometimes awarded for outstanding work on projects or exercises.

Final grades are assigned using averages of points for all assignments.

Grade / points

A / 4.0

A- / 3.7

B+ / 3.3

B / 3.0

B- / 2.7

C+ / 2.3

C / 2.0

C- / 1.7

D+ / 1.3

D / 1.0

F / 0.0

Accuracy & Deadlines

The importance of accuracy in the advertising field cannot be overstated. A factual error in an advertisement could lead to serious legal problems for the client and agency. Spelling errors, typographical errors, and poor grammar are often indications of sloppy work. There is no place in advertising for factual errors or sloppy work; therefore, a severe penalty for such errors will be imposed. An out-of-class assignment containing any of these types of problems will receive a grade of zero and be returned to the student. If the assignment is corrected and returned to the instructor by the next regularly scheduled class period, the grade will be changed to a maximum of 50%.

Deadlines are also a fact of life in advertising. Procrastination is not an acceptable excuse for missing a deadline, and your instructor will not answer any questions about a project within 24 hours of its original due date.

Projects and assignments are due at the beginning of the class period indicated and will not be accepted after that due date. The only exceptions are when written documentation of personal illness or death in the immediate family is provided. In these two instances the project/assignment is due during the next regularly scheduled class/lab period. In all other instances late projects and assignments will receive a grade of zero.

Participation & Attendance Policies

Students are expected to actively participate in class discussions by sharing observations, insights and questions with the instructor and members of the class. Discussion will allow each student to benefit from all the other students’ insights and to work toward a final interpretation or understanding that may differ from the one he or she reached individually. This requires that assigned readings and/or homework exercises be completed prior to arrival to class.

Students are responsible for regular and punctual class attendance and should be in their seats before the start of class. Students arriving more than 10 minutes late for class will be counted absent.

The instructor assumes that you will make every effort to attend class. Students are responsible for material missed regardless of the reason for the absence.

All absences should be documented with some physical evidence of the reason for the absence. This documentation should be presented to the instructor prior to the absence when possible, but is due no later than the next class period attended by the student. An excuse is given primarily for absence due to

  • death in the immediate family,
  • illness (only with a doctor’s note),
  • participation in school sponsored activities (with prior notification), or
  • observance of a religious holy day (with proper prior notification).

Academic Integrity & Counseling

This course operates under the Honor System of the University of North Carolina at Chapel Hill. Plagiarism and other forms of academic dishonesty will not be tolerated in this course, and disciplinary actions will be enforced in any instance of academic dishonesty including, but not limited to, cheating, plagiarism, collusion or the abuse of materials. If you have a question about academic dishonesty, it is better to ask than to risk the consequences.

Unless otherwise directed, students should complete all graded academic work in this course on their own, without collaboration, and include a signed honor pledge when it is turned in to the instructor.

It is also the responsibility of the student to make the instructor aware of any problem that may affect the student’s successful completion of the course. Any student who, because of a disabling condition, may require some special arrangements in order to meet course requirements should contact the instructor as soon as possible so that the necessary accommodations may be made.

Important Dates (Day-by-day schedule, click here.)

Project 1 due – Friday, February 1, 2013

Project 2 due – Wednesday, April 3, 2013

Project 3 final project due / presentations – Thursday, April 25, 2013

Project 3 feedback – Saturday, May 4, 12:00-2:00 p.m. (final exam period)


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