Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Iryna Molodecky
Version: 11.0
Status: Approved (APPR)

Section I Notes: N/A

Detailed Description
This course examines the development of creative advertising for print media especially newspapers. Students learn how to create persuasive advertising copy and layouts for both national and retail advertisers beginning with the understanding and demonstration of appropriate use of typography, layout design, headline development and copywriting. Students also learn how to take print advertising design from thumbnail sketches through to rough composite drawings and demonstrate the ability to conceive, write, design, edit, measure and produce marketing communication materials using industry standard techniques and principles.

Program Context

 Critical Performance
By the end of this course, students will have demonstrated the 
ability to produce persuasive communication material for print 
media.

Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:


1.  Identify key facts, objective, target audience and main 
    message of an advertisement within a creative strategy.
2.  Recognize the various components of a retail advertisement.       
3.  Design layouts using design principles such as balance, eye flow 
    and contrast.
4.  Develop hand-drawn thumbnail concepts and rough layouts 
utilizing 
    the various advertising components.
5.  Distinguish between the various types of headlines, font styles 
    and body copy formulas.
6.  Write effective advertising headlines and copy for newspaper 
    retail ads that relates to a specific target group and meets the 
    advertising objective.
7.  Formulate a finished layout design and an industry standard 
    copy sheet utilizing advertising design principles and copy 
    formulas.
8.  Create the accurate size of print advertisements through the 
    correct use of agate lineage and column width.
9.  Critique layouts and advertisements using Industry Standard 
    checklist.
10. Generate digital communication materials using word processing 
    and photo layout software.

Assignments (5 Individual Creative Projects) = 60%
In-class Group Work = 10%
Lab Projects and Tests = 30%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course).

none

Introduction Week 1
-  Introduction to the course
-  What is Advertising Layout and Copywriting
-  Overview of the projects and evaluation plan
-  Mac Lab: Introduction to the Mac. Overview of projects and tests.

Module 1 Creative Strategy Weeks 2-3
-  Ad Preparation and Planning: Creative briefs, Objectives and 
   Target markets
-  Mac Lab: Microsoft Word
-  Project 1: Creative Strategy (5%)

Module 2 Idea Generation Weeks 4-5
-  Idea generation: concepts, brainstorming
-  Headline and Visual Approaches
-  Mac Lab: Microsoft Word
-  Project 2: 10 Concept Thumbnails (10%)

Module 3 Copywriting Weeks 6-8
-  Types of Headlines
-  Writing for Newspaper and Retail
-  Consumer language and body copy
-  Formatting copy sheets
-  Lab Project (5%)
-  Lab Test (10%)
-  Project 3: Copysheet (15%)

Module 4 Layout Design Weeks 9-11
-  Components of an Ad
-  Layout Design principles and formats
-  Project 4:10 Rough Layouts (10%)

Module 5 Production Weeks 12-13
-  Font styles and usage
-  Role and use of colour in newspaper advertising
-  Production of final ad
-  Lab Project 2 (5%)

Summary and Conclusion Week 14
-  Review of semester 1; Overview of semester 2
-  Project 5: Final layout and critique (20%)
-  Lab test (10%)

*Plus various in-class group work throughout semester = 10%

Code of Conduct
Appropriate business attitudes and behaviours need to be 
demonstrated 
including meeting deadlines, proper meeting etiquette and 
techniques, 
professional presentations and the demonstration of respect for 
peers 
and their learning environment. Deadlines are of vital importance in 
the advertising industry and the late penalties incurred for missing 
them are outlined in Advertising Program Expectations document

Academic Honesty
The principle of academic honesty requires that all work submitted 
for evaluation and course credit be the original, unassisted work of 
the student. Cheating or plagiarism including borrowing, copying, 
purchasing or collaborating on work, except for group projects 
arranged and approved by the faculty member, or otherwise submitting 
work that is not the student's own violates this principle and will 
not be tolerated. Instances of academic dishonesty, including 
assisting another student to cheat, will be penalized as detailed in 
the Student Handbook. 
Students who have any questions regarding whether or not specific 
circumstances involve a breach of academic honesty are advised to 
discuss them with the faculty member prior to submitting the 
assignment in question. 

Discrimination and Harassment
Sheridan is committed to provide a learning environment that 
respects 
the dignity, self esteem and fair treatment of every person engaged 
in the learning process. Behaviour which is inconsistent with this 
principle will not be tolerated. Details of Sheridan's policy on 
Harassment and Discrimination are available in the Student Handbook