Sheridan Course Outlines

ADVG15538
Advertising Layout and Copywriting 2

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version Public

Section I: Administrative Information

Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites: (ADVG19254) AND
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Advtg Layout and Copywriting 2
School: All Sheridan Schools
Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: Iryna Molodecky
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 6.0
Status: Approved (APPR)

Calendar Description
In this course, students further develop their writing and layout skills to create advertising materials for direct mail, newspaper advertising and web advertising.

Typical Instructional Format

Lab	14.0
Lecture	28.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: N/A

Section II: Course Details

Detailed Description
In this course, students further develop their writing and layout skills to create advertising materials for direct mail, newspaper advertising and web advertising. Through these exercises they learn to relate to the creative component in the advertising industry. Through interactive lectures, workshops, group projects, in-class activities and lab sessions, students create written, visual and electronic solutions to advertising challenges. Through review students learn how to critique and evaluate advertising creative material.

Program Context

Advertising

Program Coordinator: Catherine Oliver

This is the second of four courses within the creative stream and is essential for students considering a career in advertising. It builds on the basic skills learned in previous layout courses by providing practical lessons that allow students to successfully contribute to the creative product and gain an appreciation for the strategic considerations that guide the advertising process.

Course Critical Performance and Learning Outcomes

 Critical Performance
By the end of this course, students will have demonstrated the 
ability to apply creative and analytical skills to produce effective 
advertising and marketing materials.

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

1.  Write effective advertising headlines and copy for newspaper ads, 
    web banners and direct mail.
2.  Create multiple solutions to advertising problems using rough 
    layouts.
3.  Design black and white print advertisements using manual and
    electronic layouts.
4.  Relate advertising to specific target groups.
5.  Integrate elements across individual design and word processing 
    computer programs.
6.  Collaborate effectively with other students on common goals.
7.  Present advertising materials orally and visually in a 
    professional manner. 
8.  Critique advertising materials using Industry standard practices.

Evaluation Plan
Students demonstrate their learning in the following ways:

Assignments         50%
2 Creative projects.
Group Work          20%
1 Creative plan and presentation.
Lab Tests           30%
Photoshop and InDesign exercises.

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

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

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
	Numeracy	X	Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Multiple PLA Contacts
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
X	X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2015
Professor: Tba
Textbook(s):

Creative Strategy in Advertising by Jewler and Drewniany, Thomson 
Wadsworth.  ISBN 0-534-62510-X

Applicable student group(s): Advertising students.
Course Details:

Some details of this outline may change as a result of circumstances 
such as weather cancellations, College and student activities, and 
class timetabling.

Module 1 Introduction
Course requirements and guidelines
Review of first semester
Evaluating Creative
Brief and rubric for Project 1

Module 2
Idea generation and rough layouts
Attracting attention

Module 3
Writing Effectively

Module 4
Designing Effectively

Module 5
Importance of Type

Module 6
Ad Layouts: Using design and visuals to create effective advertising

Module 7
Elements of Good Ads:
God is in the details

Module 8
Direct Mail

Module 9
Page Design

Module 10
Group Project
First presentation

Module 11
Campaign Thinking

Module 12
Group project
Second presentation

Module 13
Presentation skills
PowerPoint's and PDFs

Module 14
Group project
Final presentations - 20 marks

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.

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