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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2014
Prerequisites:
N/A
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: PRE: Program acceptance, entrance requirements |
Course
Name (short): Advert Layout & Copywriting 1
School: All Sheridan Schools
Program(s):
Advertising
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Iryna Molodecky
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 10.0
Status: Approved - Under Rev (AREV)
Calendar Description
This course examines the development of creative advertising with
particular emphasis placed on print media especially newspapers.
Students learn how to create persuasive advertising copy and layouts
for both national and retail advertisers demonstrating the
appropriate use of typography, layout design, headline development
and copywriting.
Typical Instructional Format
Lab
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14.0 |
Lecture
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28.0 |
Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
N/A
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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
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Advertising |
Program Coordinator: Cathryn Oliver |
This core course provides the
foundation students require
in order to successfully
complete other creative
courses within the design
stream of the advertising
program.
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Course Critical Performance and Learning Outcomes
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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.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Assignments (5 Individual Creative Projects) = 60%
In-class Group Work = 10%
Lab Projects and Tests = 30%
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
X
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Communication
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X
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Critical Thinking & Problem Solving
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X
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Interpersonal
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Numeracy |
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Information
Management |
X
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Personal
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Notes: N/A
Prior Learning Assessment and Recognition
PLAR Contact: Ian Fisher
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 |
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X |
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Notes: N/A
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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 2014
Professor: Multiple Professors
Textbook(s): none
Applicable student group(s): Advertising students.
Course Details: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
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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