Course Code
ADV227A
Course Credit
3
An introduction to copywriting skills and the application of creative problem solving and idea generating techniques to advertising communication problems. Basic principles, techniques and procedures will be emphasized. Examples of contemporary and historical advertisements will be analyzed with respect to direction, content and style. The student will be introduced to many standard principles through the study of elements of a print ad including the following topics:, using associations to develop ideas, types of headlines, the importance of the bridge line, body copy formats and progressions, closing lines and slogans.