University of Wisconsin-Whitewater
Curriculum Proposal Form #3
New Course
Effective Term:
2121 (Spring 2012)
Subject Area - Course Number: JOURNLSM 425
Cross-listing:
(See Note #1 below)
Course Title: (Limited to 65 characters)
Advanced Advertising Creative
25-Character Abbreviation:
Advanced Ad Creative
Sponsor(s):
Kathy Brady and Kris Kranenburg
Department(s):
Communication
College(s):
Arts and Communication
Consultation took place:
NA
Programs Affected:
Yes (list departments and attach consultation sheet)
Departments:
Journalism Advertising Emphasis, Advertising Minor
Is paperwork complete for those programs? (Use "Form 2" for Catalog & Academic Report updates)
NA
Yes
Prerequisites:
will be at future meeting
JOURNLSM 320
Grade Basis:
Conventional Letter
S/NC or Pass/Fail
Course will be offered:
Part of Load
On Campus
Above Load
Off Campus - Location
College:
Arts and Communication
Dept/Area(s): Communication
Instructor:
Kathy Brady or Kris Kranenburg
Note: If the course is dual-listed, instructor must be a member of Grad Faculty.
Check if the Course is to Meet Any of the Following:
Technological Literacy Requirement
Diversity
Writing Requirement
General Education Option: Select one:
Note: For the Gen Ed option, the proposal should address how this course relates to specific core courses, meets the goals of General Education in
providing breadth, and incorporates scholarship in the appropriate field relating to women and gender.
Credit/Contact Hours: (per semester)
Total lab hours:
Number of credits:
Total lecture hours:
Total contact hours:
3
Can course be taken more than once for credit? (Repeatability)
No
Yes
If "Yes", answer the following questions:
No of times in major:
No of times in degree:
Revised 10/02
No of credits in major:
No of credits in degree:
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48
48
Proposal Information: (Procedures for form #3)
Course justification:
Our existing advertising classes give students the opportunity to work on a broad range of projects but do
not allow them to focus in depth on any one project. As a result, students interested in copywriting and/or
layout do not get enough experience revising and resubmitting individual assignments with the ultimate
goal of perfection. The Advanced Advertising Creative course will help develop the necessary discipline to
accept and incorporate criticism in an ongoing creative development process and will play a vital role in
the preparation of a professional portfolio. This course is especially important for students planning to
work on the creative side of advertising because it gives them opportunities for hands-on creative work not
possible in other classes in the curriculum.
Relationship to program assessment objectives:
This course is an elective that gives students the opportunity to apply research, theory and critical-thinking
skills in the creation of hands-on advertising work. It challenges students to a high level of excellence in
the development of their own creative work by requiring personal and peer assessment, ongoing revision of
projects, professional-level quality of finished materials, and the ability to present work effectively. The
course addresses the ever-changing media marketplace and emphasizes the different styles of writing used
in advertising today. Students will consider the diversity of audiences in the preparation of both written
and visual information. This course will also help students identify the proper career path and prepare for
employment searches after graduation.
Advanced Advertising Creative will help students develop intellectual and practical skills as outlined by
LEAP: inquiry and analysis, critical and creative thinking, written and oral communication, information
literacy, and problem solving. The course accomplishes this by focusing on two LEAP high-impact
educational practices. First, the course is writing intensive. By nature, advertising requires students to
produce and revise various forms of writing for different audiences. One of the tenets of this course is that
students must continue revising each assignment until they attain a standard of excellence on each.
Secondly, the course serves as a capstone for our students pursuing careers in the creative realm of
advertising, as copywriters or designers, requiring them to create a portfolio of their best work.
Budgetary impact:
None anticipated. Current faculty have the skills needed to teach the course and it will only be offered
every third semester. As a result, the teaching of this course can be managed with the staff already in place
and needs no additional funding to make the course operational.
Course description: (50 word limit)
Students apply copywriting, layout, research, and strategy skills gained in other advertising courses to
hands-on development of portfolio-quality creative materials. Projects require strong conceptualization,
writing, and presentation skills and the ability to use criticism to improve creative work. Especially helpful
for students planning to work in advertising writing or design.
If dual listed, list graduate level requirements for the following:
1. Content (e.g., What are additional presentation/project requirements?)
2. Intensity (e.g., How are the processes and standards of evaluation different for graduates and
undergraduates? )
3. Self-Directed (e.g., How are research expectations differ for graduates and undergraduates?)
Course objectives and tentative course syllabus:
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See attached syllabus.
Bibliography: (Key or essential references only. Normally the bibliography should be no more than one or two
pages in length.)
Adland: http://adland.tv/
Ads of the World: http://adsoftheworld.com/
Advertising Age: http://www.adage.com
Advertising World: http://advertising.utexas.edu/world/
Adweek: http://www.adweek.com
Aitchison, J. (1999). Cutting edge advertising: How to create the world’s best for brands
in the 21st century. Upper Saddle River, NJ: Prentice Hall.
Ask a Copywriting Blog: http://www.askacopywriter.blogspot.com/
Barry, P. (2008). Advanced concept book. New York: Thames and Hudson.
Bly, R. W. (2005). The copywriter’s handbook: Step-by-step guide to writing copy that
sells. (3rd ed.). New York: Henry Holt.
Bendinger, B. (2009). The copy workshop workbook. Chicago: Copy Workshop.
Brands of the World: http://www.brandsoftheworld.com/
Brandweek: http://www.brandweek.com/bw/index.jsp
ClickZ: http://www.clickz.com
Creativity Magazine: http://creativity-online.com
Communication Arts: http://www.commarts.com/
CMYK Magazine: http://cmykmag.com/
Direct: http://www.directmag.com
DMNews.com: http://www.dmnews.com
Felton, G. (2006). Advertising concept and copy. New York: W. W. Norton & Company.
Fortini-Campbell, L. (2001). Hitting the sweet spot: How consumer insights can inspire
better marketing and advertising. Chicago: Copy Workshop
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Griffin, G. (2010). The creative process illustrated: How advertising's big ideas are born.
Cincinnati: HOW Books.
Heath, C. and Heath, D. (2008). Made to stick: Why some ideas survive and others die.
New York: Random House.
LaRocque, P.(2000). Championship writing: 50 ways to improve your writing. Oak Park,
IL: Marion Street Press.
LaRocque, P. (2003). The book on writing: The ultimate guide to writing well. Oak Park,
IL: Marion Street Press.
Lewis. H. G. (2000). On the art of writing copy: The best of print, broadcast, internet,
direct mail. New York: AMA Publications.
Mashable Social Media News: http://mashable.com/
Media Life: http://www.medialifemagazine.com/
Mumaw. S. (2006). Caffeine for the creative mind: 250 exercises to wake up your brain.
Cincinnati: F&W.
Ogilvy, D. (1985). Ogilvy on Advertising. New York: Random House.
Paetro, M. (2010). How to put your book together and get a job in advertising. New York:
W. W. Norton & Company.
Pricken, M. (2008). Creative advertising. New York: W. W. Norton & Company.
Promo: http://promomagazine.com/
Sullivan, L. (2003). “Hey, Whipple, squeeze this”: A guide to creating great ads (2nd
ed.). New York: John Wiley & Sons, Inc.
Truss, L. (2003). Eats, shoots & leaves: The zero tolerance approach to punctuation. New
York: Gotham Books.
Vonk, N. and Kestin, J. (2005). Pick me: Breaking into advertising and staying there.
Hoboken, NJ: John Wiley & Sons, Inc.
The University of Wisconsin-Whitewater is dedicated to a safe, supportive and non-discriminatory learning
environment. It is the responsibility of all undergraduate and graduate students to familiarize themselves with
University policies regarding Special Accommodations, Academic Misconduct, Religious Beliefs Accommodation,
Discrimination and Absence for University Sponsored Events (for details please refer to the Schedule of Classes; the
“Rights and Responsibilities” section of the Undergraduate Catalog; the Academic Requirements and Policies and
Revised 10/02
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the Facilities and Services sections of the Graduate Catalog; and the “Student Academic Disciplinary Procedures
(UWS Chapter 14); and the “Student Nonacademic Disciplinary Procedures" (UWS Chapter 17).
Course Objectives and tentative course syllabus with mandatory information (paste syllabus below):
JOURNALISM 425: ADVANCED ADVERTISING CREATIVE
SYLLABUS
Instructor(s):
Kathy Brady — Office: HE458 — Phone: (262) 472-1726 — Email: bradyk@uww.edu
Kris Kranenburg — Office: L2228 — Phone: (262) 472-2876 — Email:
kranenbk@uww.edu
Required Text:
Barry, P. (2008). Advanced Concept Book. New York: Thames and Hudson.
Recommended Reading:
Advertising World: http://advertising.utexas.edu/world/
Adland: http://adland.tv/
Ads of the World: http://adsoftheworld.com/
Advertising Age: http://www.adage.com
Adweek: http://www.adweek.com
Brands of the World: http://www.brandsoftheworld.com/
Brandweek: http://www.brandweek.com/bw/index.jsp
Creativity Magazine: http://creativity-online.com
Communication Arts: http://www.commarts.com/
CMYK Magazine: http://cmykmag.com/
Direct: http://www.directmag.com
DMNews.com: http://www.dmnews.com
Promo: http://promomagazine.com/
Media Life: http://www.medialifemagazine.com/
Mashable Social Media News: http://mashable.com/
Course Prerequisites:
JOURNLSM 320
Course Objectives:

Understand concepts and apply theories in the use and presentation of images and
information.

Work ethically in pursuit of truth, accuracy, fairness and diversity.

Think critically, creatively and independently

Conduct research, evaluate information, and develop strategy to guide
development of concepts and executions

Write correctly and clearly in forms and styles appropriate to specific audiences
and media
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
Critically evaluate your own work and that of others for accuracy and fairness,
clarity, appropriate style and grammatical correctness
(Based on AEJMC’s student learning outcomes.)
Course Description
In this course, students will apply the copywriting, layout, research, and strategy skills
gained in other advertising courses to hands-on development of portfolio-quality creative
materials. Projects require strong concepting, writing, and presentation skills and the
ability to use criticism to improve creative work. This course is especially helpful for
students planning to work in advertising writing or design and will assist students in the
development of portfolio material necessary for pursuing a creative job in advertising.
Attendance Policy
Attendance is expected at all classes and will be taken regularly, especially when
attendance is down. After the first few class periods, an attendance sheet will be
passed around. It is your responsibility to sign this sheet. These sheets are how I
take attendance and are filed in case of questions.
However, I understand we all have illnesses and conflicts we need to deal with.
Therefore, you are allowed 3 absences for the semester for any reason. (Contact the Dean
of Students if you have a family emergency or extended illness.) For each absence over
the 3-class limit, 10 points will be deducted.
The University of Wisconsin-Whitewater is dedicated to a safe, supportive and nondiscriminatory learning environment. It is the responsibility of all undergraduate and graduate
students to familiarize themselves with University policies regarding Special Accommodations,
Academic Misconduct, Religious Beliefs Accommodation, Discrimination and Absence for
University Sponsored Events (for details please refer to the Schedule of Classes; the “Rights and
Responsibilities” section of the Undergraduate Catalog; the Academic Requirements and Policies
and the Facilities and Services sections of the Graduate Catalog; and the “Student Academic
Disciplinary Procedures (UWS Chapter 14); and the “Student Nonacademic Disciplinary
Procedures" (UWS Chapter 17).
Assignments:
Projects:
Print ad
Consumer profile
Media writing
Radio/TV/New media campaign
Nontraditional advertising project
Long copy
Portfolio – Version 1
Revised 10/02
50 pts
50 pts
100 pts
150 pts
100 pts
150 pts
100 pts
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Portfolio — Version 2
2 exams
TOTAL
100 pts
200 points
1,000 points
Grading Scale:
A
AB+
B
BC+
C
CD+
D
DF
930 –1000 points
900-929 points
879-899 points
830-878 points
800-829 points
779-799 points
730-778 points
700-729 points
679-699 points
630-678 points
600-629 points
599 points or below
COURSE SCHEDULE
Week One: Strategy
Week Two: Print advertising; Concepts vs. execution
Week Three: Copy and visualization; Workshop
Week Four: Consumer profile; Workshop
Week Five: Feedback session — 3 print-ad campaign
Week Six: Media writing
Week Seven: New media
Week Eight: Campaigns; Workshop
Week Nine: Feedback session — Media (radio/TV/new media campaign)
Week Ten: Non-traditional advertising
Week Eleven: Portfolio; Workshop
Week Twelve: Feedback session — Nontraditional project
Week Thirteen: Long copy
Week Fourteen: Feedback session — Portfolio
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Week Fifteen: Feedback session — Portfolio
Week Sixteen: Final exam
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