Comm 3505 Advertising Assignment

Due:

Weight: 10% of your final grade.

Submission Checklist:

1. Grading Template

2. Copy Platform

3. Completed Peer Review (not graded)

4. Ad #1: Headline; subhead; unique illustration; 25-50 words of unique copy; mandatory language if required for product type; slogan, logo or signature if product uses such.

5. Ad #2: Headline; unique illustration; 25-50 words of unique copy; close; mandatory language if required for product type; slogan, logo or signature if product uses such.

6. Ad #3: Headline; unique illustration; 25-50 words of unique copy; mandatory langugage if required for product type; slogal, logo or signature if product uses such.

7. Ad #4: Headline; unique illustration; 25-50 words of unique copy; mandatory langugage if required for product type; slogal, logo or signature if product uses such.

Description: You are to pick a theme for an advertising campaign for a real/existing product, service, or idea. The campaign will be prefaced by a single copy platform to serve as the organizing strategy for the entire campaign. These ads should all center on the same product or product line, but each ad must be distinctive. You will write no more than 50 words of unique copy (no fewer than 25) for each of the four advertisements centered around that theme. You will also need to write a unique four-to-ten-word headline for each of the ads. Each of the ads will require a unique illustration. At least one of the ads must have a subhead and at least one of the ads will have a closing (the subhead should be distinct from the closing). If the product, service or idea has an associated logo and/or slogan, be sure to make use of these elements in your ads.

Guidelines:

• Use clear, simple English.
• Pay attention to the verbs.
• Be as specific as possible, but don't let too many details get in the way of the advertising message.
• Use personal pronouns when appropriate.
• Don't be afraid of contractions.
• Inspire confidence in the product and the advertiser.
• Give the audience all the information it needs.

Components:

Develop a Copy Platform: The copy platform shows how such a campaign should be constructed and it can help the advertising copywriter begin to think about creating the advertisements.

Illustration: The illustration an ad uses is the most important attention-getting item in the ad. You may "borrow" an illustration. I don't expect that you will generate original art work, but if you are inclined I encourage you to do so. The illustration MUST be related and appropriate to the product, service, or idea and the theme. Please attach a works cited sheet to the assignment listing the sources for all borrowed material.

Headline: The headline gives the reader the first solid information about the advertisement; it should achieve the reader's interest (What's in it for me?). It should consist of just a few carefully chosen words (eight should be sufficient) to set the tone and answer the parenthetical question above. It may ask a question (in contrast to headlines used for news or features), offer information, or make a provocative statement. Avoid being misleading or inappropriate. The headline is in the largest point size relative to the rest of the text in the ad.

Subheads: Expand on what has been said in the headline, or introduce new material to draw the reader into the ad. The subhead is set in smaller type than the main headline but larger than the body copy and is longer than the headline. The thoughts expressed should be tied to the headline. Not every ad needs a subhead, but you must have at least one ad in your grouping of four which does have a subhead.

Body copy: This is the heart of the advertisement. This is where you reward the reader for taking the time to read the ad. The reward is information about the product being advertised and answers questions raised in the headline. You could take a factual approach (direct), or a narrative approach (holding the reader's attention by way of stories). It is important to follow the standard rules for mass media writing: Simplicity, brevity, word precision, correct language use and avoiding grammatical errors and exaggeration. Keep the message simple and tell the reader what s/he should do. Remember, no more than 50 words, no fewer than 25. Each ad should have its own, unduplicated advertising copy.

Closings: You could think of a closing as a subhead that comes after body copy rather than before it. It can summarize what the body copy has implied, or give a direct command to the reader. Like the subhead, it is not required for every ad, but at least one of the four ads in your package must have a closing. Also like the subhead, the closing should be in a point size smaller than the headline but larger than the body copy.

Mandatories, including legals: These are items that must be included in the advertisement if the product/service/idea requires it. For example, at UMD and other federally funded institutions, all public information must have the Equal Opportunity statement. Please note, if you are generating an advertising campaign for a public institution the affirmative action/equal opportunity statement must be stated precisely, e.g.: "The University of Minnesota is an equal opportunity educator and employer."

Slogans, logos, signatures: These are short phrases that become identified with products. It should be short, easily understood and appropriate to the product. A logo is a design that represents a company. I will include UMD's slogan and logo in the materials I distribute in class to serve as illustrations of a slogan and logo.

Grading standards:

Objective--------------------------------------------------------------------Subjective

Have all components been satisfied?------------------------------- Originality

Are the ads grammatical?------------------------------------------ Creativity

Are the ads accurate and factual?----------------------------- Persuasiveness