This course meets 12:30-1:45 p.m. on Tuesdays and Thursdays in Carroll 021.
Joe Bob Hester, Ph.D
Office: 233 Carroll Hall
Office hours are 2:00-3:00 p.m. on Tuesday and Thursday or by appointment at other times. These hours are made available to provide you with time outside of the classroom for discussion of matters related to course work, as well as for academic and/or career advising.
(Please use the #J271_3 hashtag.)
The required textbook for this course is Hey Whipple, Squeeze This! The Classic Guide to Creating Great Ads by Luke Sullivan with Sam Bennett (available at Student Stores).
You will also need access to a dictionary and thesaurus (print or electronic: your choice).
You will need some type of online/cloud storage, such as Dropbox.
This course is designed to help you discover your own creativity and to learn how to express yourself in the form of effective advertising. The course will exercise, challenge and improve your ability to develop sound and coherent advertising strategies and to express those strategies creatively as advertising ideas and messages that are compelling, interesting and persuasive. By the end of the course you should have greater knowledge and more skills in a number of areas that will be useful to you not only as a copywriter or art director, but also as an account manager, media buyer, or media sales representative.
Regardless of the area of advertising you choose as a career, an understanding of the role of creative strategy in advertising is essential. In addition, there are certain skills that will improve your ability to not only create good advertising, but to work with creatives and evaluate creative executions. This course uses class meeting times to work on these skills.
NOTE: This course requires extensive time and effort outside of the classroom. On average, you should plan on at least 10 hours per week.
Course grades are assigned using the University of North Carolina Grading System.
There are no formal exams in this course. Grades are determined by class participation and performance on various assignments. Grading criteria vary by assignment. Assignments contribute to your final grade as follows:
10% - Research (group) Assignment
10% - Strategy Assignment
10% - Headline Assignment
10% - Copy Assignment
10% - Art Direction Assignment
10% - Coding Assignment 1
10% - Coding Assignment 2
10% - Campaign (group) Assignment & Presentation
10% - Final Project
10% - Participation
There are no extra credit projects available in this course.
Regular class attendance is a student obligation, and a student is responsible for all the work, including tests and written work, of all class meetings. This course operates under the University of North Carolina Class Attendance Policy.
Students are expected to actively participate in class discussions by sharing observations, insights and questions with the instructor and members of the class. Discussion will allow each student to benefit from all the other students’ insights and to work toward a final interpretation or understanding that may differ from the one he or she reached individually. This requires that assigned readings and/or homework exercises be completed prior to arrival to class.
Students are responsible for regular and punctual class attendance and should be in their seats before the start of class. Students arriving more than 10 minutes late for class will be counted absent.
This course operates under the Honor System of the University of North Carolina at Chapel Hill. Plagiarism and other forms of academic dishonesty will not be tolerated in this course, and disciplinary actions will be enforced in any instance of academic dishonesty including, but not limited to, cheating, plagiarism, collusion or the abuse of materials. If you have a question about academic dishonesty, it is better to ask than to risk the consequences.
Unless otherwise directed, students should complete all graded academic work in this course on their own, without collaboration, and include a signed honor pledge when it is turned in to the instructor.
If you need individual assistance, it’s your responsibility to meet with the instructor. If you are serious about wanting to improve your performance in the course, the time to seek help is as soon as you are aware of the problem – whether the problem is difficulty with course material, a disability, or an illness.
The University’s policy on Prohibiting Harassment and Discrimination is outlined in the Undergraduate Bulletin. UNC is committed to providing an inclusive and welcoming environment for all members of our community and does not discriminate in offering access to its educational programs and activities on the basis of age, gender, race, color, national origin, religion, creed, disability, veteran’s status, sexual orientation, gender identity, or gender expression.
If you require special accommodations to attend or participate in this course, please let the instructor know as soon as possible. If you need information about disabilities visit the Department of Disability Services website.
The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) requires that, irrespective of their particular specialization, all graduates should be aware of certain core values and competencies. Learn more about them here: http://www2.ku.edu/~acejmc/PROGRAM/PRINCIPLES.SHTML#vals&comps.
This course focuses on the following core values and competencies:
Understanding concepts and applying theories in the use and presentation of images and information;
Thinking critically, creatively and independently;
Conducting research and evaluating information by methods appropriate to the communications professions in which they work;
Writing correctly and clearly in forms and styles appropriate for the communications professions, audiences and purposes they serve;
Critically evaluating their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness;
Applying tools and technologies appropriate for the communications professions in which they work.