JOUR 8500 - Seminar in Advertising Copywriting

• To craft a series of copywriting projects demonstrating an understanding, and integration, of the course topics and material.
• Understand related concepts of psychology, consumer behavior, sociology and creativity and how they impact advertising copywriting.
• Understand the differences among writing informational, opinion and persuasive messages.
• Understand the power of coordinated use of words, images, music and timing.
• Understand the relationships among marketing strategy, advertising strategy and creative strategy.
• Understand the strengths and weaknesses of rational and emotional messages.
• Understand the techniques to adapt advertising messages to different media.