Course Syllabus

ADVERTISING COPY AND LAYOUT JMC 3353 – 002 : T/TH : 3 - 4:15pm

INSTRUCTOR: Adam Croom, Asst. Prof. : Gaylord Hall 3025 : (405) 325-2960 | a.croom@ou.edu

OFFICE HOURS: T/TH from 1:30 – 2:30pm. No appointment needed.

I'll be honest: I find syllabi to be a bit formal so this is just a preface before we get into everything below. You'll learn most about this course by showing up. You'll find that in this course that while you really start to hone your skills, my focus is as much on the YOU part as it is the SKILLS. You'll find multiple ways in which you'll be able to choose the path in which you want to take. I give a lot of choice because I believe we all have both different starting places and goals and I promise there is a learning path for everyone (if you wish to challenge this... let me know so I can build you that path you would like!) You'll also notice that we won't be taking formal tests or writing essays. Rather, we'll use blogs to journal and anthologize much of work. This course is very DOING-based meaning that the students that are successful are the ones who do work, grow as both a learner and practitioner, continue to improve their work, and do it in a timely fashion. And, with that, please welcome to the stage... YOUR SYLLABUS!

 

Course Description

Principles and their application in advertising design and copywriting. Stress on the analysis of appropriate appeals and the development of advertising concepts to convey these through the various media. Emphasis on practice in making rough layouts and writing finished copy.

Course Goals

• To understand concepts and apply theories in the use and presentation of images and information
• To critically evaluate their own work and that of others for accuracy and fairness, clarity, appropriate style and grammatical correctness
• To apply tools and technologies appropriate for the communications professions in which they work
• Think critically, creatively and independently
• To understand and effectively apply creative strategy to solve advertising problems
• To understand the value and application of creative briefs in the advertising industry
• To gain a deeper understanding of the creative side of the advertising industry
• To learn how to apply a strategic message across multiple types of media
• To develop your pitch skills
• To recognize and understand specific design and layout principles
• To constructively evaluate your own work as well as the work of your peers
• To learn about emerging technology in advertising and how to take advantage of it to execute a creative strategy.
• To gain the skills required to craft your digital presence as a professional

Course Outcomes

• Launch and maintain a blog as well as comment on the blogs of their peers.
• Build a foundational knowledge of the landscape of visual communication technologies

Course Materials

The Advertising Concept Book: Think Now, Design Later (3rd Edition)

All other course materials will be made available to you as reference material through the semester via Canvas.

 

 

Grade Mix

I believe that creative work is incredibly subjective. This course is an introductory course and my assumption that this is your first intensive introduction into creative work. Thus, our goal in this course is to gradually get better (not do professional work Week 1) and as such I will to treat you like a creative employee or intern rather than rely on a traditional grading mechanisms. While you will receive copious amounts of feedback throughout the semester, my aim to make sure you receive the bulk of it before you turn in your work in order to put your best work forward. All assignments are graded as complete/incomplete and attendance is critical.

Every Other Week Blog Posts

8 blogs posts. I will provide a rubric for what I'm looking for in a blog post.

Assignments Schedule (tentative)

Week	Book Chapter	Design Project
1	Chapter 1 : Basic Tools	N/A
	Chapter 14: Execution
2	Chapter 2 : The Strategy
3	Chapter 6 : Generate Strategies and Ideas	Logo
4	Chapter 4: The Campaign
5	Chapter 3 : Print	Print
6	Chapter 5: The Tagline
7	Chapter 11: Copy
8	Chapter 8 : Ambient	Ambient
9	Chapter 9 : Interactive
10	Chapter 10 : Social
11	Chapter 7: TV	TV/Radio Script
12	Chapter 12: Radio
13	Chapter 13: Integrations
14	Chapter 15: Presenting and Selling Your Work	Portfolio
15	Chapter 16: The Student Book

 

A negotiation between me and you will determine when an assignment is complete. When you feel that your project is ready to submit, then we will discuss the project in class. If I feel that it is ready, then I will give you the go-ahead to submit the assignment. 

Grading Scale

A: Earn completes on all design assignments + 7 blog posts

B: Earn completes on all design assignments + 6 blog posts

C: Earn completes on all but one design assignment + 5 blog posts

D: Earn completes on all but two design assignments + 4 blog posts

F: Student has failed to earn completes on three design assignments and 4 blog posts

All due dates, rules, regulations, terms, and conditions are subject to change at the discretion of me, Adam, your instructor. While you'll be given a print copy of this document, please refer to the syllabus page on Canvas.

Attendance

Because the assignments of this course are pass/fail, attendance is absolutely necessary. You are allowed three absences (excused or non-excused). Each absence beyond three results in a drop in a letter grade per absence.

Toolbox

• Blog – As mentioned earlier, one of your assignments will be building and maintaining a personal blog with the blogging platform of your choice. This will require you to get a web domain and server space.
• Canvas – Each week has a corresponding module which will tell you what you are expected to do that week. 
• Student Blogs Hub – These are where you’ll be able to see all the different blog posts from all your peers. This will be helpful in seeing what everyone else is up to. You’ll be asked periodically throughout the semester to comment on various posts from other students.
• Software – This course heavily relies on two specific programs for most of the design work you will be doing: Adobe Photoshop and Adobe InDesign

Teaching Philosophy

As an instructor, I am highly student–centered. My aim in education is to support individual growth and self-actualization rather than to focus on content through an educational environment that is built on autonomy, trust, cooperation, participation, and self-directed learning. Social learning is my favored form of education while experimentation and discovery methods are also encouraged. I believe that instructors are a facilitator, assistant, and partner in the learning process. I also believe that learning is a personal activity that involves intrinsic motivation and that self-evaluation is the only meaningful test of whether learning has taken place.

Course Policies

Make-up Policy / Late Assignments

No work will be accepted passed the due date.

Civility

As a student, you are going to interact with students who have diverse opinions, beliefs, and backgrounds. If you want to work effectively with your classmates you need to be civil and avoid inappropriate behavior. Incivility not only violates university conduct policies, but can permanently damage your future interactions with students and your instructor. Work to develop your emotional intelligence and you’ll discover that you become less reactive to class conditions and discussions, and more proactively involved in the learning process because you are successfully collaborating with others.

LGBTQ Ally

 

Please note that I am an on-campus LGBTQ Ally, one of many resource people on campus who provide an open door for individuals seeking information or assistance regarding sexual orientation, gender identity, harassment, and/or discrimination. LGBTQ Allies have gone through training and you can see which campus folk are allies by the stickers on their office doors or windows. Feel free to talk to me any time if you or someone you know has questions or concern.

 

Non-Discrimination Policy and Inclusive Language

 

Discriminatory behavior based on race, gender, ethnicity, citizenship, religion, politics, sexual orientation, age, etc. will not be tolerated in the least bit. The following is an excerpt from OU’s Non-Discrimination Policy “Diversity is one of the strengths of our society as well as one of the hallmarks of a great university. The University supports diversity and is committed to maintaining employment and educational settings that are multicultural, multiracial, multiethnic, and all-inclusive.
Respecting differences is one of the University’s missions.


 

The University does not discriminate or permit discrimination by any member of its community against any individual based on race, color, religion, political beliefs, national origin, age, sex (see Sexual Misconduct, Discrimination and Harassment policy http://www.ou.edu/content/eoo/policies/misc.html), sexual orientation, genetic information, gender identity, gender expression, disability,
or veteran status in matters of admissions, employment, financial aid, housing or services in educational programs or activities the University operates.” http://www.ou.edu/eoo/policies-procedures/non-discrimination.html

 

Not being purposefully discriminatory is not the same as being inclusive, which is something that takes thoughtful reflection. Inclusivity involves a consideration on how people self-identify. In particular misgendering a person can be very dismissive. This happens when someone mistakenly assumes a person’s gender by their appearance, name, or behavior and misnames or mislabels that person. To be gender inclusive, call your peers by the names and the pronouns they identify with. If you aren’t sure, ask. If you slip up, don’t ignore your error. Acknowledge it and apologize graciously.

University Policies

Academic Integrity

Cheating is strictly prohibited, because it devalues the degree you are working hard to get. It is your responsibility to protect your educational investment by knowing and following the rules. For specific definitions on what constitutes cheating, review the Student’s Guide to Academic Integrity.  

To be successful in this class, all work on exams and quizzes must be yours and yours alone.  You may not receive outside help. On examinations and quizzes you will never be permitted to use your notes, textbooks, calculators, or any other study aids. Should you see someone else engaging in this behavior, I encourage you to report it to myself or directly to the Office of Academic Integrity Programs. That student is devaluing not only their degree, but yours, too. Be aware that it is my professional obligation to report academic misconduct, which I will not hesitate to do. Sanctions for academic misconduct can include expulsion from the University and an F in this course, so don’t cheat. It’s simply not worth it.

Diversity Statement

The Gaylord College of Journalism and Mass Communication is a nationally accredited program and therefore strives to adhere to a set of standards designed to prepare JMC majors to excel within their chosen professions.  These standards include a mandate to provide curriculum that “fosters understanding of issues and perspectives that are inclusive in terms of gender, race, ethnicity and sexual orientation.”

Religious Observance

It is the policy of the University to excuse the absences of students that result from religious observances and to reschedule examinations and additional required classwork that may fall on religious holidays, without penalty.

Disability Accommodations

Any student in this course who has a disability that may prevent the full demonstration of his or her abilities should contact me personally as soon as possible so we can discuss accommodations necessary to ensure full participation and facilitate your educational opportunities.

Student Code of Conduct

The University of Oklahoma Student Code includes rules that address the responsibilities and conduct required of Norman Campus students, student groups, organizations, and University-approved or operated living units. The Academic Misconduct Code, sexual harassment policy, and other student-related policies and procedures are also included in the publication. Copies of the Code may be obtained from the Office of the Vice President of Student Affairs, Oklahoma Memorial Union, or the University of Oklahoma Student Association, 181 Oklahoma Memorial Union. The Student Code is also accessible here.

Title IX Resources and Reporting Requirement

For any concerns regarding gender-based discrimination, sexual harassment, sexual assault, dating/domestic violence, or stalking, the University offers a variety of resources. To learn more or to report an incident, please contact the Sexual Misconduct Office. Also, please be advised that a professor/GA/TA is required to report instances of sexual harassment, sexual assault, or discrimination to the Sexual Misconduct Office.

Adjustments for Pregnancy/Childbirth Related Issues

Should you need modifications or adjustments to your course requirements because of documented pregnancy-related or childbirth-related issues, please contact your professor or the Disability Resource Center.