Here's the presentation deck from session #10 (October 29) of the Copywriting class for Fall 09 at the Minneapolis College of Art and Design. Today we reviewed the course (curriculum, materials, assignments, etc) as well as the business and process of being a copywriter. We also licked off Assignment #3: Print ads for the Apple iPhone 3GS. MANY OF THE WORDS AND IMAGES in this deck are clickable, so you can learn more about that item or see the work in a larger size elsewhere. This presentation is ©2009 by Tim Brunelle.

1. Copywriting
Class #LS 3240 01 | Fall 2009
Thursdays 6:30pm–9:00pm | Room 434
Instructor: Tim Brunelle
Session #10 | October 29, 2009

2. 2
Today’s agenda:
What have we learned?
Apple creative brief
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

3. 3
What have we learned in 10 weeks?
Let’s discuss course materials,
subjects, guest speakers, assignments,
conversations, curriculum.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

4. 4
Course materials, books
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

5. 5
Course materials, books
Perspective Tools
Tools Process Strategy
+ opinion + Culture
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

6. 6
“The job is 80% conceptual thinking,
20% finish carpentry” -Khari Streeter
Ideas first.
“Half of writing is editing.” -Mamet
What is an advertising idea?
What’ the process for developing them?
s
Sketchbooks & other methods
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

7. 7
History* of Copywriting
up to 1949
e.g. “salesmanship in print”
1950-1960s
e.g. “The power of the idea”
The positioning era
The allegiance era
Now
*Click here for AdAge’s “history of advertising” timeline
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

8. 8
Being an ad copywriter
1. Be a detective. Discover (e.g. “Don’t
answer, ask”).
2. Have hope. (“Most people would rather
die than think; in fact, they do.” -
Bertrand Russell)
3. It’s a job. Have a process (e.g.
Digging for gold in your backyard) and a
work ethic.
4. Initially, quantity is more important
than quality. Have lots of things to edit.
5. Be okay with selling stuff, including
yourself.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

9. 9
Being an ad copywriter
But probably the most important part
of the job, to quote Pat Burnham, is:
Get people
to look at things differently.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

10. 10
VW Jetta creative brief
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

11. 11
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

12. 12
Confronting the blank page:
Being creative is a learned skill.
“Learn all you can, then forget it
and play what you feel.”
How
will you
do it?
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

13. 13
Creative Brief #2: Harley-Davidson
Find a way to
make more
younger people
care passionately
about this brand.
That’s it.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

14. 14
What have we learned in 10 weeks?
What’s the primary role of a
Copywriter?
How do Copywriters accomplish their
tasks?
What resources and/or processes can
you leverage to make your copywriting
work more successful?
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

15. 15
Let’s take a break.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

16. 16
Apple creative brief:
WHAT we’re selling: The iPhone 3GS
Click on the image to learn more.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

17. 17
Apple creative brief:
WHO we’re selling to: Leading
individuals—corporate executives,
entrepreneurs, tech evangelists—who
require the latest and fastest
process and integration within a
mobile computing system.
People who want the greatest ability
to connect, engage, work and play,
wherever they are. (And are willing
to pay for that privilege.)
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

18. 18
Apple creative brief:
THE BIG IDEA: The iPhone 3GS allows
you to accomplish more than any other
mobile device.
PROOF: 75,000+ apps, 3GS speed, etc.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

19. 19
Apple creative brief:
BACKGROUND: Check out these links to
better understand Apple’s history and
voice in advertising.
https://pantherfile.uwm.edu/kohlman4/www/apple-advertising/
http://www.aresluna.org/attached/computerhistory/ads/international/apple
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

20. 20
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

21. 21
Apple creative brief:
TONE: Apple’s pretty much always
portrayed itself as “smarter than the
average...” in an unadorned style.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

22. 22
Apple iPhone print:
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

23. 23
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

24. 24
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

25. 25
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

26. 26
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

27. 27
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

28. 28
Apple print creative brief:
NEXT STEPS: Develop non-interactive,
non-broadcast print ads for the iPhone
3GS. Could be newspaper, magazine, out
of home, in-store or direct mail.
Could be headline-driven or visual
solutions.
Format: One idea per 8.5x11” page.
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

29. 29
Reading Assignment for Nov. 5
(p 169-183)
Chapter “Sample Portfolio”
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

30. 30
Thursday, Nov. 5
Review reading assignment
Review status of Apple creative
Continue working on Apple assignment
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD

31. 31
Thank you
Office hours: Thursdays, 5:30-6:30pm,
2nd floor cafe
Email: tim_brunelle@mcad.edu
Blog: usefullunacy.typepad.com
Twitter: @tbrunelle
COPYWRITING | FALL 2009 | SESSION 10, OCTOBER 29 BRUNELLE | MCAD