Here's the start of the Copywriting course at MCAD, fall 2009. Most of the images are clickable.

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

2. 2
Today’s agenda:
MCAD housekeeping
Me + my history
You + your intentions
The class syllabus
Course materials, books
Role of the Copywriter
“80%/20%”
Your first assignment
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

3. 3
MCAD housekeeping
1. The BS/ADV Town Hall meeting is
this Monday, Aug 31st, Noon to 1:00
in room 440. There will be food.
2. TODAY is the last day for drop/
add. Please see Jerry Allan to
process your paperwork.
3. Use the Learning Center.
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

4. 4
Me + my history
Start here: http://tbrunelle.extendr.com
Minneapolis > St. Louis > Boston > NYC
> Boston > Minneapolis (1992-present)
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

5. 5
You + your intentions
1. Email me your name and photo
(tim_brunelle@mcad.edu) right now
2. Where are you from?
3. What’s your major?
4. What do you expect to get out of
this class?
5. Who’s your favorite writer?
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

6. 6
The class syllabus
Key dates
In-class versus homework assignments
Overall structure
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

7. 7
Course materials, books
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

8. 8
Role of the Copywriter
Agency structure
Creative department structure
The evolution of the role
to
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

9. 9
“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 01, AUGUST 27 BRUNELLE | MCAD

10. 10
Your first assignment
READING:
1) Made to Stick : Chapter 1 (p25-62)
:
2) How To Get Ideas : Intro (p1-11)
:
and Chapter 11 (p 131-142)
3) Handout : “The Fisherman’s Guide”
:
from Truth Lies & Advertising by Jon
Steel
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

11. 11
Thursday, Sept. 3
Review the reading assignment
Some Copywriter history
“Being a Writer”
Creative brief: VW Jetta billboards
COPYWRITING | FALL 2009 | SESSION 01, AUGUST 27 BRUNELLE | MCAD

12. 12
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 01, AUGUST 27 BRUNELLE | MCAD