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ADV 215: Copywriting 2: Syllabus
ADV 215: Copywriting 2: Syllabus
Syllabus
Module 3 Tagline
Methods of Instruction
Lecture/ In-Class Assignments/ Critique/ Demonstration
Create campaigns where the unique headlines, tagline, short body copy and visuals work together with the same tone
and voice.
Grading
70% Projects
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60 Federal Street
5th Floor
San Francisco, California 94107
Required Reading
Optional Books
ISBN: 1887229124
Author(s): Bruce Bendinger
Ogilvy On Advertising
ISBN: 039472903X
Author(s): David Ogilvy
There are no required books for this class, but remember that the Academy of Art University Virtual
Bookstore (powered by eCampus.com) is a great place to find optional books, discounted school
supplies, and Academy of Art University branded items such as notebooks and apparel.
Bibliography
Method of Evaluation
Assignments, homework, class participation, & project presentation.
Assignments
Students are expected to spend a minimum of 10 hours per module on projects outside of class. All projects are due on the
specified dates (see course schedule). A late project is marked down one grade (B to C). A project more than one week late will
receive a grade of F.
Attendance
Students are expected to attend all class meetings and final grades will reflect this policy. The Academy has developed a Model
Attendance Policy and a Model Policy on Late Submission of Projects/Assignments. Most classes follow these policies;
however, departments may differ from the model policies. Class attendance is required. Attendance means arriving on time and
staying for the entire class session. Each course requires that the student be present at and participate in, every class session.
Failure to attend classes, tardy arrivals and early departures will be reflected in final grades as follows:
Four (4) late arrivals may drop the final grade by one letter grade (B to C, C to D...)
Three (3) unexcused absences may result in a final grade of "F".
Three (3) consecutive absences may result in a final grade of "F" or being dropped from the class.
Academic Probation
Students will be placed on Academic Warning if their semester Grade Point Average (GPA) falls below a 2.0, but their
cumulative GPA remains at 2.0 or higher. If their cumulative GPA falls below a 2.0, the student will be placed on Academic
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Probation and if their cumulative GPA falls below 2.0 for two consecutive semesters, the result is dismissal from college. If a
student is dismissed, the student may apply for reinstatement after one full term has passed by submitting a letter to the
Grievance Committee giving reasons for his/her academic record and requesting that re-admission be granted.
Grading Criteria
Students are graded on their skill level relative to industry standards. The student's skill level comprises all of the following:
Grade Interpretations
A Outstanding 4.00
A- Excellent 3.70
B- Good 2.70
C+ Acceptable 2.30
C Acceptable 2.00
F Failing 0.00
I Incomplete* 0.00
IP In Progress* 0.00
P Pass 0.00
T Transfer* 0.00
Notes:
Grades of I will be given credit only when they are converted to a Letter Grade.
Grades of "F" are computed as zero (0) points toward the Grade Point Average.
Students must achieve a C or better in all Graduate level coursework.
Students must achieve a C- or better in all Undergraduate major classes.
Passing grade for an Undergraduate elective course is D- or above.
Passing grade for an Undergraduate Liberal Arts course is D- or above.
A D+/D/D- in an Undergraduate major required course will be given credit as an elective.
The Academy of Art University is committed to upholding its policies regarding student conduct. By enrolling at the University,
students agree to abide by the policies as outlined in the University Code of Conduct, which can be found in the catalog, in the
Enrollment Agreement and on the Academy of Art University website. This includes, but is not limited to, the expectations of
professional behavior, proper classroom etiquette, attending and participating in all classes. All works, written and visual, must
be the student's own creations. Plagiarism and cheating will not be tolerated.
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All services are offered free of charge and are provided to both online and on campus students, except for Speaking Lab and
Midpoint Workshops, which are offered only on campus. Please call for drop-in hours and appointments.
(415) 618-3917 or arc@academyart.edu
Speaking Lab. Assistance is offered for oral presentations and pronunciation practice. The Speaking Lab also arranges
conversation groups for international students.
One-on-one coaching is available by appointment or on a drop-in basis for assistance with study skills and time management.
SAS also refers students to outside and other AAU services.
ARC Tutoring provides remedial, one-on-one tutoring to qualifying students to supplement workshops.
Classroom Services
Reasonable accommodations can be made for students with disabilities. For more information, or to establish eligibility, contact
Classroom Services at 415.618.3775 or classroomservices@academyart.edu. They are located at 180 New Montgomery Street,
Room 267.
In-class language support is provided for international students in designated sections. Weekly study groups and one-on-one
tutoring are open to all students.
Writing Lab
Writing Lab and Online Writing Lab (OWL). Assistance is available for all writing assignments.
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