Mo 5:15PM – 6:35PM     Newhouse 1 Rm 409
First Class Jan 12, 2009   Last Class Apr 27, 2009

THE CLASS
This is an introduction and a test to see if you have the ability or the desire to continue on the track to getting a job as a creative in advertising. You will come up with ideas that will hopefully engage and sell a product or service to a consumer. You will be expected to come up with your own ideas, collaborate with others and present ideas. Not everyone is cut out for this, and only the best get jobs. Now is the time to figure it out. We’ll also discuss the realities of advertising: the work, the hours, the money, the politics, the people, the clients and why this business is way better than having a real job.

WHAT YOU WILL LEARN
How an agency works (Copywriters vs. Art Directors)
Creative Thinking/Creative Problem Solving
Good/Bad Briefs
Criticizing bad advertising
On strategy/off strategy
Recognizing great advertising
Getting to know the award shows / books
Creative Brainstorming
Big Idea Development
Headlines/Taglines
Body copy writing/editing
Intro to art direction (InDesign, Photoshop, Illustrator)\

CLASS RULES
Have fun. If you’re not having fun with these assignments, it’s sign #1 that the creative side of advertising isn’t your calling.

Be serious. If you want a job as an ad creative you must have a smart, fresh, compelling book. If you have talent, passion and make this class a top priority, you’ll leave with one. Make this class a priority.

Toughen up. Your thinking will be questioned, you’ll have to defend your ideas, your ads will be critiqued. It’s what happens in real world creative departments. It’s what makes good ads great.

Be collaborative. If you have ideas, questions, criticisms of anyone’s work, voice them. Ultimately it will lead to better ads, better books and a better chance of landing a job.

Be on Time. It’s expected at of you at a real job, get used to it.

What you’ll want to have for class

• A black “TOYO” binder to hold your work and keep it organized.
• Stuff to write with. I recommend a black marker and a marker pad, but use whatever you’re comfortable with for scratching out your ideas.
• A Thumbdrive
• The book Creative Advertising by Mario Pricken
• An open mind
• Thick skin

GRADING
You will be graded using the following criteria:
1. Quality of ideas, quality of execution, level of professionalism     60%
You will get feedback immediately on your ads. In real creative departments a creative director picks the best to present to the client. The same goes with your portfolio.
Assignments will be critiqued and ranked 1 – 12 (1 being the best)

AR = Agency Recommendation Good to present to the client. Some unique thinking. Breakthrough. Educational equivalent of an A. Usually one is given out per assignment. Ranked 1

P = Presented OK, we’ll keep in it the back pocket but not the agency recommendation. Average, expected solutions. Educational equivalent of a B. 3 are usually chosen. Ranked 2-4

NP = Not presented off strategy, not creative, not interesting or good. Educational equivalent of a C. Ranked 5-12

There will be roughly 9 full assignments and 3-4 in-class assignments. Each week you will need to bring in your best solution. Some will hit. Some will miss. To get a good grade you need to bring in more hits than misses. That’s how it works in real life, get used to it and learn to deal.

2. Contribution and attitude        20%
The best way to get a less than stellar grade in this class is to sit on your hands and say nothing. This business is about opinions so you’d better have one. However, this does not mean you talk while I or others are talking, that’s the other route to getting an undesirable grade.

3. Attendance
Miss class for a bad reason and I dock you. Each unexcused absence is 1/2 letter grade reduction. 6 unexcused absences is an F.  It’s like skipping work and getting fired, that’s reality, get used to it. It’s coming.

4. The Curve                    10%
It’s a competitive business. It’s a competitive class. You will be ranked in the class according to a curve. In the real world out of 20 people, one maybe 2 get the job. It makes a difference, so I make it a grade criteria.

5 Final project                 10%
This semester, your final project will be a Powerpoint or Keynote on an agency or your choice. The presentation should include agency facts, billings, leadership, locations and clients, as well as 7-10 examples of agency work. Presentations should be no longer than 7 minutes and will take place on the last 2 classes of the semester.

Continuation to Portfolio II
Advertising is a competitive industry and the jobs only go to the best. Especially in the creative department.
If you intend to continue on to Portfolio 2 you need to submit and pass a portfolio
review by the ad faculty. The portfolio will be comprised of a minimum of 5
assignments from this class. Ideas are the most important criteria for judging followed by execution. However execution of your final portfolio will be on computer.
You must pass in order to register. and if you don’t pass you can rework your
portfolio and re-submit the following semester. just so you know the odds, 1 out of 3 do not pass.

Submission Date Friday 4/17 (subject to change)

Students with disabilities:

Students who have special needs because of any type of disability should check with your instructor during the first week of class.  If you have a certification from the Office of Disability Services and need to make special arrangements to take the exam in the ODS office, it is your responsibility to schedule the arrangement.

Academic integrity:

The Syllabus University Academic Integrity Policy holds students accountable for the integrity of the work they submit.  Students should be familiar with the Policy and know that it is your responsibility to learn about instructor and general academic expectations with regard to proper citation of sources in written work.  The policy also governs the integrity of work submitted in exams and assignments as well as the veracity of signatures on attendance sheets and other verifications of participation in class activities.  Serious sanctions can result from academic dishonesty of any sort.  Academic integrity expectations are listed in the following pages.  You may view more information about academic integrity at  HYPERLINK “http://academicintegrity.syr.edu” http://academicintegrity.syr.edu.

Academic Integrity Expectations

Academic integrity is violated by any dishonest act which is committed in an academic context including, but not restricted to the following:
A. Use of Sources
1. Plagiarism is the use of someone else’s language, ideas, information, or original material without acknowledging the source.
a. Examples of plagiarism:
i. Paper is downloaded from an Internet source and/or obtained from a paper mill.     ii. Paper contains part or all of the writings of another person (including another student), without citation.                                                                                             iii. Paper contains passages that were cut and pasted from an Internet source, without citation.
2. While students are responsible for knowing how to quote from, paraphrase, and cite sources correctly, the ability to apply that information in all writing situations is an advanced literacy skill acquired over time through repeated practice.
When a student has attempted to acknowledge sources but has not done so fully or completely, the instructor may determine that the issue is misuse of sources or bad writing, rather than plagiarism. Factors that may be relevant to the determination between misuse of sources and plagiarism include prior academic integrity education at Syracuse University and the program level of the student. Instructors are responsible for communicating their expectations regarding the use and citation of sources.
B. Course Work and Research
1. The use or attempted use of unauthorized aids in examinations or other academic exercises submitted for evaluation;
2. Fabrication, falsification, or misrepresentation of data, results, sources for papers or reports; in clinical practice, as in reporting experiments, measurements, statistical analyses, tests, or other studies never performed; manipulating or altering data or other manifestations of research to achieve a desired result; selective reporting, including the deliberate suppression of conflicting or unwanted data;
3. Copying from another student’s work;
4. Actions that destroy or alter the work of another student;
5. Unauthorized cooperation in completing assignments or examinations;
6. Submission of the same written work in more than one course without prior written approval from both instructors.
C. Communications
1. Violating the confidentiality of an academic integrity investigation, resolution, or documentation;
2. Making a false report of academic dishonesty;
3. Dishonesty in requests for make-up exams, for extensions of deadlines for submitting papers, or in any other matter relating to a course.
D. Representations and Materials Misuse
1. Falsification of records, reports, or documents associated with the educational process;
2. Misrepresentation of one’s own or another’s identity in an academic context;
3. Misrepresentation of material facts or circumstances in relation to examinations, papers, or other academic activities;
4. Sale of papers, essays, or research for fraudulent use;
5. Alteration or falsification of University records;
6. Unauthorized use of University academic facilities or equipment, including computer accounts and files;
7. Unauthorized recording, sale, purchase, or use of academic lectures, academic computer software, or other instructional materials;
8. Expropriation or abuse of ideas and preliminary data obtained during the process of editorial or peer review of work submitted to journals, or in proposals for funding by agency panels or by internal University committees;
9. Expropriation and/or inappropriate dissemination of personally-identifying human subject data;
10. Unauthorized removal, mutilation, or deliberate concealment of materials in University libraries, media, laboratories, or academic resource centers.

Portfolio 1 Class list
Chung,Kathryn Anne      HYPERLINK “mailto:kachung@syr.edu” kachung@syr.edu
Cleveland,Nancy J      HYPERLINK “mailto:njclevel@syr.edu” njclevel@syr.edu
Finn,Lauren Elizabeth      HYPERLINK “mailto:lefinn@syr.edu” lefinn@syr.edu
Gardner,Steven Y      HYPERLINK “mailto:sygardne@syr.edu” sygardne@syr.edu
Kreisner,Jordan A      HYPERLINK “mailto:jakreisn@syr.edu” jakreisn@syr.edu
Levesque,Kristin Therese      HYPERLINK “mailto:ktlevesq@syr.edu” ktlevesq@syr.edu
Mendonca,Stephen Anthony      HYPERLINK “mailto:samendon@syr.edu” samendon@syr.edu
Overholt,Katherine Clare      HYPERLINK “mailto:kcoverho@syr.edu” kcoverho@syr.edu
Ramirez,Geraldine Aimee      HYPERLINK “mailto:gramirez@syr.edu” gramirez@syr.edu
Rubin,Adam L      HYPERLINK “mailto:alrubi01@syr.edu” alrubi01@syr.edu
Sides,Gregory David      HYPERLINK “mailto:gdsides@syr.edu” gdsides@syr.edu
Yanow,Samantha M      HYPERLINK “mailto:smyanow@syr.edu” smyanow@syr.edu

Weekly Schedule