TCM 241

Broadcast Copywriting

TEXT:

Meeske, Milan D. (2003).  Copywriting for the Electronic Media: A Practical Guide. (4^th ed.).  Belmont, CA: Wadsworth.

UNIVERSITY MISSION STATEMENT:  Lee University seeks to provide education that integrates biblical truth as revealed in the Holy Scriptures with truth discovered through the study of the arts and sciences and in the practice of various professions.  A personal commitment to Jesus Christ as Lord and Savior is the controlling perspective from which the educational enterprise is carried out.  The foundational purpose of all educational programs is to develop within the students knowledge, appreciation, understanding ability and skills which will prepare them for responsible living in the modern world.

CATALOG DESCRIPTION:  This course provides instruction and practice in written commercial and public service copy for radio and television.  Basic advertising principles are applied to broadcast situations.  Class is held in a production/workshop environment. 

Prerequisites: TCM 230, ENG 110                                                3 hours credit

I.          PURPOSE   

This course will provide students with an opportunity to understand the important role of writing for advertising and promotion within the broadcast industry.  The emphasis is on writing, presented in a “how-to” format, simulating real-world time constraints and deadlines.  The course takes place in a lab setting with the majority of the writing being completed in class.

II.          OBJECTIVES OF COURSE

A.        General Learning Objectives

This course seeks to:

1.         Demonstrate proper media writing techniques.

2.         Provide an overview of the different types of broadcast writing.

3.         Introduce students to the “time” constraints of media writing.

4.         Discuss basic advertising principles as they apply to broadcasting.

5.         Investigate other forms of broadcast writing including public service and political announcements.

6.         Survey the ethical concerns of copywriting for the electronic media.

B.        Specific Behavioral Objectives

As a result of the activities and study in this course, the student should be able to:     

1.         Demonstrate proficiency in media writing techniques as they apply to broadcast copywriting.

2.         Identify various broadcast writing forms.

3.         Apply advertising principles to broadcast campaigns.

4.         Compare and contrast broadcast writing to other styles.

5.         Discuss practical applications of writing skills.

6.         Explain the ethical considerations of broadcast writing.

III.         TOPICS TO BE COVERED

A. Role of the Broadcast Copywriter

B. Copywriting Style – Basic Mechanics

C. Legal and Ethical Implications of Writing Copy

D. Organizing the Broadcast Commercial

E. Mechanics of Radio Commercials

F. Mechanics of Television Commercials

G. Public Service and Issue Announcements

H. Broadcast Advertising Campaigns

I. Political Advertising

IV.        INSTRUCTIONAL PROCEDURES

A. Lectures by the instructor

B. In-class writing assignments

C. Classroom discussions

D. Guest lecturers in the broadcast field

E. Group writing assignments

V.        RESPONSIBILITIES OF STUDENTS

A. Readings from the textbook

B. Writing projects

C. Participate in classroom discussions and exercises

D. Exams

E. Final Project Portfolio

VI.        EVALUATION

A.  Evaluation Activities

            1. Writing Projects                            35%

            2. Examinations                                30%

            3. Class participation                       10%

            4. Quizzes and Exercises                15%

            5. Final Project Portfolio                   10%

            B.  Grading Scale

                        A = 90 - 100

                        B = 80 - 89

                        C = 70 - 79

                        D = 60 - 69

                        F = 59 and below

VII.       STUDENTS WITH DISABILITIES

Lee University is committed to the provision of reasonable accommodations for students with disabilities as defined in Section 504 of the Rehabilitation Act of 1973.  Students who think they may qualify for these accommodations should notify their instructor immediately.  Special services are provided through the Academic Support Program.

VIII.      ACADEMIC INTEGRITY

As a Christian community of scholarship, we at Lee University are committed to the principles of truth and honesty in the academic endeavor.  As faculty and students in this Christian community, we are called to present our academic work as an honest reflection of our abilities; we do not need to defraud members of the community by presenting others’ work as our own.  Therefore, academic dishonesty is handled with serious consequences for two fundamental reasons: it is stealing – taking something that is not ours; it is also lying – pretending to be something it is not.  In a Christian community, such pretense is not only unnecessary, it is also harmful to the individual and community as a whole.  Cheating should have no place at a campus where Christ is King because God desires us to be truthful with each other concerning our academic abilities.  Only with a truthful presentation of our knowledge can there be an honest evaluation of our abilities.  To such integrity, we as a Christian academic community are called.

IX.        READING LIST

Aitchison, J. (2002).  Cutting Edge Commercials. Upper Saddle River, NJ: Prentice Hall.

Barzman, A. (2002).  Hearing Voices: Creating, Voicing and Producing Great Radio Commercials. Sherman Oaks, CA: Gabriel Publications.

Elin, L., & Lapides, A. (2003).  Designing and Producing the Television Commercial.  Boston: Allyn and Bacon.

Goldstein, K. M., & Strach, P. (2003).  The Medium and the Message: Television Advertising and American Elections. Upper Saddle River, NJ: Prentice Hall.

Hilliard, R. L. (2004).  Writing for Television, Radio, and New Media. (8^th ed.). Belmont, CA: Wadsworth.

Orlik, P. B. (2004). Broadcast/Cable Copywriting. (7^th ed.). Boston: Allyn and Bacon.

Richardson, G. W., Jr. (2002).  Pulp Politics: How Political Advertising Tells the Stories of American Politics. Lanham, MD: Rowman and Littlefield.

Samuel, L. R. (2002).  Brought to You By: Postwar Television Advertising and the American Dream.  Austin, TX: University of Texas Press.

Stovall, J. G. (2002).  Writing for the Mass Media. (5^th ed.). Boston: Allyn and Bacon.

Sullivan, L. (2003).  Hey Whipple, Squeeze This: A Guide to Creating Great Ads. (2^nd ed.). Hoboken, NJ: John Wiley and Sons.

Wells, W., Burnett, J., & Moriarty, S. (2003). Advertising: Principles & Practice.  Upper Saddle River, NJ: Prentice Hall.

Whitaker, W.R., Ramsey, J.E., & Smith, R.D. (2000).  Media Writing: Print, Broadcast and Public Relations.  New York: Longman.                                                                       

Revised 10/28/03