The ADV 378-Copywriting seminar helps future writers build a well-rounded, practical skill set to complement their conceptual work. The class begins by considering ad copy as a literary form, and delves into the crafting of other literature -- from short fiction
to poetry to lyrics -- to hone storytelling skills in the service of brands. The class then focuses on the generation (and endless refinement) of headlines, body copy, scripts, songs, taglines, and web content ranging from information to entertainment. At the end of the semester, students turn in a collection of their well-crafted, professional-level work.