Teach Concepts before Teaching Ad Copywriting.

Keding, Ann

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Peer reviewed

ERIC Number: EJ373212

Record Type: Journal

Publication Date: 1988

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Teach Concepts before Teaching Ad Copywriting.

Keding, Ann

Journalism Educator, v43 n2 p105-07 Sum 1988

Argues that copywriting students should be taught to recognize and create an advertising concept before learning to write advertising copy. Outlines a teaching method for creating advertising concepts, and discusses criteria for evaluating them. (MM)

Descriptors: Advertising, Concept Teaching, Course Content, Creative Activities, Higher Education, Journalism, Journalism Education, Teaching Methods

Publication Type: Journal Articles; Reports - Evaluative; Guides - Classroom - Teacher

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Language: English

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