The teaching of broadcast copywriting can be enhanced by computer assisted instruction, especially in screening students' writing for adherence to classic "formulas" or "rules" for broadcast writing. Such rules might include avoiding cliches or not beginning a sentence with a subordinate clause. Other rules the computer can…

Instructors of professional courses such as advertising copywriting need to exercise caution in assigning grades to their students' creative work. Some alternative assessment methods can equally emphasize process and product. One successful technique is "praiseworthy grading," which shifts the focus from fault-finding to appreciation of…

Advertising educators have a responsibility to make students aware of the importance of the mature market (older people) and to teach them methods to reach this group. An assignment in a copywriting class asked students to write and design ads to promote blue jeans to adults over 50. The assignment accomplished three things: (1) helped students…

A study was conducted to determine whether there is a relationship between the psychological types of copywriting students and performance in a copywriting class. The goal was to develop a program of instruction which would systematically alter psychological makeup in a constructive manner to enable students to become better copywriters. Subjects,…

Writing techniques espoused by Peter Elbow, applied to the teaching of writing in advertising copywriting classes can help students develop into better writers, generating better copy ideas. The shift of focus from writing a finished piece the first time to concentrating on the process of writing allows for a freer flow of ideas and creativity.…

At a time when few copywriting jobs are available for new graduates, enrollments in advertising are exploding. An advertising educator set out to change students' perceptions that in advertising only copywriting requires imagination by developing a course called "Advertising and Innovation" which was designed to force students to use…

The issue of whether teaching methods can influence creativity in the advertising copy writing classroom can best be examined by breaking it into three areas of knowledge access (perceptual, action, and conceptual). One of the perceptions of creativity is that creativity ceases to develop once a student is of college age, and that college itself…

This paper describes four journalism courses designed to develop students' visual sense and then channel that sense into the field of advertising. "Visual Communication" is a basic course in the elements of design which attempts to demonstrate to students that there are rules and order which comprise good design. "Publication…

A survey was undertaken to determine the opinion of local broadcasters on the effectiveness of broadcast education to prepare students for jobs in the industry. Based on 55 questionnaires and 21 interviews of station directors and managers, it was determined that the industry preferred college educated employees whose education emphasized public…

This paper focuses on two major issues in the third stage of the implementation and dissemination process for computer based instruction (CBI)--copyright and documentation. The purpose, special problems, and different approaches or methods of copywriting and documenting CBI materials are discussed. Tables outline the types of information required…

Oral Roberts University opened in 1965 with an audiovisual Dial Access Information Retrieval System designed to provide basic course information to students. After the novelty and problems of the start, the system has progressed to the point where over half of the general education course work is now offered by the systems approach--creating a…

The purpose of this paper is to compare and contrast the mission and scope of professional/baccalaureate advertising education with Marketing Education curriculum and instruction strategies to enhance advertising students' outcome. Sixty-five colleges and universities with advertising education departments, sequences, or areas of emphasis…

With minor modifications, an advertising fundamentals course can stimulate creative development and provide career direction while it presents the basic elements of advertising. A group presentation introduces students to research and familiarizes them with the conflict resolution process useful in preparing advertising. A group project arranges…

The development of the advertising writer is really the development of an artist, an artistic process governed by the same exasperating lack of rules. It is above all an internal journey that each student must make to discover his or her own distinctive voice. Frequent assignments will eventually give rise to frequent moments of insight, charm,…