Copywriting & Creative Evaluation
1st Assessment instructions
1. Overview
The 1st Assessment will challenge you to better understand and critically assess advertising, its functions and effects in society, using semiotics and your observation skills. You are encouraged to study old print advertisements from the Hellenic Advertising Archives.
2. Content
Each project must contain the following sections:
a) Abstract: write it after you finish your project. This is a 100-150 word overview of your work
b) Introduction: present your print ad and the reasons why you believe it is worth analyzing.
c) Method: in one or two paragraphs describe how you are going to apply semiotics to critically read this ad.
d) Description: present your work stage by stage:
Observation and description:
Headline, text, messages
Logo
Main visual
Secondary visuals
Colors, sizes, positions including the product
e) Questions:
Signifier and signified
Rhetoric tropes and figures
Anchoring and appeals
f) Conclusion: what do we find out after following this process? Areas for future research.
3. Research
You need two types of research to submit this project: First, you need to consult literature on semiotics, as instructed, to develop thorough analyzing skills. Second, you need to study older ads and cultural trends of the time the ad circulated, to be able to match your observations with such trends thus acquiring a better understanding of an ads function during its time, the symbols used, the underlying appeals etc. This type of reading is case specific.
Therefore, make sure you use sources; you list them properly at the end of your assignment; and you cite them meticulously in your text. You should use at least five (5) sources (books or peer-reviewed articles in academic journals) including your book. Make sure you use APA style
Documentation: APA style
Word length: between 2000-2500 words excluding references. Under- or over-writing leads to a 10% penalty on your grade.
Submission: The project must be word processed, and submitted through Turnitin. Students are also required to bring a hard copy in class, on the same or during the following day.
CN 3609 Copywriting & Creative Evaluation – Level 5
1st assessment rubric
