ADVEĀ 3400. Advertising Copywriting. 3 cr. hrs.

Rigorous study and practice in planning and preparation of advertising messages. Emphasis on writing for all media. Artistic and scientific aspects of advertising creativity. Principles of creative strategy including: product/service research, target audience analysis, and selection of persuasive appeals and creative approaches. Evaluation of advertising effectiveness. Lecture/lab format. Prereq: ADVE 1400 or PURE 1800; and ADPR 2200. Restricted to declared ADVE or PURE majors or minors.