Chelsy McInnis

“The best ideas come as jokes. Make your thinking

as funny as possible.”

David Ogilvy

• Lindenwood puts no emphasis on the book.

• Advice from local copywriter Walt Jaschek:

“Your book should

become like another appendage to you.”

• A majority of classes don’t have campaign or creative-based assignments.

• Almost all copywriting portfolio work comes from spec ads not from classes at LU

• An aspiring copywriter will not get a (good) job without a book.

• University of Illinois has 20+

Advertising core classes

• Only 2-3 of those are creative advertising focused

• There is no “Applied Class” for Advertising

What are we learning?!

• Webster University has 20+ core classes & a portfolio review to graduate

• To graduate from Lindenwood, there is between

and 16-19 “core” classes.

The Problem With Teaching Advertising

• How do you grade “creativity?”

• Do grades discourage thinking “outside of the box?” • Praiseworthy grading • Peer Evaluation

• Students need to effectively respect a Professor's experience and knowledge in the field.

• How do you take a student out of a stressed school environment to focus on copywriting? • Freewriting

How does LU improve their

advertising program?

• Add more Creative Advertising classes

• Give students chances to develop campaigns for the university

• Starting an AAF program

• Helping students form portfolios, or sending them to proper resources to help (REBUS)

• Hiring professors with industry experience

• Be highly creative and imaginative

• Have good written and interpersonal skills

• Work well in a team

• Be able to work under pressure

• Have an eye for detail

• Keep up to date on Advertising

trends & pop culture.

• Curious about clients' products.

• Understand the different language styles that appeal to various target markets

An advertising copywriter should:

“I have always believed that writing advertisements is the second most

profitable form of writing. The first,

of course, is ransom notes.”

Philip Dusenberry

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