Assignment brief Mass Communication Department

FACULTY OF SOCIAL SCIENCES & LIBERAL ARTS

SM 220 CREATIVE COPYWRITING/ SM203 COPYWRITING
SEPT - OCT 2019
ASSIGNMENT BRIEF
LECTURER: MS RABIAH

A. Individual Assignment (30%)

Dateline: week 3 (Monday)
Each student is required to create 3 print advertisement with headlines, subhead and bodycopy for any travel
destination. Students are required to follow the guides for copywriting and layout for advertisement.

PRINT AD ASSESSMENT CRITERIA (40 accumulated to 10% for each)

Item Mark Expectations
Writing mechanics - grammar 2 No errors in punctuation, capitalization and spelling. Uses correct grammar
Writing mechanics - language 2 No errors sentence structure and word usage. Selects rich and varied words for
context
Headlines 8 Speaks directly to TA. Grabs reader’s attention. Catchy and easy to
remember. Makes the idea from the visuals even clearer. Uses specific words
to convey the key benefit of the product being advertised effectively and
succinctly
Subhead 4 Efficiently compliment headline. Writing is engaging, shows writer’s voice.
Audience clearly understands the product and message
Bodycopy 4 The copy details how the product or service meets the customer’s needs
exceptionally well. It is personal, adds desire and urgency, and is simple and
direct.
Copy 4 Words are imaginative, well- crafted and tailored to the product. Each word
is necessary. Headline, subhead and body copy all work exceptionally well
together to convey a message that complements the visuals.
Persuasive technique 4 5 or more persuasive techniques used. Effect is persuasive
Illustration 4 Graphics go well with the text and holds the reader’s attention that sends a
message along with the headline and copy. The picture projects the desire
message
Aesthetics 4 The project is exceptionally attractive in terms of design, layout, formats,
neatness,
Layout 4 Exceptionally well planned and application of AIDA concept
Total 40

Guidelines for Print Advertisement assessment

 Full printed advertisement on A4 mounted on mounting board with rubrics at the back of each.
 Sketch book of proposed headlines, subhead and bodycopy which shows your research and ideation

C. Policy of professionalism
Students are expected to maintain level of professionalism – very neat and precise. Please give attention to
the details such as the process of mounting the printed advertisements or storyboard.
Sloppy and messy works will not be accepted for submission.

E. Datelines
Individual Printed advertisement: 23/09/2019
Late submission penalty: 1 day = 1 mark deduction
2 days = 1+2 marks deduction
3 days = 1+2+3 marks deduction and so forth…