2021 Fall Term
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FOUNDATIONS OF ADVERTISING
A survey of advertising and its role as an institution in society, both as a marketing tool and as a communication process.
An introduction to critical and analytical approaches to writing about narrative performative and media texts, such as film, television, stage plays, and digital/online texts. Students will learn about the form and historical/production contexts of media texts and will write reviews and critical analyses of specific films, TV shows, video games, and other texts, for a variety of outlets and audiences.
WRITING FOR NEWS MEDIA
Introduction to journalistic writing in the styles appropriate to various mass media. Includes a review of writing fundamentals. Emphasis is placed on selecting, organizing and structuring information. Practice in writing for print, broadcast, and Web journalism is included.
REPORTING FOR NEWS MEDIA
An introduction to reporting for the news media. Students will learn interviewing and research skills, develop news and feature stories, and work with basic digital equipment to create content for print and online news operations. Stories will be told through text and through audio, video and other digital formats.
ELECTRONIC MEDIA COPYWRITING
The course is designed as an introduction to the theory and practice of writing for the electronic media, principally radio and television. The course will provide intensive practice through writing assignments of commercial copy, program continuity copy, and public service announcements for radio and television. There will also be practice in the development and organization of various program types including talk, interview, discussion, news, and documentary programs.
The course covers the proper use of language, spelling, punctuation and accepted writing style in news stories. It concentrates on use of the Associate Press Stylebook to check capitalization, abbreviations, numerals, and titles. Grammar fundamentals, sentence structure and news format are covered.
This course is a study of newspaper, magazine and on-line production that integrates working with text with layout and technological considerations. Building on the editing, writing of headlines and cutlines, proofreading and considering of newsworthiness practiced in Publication Editing, the course integrates these skills with selection and placement of graphic elements, proofreading page layout, selection and placement of stories, editorial responsibilities and basics of print media production, including newspapers, magazines, newsletters and online services. This is a lecture/demonstration/laboratory course in which information is presented for students to apply in practical situations.
SCHOOL PUBLICATIONS: EDITORIAL
A laboratory journalism course in which the student elects to work on the University newspaper or photo staff. A student may earn 1 hour of credit for each term of work and a maximum of 3 credits toward graduation.
This course exposes students to ethical theory in the context of rapid technological change and the means to acquire ethical analytical abilities. This two-tiered approach first examines the relationship between professional ethics and social philosophy to establish a framework for understanding the relationship between media practice and democratic society.
ADVERTISING COPYWRITING AND LAYOUT
Study of the strategy and principles used to develop copy and visuals for persuasive messages in advertising, sales promotion, direct response, interactive and other brand communication. Students will apply the principles they learn by writing and designing messages across various media and for a variety of products and services. Students will also gain presentation experience.
ADVERTISING MEDIA PLANNING AND BUYING
This course provides an overview of the development of advertising media objectives and strategies. It examines the characteristics of the various media and the principles of media scheduling and buying. Students will learn how to evaluate media for the purpose of selecting the media and media vehicles that will most effectively deliver advertising messages to the target audience. Students will receive instruction in effective media planning and buying and will be able to practice putting media plans into action. This course examines the media of advertising and emphasizes development of advertising media objectives and strategies and provides practice in implementing those strategies.
JOURNALISM FOR THE WEB
Students will become proficient in the use of Web-related journalistic tools to attract and retain an online audience. Topics will include site design, content management systems, social media and Web metrics.
ADVERTISING AND PUBLIC RELATIONS ACCOUNT MANAGMENT
This course provides students with specific knowledge and preparation for the effective managment of a corporate department or independent agency in public relations or advertising. Special emphasis will be on insights from research and practice, especially in terms of the social and economic affects of public relations' and advertising's communication efforts. Additional analysis and assessment of operations decision making for public relations and advertising situations and cases will also be covered.
LAW OF MASS COMMUNICATION
Study of law as applied to the mass media with particular emphasis on freedom of information, libel, privacy, contempt, commercial speech, regulation of electronic media and copyright regulation.
Sales problems in advertising; the planning and execution of an advertising campaign; choice of advertising media; market and consumer research; a study of advertising as an institution and its role in communications, society, our economy and business.
MASS COMMUNICATION IN SOCIETY
A course which examines the functions and effects of mass media in our society. Theoretical bases for assessing social, behavioral and cultural influences are emphasized.
Professional experience in which the student who aspires to a career in advertising works for an approved employer in his/her area of interest under the supervision of a professional in that field.
INTERNSHIP IN JOURNALISM
Professional experiences in which the student who aspires to a career in journalism works for an approved internship setting in broadcasting, on-line, or print journalism under the supervision of a professional in that field.