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Instructor Resources
ASSIGNMENT 1
From the set of facts in the Instructor's Video booklet (see Notes for Mall of America Escort Policy Preview), write a 40 - 50 second news story for a broadcast anchor to read. Assume the story will be read on the 5 p.m. news, just an hour before the policy takes effect. (See Section VIII on the Instructor's Video for the pictures and sound bites available to the writer.)
Note to instructors: The suggestions below further connect this assignment to concepts from other "Writing Across the Media" chapters.
1. Recall Chapter 2: "Writing with Responsibility," which discusses how to deal with ethical issues (see pages 33 - 37). Are there any potential ethical dilemmas for the reporter covering the implementation of the escort policy at Mall of America? What are they? How much attention should the news reporter pay to the three or four demonstrators in front of the mall who are calling the policy "racist?"
2. Recall Chapter 3: "Writing for Audiences," which describes various media and the characteristics of their audiences. When writing about the Mall of America's escort policy, how do the tasks of the public relations writer differ from the reporters who are writing a story for the daily newspaper or the nightly newscast? Is there a separate audience for each of the messages and how do they differ?
3. Recall Chapter 4: "Using a Variety of Information Sources," which highlights the means and methods of gathering facts and details for a story or news release. If you were reporting on the Mall of America's new escort policy, with whom would you talk? What facts and figures would you like to have? Where would you get them? How many sides or interest groups are effected by the mall's new policy?
ASSIGNMENT 2
From the set of facts provided below, write two full-page magazine ads — each with a different focus. Break the class into groups of three or four.
The Ads: 1. The first ad is to be dominated by the copy, not to exceed 150 words.
2. The second ad is to be based on visual information, centering on a picture, drawing or graphic device.
The Process: 1. Devise the objective and communication strategy for the ad. See pages 175 - 176 for a description of how to do this. Start by identifying the potential audience and describe its needs in relation to the attributes of the product.
2. Next, come up with the objective (this is the simple goal of the ad). Then, think of the strategy. The strategy (or concept) should convey the personality of the brand being advertised (in this case, Dazzle toothpaste).
Remember to try different concepts and to see which works best. Use "brainstorming" to generate ideas for the concept. Also use your group to think of ideas for copy and graphics that are based on your concept. See pages 178-182 on generating ideas for advertisements.
Among the questions the ad must address are:
1. What is significantly different about Dazzle?
2. Who are the customers for the product?
3. And why will he/she buy the toothpaste?
The Facts: Bingo was started by Judy Singer, age 24, who was originally intending to complete her Ph.D. in chemistry at State University. She has now switched her major to the MBA program (master of business administration). Singer developed the product in the basement of her parents' home after being disappointed by the results when using other brands of whitening toothpaste.
Dazzle is the first cosmetic-only toothpaste on the market. It does not fight gum disease or protect teeth from decay. The product must be used in conjunction with a protective toothpaste, one with fluoride. An 8-ounce tube of Dazzle sells for $5.99, or about twice the price of a regular toothpaste.
Note to instructors: The suggestions below further connect this assignment to concepts from other "Writing Across the Media" chapters?
1. Recall Chapter 2: "Writing with Responsibility," which directs media writers to be aware of their obligation to tell the truth (see pages 38 - 40). Are their some potential problems for the advertising copy writer regarding truth telling? What are they? What obligations does a copy writer have in letting readers know the downsides of using the product?
2. Recall Chapter 3: "Writing for Audiences," which discusses the techniques of persuasive communication (see pages 69-73). What do you want to know about the people who might be customers for Dazzle toothpaste? To which of their instincts or feelings will you appeal? To communicate your message, which are more important — words or pictures? Would print ads or television ads be more effective in selling Dazzle toothpaste? Why?
3. Recall Chapter 5: "Writing the Opening," which discusses methods and means of enticing viewers and readers into the story. What method do you use to get people to pay attention to the Dazzle ad? How does the written message change when the picture or graphic image is the focus of the ad? Is any of the message in the Dazzle ad misleading or less than truthful because of the limited amount of space and copy available to present the message?
ASSIGNMENT 3
This assignment will require you to write copy for a Web page and to sketch a layout for the home page for which you are writing.
Get an issue of your college or university newspaper. Choose six stories to use for the home page.
1. Use these six stories for the home page, or navigation page (see pages 170-171). Write titles and one-line descriptions of the stories. On this home page, also include a link to a news summary (you will write the news summary next).
2. Write the copy for the news summary. The summary will contain information on all six stories. Use the same titles from the home page, and write one summary paragraph for each of the six stories.
3. Link from one of the summaries to a full-length Web story. Use a story from the newspaper that is at least 350 words. Edit the story to 250 words. Adjust sentences and paragraphs to meet the visual needs of the Web audience; that is, keep them short and easy to read.
4. Do a hand sketch, or page layout, for the home page of this site. Show the positions of the publication title and all links, including the six stories. Indicate the positions and kinds of other links, pictures and graphics.
Dazzle is a new toothpaste that guarantees white teeth in three days, compared to the two weeks required by all other whitening toothpastes. It was developed by a small company named Bingo Inc., which has no other products on the market. The FDA has assigned an orphan drug status to the active ingredient in Dazzle: TG-15. The orphan drug status is given to protect a small company which has developed a product. It guarantees the company 10 years of exclusive marketing rights to TG-15. Bingo also has the right to sell the ingredient, and the orphan status, to another company.
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