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Ad Critique teaches advertising, marketing, and management students--both the "suits" and the "creatives"--how to effectively judge and critique creativity in advertising. This textbook is an instruction manual, a facilitator of dialogue, and a companion piece to classroom content. Its lessons result in actual skills that enable students to look at the creative product and embolden them to say something constructive and worthwhile.

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• Part 1 The Language of Critique
• Chapter 1 The Case for Critique: Why We Need Constructive Criticism to Make Great Ads
• Befriending the Beast
• What Exactly Is Critique?
• Critique Is a Skill, Not a Talent . . .
• . . . So LetâÇÖs Teach It
• Print: The Ground Zero of Critique
• The Critique Paradox
• Critique Basics
• Further Reading
• Exercises
• Chapter 2 AdSpeak: The Vocabulary of Avertising
• Every Language Needs a Vocabulary
• The Basic Terms of AdSpeak
• The Creative Strategy: Aka âÇ£The WhatâÇ 
• The Target Audience: Aka âÇ£The WhoâÇ 
• The Concept: Aka âÇ£The HowâÇ 
• Execution
• The Layout
• Campaign
• Tagline
• The More Advanced Terms of AdSpeak
• Brand Identity and Equity
• âÇ£OwnabilityâÇ 
• Brand Personality
• Page Personality
• Demo: Aka "The Proof"
• The Terms : a Cheat Sheet
• Critique Exercises
• Suggested Viewing
• Suggested Reading
• Chapter 3 AdErrors: When Good Ads Go Bad
• AdError One: The Headline and the Visual Are Redundant or Disconnected
• AdError Two: Meaningless Gimmicks and Borrowed Interest
• AdError Three: Using Spokespeople Who Are Irrelevant to the Product or Message
• AdError Four: Lack of Focus
• AdError Five: The Page Is Overdeveloped and/or Poorly Planned
• AdError Six: Sacrificing Clarity for Cleverness
• AdError Seven: Overacknowledging Your Competition
• AdError Eight: Letting Your Strategy Show
• AdError Nine: Being Edgy for Its Own Sake
• AdError Ten: Huh? Using Pretzel Logic, Being Too Subtle or Obtuse
• AdError Eleven: Forgetting About the Product
• AdError Twelve: Being Boring or Too Obvious
• AdError Thirteen: The Tonality and/or Visual Style Is Inconsistent With the Product or Message
• Critique Exercises
• Chapter 4 AdAnalogy: How Art and Copy Play Together
• Why Are Single-Panel Cartoons Funny?
• Funny? Unfunny? How Cartoons Work
• Headline Swap: How Print Ads Work
• Critique Exercises
• Suggested Reading
• Great Collections of Single Panel Cartoons
• Chapter 5 The 360-Degree Critique: Being Digital, Going Viral and Beyond
• Defining Our Media Channels
• Timeline and Traits of Media Channels
• AdSpeak 360
• Critique Exercises
• Find Out More
• Part 2 Critique in Action
• Chapter 6 AdAlliances: Your Partners in Creating Great Advertising
• The Dance
• The Cast of Characters
• Knee Jerk Reactions to Those on the Other Side of the Table
• Stories From the Combat Zone
• Two Sides to Every Stereotype
• Critique Exercises
• Suggested Reading
• Chapter 7 AdSpeak Up! Who Says What When
• The Cast of Characters
• The Basic Chronology of the Process
• Critique Exercise--in Four Parts
• Chapter 8 The Creative Team's Bill of Rights
• The Creative Team's Bill of Rights: Eight Things Every Art Director and Copywriter Have a Right to Expect During the Presentation of Their Work
• Recap
• Exercises
• Chapter 9 The Client's Bill of Rights
• The Client's Bill of Rights: Six Things Every Client Has a Right to Expect During a Creative Presentation
• Recap
• Suggested Viewing
• Critique Exercises
• Chapter10: Presentation Prep
• Prior to the Meeting
• Recap
• Suggested Reading
• Chapter 11 Critique Cheats: Tips to Make the Most of the Critique
• Shhhh! Blatant Cheats for a Killer Critique
• Role Playing Exercise

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CHOICE Review

This book is built on the truism that advertising has one purpose--to sell something--and that creativity is the engine that drives advertising, just as the locomotive drives the train. Tag (City College of New York) suggests that advertising critique (i.e., breaking down the elements of an advertising execution and rebuilding it for greater impact) allows one to gain a better appreciation and understanding of the advertising process and how the elements work together for a synergistic effect. Print advertising is chosen as the learning tool for several reasons, chief among them that print advertising is static and invites the analyst to study it, take it apart, and put it back together for greater impact. This book is packed with examples showing the value of advertising critique, a deliberate piece-by-piece evaluative process. Quite effectively, Tag makes a compelling case for a collaborative and productive work environment as key to realizing the advantages of critique. The latter part of the book nicely details the alliances needed--among and between the client, the account team, the creative director, and the creative team--if the benefits of advertising critique are to be a reality. Summing Up: Recommended. All levels of undergraduate and graduate students as well as practitioners. N. A. Govoni Babson College

Notas de autor provistas por Syndetics

Nancy R. Tag (M.A., The New School; B.A., University of Pennsylvania) is an Assistant Professor of Advertising and PR and Deputy Chair of the Media & Communication Arts Department at The City College of New York. She has been a Creative Director at various advertising agencies throughout New York City where she's overseen a distinguished roster of clients which include ING Financial Services, Procter & Gamble, The Waldorf-Astoria, Shiseido Cosmetics, Seiko, Canon, and Aruba Tourism. In addition to winning numerous industry awards, two of her television commercials have been inducted into the permanent collection on advertising at the Museum of Modern Art in New York City. Before coming to City College, Tag taught advertising to potential copywriters, art directors, and design managers at Parsons School of Design where she twice received the Henry Wolf Award for Teaching Excellence. She's also taught in the Baker School of Business and Technology College at Fashion Institute of Technology. In 2007, she was the recipient of a City College of New York Presidential Junior Faculty Leadership & Service Award as well as a Colin Powell Fellowship.