ISBN-10:
1412980534
ISBN-13:
9781412980531
Pub. Date:
12/14/2011
Publisher:
SAGE Publications
Ad Critique: How to Deconstruct Ads in Order to Build Better Advertising / Edition 1

Ad Critique: How to Deconstruct Ads in Order to Build Better Advertising / Edition 1

by Nancy R. Tag
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Overview

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; 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.

Product Details

ISBN-13: 9781412980531
Publisher: SAGE Publications
Publication date: 12/14/2011
Pages: 216
Product dimensions: 7.30(w) x 9.00(h) x 0.60(d)

About the Author

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.

Table of Contents

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 Let’s Teach It
Print: The Ground Zero of Critique
The Critique Paradox
Critique Basics
Further Reading
Exercises
Chapter 2: Ad Speak: The Vocabulary of Avertising
Every Language Needs a Vocabulary
The Basic Terms of Ad Speak
The Creative Strategy: AKA “The WHAT”
The Target Audience: AKA “The WHO”
The Concept: AKA “The HOW”
Execution
The Layout
Campaign
Tagline
The More Advanced Terms of Ad Speak
Brand Identity and Equity
“Ownability”
Brand Personality
Page Personality
Demo: AKA "The Proof "
The Terms : A Cheat Sheet
Critique Exercises
Suggested Viewing
Suggested Reading
Chapter 3: Ad Errors: When Good Ads Go Bad
Ad Error One: The Headline and the Visual Are Redundant or Disconnected
Ad Error Two: Meaningless Gimmicks and Borrowed Interest
Ad Error Three: Using Spokespeople Who Are Irrelevant to the Product or Message
Ad Error Four: Lack of Focus
Ad Error Five: The Page Is Overdeveloped and/or Poorly Planned
Ad Error Six: Sacrificing Clarity for Cleverness
Ad Error Seven: Overacknowledging Your Competition
Ad Error Eight: Letting Your Strategy Show
Ad Error Nine: Being Edgy for Its Own Sake
Ad Error Ten: Huh? Using Pretzel Logic, Being Too Subtle or Obtuse
Ad Error Eleven: Forgetting About the Product
Ad Error Twelve: Being Boring or Too Obvious
Ad Error Thirteen: The Tonality and/or Visual Style Is Inconsistent With the Product or Message
Critique Exercises
Chapter 4: Ad Analogy: 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
Ad Speak 360
Critique Exercises
Find Out More
PART 2: Critique in Action
Chapter 6: Ad Alliances: 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: Ad Speak 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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