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

by Nancy R Tag SAGE Publications, Inc
Pub Date:
02/2012
ISBN:
9781412980531
Format:
Pbk 216 pages
Price:
AU$145.00 NZ$149.57
Product Status: In Stock Now
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Available as eBook
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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; 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.

PART I: 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 Talenta¦ a¦So Letas Teach It Print: The Ground Zero of Critique. The Critique Paradox Critique Basics Further Reading Exercises CHAPTER 2: ADSPEAK: THE VOCABULARY OF ADVERTISING THE BASIC TERMS OF ADSPEAK The Creative Strategy: AKA aThe WHATa The Target Audience: AKA aThe WHOa The Concept: AKA aThe HOWa Execution The Layout Campaign Tagline THE MORE ADVANCED TERMS OF ADSPEAK Brand Identity and Equity aOwnabilitya 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 One: The Headline and the Visual are Redundant or Disconnected Two: Meaningless Gimmicks and Borrowed Interest Three: Using Spokespeople Who are Irrelevant to the Product or Message Four: Lack of Focus Five: The Page is Overdeveloped and/or Poorly Planned Six: Sacrificing Clarity for Cleverness Seven: Over-acknowledging Your Competition Eight: Letting Your Strategy Show Nine: Being Edgy for its Own Sake Ten: Huh? Using Pretzel Logic, Being Too Subtle or Obtuse Eleven: Forgetting about the Product Twelve: Being Boring or Too Obvious 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 Exercise Suggested Reading Great Collections of Single Panel Cartoons CHAPTER 5: THE 360 DEGREES CRIT: BEING DIGITAL, GOING VIRAL and BEYOND Defining our Media Channels Timeline and Traits of Media Channels AdSpeak 360 Itas a 360 Degree World. Respect Your Media Exercises Find Out More PART II: 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 Opposite Side of the Table Stories from the Combat Zone Two Sides to Every Stereotype 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 TEAMaS BILL OF RIGHTS It is within The Creative Teamas rights Recap Exercises CHAPTER 9: THE CLIENTaS BILL OF RIGHTS It is within a Clientas rights Recap Exercises CHAPTER 10: PRESENTATION PREP Simple ways to prepare for that meeting ahead of time 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

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 and 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 sheas overseen a distinguished roster of clients which include ING Financial Services, Procter and 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. Sheas 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 and Service Award as well as a Colin Powell Fellowship.