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.

The Case for Critique: Why We Need Constructive Criticism to Make Great Ads

The case for critique: Why we need constructive criticism to make great ads

Befriending the Beast

As a professor of advertising, I begin each semester with the same statement: “Most advertising stinks.” That doesn't mean there isn't plenty of terrific brand building, perception shaping, and hard-selling stuff on the airwaves and in the award books. But the vast majority of advertising is as invisible as wallpaper. Or as annoyingly offensive as gum on your shoe. At its worst, advertising can seem like a big, stinky beast that forces itself down our throats and leaves an ugly taste in our mouths. Consumers are inundated. Promoters become more beastly aggressive. We begin to lose sight of ...

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