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.
Chapter 11: Critique Cheats: Tips to Make the Most of the Critique
Critique Cheats: Tips to Make the Most of the Critique
Okay … critique time is here. You feel proficient in AdSpeak. You know your AdErrors inside and out. And those AdAnalogies really nailed the synergy issue for you. But now judgment day is here and you're about to sit across the table from some smug creative type (or maybe even your own creative partner) who tends to get more defensive than a middle linebacker.
Relax. Remember that the point of a creative critique is not just about passing judgment but about opening up a meaningful dialogue. Is there a script to follow? It would be great if there were. But there isn't. However, the best way to ...