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 2: AdSpeak: The Vocabulary of Advertising
AdSpeak: The Vocabulary of Advertising
Every Language Needs a Vocabulary
During the early stages in the development of an ad campaign, the client and agency converse in the common language of marketing. Both parties are generally comfortable discussing things like macro-environmental trends, strategic brand building, unique selling propositions, ROI, R&D, and various other terms and acronyms. They may disagree on certain issues along the way, but at least everyone feels like they're speaking the same language. These meetings are usually quite lively. Everyone participates. At some point, though, there's one department in the agency that takes hold of the process and then translates all those “conversations” into the advertising itself. That department is the Creative Department. Ooooh. The CREATIVE Department. Just the ...