Summary
Contents
Subject index
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.
AdAnalogy: How Art and Copy Play Together
AdAnalogy: How Art and Copy Play Together
Robert Mankoff, the cartoon editor of The New Yorker, once said, “Everything I need to know about creativity I learned from cartoons.” Cartoons have a lesson for us, too. Of course, nothing is less funny than explaining a joke. But this will be worth it. No other form of communication parallels the way a smart, single page print ad works quite like a single-panel cartoon. So analyzing how they work is a great way to fully appreciate the operational elements of a print ad. And that's a great way to increase your critique skills. So let the instruction begin—and feel free to chuckle along the way.
Why Are Single-Panel Cartoons Funny?
For starters, let's ...
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