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 4: 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 ...