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 5: The 360-Degree Critique: Being Digital, Going Viral, and Beyond
The 360-Degree Critique: Being Digital, Going Viral, and Beyond
In print, “art and copy” play together in mysterious ways. The elements are static, two-dimensional, and discrete. Then the brain comes along and transforms them into something united, dynamic, and meaningful. An advertising concept is not only capable of delivering a strategic message but does so in a memorable and persuasive way. Amazing, eh? Understanding this bit of magic is fundamental to appreciating one of the most powerful ways that advertising communicates. Print is the conceptual bedrock of advertising. It's how Art Directors and Copywriters learn to communicate conceptually, clearly, and cleverly. Regardless of specialty, their portfolio is always filled with print; it's the purest way to demonstrate ...