• 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.

The Creative Team's Bill of Rights
The creative team's bill of rights

I believe in an open mind, but not so open that your brains fall out.

—Arthur Hays Sulzberger

Now that we've discussed ways to bridge the creative/management divide and see each other in a more compatible light, it's also important to figure out productive ways to keep our distance and retain the core essence of what we do. Yes, we're all creative. And yes, we all possess business acumen. Still, there are distinctions that need to be appreciated and acted upon accordingly. Creativity and commerce do not flourish in the same type of environment. They are not always motivated by the same things. In the hallways of an ad agency alone, the distinctions are manifest: The ...

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