• 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 Client's Bill of Rights
The client's bill of rights

Some Creatives have a tendency to see themselves as an isolating bundle of contradictions: hero, victim, maverick. Anyone who isn't an “idea generator” is the enemy; they are always the force for good. This might be great for their egos, but it's a fantasy that does little to foster goodwill and is often detrimental to the work. Here's a news flash for Creatives: Clients are complex people, too. So are junior account executives, project managers, everyone up and down the ladder who isn't you. Once in a while, it would behoove an arrogant Art Director or defensive Copywriter to get off his high horse and give the other side a boost into the saddle. This bill ...

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