Ad critique : how to deconstruct ads in order to build better advertising /: how to deconstruct ads in order to build better advertising. (2011)

• Record Type: Book
• Further Information: Note: Nancy R. Tag.
• Other Names: Tag, Nancy R
• Contents: PART 1: The Language of Critique; Chapter 1: The Case for Critique: Why We Need Constructive Criticism to Make Great Ads; Befriending the Beast; What Exactly Is Critique?; Critique Is a Skill, Not a Talent; . . . So Let’s Teach It; Print: The Ground Zero of Critique; The Critique Paradox; Critique Basics; Further Reading; Exercises; Chapter 2: AdSpeak: The Vocabulary of Avertising; Every Language Needs a Vocabulary; The Basic Terms of AdSpeak; The Creative Strategy: AKA “The WHAT”; The Target Audience: AKA “The WHO”; The Concept: AKA “The HOW”; Execution; The Layout; Campaign; Tagline; The More Advanced Terms of AdSpeak; Brand Identity and Equity; “Ownability”; Brand Personality; Page Personality; Demo: AKA "The Proof"; The Terms : A Cheat Sheet; Critique Exercises; Suggested Viewing; Suggested Reading; Chapter 3: AdErrors: When Good Ads Go Bad; AdError One: The Headline and the Visual Are Redundant or Disconnected; AdError Two: Meaningless Gimmicks and Borrowed Interest; AdError Three: Using Spokespeople Who Are Irrelevant to the Product or Message; AdError Four: Lack of Focus; AdError Five: The Page Is Overdeveloped and/or Poorly Planned; AdError Six: Sacrificing Clarity for Cleverness; AdError Seven: Overacknowledging Your Competition; AdError Eight: Letting Your Strategy Show; AdError Nine: Being Edgy for Its Own Sake; AdError Ten: Huh? Using Pretzel Logic, Being Too Subtle or Obtuse; AdError Eleven: Forgetting About the Product; AdError Twelve: Being Boring or Too Obvious; AdError Thirteen: The Tonality and/or Visual Style Is Inconsistent With the Product or Message; Critique Exercises; Chapter 4: AdAnalogy: How Art and Copy Play Together; Why Are Single-Panel Cartoons Funny?; Funny? Unfunny? How Cartoons Work; Headline Swap: How Print Ads Work; Critique Exercises; Suggested Reading; Great Collections of Single Panel Cartoons; Chapter 5: The 360-Degree Critique: Being Digital, Going Viral and Beyond; Defining Our Media Channels; Timeline and Traits of Media Channels; AdSpeak 360; Critique Exercises; Find Out More; PART 2: Critique in Action; Chapter 6: AdAlliances: Your Partners in Creating Great Advertising; The Dance; The Cast of Characters; Knee Jerk Reactions to Those on the Other Side of the Table; Stories From the Combat Zone; Two Sides to Every Stereotype; Critique Exercises; Suggested Reading; Chapter 7: AdSpeak Up! Who Says What When; The Cast of Characters; The Basic Chronology of the Process; Critique Exercise--in Four Parts; Chapter 8: The Creative Team's Bill of Rights; The Creative Team's Bill of Rights: Eight Things Every Art Director and Copywriter Have a Right to Expect During the Presentation of Their Work; Recap; Exercises; Chapter 9: The Client's Bill of Rights; The Client's Bill of Rights: Six Things Every Client Has a Right to Expect During a Creative Presentation; Recap; Suggested Viewing; Critique Exercises; Chapter10: Presentation Prep; Prior to the Meeting; Recap; Suggested Reading; Chapter 11: Critique Cheats: Tips to Make the Most of the Critique; Shhhh! Blatant Cheats for a Killer Critique; Role Playing Exercise;
• Publisher Details: Thousand Oaks : SAGE Publications, Inc
• Publication Date: 2011
• Extent: 1 online resource (216 pages)
• Subjects: 659.1; Advertising; Advertising -- Evaluation; Criticism
• Languages: English
• ISBNs: 9781506319513; 1506319513
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.