Ad Critique: How to Deconstruct Ads in Order to Build Better Advertising
Autor Nancy R. Tagen Limba Engleză Paperback – 28 feb 2012
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Specificații
ISBN-13: 9781412980531
ISBN-10: 1412980534
Pagini: 216
Dimensiuni: 187 x 232 x 15 mm
Greutate: 0.41 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
ISBN-10: 1412980534
Pagini: 216
Dimensiuni: 187 x 232 x 15 mm
Greutate: 0.41 kg
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications, Inc
Locul publicării:Thousand Oaks, United States
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Cuprins
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
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
Notă biografică
Descriere
Teaches advertising, marketing, and management students (both the "suits" and the "creatives") how to effectively judge and critique creativity in advertising.