Ad Critique
How to Deconstruct Ads in Order to Build Better Advertising
- Nancy R. Tag - The City College of New York, USA
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.
Excellent combination of cultural theory and practical information
I really like this book. The layout and navigation is good and it covers essential aspects of deconstruction and critique without getting too academic.
very useful indeed for all aspects of creative production.
Excellent text - core reading for MG3020/MG6308 marketing communications courses - where students analyse and develop their own IMC campaigns
I love this book. It is clear and concise and offers great insight into the development of and understanding of effective creative media. But unfortunately it's scope is too narrow for the class I was considering it for. I may in the future be able to include it as a supplement to the class.
Well-written and full of great case-studies which have been very suitable for my class teaching communication strategies and marketing.
Great for expanding resources in the Advertising Copywriting course.
This books does what it says on the tin - and is perfect for year two or three undergraduate students who have grasped the basic principles of the discipline and now need to evaluate and critique campaigns in more detail. The text/image ratio is spot on and the overall layout thoughtfully composed. I particularly liked the section on digital which was very up to date. The exercises are a valuable teaching tool. I cannot see how this text could be improved.
Good coverage of key approaches and theoretical concepts and some good examples. Written in a clear, accessible style. Most suitable for practically-oriented courses.
very nice text, examples and exercises
very practical book for advertising
Wow! Nancy Tag delivers a key resource not just to advertising theory or student development, but also to graduate careers. The book takes the reader from understanding critique, through applying critique to practice and on to developing a template for advertising consultancy. Whether undergraduate, postgraduate, academic or industry professional, this text is a must have in every library.
Sage College Publishing
