Advertising Critiques

 

          A critique is an evaluation (a formulation of a judgment) about a particular work. The primary purpose of a critique is to determine the effectiveness of what is being critiqued. An evaluation can be based on any number of criteria. For example, a movie could be judged by its actors, by its costuming, by its musical score, by its script, or by its directing. Likewise, a text can by evaluated by many different criteria. However, no matter what the specific criteria you use to make your critique, your judgments must be supported with sound reasoning and solid examples from the text. Note that a critique does not necessarily mean a negative criticism. Critiques can discuss both the effectiveness and the ineffectiveness of a work. Think of a critique as an evaluation. Because writing critiques require you to evaluate aspects of the original document or work (in this case, the advertisement), you need to look closely at and analyze the document being critiqued. Thus, before writing an advertisement critique, you need to study the elements often used in advertisements so that you are better equipped to evaluate the advertisement. Here is a link to help you do that.

 

Assignment

Writing an Advertising Critique

 

General Guidelines for Writing Critiques (see LBCH Ch. 11.4, pp.112-116).

1. You must fairly and accurately represent the company or organization, advertisement, and content of the text in your evaluation. 

2. You need to clearly state the criteria by which you are judging the work. For example, are you critiquing its use of imagery? the logical fallacies? the persuasive appeals?  the use of color? the layout?

3. You must support your opinion—whether positive or negative—with examples from the text and thorough explanation. 

4. A critique essay should, as a whole, answer each of the following questions:

• What is the  advertiser’s purpose(s)?

• Has the purpose been achieved?

• How?  You will answer this question by examining three to four major aspects of the advertisement, one from each of the three categories below.

 

Choose AT LEAST one element from three or more of the following categories to examine in your critique. In order to understand features used in your ad, study the literary devices and other persuasive techniques explained in the analysis chapter and watch the PowerPoint on advertising analyses and critiques.

 

Category 1: Images/Pictures

connotation, denotation, color, symbolism, allusion, images suggesting more than the product can do, other (use of famous model, etc.)

 

Category 2: Language

connotation, denotation, types of language (formal, colloquial, dialect, slang, jargon, sexist, slanted), language techniques (clichés, euphemisms, puns), mottos, slogans, “weasel words,” irony

 

Category 3: Poetic Devices

metaphor, simile, personification, hyperbole, understatement, analogy, repetition, alliteration, allusion

 

Category 4 (Optional) Miscellaneous Advertising Techniques

order form, recipe, coupon, “free” gift, etc.

 

Category 5 (Optional) Logical Fallacies

emotional appeal, bandwagon, non sequitur, false analogy, either/or dilemma, etc.

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Ad Critique Essay—Structure Guidelines

 

            The introduction must include a brief introduction of the ad (include company name and product), a smooth transition into your thesis statement, and a clear, precise thesis statement.

 

            Sample Critique Thesis:   The Gap advertisement's use of black and white photography, well-known models, and terse phrasing all harmonize perfectly to create an effective advertisement that promotes its image as a store that caters to smart, savvy, no-nonsense individuals.

 

            Body Paragraph 1:  Describe and analyze the target audience of the ad.  Identify as many demographic features (such as age group, income level, educational level, etc.) as possible  Also identify as specifically as possible audience needs the ad appeals to or attempts to create (refer to class discussion about need to affiliate, to aggress, to be secure, etc.)

 

            Body Paragraph 2: (first literary/rhetorical technique—image) Identify and discuss at least one feature in the advertisement’s image. Explain how it is used and evaluate its effectiveness in light of the advertiser’s purposes.

 

            Body Paragraph 3: (second literary/rhetorical technique—language technique) Identify and discuss at least one language technique used in the advertisement. Explain how it is used and evaluate its effectiveness in light of the advertiser’s purposes.

 

            Body Paragraph 4: (third literary/rhetorical technique—poetic device) Identify and discuss at least one poetic device used in the advertisement. Explain how it is used and evaluate its effectiveness in light of the advertiser’s purposes.

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            Conclusion: Rephrase your thesis and summarize your main points; draw general conclusions about how effectively the advertisement achieves its purpose.  Be sure to consider the target audience when drawing conclusions. When concluding your critique, do not flatly list your major points.  Creatively summarize your thoughts. The conclusion is the last (and often lasting) impression.

 

General Reminders about Academic Writing and Writing About Images

1.  Refer to the text using present tense verbs (e.g., “The advertisement uses,” NOT “the advertisement used”).

2.  Even though a critique expresses your opinion, use only third person. 

3.  Maintain an appropriately academic tone; avoid clichés, slang, colloquial expressions, religious jargon.

4.  Assume your audience has NOT seen, and cannot see, the advertisement you are analyzing.

5.  When referring to images in the ad, be sure to describe them for your audience.

6.  You must turn in a color copy of the advertisement with your paper.