How to Write an Advertising Critique

Advertising comes in many stripes, as we all know. When you stop to think about most advertising choices it can make the head of any normal person-by which I mean someone who doesn't work in the advertising industry-explode. For instance, have you ever stopped to think what the subtext of those Geico "Caveman" commercials really is? Don't get me wrong, I find those commercials to be among the most entertaining of the last twenty years, but let's be honest about it; entertainment isn't a top priority among advertisers. The very essence of advertising is to sell you not a product, but an idea of yourself. So what is Geico really trying to tell you when it utilizes cavemen as its spokesmen? "We know that everybody really thinks you are quite stupid and out of touch, here at Geico we understand and respect your intellectual gifts and consider you to be quite savvy." Who wouldn't be seduced by that pitch? It doesn't matter whether it's trying to sell you insurance or tampons, that is a message that works.

If you are college or high school student you may find yourself in the position of having to write a critique or analysis of a piece of advertising. Less imaginative teachers and instructors like to use this gambit to make themselves look hip. Unfortunately, all too often this type of assignment is given in conjunction with a marketing or advertising class; the purpose being not to teach you to beware of advertising's evil, but rather how to exploit. I always feel the best way to teach something is simply to give an example so this lesson in how to write an advertising critique will now be given over to my own critique of the advertising image that accompanies this article.