self-criticism in advertising

Criticism by Design

Criticism by Design

Make an impact by stepping out of your comfort zone. Whether you're advertising bubble gum, or the next President of the United States, a little self-criticism might be one of the only ways left to make an ad campaign worth paying attention to. There's an old rule in advertising that says it's never okay to criticize yourself. Like that other old saw that says it's never okay to draw attention to your competition, this advertising theory seems to run on the principle that if you just pretend something doesn't exist, it will go away. But as Nina Simone once said, “It's a new dawn, it's a new day,” and it's a new advertising universe. As consumers (or voters!) become more savvy and cynical, the rules have got to change. And at some point, it has become okay to criticize, disparage, and/or make fun of ourselves in an advertising campaign. But what's the payoff of this potentially risky game? I got […]

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