Seth Stevenson writes a column for Slate called the "Ad Report Card," where he rates the effectiveness of advertising based on his own extemporaneous criteria. Sometimes it's the concept , sometimes execution, and sometimes he just likes ads because they are entertaining. After watching Apple's new Get a Mac ads, however, he complained:

"They are conceptually brilliant, beautifully executed, and highly entertaining. But they don't make me want to buy a Mac."

Advertising isn't supposed to make you think you want to buy the product; it is designed to create awareness and results. That subtle difference is something an ad critic should understand, so Stevenson fails the grade.

Contributed by: Daniel Eran, RoughlyDrafted