A method of pedagogical art criticism can be used to examine meaning in one of today's most pervasive forms of visual imagery: the advertising image. It was necessary for the art critical method to accommodate the following components of advertising imagery: (1) history; (2) purpose in a capitalist society; (3) function in society; (4) effects on society and consumers; (5) form (elements of layout design, visual tools); (6) content (picture/illustration and text); (7) strategy and message (psychological appeals, emotional and basic needs, perceptual devices, audience targeting) and (8) gestalt. In selecting and/or developing the critical method it was important to consider developmental and learning skills gleaned from teaching and learning theory. Six pedagogical methods of art criticism were examined and analyzed for the potential to serve as part of the final framework. A model of art criticism for examining the advertising image was developed which included the following stages: receptiveness; reaction; description; formal analysis; characterization; interpretation; synthesis; and contextual information. This method of art criticism allows viewers to cognitively combine both intuitive perception and intellectual analysis. (Contains 10 references.) (AEF)