"Much of the power of Beach House's music lies in the way it forgoes simple, this-means-this storytelling in favor of communicating indescribable emotions," wrote Lindsay Zoladz in her Pitchfork review of their latest album, Bloom. Switch a few words around, and this perfect evocation could have emanated from DDB's pitch meeting to Volkswagen. Which is not to belittle Zoladz's criticism, nor to build up ad-speak as any more than means-to-an-end capitalist labor. Instead, this connection highlights the idea that critics and marketers often seek the same positive criteria in art.