Another link to Roger Eberts Journal. Advice to reviewers. Thought this might be of interest to anyone editing or marking written work as well. First bit of advice quoted here, plenty more on his site.
Advise the readers well. This does not involve informing them, “You’ll love this!” If I approached some guy in a restaurant and told him what he would love, I might get a breadbasket in the face. No, we must tell the readers what we ourselves love or hate. If we work for employers who think we should “like more movies like ordinary people like,” we should make a donation in his name to the Anti-Cruelty Society.