Brand identity
By Stéphane Pincas and Marc Loiseau. Excerpt from the introduction of the book 'A History of Advertising'
Page [1] [2]
The sixth phenomenon we will observe is how advertising constantly borrows from contemporary art - and lends in return - in terms of ideas and talents. The Container Corporation of America from the United States ran the most impressive campaign to illustrate this, calling on the greatest artists of the time. The list of contributors looks like a catalogue from a modern art museum! In Europe in general - and France and Italy in particular - most major film directors have worked on commercials.
There is a seventh and final observation we can make: advertising has always interacted with the media. This is partly because the advertising profession was born when newspapers delegated the sale of advertising space to brokers. Advertising's heritage explains why, for a long time and in many countries, agencies' remuneration was based on a percentage commission of the cost of the space or time their advertisements occupied, rather than a fixed fee. If we look deeper, we will see that media and advertising have always been an odd couple, with a relationship of complicity and competition. It is understandable that journalists worry about the potential for confusing fact and fiction, but it is also clear that writers and advertisers are united in the way they tap into social and cultural change.
This book is a journey through the history of advertising, and it has a fixed destination. It aims to give all sorts of products their due, from the everyday and ubiquitous to the lavish and luxurious, as well as the latest technologies. By reviewing such a vast landscape of consumption, we can discern how mindsets and lifestyles evolved in the course of time. It is a journey which aims to revisit the evolution of the way advertising is expressed. This means looking at the artistic facet of advertising, but it also means reviewing the technology employed.We will look at typography, developments in color printing and the route advertising took from its beginnings in illustration through photography and into the digital revolution.
Page [1] [2]
Page [1] [2]
The sixth phenomenon we will observe is how advertising constantly borrows from contemporary art - and lends in return - in terms of ideas and talents. The Container Corporation of America from the United States ran the most impressive campaign to illustrate this, calling on the greatest artists of the time. The list of contributors looks like a catalogue from a modern art museum! In Europe in general - and France and Italy in particular - most major film directors have worked on commercials.
There is a seventh and final observation we can make: advertising has always interacted with the media. This is partly because the advertising profession was born when newspapers delegated the sale of advertising space to brokers. Advertising's heritage explains why, for a long time and in many countries, agencies' remuneration was based on a percentage commission of the cost of the space or time their advertisements occupied, rather than a fixed fee. If we look deeper, we will see that media and advertising have always been an odd couple, with a relationship of complicity and competition. It is understandable that journalists worry about the potential for confusing fact and fiction, but it is also clear that writers and advertisers are united in the way they tap into social and cultural change.
This book is a journey through the history of advertising, and it has a fixed destination. It aims to give all sorts of products their due, from the everyday and ubiquitous to the lavish and luxurious, as well as the latest technologies. By reviewing such a vast landscape of consumption, we can discern how mindsets and lifestyles evolved in the course of time. It is a journey which aims to revisit the evolution of the way advertising is expressed. This means looking at the artistic facet of advertising, but it also means reviewing the technology employed.We will look at typography, developments in color printing and the route advertising took from its beginnings in illustration through photography and into the digital revolution.
Page [1] [2]
A History of Advertising
Hardcover, 24 x 28 cm (9.4 x 11 in.), 336 pages
$ 39.99
$ 39.99
The legendary campaigns and brands of advertising's modern history
