So, What's the Big Idea?
Advertising in the Sixties, by Steven Heller. Excerpt from the book 'All-American Ads of the 60s, edited by Jim Heimann
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Certain advertisements are considered classics because they somehow promoted a lifestyle that became an integral part of the zeitgeist. Clairol's ads, for example, made it socially imperative for every woman to change their hair color, and the slogan "Does She Or Doesn't She, Only Her Hairdresser Knows for Sure," underscored how easy and effective it was. Yet others are classic because they actually changed the way the public viewed their surroundings. Braniff International airline's "The End of the Plain Plane, Explained" introduced an old product with a new aura. In fact, the product itself was a veritable billboard. To make an otherwise small Portuguese air carrier appeal to a large segment of American air travelers, the color of the planes themselves were changed from the usual metallic silver to various primary and pastel hues. The change had little to do with improved service, but nonetheless signaled a perceived revolution in the air and on the ground, with the idea that an airline was not merely an impersonal, utilitarian conveyor but an exciting (colorful) experience.
Advertising will never be neutral. It must always demonstrate that one thing is better than the next thing, and that that thing is also the best thing. During the Sixties the definition of hard-sell changed from bangthe-consumer-over-the-head with trite words and pictures to creative playfulness presumably geared to make the receiver feel better about advertising. And it worked. But regardless of method the advertisements in this volume - truly the backbone of a market-driven capitalist economy - are driven by one simple agenda: To build such incomparable recognition that the public will clamor, desire, and demand whatever is being sold to them. And that in a nutshell is the Big Idea.
***
Steven Heller is the author and editor of over 80 books on graphic design and popular culture, including Design Literacy: Understanding Graphic Design, The Graphic Design Reader, Graphic Style: From Victorian to Digital, and Counter Culture: The Allure of Mini-Mannequins.
Maidenform is a registered trademark of Maidenform, Inc. / Anacin is a registered trademark of Wyeth / Betty Crocker is a registered trademark of General Mills, Inc. / Dr Pepper and 7 UP are registered trademarks of Dr Pepper/Seven Up, Inc. / Pepsi is a registered trademark of PepsiCo, Inc. / Coke is a registered trademark of The Coca-Cola Co. / Budweiser is a registered trademark of Anheuser-Busch Companies, Inc.
Page [1] [2] [3] [4]
Page [1] [2] [3] [4]
Certain advertisements are considered classics because they somehow promoted a lifestyle that became an integral part of the zeitgeist. Clairol's ads, for example, made it socially imperative for every woman to change their hair color, and the slogan "Does She Or Doesn't She, Only Her Hairdresser Knows for Sure," underscored how easy and effective it was. Yet others are classic because they actually changed the way the public viewed their surroundings. Braniff International airline's "The End of the Plain Plane, Explained" introduced an old product with a new aura. In fact, the product itself was a veritable billboard. To make an otherwise small Portuguese air carrier appeal to a large segment of American air travelers, the color of the planes themselves were changed from the usual metallic silver to various primary and pastel hues. The change had little to do with improved service, but nonetheless signaled a perceived revolution in the air and on the ground, with the idea that an airline was not merely an impersonal, utilitarian conveyor but an exciting (colorful) experience.
Advertising will never be neutral. It must always demonstrate that one thing is better than the next thing, and that that thing is also the best thing. During the Sixties the definition of hard-sell changed from bangthe-consumer-over-the-head with trite words and pictures to creative playfulness presumably geared to make the receiver feel better about advertising. And it worked. But regardless of method the advertisements in this volume - truly the backbone of a market-driven capitalist economy - are driven by one simple agenda: To build such incomparable recognition that the public will clamor, desire, and demand whatever is being sold to them. And that in a nutshell is the Big Idea.
***
Steven Heller is the author and editor of over 80 books on graphic design and popular culture, including Design Literacy: Understanding Graphic Design, The Graphic Design Reader, Graphic Style: From Victorian to Digital, and Counter Culture: The Allure of Mini-Mannequins.
Maidenform is a registered trademark of Maidenform, Inc. / Anacin is a registered trademark of Wyeth / Betty Crocker is a registered trademark of General Mills, Inc. / Dr Pepper and 7 UP are registered trademarks of Dr Pepper/Seven Up, Inc. / Pepsi is a registered trademark of PepsiCo, Inc. / Coke is a registered trademark of The Coca-Cola Co. / Budweiser is a registered trademark of Anheuser-Busch Companies, Inc.
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All-American Ads of the 60s
Flexicover, 19.6 x 25.5 cm (7.7 x 10 in.), 960 pages
$ 39.99
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