Mid-Century Ads - Reseñas (6)

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„Alle Motive wurden für die Veröffentlichung digital überarbeitet und erstrahlen nun so frisch wie damals in der Mitte des letzten Jahrhunderts.”— Lettra TV, Berlin, Alemania
"It’s the story of advertising as the catalyst for the consumerism necessary after the war. Modernism was used as a powerful marketing tool, embraced by the big ad agencies to create desirability in the same way that Apple has done in the last decade. It would be wrong to pretend that this was an enlightened time, however, and this too is reflected in the ads. Author Steven Heller comments, ‘viewed from this vantage point the sixties had no civil rights protest, Vietnam war, or sex, drugs and rock and roll.’ In the main they all play to very comfortable aspirations. The level of design innovation, period redolence, and surprising humour make for an entertaining read. Alcohol to aeroplanes, holidays to home goods, it’s all here and it looks very cool indeed. For furniture fans, ads from the likes of Herman Miller and Knoll demonstrate a skilful combination of graphics and photography. TV advertising had not reached the filmic levels of production we see today, and instead it was in two-dimensional renderings that the greatest innovation could be found. And these books, in all their 720 pages of beautifully reproduced imagery show this to the full."— Midcentury Mailer (September Newsletter), London, Reino Unido
"In this week’s ‘Bookmarks’ post we’ve been taking a look at Mid-Century Ads: Advertising from the Mad Men Era by Steven Heller & Jim Heimann... and it certainly has been a long look – this book’s a leviathan! It’s a twin volume, magnum opus of mid 20th century American ads covering many of the well known, not so well known, long extinct and still going strong corporations and brands. It takes us on a journey from quite literal ads heavy on copy and pictorialism to the modernist approaches incorporating abstraction, satire and visual simplicity."— H is for Home, Lancashire, Reino Unido
"Featuring thousands of American print ads from the fifties and the sixties, at thirteen pounds this book is indeed a “weighty tome.” Advertising people will find it fascinating..."— Communication Arts Magazine, California, Estados Unidos
"As these two volumes brilliantly illustrate, the American Dream is aspirational, and predicated upon the capitalist-Calvinist doctrine that gave birth to the Protestant Work Ethic, God rewards those who pull themselves up by their bootstraps by giving them the opportunity to spend every last dollar on things they believe they need will make them: happy, attractive, successful, etc... And yet, not at all ironically, Advertising from the Mad Man Era is an absolute delight. Like many TASCHEN volumes it is lavishly oversized, filled with hundreds of pages and images beautifully reproduced and contextualized with Heller’s brilliantly crafted essays. The pleasure of paging through these volumes is heightened by the dialogue between the two books as they cover twenty years of American culture during a time of transition from the world we once knew into the world we are becoming today. What makes this book slightly shocking is the way the advertisements truly draw you into their realm, and despite the benefit of intellectual hindsight, they remain a true and strangely lasting pleasure for the senses."— lejournaldelaphotographie.com, Paris, Francia
«Il est rare qu’une série télévisée devienne un phénomène médiatique, voire culturel. Né en 2007, le feuilleton Mad Men est arrivé à sa cinquième saison aux USA... Une réussite qui est allée bien au-delà du petit écran. Cinq ans après, Mad Men a lancé une mode. En commençant par les livres reprenant les publicités des années 50 proposés par TASCHEN...»— Estetica, Paris, Francia
«Le livre du jour... Advertising from the Mad Men Era n’est pas un traité sociologique, c’est une immense collection de publicités diffusées dans la presse américaine des Fifties et des Sixties... Avec cette esthétique si particulière de l’époque, ce livre nous montre surtout en quoi Mad Men (la série télévisée) n’a rien inventée. En feuilletant ces centaines de pages, on comprend en effet encore mieux l’extraordinaire justesse historique de ses concepteurs. Ici, on croise Draper ou Sterling, là, Betty posant pour Coca-Cola, ou le sex-appeal des gaines de Joan. Et évidemment, le Caroussel Kodak, icône de la série propulsée «time machine» par Draper.»— Le Soir, Brussels, Bélgica
«Un tiempo cargado de glamour que la moda retro vuelve a poner al top de los ratings televisivos y que tiene su correlato en librerías: en una edición de dos volúmenes, uno dedicado a cada decenio, Mid Century Ads. Advertising in the Mad Men Era (TASCHEN), una obra editada por el antropólogo cultural e historiador del diseño gráfico Jim Heinmann, recupera en versión lujosa los originales de los avisos publicados en revistas de gran circulación que marcaron época... El acceso al modo de pensar de los publicitarios es otra de las entradas que ofrece Advertising from the Mad Men Era al incluir testimonios de exitosos del gremio que revelan parte de método de búsqueda y hallazgos sobre qué funciona y que no en publicidad.»— Revista Ñ, El Clarín, Buenos Aires, Argentina
"Whether they were promoting vodka, cars or even textiles, the hard-drinking copywriters and designers of the time revolutionized the advertising industry, employing new techniques in graphics, art, photography and literature to construct pieces of work that went way beyond the original remit of selling stuff. Like much of what would dominate late 20th Century culture, their works were the perfect synthesis between art and commerce... Mid-Century Ads details the very best that these Madison Avenue mavericks created."— Umbrella Magazine, London, Reino Unido
„Wer denkt, dass heutige Anzeigen verrückt sind, sollte unbedingt einen Blick in Mid-Century Ads. Advertising from the Mad Men Era werfen.”— Icon, Berlin, Alemania
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Mid-Century Ads (Jumbo)

Mid-Century Ads

Jim Heimann, Steven Heller
Tapa dura, estuche con 2 vols., 9.4 x 13.2 in., 720 páginas
$ 59.99

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