Adland Chapter 4

After the creative revolution some people including ''Bernbach felt that their ads had become 'dishonest, boring, insulting - even insane'' Tungate (2007, pg 45). The adverts have become poor, Rosser Reeves says that creative people have been turned into mimeograph machines and are not allowed to be innovative anymore. Advertising is the knowledge of these 3 subjects: music, business administration and philosophy. Adverts in the 1940's were influenced by periods like cubism, constructivism and de Stijl. 'Rand bought a European sensibility to US graphic design. His images were crisp and uncluttered' Tungate (2007, pg 46),

Rand is a creative revolution on his own. He created the IBM logo among of a lot of other 'iconic images'. Bernbach and Rand worked a lot together, though Bernbach used more photography instead of illustrations. 'Rand was interested in aesthetics, while Bernbach was after the impact.' Tungate (2007, pg 47).

Tungate says that Advertising is all about peruading people and that is an art and not a scentific method. Bernbach started the new trail of cardboard cutouts of people as a form of advertising. 'A slam-bang image and witty text in perferct quilibrium - that was the DDB style. I t was powered by the snappy writing of Phyllis robinson and the spacious design of bob Gage' Tungate (2007, pg 49).

The ads at that time 'were spare and sharp' , or as we say short and sweet. It was very effective and aold the products in minutes. a very important technique they used is photography, DDB most famous campaign was Volkswagen. the add ended with a full stop and this was very unusal drametic effect. In the 1940s , the author says that in design schools only a few basic layouts. In the 1950's more stricking designs were published which were much more persuasive. Tungate writes 'Ally wanted to make advertising that grabbed people by the troat' (2007, pg 55). Photography started to become more common and mainstream. By the 1960s icons become a new innovation as well as onopotopic words like fizz, plop etc. Printing also developed immensly and posters were colourful. By the 1970s a very important icon was created byMilton Glaser. The famous I <3 New York logo. 'a cool, young, sophisticated style' Tungate (2007, pg 59).