Editor: Walter Herdeg
Publisher: The Graphis Press, Zurich
Publication: 1969, First Edition
Binding: Hardcover, section sewn
Pages: 260
Size: 240 x 305
Text: English, French, German
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(Introduction) 'I first became aware of the changes that altered the face of American advertising during the fifties when I joined Hewitt, Ogilvy, Benson & Mather on Madison Avenue in 1953. In this, my first advertising job, my sole responsibility was to mount all proposed and finished advertisements for presentation to the client (and also to keep all the rubber cement pots cleaned and filled). From this lofty position I was able to see everything that the agency pro-duced, including all the artwork commissioned. Shortly after beginning this career as pot-boy I received my first lesson on the effectiveness of photography in advertising. Ogilvy, a great exponent of research in advertising, had just completed a fairly comprehensive research study of two identical campaigns for one of his clients. Both featured slice-of-life situations and had identical copy, the only difference being in the art treatment: one was photographic and the other drawn illustration. Both sets of artwork were commissioned from highly respected artists and photographers, both sets were top quality, but of course, in the final results the photographic series completely walked away with top honours for believability, noting, identification, etc. What Ogilvy was finding out in research others, like Doyle Dane Bernbach, were discovering instinctively. In fact by the mid fifties drawn illustration had almost disappeared from major consumer advertising in the States...'
Condition: Good. Shelf ware consistent with age. Missing dust jacket. Rubbing and marking to board cover. Interior mostly clean other than light tanning to edges.
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