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All-American Ads of the 70s

Hardback

Main Details

Title All-American Ads of the 70s
Authors and Contributors      By (author) Steven Heller
Edited by Jim Heimann
Physical Properties
Format:Hardback
Pages:640
Dimensions(mm): Height 255,Width 196
Category/GenreGraphic design
ISBN/Barcode 9783836588607
ClassificationsDewey:741.67097309047
Audience
General
Edition Multilingual edition

Publishing Details

Publisher Taschen GmbH
Imprint Taschen GmbH
Publication Date 20 May 2022
Publication Country Germany

Description

Both eclipsed and influenced by television, American print ads of the 1970s departed from the bold, graphic forms and subtle messages that were typical of their sixties counterparts. More literal, more in-your-face, 70s ads sought to capture the attention of a public accustomed to blaring, to-the-point TV commercials. All was not lost, though; as ads are a sign of the times, racial and ecological awareness crept into everything from cigarette to car advertisements, reminding Americans that everyday products were hip to the modern age. In an attempt to discover how best to communicate with a mass audience, marketing specialists studied focus groups with furious determination, thus producing such dumbed-down gems as "sisters are different from brothers," the slogan used for an African-American hair product. By the end of the decade, however, print ads had begun to recoup, gaining in originality and creativity as they focused on target audiences through carefully chosen placement in smaller publications. A fascinating study of mass culture dissemination in a post-hippie, television-obsessed nation, this weighty volume delivers an exhaustive and nostalgic overview of 70s advertising.

Author Biography

Steven Heller has produced over 200 books on visual communication and published countless articles in international design magazines. Currently he is cofounder and cochair of the MFA Design program at the School of Visual Arts, New York. Jim Heimann is the Executive Editor for TASCHEN America. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN's Surfing, Los Angeles. Portrait of a City, California Crazy, and the All-American Ads series.

Reviews

A rose-tinted trip back to the golden age of advertising. * ShortList *