Written by Roland Marchand, “Apostles of Modernity” discusses the overview of print ads from 1920-1940. Drawing upon copious research, Marchand makes the case that many of the features of modern print ads first appeared during this time period. Ads from Lysol and Lucky Strike are featured as well as some from lesser-known companies. Innovations such as the use of color, sex, and the use of the dramatic monologue are also featured. It lays out important paradigms for the analysis of advertising of the period. His accounts of the different advertising "parables" created during the time to sell more and more consumer goods. This is a must read for those interested in history, business or graphic arts.
Reference: Marchand, Roland. "Apostles of Modernity." (Eds) Advertising the American Dream: Making Way for Modernity, 1920-1940. Univ of California: Berkley, 1986.
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