Details of Book
Name :
Ad Boy: Vintage Advertising with Character
ISBN :
1580089844
Number of pages :
848 pages
Summary
Review 'Visual blast from the past' 'Packed with colorful images'--Tampa Bay Times'Colorful and classic advertising characters line this breezy walk down a memory lane of Madison Avenue creations.'--American Profile Read more About the Author WARREN DOTZ is a pop culture historian and the author of eight books on advertising art. As an authority on product label art, his commentary has appeared in Advertising Age, Brandweek, and the New York Times Magazine. He lives and works in Berkeley, California. MASUD HUSAIN is a graphic designer, branding specialist, and avid collector of American advertising ephemera. He coauthored Meet Mr. Product with Warren Dotz. He lives and works in Albany, California. Read more Excerpt. © Reprinted by permission. All rights reserved. INTRODUCTIONThere is a classic axiom among ad men: 'Don't sell the steak, sell the sizzle.' In other words-don't sell the product, sell the feeling-it isn't about what's for sale, it's about the emotional response of the customer who's being courted.Perhaps that's why, in an increasingly unpredictable world, the friendly faces and forms of the critters and characters in the print ads and TV commercials we grew up with seem so reassuring. But why do they reach us in ways other images don't? Familiarity? Certainly. They've been coming into our homes (and our heads) through magazines and television since the 1950s. But nostalgia isn't the only reason we think fondly of these imaginative creations. Commercial images and slogans, some of which even attained the status of pop-culture icons, were often cleverly amusing, but they weren't made to entertain, although that was often a by-product. Company mascots were advertising ambassadors created not only to entice people to acquire a product or use a service, but also to brand or differentiate their products from the competition-even if there was little distinction.Product characters were designed to comfort consumers, to reassure them that they were making the smartest, safest, best-quality choices and thus were wise, secure, good people. Whatever form it took-human, animal, vegetable, or inanimate object each was given a personality that an eager audience would find easy to relate to and even easier to identify with the product or service it represented. After all, what homemaker wouldn't want the muscle power of a very buff and immaculately groomed Mr. Clean? Surely Mr. Peanut's dapper top hat, monocle, and spats would elevate the once lowly goober to the status of swanky snack, wouldn't he? (Mr. P's spit-and-polish appearance has remained undimmed for decades, by the way.) What about the stylish, European sophistication of Paul Rand's Dubonnet ads? They were meant to remind middle-class Americans of their upwardly mobile aspirations. And there's the Land-O-Lakes Indian maiden who hasn't aged a day and is as freshly youthful, and therefore as promising of freshness, as ever.It's important to recall that prior to the 1950s manufacturers did not market to children. After all, kids didn't have money to spend, so why spend money on them? But as baby boomers populated the burgeoning suburbs and television reached out for the hearts and minds of America's offspring, a vast, heretofore untapped audience for new merchandise was discovered. Advertisers took note and kids were targeted to sway their parents' spending. Thus, kid-friendly critters proliferated faster than you could say Froot Loops! Smokey the Bear (who was based on a very real, wild orphaned cub), was transformed into a creature as cute and cuddly as any toy teddy; the Kool-Aid Pitcher was portrayed with a permanent smile on what should have been a fleetingly frosty face; and tykes all over the country identified with the fractious foibles of the Trix Rabbit and his endless quest for sweet cereal treats. These characters became not only familiar-they were trusted. They were, in a sense, the visual equivalent of comfort food and helped shepherd a young generation through uncertain times.Not every mascot achieved the status of icon. Some of these long forgotten faces once fronted for now defunct companies. And in some cases, the business is still in business, but its mascot or pitchman has long since retired. Strangely (or perhaps not so strangely) some of the characters are not only recognizable, they would look perfectly at home in today's marketing campaigns. Why couldn't Tuffy Tooth make a comeback for Colgate and fight dental battles right alongside the other toothpaste brands? And who would say no to Miss Fluffy if she returned to preside over the next batch of rice you make for dinner?So, look a little closer when you pick up a box, bottle, or can and watch a little more attentively when the hapless AFLAC Goose flaps across the screen or the GEICO Geko chats in his charming cockney accent. They're part of a modern legacy of an old tradition and one we celebrate in the pages that follow. Read more See more
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