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Ogilvy on Advertising — Back-Matter: Useful reference sources, index, picture credits, and copyright
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Useful reference sources Scientific Advertising by Claude Hopkins. Introduction by David Ogilvy. Bell Publishing, NY, 1923. Tested Advertising Methods by John Caples. Foreword by David Ogilvy. Prentice-Hall (Canada), 1975. Reality in Advertising by Rosser Reeves. Alfred A. Knopf Inc., NY, 1961. Madison Avenue, U.S.A by Martin Mayer. Harper & Row, NY, 1958. Confessions of an Advertising Man by David Ogilvy. Atheneum, NY, 1962. The New Advertising: The Great Twenty-One Campaigns from Avis to Volkswagen by Robert Glatzer. Citadel Press, NY, 1970. The 100 Greatest Advertisements by Julian Lewis Watkins. Dover Publications, NY, 1959. The Art of Writing Advertising by Denis Higgins. McGraw Hill, NY, 1965. How to Advertise by Kenneth Roman and Jane Maas. Foreword by David Ogilvy. St Martin’s Press, NY, 1976. Advertising Inside Out by Philip Kleinman. W. H. Allen, London, 1977. Successful Direct Marketing Methods by Bob Stone. Crain Books, Chicago, 1979. Or Your Money Back by Alvin Eicoff. Crown, NY, 1982. The Art of Plain Talk by Rudolf Flesch. Collier, NY, 1962. Writing That Works by Kenneth Roman and Joel Raphaelson. Harper & Row, NY, 1981. The Elements of Style by William Strunk and E. B. White. Collier, NY, 1979. Thirty Seconds by Michael J. Arlen. Farrar, Straus & Giroux, NY, 1980. Speech Can Change Your Life by Dorothy Sarnoff. Doubleday, NY, 1970. The Duping of the American Voter: Dishonesty and Deception in Presidential Television Advertising by Robert Spero. Lippincott & Crowell, NY, 1980. Obvious Adams by Robert Updegraff. Updegraff Press, Louisville, Kentucky, 1916.
Index Abbot, David 222 ABN Bank 115 account executives 15, 41–5, 59, 61 actors, commercial 163 Adams, Tom 75 Advertising Council 224 Advertising Hall of Fame 40, 292 Advertising Standards Authority 313, 323 advocacy advertising 179 Africa 265–6, 274 Aga cooking stoves 321 alcoholism campaigns 225–6, 230–1, 266 employees 70–1 Alexander, Henry 69, 79 American Express 12, 67–8, 76, 81, 86, 151, 190 American Telephone Co. 62, 87, 173 American Tobacco 291 Araldite 144 Arlen, Michael 163 ARMCO 178, 187 art directors 39, 41, 89, 163, 283 art trade 108 Asia 40, 264 Audience Research Institute 46, 237, 289 Austin cars 107, 131 Australia 264, 273 Austria 273 automobiles 7–8, 9, 21, 24–5, 28, 80, 107, 121, 131, 147, 170, 320–1 aviation 135 Avis rentals 27, 301 Ayer, Mani 265 Ball, Michael 48 banking 115, 144, 145, 177 Barnes, Clare, Jr. 89 Bates 41, 75 Bates, Ted 20, 75, 86 Bayles, Hagen 75
Baysol plant treatment 126 BBDO 69, 303 beauty products 21 Beecham’s Pills 15 beer 7, 10, 115, 157, 164–5, 171, 257 Belgium 191, 263 Bell Brand potato crisps 236 Benton & Bowles 20, 65, 86, 291–2 Bermuda 192, 200 Bernbach, Bill 2, 9, 201, 247, 293, 300–3, 309. see also Doyle Dane Bernbach Bernhard, Hank 321 Berry, Norman 262 Bethlehem Steel 176–7, 183 Better Business Bureau 214, 313 Big Top peanut butter 236 billboards 144, 318–20, 325 Bissell Carpet Sweepers 298 black and white advertisements 104, 206 Blitz-Weinhard beer 157, 171 Books for Children 222 bookselling 220 Bounty 234 Bower, Marvin 69, 71, 79, 97, 259 branch offices 74 brand image 2, 9–10, 159, 254, 300 brand managers 15, 39, 42 brands, repertory of 258–9 Brazil 264, 273–4 bread 11, 34, 169, 268 breakfast products 245, 247 Bristol Myers 81 Britain 51, 224, 242–3, 257, 258, 313, 314, 316–17, 323 advertisements 38, 144, 157, 166, 177, 222, 257, 261–2, 264, 268–70 tourism 103, 190–1, 192, 193, 196–9, 243 British Intelligence 67 British Labour Party 177 British Travel 243 Brower, Charlie 69 Brown, George Hay 7 Brown, Pat 318 Buffett, Warren 72 Burnett, Leo 12, 16, 31, 293–7, 308, 310–11 Burns, Max 85 business-to-business advertising 204–12 inquiries 208–9 Cadillac 293 Cadogan, William 69–70
California, University of 10 Cambio 16 (Spain) 112 Camel cigarettes 287 Campaign Palace (Australia) 264 Campbell Soup 51, 81, 101, 104, 118, 256, 292 Canada 85–6, 157, 191, 261, 264, 273, 320 cancer in India 226, 265, 276 Canter, Stanley 237 Caples, John 6–7, 102, 107, 129 captions 111, 112, 138, 206, 242 career paths 39–52 Carioca rum 33 Carl Ally 87 Carnation Milk 106 Carnegie, Andrew 64 Carnegie, Dale 220 cars. see automobiles Carter, Jimmy 316, 317, 325 cartoons 158–9, 242, 243 Caterpillar Tractor 178 Cecil, George 62, 303 celebrity advertising 3, 107–8, 151, 158, 163, 217, 242, 288 census (American) 224, 286 Certain bathroom tissues 236 Cessna Citation jets 216 Chandler, Raymond 51 character commercials 156–7, 169 charities 149, 224–31 Charmin toilet tissue 234 Chase National Bank 144 cheese, French 245 Chesapeake and Ohio 177, 186 ‘Chicago school’ of advertising 293–5, 308 Chicago Tribune 295 chief executive officer 48, 173–4, 175, 252 Childers, Erskine 288 children 158–9, 245–7 China 267, 279–80 Chubb Safes 108, 131 Churchill, Winston 44, 47, 68, 217, 310, 311 CIGA Hotels 270 cigarettes 10, 22, 31, 100, 105, 156, 254 cigars 105, 109 Clairol 62 Clark, Howard 67–8 clients 42, 44 meetings 75, 83–4 obtaining 18, 81–9
Clio awards 21, 22 close-ups 160 Club Med 271 Coca-Cola 10, 85 coffee 14, 76, 157, 161, 232, 240, 253, 254, 258 Collett Dickenson Pearce 166, 269 colour advertisements 104, 206 columns of copy 112, 117, 138–9, 148 comic strips. see cartoons Commander Whitehead 14, 29 commercials. see television commission payment system 72 communist countries 266–7 Communist countries 277–80 competitor comparison advertisements 155–6, 207–8, 218 Compton agency 62, 75 computer mailing lists 214 Cone, Fax 85 confectionery 254 Confessions of an Advertising Man (1963) 1, 2, 43, 81, 310 Container Corporation 173, 189 contests 85, 266 contraceptives 38 cooking stoves 21 copy 112, 116–17, 146–8 body 100, 101–2, 105–8, 117, 122, 130, 135, 138–9, 148, 206, 208–9 length 19, 109–10, 116, 117, 132, 133, 134, 206, 217 testing 46, 237, 240 copywriters 15–16, 18, 39, 59, 89, 97, 110–11, 163, 211, 281 qualities 40–1, 61–2, 95, 110 corporate advertising 172–89 coupons 208–9, 217–18, 255, 298 creative directors 41, 48–9, 78–9 Creative Organization, The 21 Creative Revolution 2 creativity cult 20–1 credit cards 214 credit risks 84–5 Crest toothpaste 233, 234 Cronkite, Walter 158, 313 Cummings, Bart 62 Cunard 76, 190, 216 Curtis Publishing Co. 51, 56 Cushman, Joe 181 Czechoslovakia 266 Dacus, Bud 205 Daily Mirror (London) 104, 243
Daimler-Benz 8 Dane, Max 301 Day, Barry 262 demonstration advertisements 155–6, 205, 207, 211, 234 Den Kongelige porcelain 32 Dentsu (Japan) 267 department stores 103–4, 214 detergents 9, 21, 123, 125, 235, 236, 258 Dewey, Governer 315–16, 323 direct mail advertising 88, 129, 213–16 direct response advertising 6–7, 18–20, 103–4, 110, 213–23, 327 magazines and television 216–18 Disraeli, Benjamin 106 Dove soap 9, 12, 27, 76, 102, 106, 119, 239 Doyle Dane Bernbach 27, 28, 41, 87, 170, 193, 202, 301 Doyle, Ned 301 drawings 22, 104, 217 Drene shampoo 236 Duffy, Ben 303 DuPont 87, 173 editorial layouts 128, 137–43 Edwards, Charles 110 Ehrenberg, A.S.C. 256, 258–9 Eicoff, Al 163, 219 Eisenhower, Dwight 45, 318 Eli Lilly 177 Elliott, Jock 63, 64 emotion, use of 119, 157–8, 235, 268 Engel, Louis 109, 133 Era cleaner 234 Erwin Wasey 293 Erwitt, Elliott 103, 124, 201 Espresso, L’ (Italy) 112 Esso 85, 184, 264 Esty 75 Express, L’ (France) 112 Exxon 87 Fabergé 158 fabric softeners 158–9 Family Planning Clinics (UK) 23, 37 Faucett airline (Peru) 195 FCB-Impact 108, 113, 126, 137, 143 Federal Express 207 fee payment system 72 Felton, Happy 315 Field, Clifford 199, 262
films. see motion picture industry financial advertisements 114 Fitzgerald, Cliff 75 Flannery, Vaughn 17, 92, 291, 303, 305 Fonda, Jane 176 Fontoura, José 264 food products 99–100, 104, 105, 130, 141, 160, 238, 245, 252, 254, 256, 320 Foote, Cone & Belding 75, 85, 285 Ford 7, 24 Ford, Gerald 316, 317 Ford, Henry 14 Fortune 88, 92 Four Roses Whiskey 307 France 22, 52, 108, 113, 317–18 advertisements 22, 103, 113, 155, 167, 245, 262–3, 273 tourism 190, 193, 194, 201, 203, 248 Friedman, Milton 313 Friedman, Rose 313 fund-raising 226, 301 future predictions 326–7 F.Wallis Armstrong 289–90 Gage, Bob 41, 110 Galbraith, John Kenneth 310 Gallup & Robinson 100 Gallup, George 17, 18, 45, 52, 67, 104, 107, 237, 242, 243, 250, 289, 290 gasoline 8, 43, 120, 154–5, 177–8, 184 Geddes, Lord 243 General Electric 87, 173, 284 General Foods 81, 85, 177, 187, 291–2 General Motors 67, 85, 87, 288 Germany 108, 155, 156, 191, 261, 264 advertisements 25, 91, 178, 271–3 Gladstone, William 68, 106 glass 98 Glendinning, Ralph 47 glue 155, 167 Goldsmith, Jimmy 64 Goldwater, Barry 316–17, 324 Gone With the Wind 244 Good Luck margarine 8, 26, 109, 167 Gossage, Howard 225, 229 Grand Dad whisky 10 Grant, General 68 Greece 191, 192 Grey agency 301 Greyhound Bus 84 Gribbon, George 305
Guinness 58, 82, 90, 136, 140 Gunther, John 284, 285 Haines, Douglas 105 Hall, William K. 207–8 Hansaplast strips 272 Harness, Ed 233 Harvard Business Review 207 Hathaway shirts 18, 82, 90, 106, 108, 127, 247 headlines 100–2, 111–13, 115–16, 147, 206, 217, 240 length 101, 121, 135 Health Education Council (UK) 23, 38 Hercules plastic resins 211 Hershey Bars 254 Hershey, Milton S. 254 Hertz rentals 27 High Point 233 Highway Beautification Act 319, 325 Hill, George Washington 291 Hinks, Ken 286 Hit Parade music 14 Hixon, Carl 293 Holiday magazine 51, 56 Holland 191, 261, 273 Hollywood producers 243 Hopkins, Claude 2, 109, 153, 297–300, 309 Hotel Majestic, Paris 67, 68 Houghton, Arthur 98 Houghton, Francis X 109 house advertising 89, 223, 275 Houseman, John 156 Hovis Bread 157, 166, 268 humor in advertisements 22, 41, 62, 153, 170, 207, 235 Hungary 266, 277, 279 Huxley, Aldous 106 IBM 81, 82, 183, 207 illustrations 103–5, 111–12, 126, 134, 299. see also drawings; photographs India 40, 156, 226, 264, 276 industrial advertising. see business-to-business advertising information in advertisements 205 insulation, house 208 International Correspondence School 107 International Paper 155 interpublic 75 interviewers 45, 244–5 investment 73–4, 173 Irish, Judson 33
Islam 22 Italy 112, 191, 193, 261 Ivory Bar 234 Jack Daniel’s whiskey 10, 30 Jacoby, Professor 162 Jamaica 202 Japan 22, 184, 265, 267, 292 jargon 47 Jetté, Ellerton 108 jingles 160–1 jobs 39–52 applying for 52–5 Johnny Walker Whisky 279 Johnson, Arno 286 Johnson, Howard 69 Johnson, Lyndon 301, 316–17, 319, 324, 325 Johnson, Samuel 239–40 Jones agency 86 J.Walter Thompson 17, 85, 87, 221, 286–8, 303, 304 Kelstadt, Charlie 95, 181 Kennedy, John E. 282–3 Kennedy, John F. 70, 316 Kenya 265–6 Kershaw, Andrew 64 Kettering, Charlie 67 Kinney, Gilbert 286 KLM 135, 190 Koenig, Julian 28 Korda, Reva 49 Kotex sanitary towels 283 Kroll, Alexander 261 Krone, Helmut 28, 62, 110 Lambert, Jerry 254, 255, 287 Lambert Pharmaceutical Co. 254 Lasker, Albert 11, 49, 75, 282–5, 298, 304 Lasker, Mary 285 Latin America 264 launch advertising 255 layouts 41, 89, 111–14, 134–5, 137–43, 146, 206 leading (line-spacing) 117 legal aspects 22, 86, 155, 246–7, 313, 315, 318–20 legislation, advertising influence 176–9 Lemonnier, Pierre 113, 137 Lennen & Newell 84 Lent, Henry 305
Lever Brothers 43, 81, 239 Levitt, Professor 207, 263 Life magazine 221 Life Savers confectionery 305 lighters 107, 128 Lilt cleaner 236 Lincoln, Abraham 68, 172, 175–6, 250 liquor 22, 37, 143 Listerine 254, 255, 287 Lloyd George, David 68 Lord & Thomas 75, 282–5, 293, 298, 300 Loudon, John 64 Louis XIV of France 61 Lux soap 288 MacLeish, Archibald 70 magazines copy readership 105 design 111–14, 115, 134 direct response advertising 214–15, 216–18 subscriptions 214 Magnavox 83 mailing. see direct mail advertising Mapes & Ross 152 margarine 8, 26, 109, 158, 167, 257 markdowns 108 marketing 251–60 Marlboro cigarettes 10, 12, 31, 103, 296 Marlborough, Duke of 69–70 Marshall, Bob 198 Marsteller, Bill 75 Martin, Muñoz 96 matches 156 Mathes, Jim 75 Maxim Instant Coffee 157 Maxwell House Coffee 14, 76, 157, 161, 254 Maynard, William 41 McCall’s magazine 17, 292 McCann-Erickson 85, 262, 267 McGraw-Hill 180, 204, 205, 208 McKinsey 66, 69, 71, 79, 97 McMahan, Harry 21 media departments 47 Media Institute 176 Medici, Cosimo de 39 Meek, Sam 286 Menninger, William 61 men’s cologne 23
Mercedes-Benz 8, 25, 109, 216, 274, 321 Merck pharmaceuticals 252–3 Merrill Lynch 11–12, 81, 109, 133, 162 Metropolitan Opera 173 Metropolitan Police (UK) 269 Meyer, Grethe 32 Mikoyan, Anastas 266 Milton Biow 65 miscomprehension of advertisements 107, 162 Mithune, Ray 75 Mitterand, François 52 mnemonics 162 Mobil 177–8, 188 Mojo (Australia) 264 Monde, Le (France) 141 Montgomery, Field Marshall 70 Montgomery Ward 298 moonlighting 51 morals 310–25 Morgan Guaranty 69, 79, 81, 109 Morgan, J.P. 62, 64, 81 Morgens, Howard 311 Morril 257 Moscoso, Ted 69, 79, 96, 98 Moscow Olympic Games coins 215, 220 Moses, Bob 318 motion picture industry 237, 243–4 multinational advertising 85–7, 91, 263–6, 327 Murphy, Bev 255–6 music 159, 160–1, 235 Nader, Ralph 178 naming products 253–4 NBC 164 Needham, Harper & Steers 41 New York Herald 68 New York Philharmonic 225, 228 New York Times 109, 132, 133, 225, 228, 313–14, 318–19 New Yorker 3 New Zealand 86, 265 news in advertisements 101, 118, 157, 205, 207 news magazines 138–9 newspapers 112, 120, 263 copy readership 242–3, 312 design 115–16, 140–2 Newsweek 112 Ney, Ed 75 Nielsen’s technique 255–6
Nigeria 86 Nixon, Richard 316, 317 Northwestern University 173 Norway 9, 225–6, 230–1 nudity 21–3 N.W.Ayer 2, 87, 290, 306 Ogilvy & Mather 76, 250, 295 Australia 264 Bangkok 264, 275 Canada 85–6 clients 81–2, 213–14, 236, 315 early days 1, 64, 67, 84, 86, 111, 237 Frankfurt 91, 271, 272 good cause advertising 225, 226, 227, 230 house advertisements 89, 93, 223, 275 India 276 long copy 109 Milan 126 Nairobi 266 Paris 155 Singapore 131 staff 41, 42, 49, 62, 63, 71, 72, 77, 262, 305 Ogilvy, Francis 8, 104, 216, 242–3 Old Crow whiskey 10 Omega Watch Co. 51 Opinion Research Corporation 172 Owen, Barry 264, 275 Owens-Corning Fiberglas 208 P&O 190 packaging 159, 238–9, 245 Paco Rabanne 23 Page, Shelby 72 Pakistan 22 Palmolive 298 Pampers diapers 233 Pan American 87 paper 155 Paris 22, 52, 137 parity products 13 Parlin Award for Marketing 251 Patrick, Ted 51, 56 Pearl, Leslie 185, 262 Penn, Irving 126 Pepperidge Farm bread 11, 34, 157, 169 Pepsodent 298 petrol. see gasoline
pharmaceuticals 252–3 photographs 126 captions 112, 124, 134, 135, 138–9, 147 food products 130 story appeal 103–5 Pillsbury Cake Mixes 308 Pitard, Monsieur 67 plant food 126 plasters 272 Point, Le (France) 112 Poland 267 political advertisements 315–18, 324–5 Politz 298 pollution, water 187 Polykoff, Shirley 62 Ponds 288 Porsche 147 positioning of products 9, 239 posters 114, 143–4, 318–20 premiums 215–16, 241 price-off deals 181, 255–6 pricing products 108, 215, 243, 245, 256 Pringles potato chips 236 print advertising 100–17 business-to-business 204–6 problem solution advertising 156 Procter & Gamble 40, 42, 47, 87, 163, 219, 232–6, 311 profit 72–4, 84, 122 promises in advertisements 239–41 promotions 255–6 public companies 72 public opinion 176–9 Puerto Rico 36, 69, 79, 96, 103 industrial development 19, 109, 311, 322 tourism 98, 103, 124, 191–2, 201, 311, 322 punctuation 115–16 radio advertising 164–5, 292, 314 China 267 Kenya 265 Rand, Paul 110, 300 Raphaelson, Joel 4, 13, 52, 63 rational advertisements 157–8 Rave cleaner 236 Raymond, Miner 163 Reader’s Digest 7, 51, 57, 105, 108, 264 Reagan, Ronald 249 reason why advertising 157
recall of advertisements 241–2 recession marketing 257, 260 Red Cross 224 Red, White and Blue Beer 164–5 Reed, Virgil 286 Reese’s Peanut Butter Cups 254 Reeves, Rosser 20, 36, 303 refrigerators 108 Reinhard, Keith 41 Reisz, Professor 256 repertory of brands 258–9 Republican Party 282 research 45–7, 153, 233, 238–45, 326 account facts 3, 7–8, 43 children 245–7 competitor 8, 239 new products 238–9, 252–4 pitfalls of 244–5 readership measurement 16–18, 239 sales models 158 sample size 244 researchers 45–7 Resor, Helen 287–8 Resor, Stanley 17, 285–8, 304 Revlon 84 Revson, Charles 84 Reward 274 Rigby, Sir Hugh 16 Riney, Hal 41, 157–8, 162, 171 Rinso 123, 125 Roadside Business Association 319 Robbins, Norman 305 Rockefeller, Jay 317 Rogers, Will 295 Rolls-Royce 7, 15, 24, 25, 80, 82, 90, 321 Roman, Kenneth 52, 63, 232 Romania 267 Roosevelt, Eleanor 158, 167 Roosevelt, Franklin 282, 310 Roosevelt, Theodore 62, 70, 282 Rosebrook, Jack 301, 305 Rosenmann, Judge 70 Rosentiel, Lew 84 Rothman’s cigarettes 82 Royal, John 164 Rubicam, Raymond 57, 92, 243, 288–93, 300, 304–7. see also Young & Rubicam Rudolph, Harold 18, 103 Rumi, Beardsley 109
Rupert, Anton 82 SAAB 9 Saalburg, Philippe 113, 126, 137 Saatchi & Saatchi 75 Saatchi, Charles 150 Saint Augustine 66 salesmen 204, 259 samples, free 233, 240, 245 sanitary towels 283 Sarnoff, Dorothy 70 Saudi Arabia 22 Schenley 84 Schlitz beer 109, 298 Schwab, Vic 220 Schweppes 14, 29, 82, 90, 134 Scott, David 242 Scott Paper 87 Seaman, Al 75 Sears Roebuck 40, 75–6, 81, 95, 101–2, 122, 139, 181–2 sex in advertising 21–3, 206, 211 Sheed, Wilfrid 313 Shell 8, 63–4, 81, 84, 85, 91, 109, 120, 154–5, 162, 210, 212, 241, 242, 264, 268, 273, 319 Shepherd, Mills 17 Sherwood, Robert 70 Shipping Board 282 Shoop’s patent medicines 298 Sierra Club 225 signed advertisements 108 Singapore 40, 131, 193, 194 Skinner, Cornelia Otis 239 slice of life technique 153–4, 235, 262 slogans 174–5 Smith Barney 156 soap 9, 12, 22, 27, 76, 102, 106, 119, 239 social status 50–1 soft drinks 10, 14, 29, 82, 85, 90, 134 Sonnenberg, Ben 84 sound effects 161. see also music South Africa 273 Spaght, Monty 319 special offers 108 Spero, Robert 316 Spiegel, Der (Germany) 112 split-run tests 110, 240 spreads, two-page 113–14, 132, 139 Squibb 290 staff recruitment 49–50, 61–5, 173
Stanton, Henry 286 Stanton, Richard 240 Starch, Daniel 243 Starch Readership Service 100, 101, 114, 240 statisticians 46 steel industry 176–7, 183 Steinway 290, 306 Stephenson, Sir William 67 Steuben Glass 98 Stirling Getchel 18, 49–50 Stone, Bob 219 story form in advertisements 107, 127–9 Stowell, Esty 11, 62, 64 subliminal advertising 314 subsidiaries 74 Subway cards 114, 144 Super Glue 155, 167 supers (type/sound superimposition) 161, 234 Sweden 263, 273 Swift 298 Switzerland 130 Sykes, Harold 17 talking heads commercials 156, 235, 262 Taylor, Bill 262 Taylor whiskey 10 TBWA 270–1 Teel liquid detergent 236 telephone advertisers 18 television 2, 99–100, 152–63, 179, 241–2, 254, 313–14, 326, 327 business-to-business advertising 206–7 costs 163 direct response advertising 216–19 direct selling 19, 218–19 Procter & Gamble 234–5 public opinion 176, 179 tips 159–63 types 153–9 Templeton, Alex 159 testimonials in advertisements 107–8, 131, 151, 154–5, 205, 210, 217, 235 tests direct response 100, 215–16 marketing 233–4, 236, 237, 298 Thailand 40, 264, 275 Thom McCan shoes 104 Tide 233, 234, 254 Tiger beer 115 Time magazine 107, 112
Times, The (London) 243 Tinker, Professor 115 Toigo, Adolph 84 Top Job cleaner 234 Townsend, Robert 27 Toynbee, Arnold 310 toys 245–7 trade advertising. see business-to-business advertising trademarks 115 Train matches 156 training 40, 50 travel advertising 135, 190–7 Treasure, John 259 Truman, Harry 282 Tschichold 110 type 115–17, 146 black 217 bold 117 capitals 115, 145 drop-initials 113, 116 italic 113, 117 lower-case 115 reverse 3, 17, 113, 116, 149–50, 217 serif and sanserif 112, 116 size 113, 114, 117 Unilever 257, 266 United Negro College Fund 225, 301 Updike, John 116 US Government 188, 313, 319, 320 US Savings Bonds 224 US Steel 173 US Trust 109 USSR 266 Vanderbilt, William H. 175 Vaseline 266 Vicary, James 314 visual impact 160, 161 Viyella 134 voices in commercials 161 Volkswagen 9, 28, 101, 121, 170, 301 Wallachs Stores 185 Ward, Sid 305 Warshaw, Paul 251–2 washing machines 155.167 Washington, George 75
Webb Young Trader 221 Weed, Bill 254 Weherhaeuser 177 Weintraub 300 Wells, Rich, Greene 87 Whalen, Grover 300 whiskey 10, 30, 109 White, E.B. 241 White, Hooper 163 Whittier, Roy 293, 305 Williams, David 75 Wilson, Edwin Bird 114 women in advertising 42, 49, 287 World Fair, New York 300 World War II 257, 292 World Wildlife Fund 82, 109, 132, 225, 227, 311 Wrangell, Baron 127 Wrigley’s chewing gum 258 Xerox 85 Young & Rubicam 2, 17, 74, 75, 85, 88, 92, 243, 261, 280, 289–93, 303, 305–7 Young, James Webb 107, 221, 286, 303 Young, John Orr 290 Zest 234 Zippo lighters 107, 128
Picture credits Doubleday Inc. from White Collar Zoo by Clare Barnes Jr. 89; FCO London 144; Foote, Cone & Belding 304T; Alan Hutchison Library 274B, 279B; Keystone 249T, 323B, 324B; Rex Features 325T; Rex Features/Spia-Press 323B; Frank Spooner/Gamma 28; J. Walter Thompson 304M; Vision International, Photo Polo Koch 325B.
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