American Advertising - Fresno State Art and Design...
Transcript of American Advertising - Fresno State Art and Design...
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American Advertising During the 1940s Americans borrowed freely from European designers and ultimately became a dominant force in graphic design, lasting well into the 1970s.
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&WOMEN
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&WOMEN
Paul Rand
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Paul Rand Bill Bernbach
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Alvin Lustig Bill Bernbach
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Alvin Lustig Bradbury Thompson
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Bradbury ThompsonSaul Bass
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Saul Bass Herb Lubalin
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Herb LubalinThomas Geismar
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Thomas Geismar Ivan Chermayeff
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Cipe Pineles Ivan Chermayeff
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Cipe Pineles Bea Feitler
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Paul Rand Visually dynamic symbolism packs an emotional wallop in this 1940 magazine cover design.
CONCEPT: A Christmas package wrapped with barbed wire is a grim reminder of global war.
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Paul Rand Children’s book design, 1957
CONCEPT: Simplified relationships between words and pictures.
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Paul Rand 1946 retail advertising design
CONCEPT: A logo, photograph and artwork are combined to create a playfully unified theme.
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Paul Rand 1946 retail advertising design
CONCEPT: A logo, photograph and artwork are combined to create a playfully unified theme.
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Paul Rand Logo designs are global trademarks reduced to their essence.
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Paul Rand Poster design
CONCEPT: Make modern art (and the MOMA) as much a part of your everyday life as eating dinner.
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Paul Rand Catalog cover design
CONCEPT: It’s the Winter Quarter, in LA.
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Alvin Lustig Demonstrated an early genius for design with book designs that played on powerful imagery full of symbolism.
CONCEPT: Human spirit and brutal circumstances are symbolized in T. Williams’ plays.
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Alvin Lustig 1951 album cover for Vivaldi’s Gloria.
CONCEPT: Letters move up and down like musical notes on a backdrop of harlequin triangles.
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Bradbury Thompson He designed publications for Westvaco to showcase their printing papers.
CONCEPT: Images and geometrics create visual movement.
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Bradbury Thompson 4-color process plates appear in the letterforms.
CONCEPT: Futuristic typography is used to depict the Civil War.
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Saul Bass Bass brought modernistic design with him to Los Angeles with powerful symbolic images that worked to unify a promotional campaign across all media.
CONCEPT: The arm symbolizes the main character’s struggle with heroin addiction.
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Cipe Pineles Assistant art director for Vogue who went on to become art director at Glamour, then Charm and Seventeen magazines.
CONCEPT: Elegant style for women who work.
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Cipe Pineles She eventually became the first woman admitted to membership in the New York Art Directors Club.
CONCEPT: Unconventional, this mirrored illusion adds graphic vitality.
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Bea Feitler She worked for Harper’s Bazaar, Vogue, Ms. Magazine, Rolling Stone and Vanity Fair. Feitler took unprecedented risks such as this typography-only cover design.
CONCEPT: Day-Glo typography and re-wording a holiday sentiment show joyous equality.
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Bea Feitler She hired acclaimed photographer Annie Lebovitz for this iconic Rolling Stone magazine cover.
CONCEPT: Take risks and make something amazing.
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Thomas H. Geismar One of three young designers who formed the New York design firm of Brownjohn, Chermayoff and Geismar in 1957.
CONCEPT: The atomic blast forms a visual metaphor for the human brain.
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Ivan Chermayeff Son of distinguished architect-teacher Serge Chermayeff, Ivan was gifted at solving visual problems with inventive and symbolic imagery.
CONCEPT: A new way to rebrand America (self-promotion).
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Ivan Chermayeff The firm Chermayeff & Geismar was a major player in corporate identity and branding.
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Otto Storch The McCall’s magazine art director heralded major revolution in editorial design .
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Otto Storch Storch combined typography tightly locked into the photographic images.
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Henry Wolf As art director for Esquire and later Harper’s Bazaar, Wolf’s vision of the magazine cover was an exquisitely simple image conveying a visual idea.
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Smaller, more specialized periodicals The demise of large-format magazines was the result of television’s popularity, escalating postal rates, paper shortages and higher printing costs.
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Magazines such as Rolling Stone redefined their format, even reaching beyond music and entertainment topics, such as this ground-breaking report on AIDs in 1985.
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Doyle Dane Bernbach This New York agency was known for its “creative teams” pairing writers with art directors to build strong conceptual ideas for its clients.
CONCEPT: Think small – as in all the great things a small car can be: fuel efficient and affordable.
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Here’s a few better known ad campaigns of the 20th Century.
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Herb Lubalin A typographic genius who abandoned traditional typographic rules and created words and images in combination as “typograms.”
CONCEPT: One word says it all.
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Herb Lubalin Along with typographer Aaron Burns, Lubalin established the International Typeface Corporation (ITC) to develop and license the work of type designers.
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Herb Lubalin He designed the post-modern type ITC Avant Garde.
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George Lois As a young art director with Doyle Dane Bernbach, Lois had a reputation for provocative ads.
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George Lois As a young art director with Doyle Dane Bernbach, Lois had a reputation for provocative ads.
“CREATIVITY CAN SOLVE ALMOST ANY PROBLEM.
THE CREATIVE ACT, THE DEFEAT OF HABIT
BY ORIGINALITY, OVERCOMES
EVERYTHING.” —GEORGE LOIS
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George Lois As a young art director with Doyle Dane Bernbach, Lois had a reputation for provocative ads.
“CREATIVITY CAN SOLVE ALMOST ANY PROBLEM.
THE CREATIVE ACT, THE DEFEAT OF HABIT
BY ORIGINALITY, OVERCOMES
EVERYTHING.” —GEORGE LOIS
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George Lois As a young art director with Doyle Dane Bernbach, Lois had a reputation for provocative ads.
“CREATIVITY CAN SOLVE ALMOST ANY PROBLEM.
THE CREATIVE ACT, THE DEFEAT OF HABIT
BY ORIGINALITY, OVERCOMES
EVERYTHING.” —GEORGE LOIS
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George Lois He threatened to jump off the 3rd-floor ledge of Goodman’s Company office demanding that his poster got approval.
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George Lois But he’s best known for his visually jarring magazine covers for Esquire magazine.
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George Lois
Muhammad Ali, already controversial for converting to Islam and changing his name from Cassius Clay, had resisted the draft and become a target of ridicule from the public, the government and his sport.
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George Lois The portrayal borrows from the renaissance images of Saint Sebastian who was martyred for his Christian beliefs.
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George Lois Lois’ ability to persuade people to participate in photographs resulted in powerful images.
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George Lois Lois revived the magazine’s flagging sales with his striking covers, but he vowed he’d quit if the editors ever turned down an idea.