- Turtleback: 736 pages
- Publisher: Taschen GmbH (25 Jun 2004)
- Language German
- ISBN-10: 382281265X
- ISBN-13: 978-3822812655
- Product Dimensions: 26.3 x 20.2 x 4 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 813,140 in Books (See Top 100 in Books)
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More About the Author
Product Description
Product 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 60s advertisements. More literal, more in-your-face, 70s ads sought to capture the attention of a public accustomed to blaring, to-the-point TV commercials (even VW ads, known for their witty, ironic statements and minimalist designs, lost their punch in the 1970s). All was not lost, though; as ads are a sign of the times, racial and ecological awareness made their way into everything from cigarette to car advertisements, reminding Americans that everyday products were hip to the modern age. Marketing specialists studied focus groups with furious determination to figure out how to best communicate to a mass audience, thus producing such dumbed-down gems as the slogan "Sisters are different from brothers," used for an African-American hair product. By the end of the decade, print ads began to recoup, gaining in originality and creativity as they began to focus on target audiences by carefully choosing placement in smaller publications. A fascinating study of mass culture dissemination in a post-hipple television-obsessed nation, th
About the Author
Steven Heller is art director of the New York Times Book Review and co-chair of the MFA/Design program at the School of Visual Arts. The author and editor of over 80 books on graphic design and popular culture, including The Graphic Design Reader, Paul Rand, From Merz to Emigre and Beyond: Avant Garde Magazine Design of the 20th Century, and Citizen Design: Perspectives on Design Responsibility.
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Customer Reviews
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Turtleback
All-American Ads of the Seventies adds another 702 pages to the 3418 pages in the first four books and only the Ads of the Twenties remains to be published. This latest book is really the weakest of the set though. As editor Jim Heimann explains in his intro, the Seventies print media lacked creative sparkle because television had captured most ad dollars. He also mentions the important point that in the Sixties ad art directors copied a lot of the really great creative stuff shown in the editorial pages of magazines and into the Seventies so much of this input had become everyday. Although he doesn't mention it I think another reason so many of these ads look bland is because they are just not old enough, they have not quite gained a nostalgic or curiosity value.
Still there are some fascinating pages to enjoy, I liked the chapter on Consumer Products with ads for Sony Betamax, Electrophonic turntables, Advent VideoBeam television, Pioneer tape decks, Polaroid Sonar camera, Honeywell slide projector and an IBM Electronic 75 typewriter. All gone to that electronic dustbin in the sky. I thought the classiest ads were in the Business & Industry chapter, some really creative photography and design.
If you lived through the decade you'll find some memory joggers here. As with the four previous books the production is excellent, all the ads have been carefully copied from the originals and no screen clash.
Still there are some fascinating pages to enjoy, I liked the chapter on Consumer Products with ads for Sony Betamax, Electrophonic turntables, Advent VideoBeam television, Pioneer tape decks, Polaroid Sonar camera, Honeywell slide projector and an IBM Electronic 75 typewriter. All gone to that electronic dustbin in the sky. I thought the classiest ads were in the Business & Industry chapter, some really creative photography and design.
If you lived through the decade you'll find some memory joggers here. As with the four previous books the production is excellent, all the ads have been carefully copied from the originals and no screen clash.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
5 reviews
16 of 19 people found the following review helpful
Too recent to be truly memorable.
9 July 2004
Format:Turtleback
All-American Ads of the Seventies adds another 702 pages to the 3418 pages in the first four books and only the Ads of the Twenties remains to be published. This latest book is really the weakest of the set though. As editor Jim Heimann explains in his intro, the Seventies print media lacked creative sparkle because television had captured most ad dollars. He also mentions the important point that in the Sixties ad art directors copied a lot of the really great creative stuff shown in the editorial pages of magazines and into the Seventies so much of this input had become everyday. Although he doesn't mention it I think another reason so many of these ads look bland is because they are just not old enough, they have not quite gained a nostalgic or curiosity value.
Still there are some fascinating pages to enjoy, I liked the chapter on Consumer Products with ads for Sony Betamax, Electrophonic turntables, Advent VideoBeam television, Pioneer tape decks, Polaroid Sonar camera, Honeywell slide projector and an IBM Electronic 75 typewriter. All gone to that electronic dustbin in the sky. I thought the classiest ads were in the Business & Industry chapter, some really creative photography and design.
If you lived through the decade you'll find some memory joggers here. As with the four previous books the production is excellent, all the ads have been carefully copied from the originals and no screen clash.
Great book!
26 Jan 2008
Format:Turtleback|Amazon Verified Purchase
An awesome collection of ads from this decade. Hundreds of pages w/ ads of all categories. Very enjoyable. I'm an advertising major & this is a fun book to own
1 of 6 people found the following review helpful
All American Ads of the 70s
9 Aug 2005
Format:Turtleback
Una recopilacion unica y fascinante, se puede recorrer la decada del '70 revisando las Publicidades que contiene esta obra. Infaltable para personas que trabajan en diseño, arquitetura, marketing y creadores en general.... no lo duden una obra maestra.Martin de Buenos Aires Argentina.
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