70s All-american Ads
Merchant: Oxfam
Merchant's Category: Media> Books
Heimann's book consists entirely of reproduced ads cover to cover - 701 pages of them. They are all well reproduced in colour. The book is well bound with pages sewn; it is softcover but with very thick, tough flexible wrappers. One of a series, each one given over to a decade in American commercial history. 2004; a large heavy book, 8 x 10.5 ins. Weighs over 2 kgs, must go by courier at increased cost. 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 their sixties counterparts. 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 some of their punch in the 1970s). All was not lost, though; as ads are a sign of the times, racial and ecological awareness crept into everything from cigarette to car advertisements, reminding Americans that everyday products were hip to the modern age. A fascinating study of mass culture dissemination in a post-hippie, television-obsessed nation, this weighty volume delivers an exhaustive and nostalgic overview of 70s advertising.
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