"Remember those great Volkswagen ads?" David Abbot, Alfredo Marcantonio.
More than 250 selected press and print ads from the first two decades of the Volkswagen campaign, mainly from the US, but with some work from Europe. David Abbott, himself a Volkswagen campaign alumni, writes an introductory essay.
European Illustration 1982, and some later editions by other publishers (a different verson was published by Stewart Tabori & Chang, NY 1982) Out of print.
|Helmut Krone. The book.
Changes in 20th century print: typo-photo; the Creative Revolution.
Influence on US ads of Euro-modernist, socialist designers.
Growth of New York as advertising centre.
Influence of rag-trade and formation of DDB.
Major 20th century ad theorists.
Paul Rand's contribution and influence.
Influence of Alexey Brodovich on Creative Revolution art directors.
Bernbach's theories; how Krone fulfilled and influenced them.
The Creative Revolution and its consequence.
Ad art direction vs. graphic design; Form vs. Concept.
Krone's life and work - how it changed advertising.
The first 100 Volkswagen ads.
The entire Avis campaign - its origins and importance.
Krone's reactions to work of George Lois and Howard Gossage.
Wit and involvement. On planning as a creative function.
On creativity as practised in ad agencies.
The process of advertising from a creative perspective.