Helmut Krone. The book.

20th century print: typo-photo; the Creative Revolution
The nature (one-to-many) of print. The arrival of the photo. Changes to intent: he needs of the communicatee/ communicator

Influence on US ads of Euro-modernist, socialist designers
The work and theories of Jan Tschichold, the Werkbund, the Ringes der Werbegestalter, the Bauhaus infiltrate New York

Growth of New York as advertising centre
Intellectual imigration, the coming of television move advertising away from the centre of industrial production to the centre of culture

Influence of rag-trade and formation of DDB
The economic importance of fashion and the rise of its magazines and the resources of its art directors changes the visual quality of advertising

Major 20th century ad theorists
Leo Burnett, David Ogilvy, Rosser Reeves And William Bernbach

Paul Rand's contribution and influence
Rand looks to Europe for style, looks to his roots for witty communications

Influence of Alexey Brodovich on the Creative Revolution
The most important and proseletyzing of the Euro-imports

Bernbach's theories; how Krone fulfilled and influenced them
Bernbach enlarges Rand's practises into theory: the art/copy 'team'; the fulfilment of 'concept'

The Creative Revolution and its consequence
A new equality in advertising communication. The reader is engaged
  Ad art direction vs. graphic design; Form vs. Concept
Objective vs. subjective manipulation of form. Ideas matter more and come to govern preconceptions of beauty

Krone's life and work - how it changed advertising
Deliberation in the meaning of marks and their reduction. An appreciation only for 'new'. A dismissal of 'old' (conjunctions that had been seen before).

The first 100 Volkswagen ads.
Almost all of Krone's theories rigourously applied to a complete campaign for a revolutionary car. In advertising it changed everything.

The entire Avis campaign - its origins and importance.
Krones theories leaed to an apparent absence of art direction in order to exemplify the message.

Krone's reactions to work of George Lois and Howard Gossage.
Krone wasn't alone in being a revolutionary and was influenced by both humanists: the art direction of Lois and copywriting of Howard Luck Gossage.

Wit and involvement. On planning as a creative function.
By searching for real motivations and communicating them through involvement Krone arrived at what is now called 'planning'.

On creativity as practised in ad agencies.
Krone's legacy. The role of concept. The ideal of directed creative communication. Fear.

The process of advertising from a creative perspective.
The brief. Analysis. zeitgeist. Grestalt. Branding.