Confessons of an Advertising Man.
The first of Ogilvy's books and replete with his rules. Ogilvy was a great self-publicist founding what became Ogilvy & Mather a year before Doyle Dane Bernbach formed their agency. The first ad creator to go public with the theory that the consumer is not a moron. This is the book that Krone would have read before producing the Avis campaign.
Atheneum, NY 1963, and, later, numerous other publishers. Latest is Southbank 2005.
|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.