Helmut Krone. The book.
  Graphic Design and Art
  Direction (concept, form
  and meaning) after
  advertising's Creative
  Revolution. Clive Challis
  The Cambridge Enchorial
  Press Ltd.
  ISBN 0954893107
I

ISBN 0-9548931-0-7 The greatest art director ever? Or a graphic designer in an ad agency? Helmut Krone worked for Wiliam (Bill) Bernbach at Doyle Dane Bernbach. His Volkswagen Beetle campaign and Avis campaign (the defining campaigns of the 'Creative Revolution'), changed the way advertising art direction, copywriting and the advertising creative team worked. He formed his own advertising agency to investigate the possibilities of 'graphics' - graphic design - free of 'concept'. Later, back at DDB, he'd reconcile graphic design and art direction with his Polaroid campaign and Porsche campaign.


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Gage– Krone


Krone – Photogram

photo- – Sports Illustrated

Sports– Zwart

100 – Buy Cadillac - Futurama

100 greatest advertisements, The, 245
52/20 club, 8

A
A book about the classic Avis
   advertising campaign of the ’60s
. 117, 122, 122, 236
abstract-expressionism, 230, 234
Ackerman, Herb, 11, 15
Adobe, 158
Advertising Age, 27, 28, 31, 36, 41, 62, 72,     73, 115, 118, 136, 165, 222, 226, 253
Advertising Agency, 30,
Advertising Man, The 247, 247
Advertising Recommendations for
    July- December for VW passenger
    cars...
, 61, 61

advertising theorists, 29, 61, 61, 240
Adweek, 136, 139, 140, 142, 216, 218, 224,     225, 226, 235, 236, 240
Agha, Dr., 217
AIGA 160, 166
    Help stamp out Doyle Dane...,  161
AIR, (Artist in Residence), 231, 232, 234
air brush, 72, 171
airline market, 106
AIZ, 255, 255
Albers, Josef, 3
alcohol, 236, 252
Algonquin, The, 188, 247
aligning numerals, 117, 117
Ali, Muhammad, 147, 148
Alka Seltzer, 218
Allen, Steve, 30, 30
Allentown, Penn., 24
Allen, Woody, 135
Altman’s, 138
America as Civilisation, 15
American Airlines, 106-109, 115, 134,         136, 253
fan jet campaign, 107-108, 246, 250
  Are you flying..., 108, 246
      Aren’t you ever..., 108
      Have you noticed..., 108
      On Christmas Day..., 108
      The fan-jet climb..., 108, 246

      The ...fan-jet story., 106, 246
      The fan-jet take-off..., 108
      What is a fan-jet?, 108

First Class, 106-109, 123, 250
      In 1917, Russia..., 107

      In defense of..., 109, 246
      ‘Mommy, where’s Daddy?, 109
      When Disraeli..., 109
      Why generals..., 109, 248

American Artist, 5, 9
American Blood Association, 223
American Home Products, 240
American Motors, 56
‘American Swiss’, 199
Amerika, European refugees, 255
Amici, Don, 32
Amoskeag Co., 110
Anacin, 29, 240, 240
Ancient Age, 41–42, 64, 256
      Great holiday gift idea..., 42, 248
      Psst! Hold page to..., 41, 248

Angostura Bitters, 138, 149, 166
   campaigner,
      I urge every committee women...,           149
      We must buy up and destroy..., 149

   ingredient,
      How to repair TV dinners..., 165
      How to take the can..., 165
      How to take the package...,  165

Annual Report design, 150, 150-153
Antaeus, 237, 228, 233
      Antaeus: soothing moisture..., 226,          227
antifreeze, 97, 97
Apparel Arts, 6, 6, 11,
Apple, Billy aka Bates, Barrie, 142, 176,       233
architect, 46, 47, 48, 50, 242, 255
Architectural Digest, 224
Armstrong, Louis, 39, 39
Arpege, 138, 159
      Bosses, here are 15 Arpege ,
         promises...,
159
      Here, uncensored are 17..., 159
      The Arpege is $27.50...’, 159
      The Arpege is $7.50..., 159

arsehole, (asshole), 171, 172, 173
Art, 229–236, 247, 254-255
Art and Architecture, 46, 49
art and design, 254-257
Art Center, 177, 224, 224
art direction, 27, 65, 107, 118, 206, 236,     247, 250,  251, 254-257
      vs art; design, 27, 134, 237,
         254, 255,

Art Direction, 18, 37, 38, 56, 57, 72, 107,         115, 157,  180, 210
art director, 10, 11, 12, 14, 15, 16, 19, 24,    25, 26, 37, 41, 52, 59, 62, 63, 64, 65, 68, 72,    73, 80, 104, 107, 118, 134, 147, 158, 188,    190, 198, 204, 215, 219, 223, 234, 235,
   236, 238, 239, 246, 247, 251, 256,  257

power of, 59, 170, 256
Art Director & Studio News, 16, 18
Art Directors Club, 6, 16, 16, 18, 22, 25,    36, 38,  72, 88, 107, 116, 117, 146, 170,    182, 210, 216, 217, 216, 217, 243
Artist in Residence, (AIR), 231, 232, 234
Art of Advertising, 158, 158
artwork, 71
Astoria, 14, 46
Audi, 170-173, 179-187, 198, 203, 222,
        250
Audi 72, 170
Audi 80, 170
Audi 100, 170

Audi 4000, We added one more..., 185
Audi 5000, changes to campaign, 185

Audi 5000, 179–185, 186, 199
      I am opposed to having..., 182
      In my family, I pick..., 182
      Introducing the new, large..., 183

      I used to design racing cars..., 180
      We solve problems..., 180
      When I proposed a 5-cylinder..., 179
      When you test-drive..., 180

Audi 5000, second campaign, 184-185
      I worried the Audi 5000..., 184
      The Audi 5000 Turbo..., 184
      This digital clock..., 184
      This simple device..., 185

Audi Fox, 170-174, 179, 186-187, 246
      Boxy yet Foxy..., 173
      Detroit you’ve been out-foxed., 170
      Foxier than ever..., 173
      Outfox ‘75 prices., 171
      The best new affordable..., 171

      The Foxy set., 173
      The quick brown fox..., 172
      The tale of the fox..., 171
      Your hunt is over..., 172
Audi Fox, logo, 170, 170
Audi Fox, Surreal, 186-187
      Clever Fox to hold five adults..., 187
      F... car, mirror, fox, colour ad., 187
      It’s Fox through and through..., 186
      Surprised? Just reflect..., 187

Audi Silver Fox, 173, 186
      Buy your wife..., 173
      Silver fox., 173

‘August Meier’, 235
Avant Garde Gothic, (font), 171, 172,       170-174
Avedon, Richard, 10, 58, 73,
Avis, 104, 106, 107-129, 134, 148, 157,             160, 164, 166, 234, 236, 246, 248, 251, 253
      A copy of this ad..., 124
      A quarter says..., 124

      Are you working like a dog..., 121
      Avis almost went broke..., 123
      Avis can’t afford television..., 120
      Avis has been attacked..., 129, 246
      Avis interrupts the ...war..., 128

      Avis is looking for a young man...,          122
      Avis is No.1 in Poughkeepsie..., 121
      Avis is only No.2., 124
      Avis is only No.2..., (big pic.), 114
      Avis is only No.2..., 114, 249

      Avis made a bet..., 124
      Avis needs you..., 119
      Avis still believes..., 123, 246
      Avis tries harder all over..., 123
      Does Avis turn back
         odometers?
, 122

      If Avis goofs..., 121
      If Avis is out of cars..., 127
      If you find a cigarette butt..., 120
      If you have a complaint..., 121

      If you want to give your kid..., 122
      It’s more fun..., 120
      No.2ism..., 124
      There is no office in Moscow..., 122
      There is no office..., (extra  pic.), 122
      The writer of this ad..., 125

      This unpleasant, cranky, rude..., 124
      Was this Avis ad... 122
      When you’re only No.2..., 121
      Who do you think of first..., 122

 Why No.1 has to do something..., 128
 Will success spoil Avis?, 123
      Would you believe..., 127
      Would you like to send..., 120
   after No.2 campaign,
      The rare rattlebug, 128

   button; badge, 118, 118, 255, 255
‘First’ campaign, 112-113, 114
      Avis can’t afford dirty ashtrays., 112
      Avis can’t afford dry batteries., 112
      Avis can’t afford... gas tanks., 112
      Avis can’t afford not to be nice., 113
      Avis can’t afford smudged                               mirrors.,112
      Avis can’t afford thirsty radiators.,           112
      Avis can’t afford to skip the tires., 112
      Avis can’t afford worn  wipers., 112

layout, vs Volkswagen, 115, 115
pan-europe campaign, 126, 166
      Has political aspirations..., 126
      Have you seen..., 126
      How he won..., 126
      Separates from wife..., 126
      The fantastic voyage..., 126

Rent-A-Car System, 110
Avis, Warren, 110

Aymar, Gordon, 217

B
Baader, Johannes, 254, 254
Bacon, Francis, 230, 231
Bandler, (Porsche engineer), 199
Barnett, Lee J, 14
Barthes, Roland, 250
Barton’s, 20-21, 22, 178
      delicious..., 21, 248, 256
      Kosher for passover..., 22
      Inform your Embassy.., 29
baseball, 148
Bass, Saul, 217
‘bastard(s)’, 137, 219
Batlin, Lee, 5, 10, 16, 16, 71, 135, 137, 190
Bauhaus, 4, 5, 18, 46, 47, 65, 140, 142, 189,    233,  237, 242, 243, 244, 245, 251, 255, 255
Bauhaus, ITC, (font), 140
Bauhaus, New, Illinois, 46
Bauhaus, New, Ulm, 65
Baumberger, Otto, 255, 255
Bay of Pigs, 252
Bayer, Herbert, 3, 6, 140, 140, 217, 243
BayerBauhausBenguiat, (font) – see    also Universal, 140, 140-143
BBD&O, 23, 23, 28, 28, 29, 41,
    221, 225

Beall, Lester, 6, 7, 7, 217
Beatles, The, 252
Beat the whites with the red wedge,    254, 254
Becker, Harold, 179-185, 182
Beckman, Irene, (later Krone –
   see also), 135, 137, 137

Beetle, (– see also Volkswagen) 56, 59,    60, 74, 104, 106, 170, 182, 186, 203, 218,    244, 244, 245, 246, 250, 252
Behrens, Peter, 242
Bel Geddes, Norman, 5, 255
Bell, Ted, 198, 224, 226, 236, 239
Benguiat, Ed, 140, 141
Benton, Morris F, 244
Benton & Bowles, 138
Berchtesgarten, visit to, 62
Bergheim, Herbert, work for, 14, 14, 15,    15, 243, 243
Berlin, 218
Bernaducci, Frank, 235, 236
Bernbach, John, 228
Bernbach, William, 3, 12, 16, 18, 20, 23,    61, 61, 63, 70, 79, 93, 104, 111, 118, 132,    133, 135, 139, 142, 146, 147, 154, 166, 167,
   174, 178, 179, 216,  217, 218, 218,
   219, 223, 224, 228, 233, 239, 240,  241,    250

      as writer, 31, 241
      Avis, 110, 111
      client relationship, 178, 222, 241
      dead, 218, 218, 219, 224
      ego, 37, 68, 241
      on logo, 32, 38
      philosophy, 61, 177, 217, 254
      Polaroid, 28, 31, 188, 198
      relationship with Krone, 70, 104,           128, 132, 135, 154, 178, 217, 218, 219
      research, 118, 228
      Volkswagen, 58, 60, 61, 63, 69, , 71, 73,           79, 250
       vs. Ogilvy, 61, 61, 73
Better Homes for All America, 49, 49
B F Goodrich, 154
‘Big heads’, Polaroid campaign, 36-40,         192, 250
Big Three; GM, Ford and Chrysler, 56,
Biltmore Hotel, 139
Binder, Joseph, 3
black box, DDB, 23
black-letter, (and schrifts), 140, 140,
        244, 244

Blauweiss, Don, 118, 120, 120, 223
blood, 223
Blumenthal, Les, 110
BMW, 182, 224, 244, 245
body copy, 36, 61, 64, 70, 71, 73, 93, 109,
    115, 116, 118, 140, 149, 194, 239, 249

Bold Look,
Esquire feature, 11, 11, 14
Bolshevik, 244
Bonaccolta, Terry, 179, 185, 186, 219,             251
Bonsieppe, Professor Gui, 65
book of work, Krone’s, 236, 238, 239
Booth, J H, Polaroid Exec., 23
border, 174, 176, 177
Bosch, Helmut, 199
bourbon, 41
Bourdin, Guy, 186, 186
Bowery, 230
Brandenburg Gate, 60
branding, 22, 26, 29, 30, 57, 63, 97, 122,    144, 145, 156, 157, 174,  175, 197, 226,    246, 248, 249, 250
     
 Krone on, 176, 197
     
 of Krone, 60, 246, 247
      
of the consumer, 65, 239, 250
      
Polaroid, 31, 32, 36
      
Scotts, 174, 175
      
Uniroyal, 154, 157
      
Volkswagen, 57, 63, 71, 250
Brauer, Marcel, 46-48,
Braun, 199, 244
Braunschweig, Germany, 1, 2, 60, 245
Brazil, 1, 3
Breech, Edward R, 55
Bregman, Peter, 178, 211, 216, 220, 222,    224, 229, 254
Bridgestone, 154
British Intelligence, 240
Brodis, Morris, 18, 18
Brodovitch, Alexey (Alexei), 10, 10, 11,
   13, 16, 20, 28, 73, 142, 210, 217, 240, 252

      New School classes, 10
Bronx, 147, 240
Brook Parker, 247
Brooklyn, 178
Brooklyn Technical High School, 6
Brooks, John, 55,
Brown Gold, (ad.), 44, 44
Brown Gold, (book), 42,
Brownjohn, Robert, 256
brown-liquor, 158
Broxodent, 130-131
      brush marks, TV ad, 131
      Man versus machine., 131
      Who needs it?, 130
Brun, Donald, 57, 57
brush script, 240
budget, 178
‘Bud’ Krone, 3, 4, 8, 11, 12, 51, 236, 245
Budweiser, 226, 251
Bug, Scotts, 177, 177
Buick, 59, 144
Building permit,
48, 49, 49
Bulcroft, John, 170, 171, 173, 179, 182,
   185, 186, 198, 199, 216, 223

Burchess, Arnold, 4, 4, 5, 5, 38, 48, 59
Burnett, Leo, – see also Leo Burnett, (agency), 29, 41, 240, 251
Burtin, Will, 217, 256, 256
Business Week, on Avis, 126
Busy market, 256, 256
Butcher’s Block, 142, 142
Buy American, 92, 92

C
Cadillac, 54, 56, 144
cafeteros, 42
caffeine, 164, 164
Calderwood, Stan, 23, 30, 32, 34, 36, 74
California, 154, 234, 218
Calkins & Holden, (agency), 23
Calvert, whiskey, 158, 158, 179, 199
Cambridge, Mass., 188
Camp Seigfried, 4
Campbell, Heyworth, 217
campus unrest, 122
Canadian whiskey, 158
‘Cape Cod’ house style, 46
Cape Cod, cycle trip, 14
captions, 71, 248
Carey, Hugh, 144
Carey limousine, 144
      Now you can afford a
         chauffeur
., 144
      Peace in the back of a Buick., 144

Carl Ally Inc., (agency), 128, 206
Carl Reimer, (agency), 18
car market, US, ’50s, 54
Carnase, Tom, 140
Case and Krone Inc., (agency), 136–137,    137, 138, 138, 139, 148, 156, 159, 162, 166,    190
Case & McGrath Inc., (agency),  139, 139,    144, 148
Case, Gene, 109, 111, 135, 136, 136, 137,    138, 139, 144, 147, 164, 165, 241, 247
      on Krone, 111, 136, 138, 139, 159, 247
‘Case Study’ houses, 46, 48, 49
Casey, Bill, 29, 31, 32, 34, 36, 37, 38, 42,    51, 59, 69, 65, 118, 132, 133, 135, 136, 141,    219, 236, 241, 251, 256
Casey Krone, (agency), 136
Cassandre, A M, 5, 217
Cassell’s Dictionary, 199
CBS, 15, 147, 256, 256
celebrities, 37, 147
Century Schoolbook, (font), 18
Chance, Fred, 12
chandelier, 187, 187, 245
Chanel, 226, 227, 228
      Antaeus: soothing moisture balm...,           226

Chappell, Mike, 147
Charles Jourdan, 186, 186
Charlie O’s, 224, 236
Charmatz, Bill, 4, 5, 6, 8, 8, 10, 11, 12, 13,    20, 48
      on Krone, 6, 7, 12, 18, 239, 243, 244
Cheltenham, (font), 240
Chermayef, Ivan, 174
chess-set, meaning, 255, 255
Chevrolet, 56, 62, 92, 94
Chicago, 7, 126, 154, 170, 224, 225, 226,    227, 237, 240, 241
Chivas Regal, 190, 228, 233
Christmas Card, Krone family, 60, 60
Chrysler, 54, 244
cigarettes, 222, 224, 236, 256
Citicorp building, 236
City of Lewisboro, 49, 49
Clark, René, 217
Cleland, Thomas, 217
coffee, 42-45
Coffee of Colombia, 42, 43-45

      How to pick a pound..., 45, 248
      Juan Valdez, coffee planter..., 43
      One tree for coffee..., 44
      We don’t know who’s more..., 44
Cohen Mitchell, Diana, 219
Coiner, Charles, 217
Cole Fischer and Rogo, (agency), 56, 56,    94
Colgate, 138
colleagues on Krone,
   art directors, 12, 14, 18, 28, 111, 140,       141, 147, 148, 179, 186, 218, 224
   account people, 60, 138, 170, 171, 175,       178, 179, 180, 198, 219, 223, 251
   clients, 74, 173, 188
   photographers, 71, 82, 181, 182, 190,       194, 201
   producers, 155
   writers, 20, 22, 29, 59, 82, 106, 111, 139,       142, 145, 155, 159,  170, 178, 188, 189,       198, 210, 219, 223,  227, 237, 239
Colliers, 15
Columbia, Maryland, 138, 165, 165, 166
Colombus, Ohio, 174
Commander Whitehead; Schweppes, 36,    240, 251
commercial art, 27, 237, 241
commission system, agency, 116, 176
‘commodification of dissent’, 65, 239
communicate, (definition), 256
communication, 254-256
Como, Perry, 30
Complexity and Contradiction in                 Archi tecture,  52
comps., 189, 199, 254
Compton Advertising Inc.,  (agency), 59
computer, 150, 164, 236, 250, 253
industry, 150
‘con-formalism’, 54, 257
concept(ual), 17, 73, 112, 118, 142, 189,    198, 216, 219, 241, 253, 256, 257
conformity, 56
constructivism, 7, 233
consumer, ’50s, 54-59, 65, 239, 250
Container Corporation, 240, 240
Cooke, Marty, 5, 6, 63, 124, 135, 174, 218,    220, 227, 236, 239, 252
copy, 73, 117, 140, 149, 239
      adjectives, 118
      as headline, 27, 140, 149
      ‘as talking’ 117, 124
      Ogilvy on, 72, 165
      styles, 62, 63, 65, 70, 71, 72, 74, 79, 92,          104, 147, 157, 174, 192, 194, 210, 216,          222
Coronet, 13
corporate ad(s), 25, 69, 72, 79, 240
corporate identity, 118
Corvair, Chevrolet, 56, 56, 62, 68
Cosgrove, Jerry, 171–177, 171-177
Cotton Club, (Guild), 16, 16
Crash, The, 241
creative director, 135, 139, 141, 179,    219, 220,  225
‘creative revolution’, 6, 10, 68, 118, 147,    233, 256, 257
‘creative team’, 36, 73, 80, 111, 118, 256,    257
‘Creativity at Work’ exhibition, 27
Crompton (Richmond-Crompton), 16, 16
Crowell-Collier publications, 7, 7
Cybermatics, 150-152, 164, 166
      Up the computer., 164
      Who said the mini is dead?, 164

   Annual Report, 150-152
         1. The cleaning lady..., 150
         2. the Lunch Delivery Boy..., 151
         3. The Mailman..., 151
         4. The Messenger..., 150, 248
         5. The Headwaiter..., 152
         6. The Telephone Guy..., 152
         7. The Window Washer..., 152
         8. The handy man..., 152
         8 impartial observers..
., 150

cyclorama, 72Dadaists, 254, 255

D
Daily News, 107, 136, 198
Dali, Salvadore, in Polaroid ad, 37, 37,         250
Daly, Joe R, 25, 110, 114, 118, 122, 135,         137, 219,  225
Dane, Maxwell, 18, 24, 133, 241

Datsun 240Z, 198
Davis, Herman, 18
Davis, Miles, 235, 251
Davis, Stuart, 3
DDB, 15, 18, 26, 28, 36, 44, 80, 104, 106,    140, 141, 178, 198, 224, 225, 226, 241, 255
   changes, 178, 224, 225
   early work, 20-31, 41, 63, 104, 106, 256
   growth, 22, 23
   go public; IPO, 135
   reputation, 41, 142, 218
   research, 61, 118, 199, 228
   speculative campaign for Polaroid,       25
   use of Polaroid camera, 23, 71, 109
DDB Annual Report, 218
DDB house ads, 73
      Bill Bernbach 1911-1982, 218
      How to arrest people!, 36
      Some ads write themselves., 225
      Which was your favourite? 81
      Who did these ads?, (two versions),          241
DDB Needham, 226, 227, 233
DDB News,1, 23, 48, 51, 52,
   104, 115, 146, 146, 173, 178, 219
de Kooning, Willem, 180, 230, 235
Decaf, 138, 164, 166
      How do you take your
         coffee?..., 164
      We take the bitter pill..., 164

DeChirico, Giorgio, 223
demotic, 46, 256
Denver, 144
Depression, 1, 2, 24, 239, 241, 245, 255
Dept. of Cultural Affairs, New York,         234
Department store, role in economy, 24
descenders, (type), 71
‘design’, 114, 118, 198, 199, 219, 239, 247,     253, 254-257
designer, 6, 11, 12, 18, 256
Design laboratory, 12
Detroit, 54, 56, 61, 62, 65, 68, 71, 72, 88,         92, 110, 154, 170, 171, 178, 218, 222
Deutsch schrifts, 244
Diaghelev, 12
Diamond Barnet, Inc. (agency), 14, 15,    18, 22,  241, 243
Dichter, Ernest, 87
Die neue linie, 140
Die neue typographie, 243, 254
Diesel, 251
‘digital revolution’, 254, 257
DiIorio, Joe, 142
Dillon, Jack, 106, 109, 111, 118, 128, 140,     141, 174, 247, 247
Directions,
8, 8
director’s ticket, 155
Disney Hats, 6, 6
Disraeli, Benjamin, 109
Dividend Club of America, 143, 143
DKG, (agency), 166
Doctor’s Orders, 162, 162
Dorfsman, Lou(is), 13, 73, 217, 256, 256
Dornstadter, J P, 126, 126, 160
Douglas D Simon, (agency), 16, 16, 28
Doyle Dane Bernbach,
   (agency), 16, 18, 20, 24, 25, 27, 36, 41, 41,          59, 110, 218, 241

Doyle, Ned, 28, 38, 40, 58, 60, 133, 219,          241
Drawing, 4, 12, 47
    Andre, triptych, pre-’82, 230
    sketches for jacket, memo sheets, 245
    Someone I’ve met, pre-’82, 229
    Trio, triptych, pre-’82, 230
Dreyfus Fund, 22
Dreyfus, Jack, 22, 23,
drinking, 12, 190, 223, 224, 227, 236
Duke University, 157
Duskin, Ken, 70
Dwiggins, W A, 217
dyes, 211
dye-transfer, 158, 194, 250

E
Eames, 12, 46, 48, 49, 137, 246
Earl, Harley, 54,
early work, Krone, 10-11
      aeroplane and shapes illustration,            11

      Back to school, comp., 15
      Back to the campus in style, 15
      Baitch & Castaldi, These are the          coats..., 15
      You need these exciting colors..., 15

      design for a radio, 11
      fish illustration, 11

      house in a circle, 50,
      illustration of a bent ply chair, 11
      interchangeable glasses, 11
      sketches for a redesigned torch, 10

      Squibb:
      if deficiency symptoms ..., 15
      therapeutically superior..., 15

      summer clothes and daylight          saving, 11
      technical drawing of a wood plane,          10
      today’s cities, 11
      woman, fox, illustration, 11

East Hampton, 230, 232, 235, 236, 236,    247
Econoline, Ford van, 94, 94
economics, 8, 54, 239, 240, 241
Eding, John, 142, 156, 157
Edsel, Ford, 55, 55, 56
Einstein, Albert, 239
Eisenstein, Sergei, 256
El Al, 106, 241, 256, 256, 256
Elaine’s, 135
Eldorado, Cadillac, 56
elevation, photography shot as, 72, 73
Elkin, Greg, 178, 182, 220, 223, 245, 252
Ellington, Inc., (agency), 59
Elmaleh, Victor, 57, 60
Empire State building, 1, 28
endline, 239
engineers, 8, 48,180, 198, 199 222
Enlist, poster, 255, 255
Entenza, John, 46
Eriksson, Peer, 122, 236
Esquire,
6, 11, 11, 12, 147, 147, 148, 239,         241
Ettinger, Joel, 18
Euro(pean), 8, 17, 46, 54, 56, 154, 170,             179, 227, 237, 243, 250, 255
Evans, Keith, 51, 63, 222, 224, 225, 227,         235, 234, 239, 245, 252
evidence, 22, 107, 246, 249
Exeter Hose, 18, 19
      Clever footwork in cashmeres..., 18
      Hit both of Achilles heels..., 18
      It’s the feel..., 19
      You’re next..., 18

exhibition of paintings, 235, 234, 235
exhibition, retrospective, 157, 177,    224, 224, 228
‘eye-appeal’, 110, 256

F
Fairmont strawberries, 104, 104
Fanelli’s, 234, 236
Fan jet – see American Airlines,
Farina, Pinin, 74
Farnsworth, Dr., and House, 48, 48, 51
Fashion (advertising) agency; ‘ Seventh    Avenue’, 10, 14, 20, 42, 61, 132, 159, 219,    233, 240, 241
Father/land, 5
fatherland, 5, 244
Federation of Coffee Growers of    Colombia, 45-47, 44
Federico, Gene; Helen, 18, 28, 46, 47, 51,    73, 246
Feldman, Lester, 28, 46
Fenyo, John, 197
Fiala, Rudy, 131
Fiat, 58
Ficalora, Tony, 21, 22
Fifth Avenue, 137, 147, 173, 247
fifth-colour, 173, 173
figurative art, 232
film, as influence on design, 256
Fina, 116, 116
Final Net, 166
   She conked out..., 166

fine art, changes in, 254
Fire Island, 54, 53, 136
Firestone, 154
First class, ads – see
   American Airlines,
Fischer, Carl, 2, 72, 147, 147, 179-185,    181, 182, 183, 194, 195, 218, 253
Five Spot, The, 230
Florida, 236
Foote Cone and Belding, (agency), 14, 14,    55
Ford, 56, 56, 92, 94, 94, 118, 244
Edsel, 55, 55
Ford, Henry, 244
form, 54, 243
formalism, 159, 261
Fortune, 54, 68, 240, 256
Fox – see Audi,
Fox, Stephen, 41
frankfurter, hotdog, 18, 226
Franklin Gothic, (font), 17
Franklin Simon, Taubin work for, 18
Frazier, George, 147
Fry, Christopher, 198
Fuller Smith & Ross, (agency), 59, 63, 63,    94,  96, 106
full-point, 64, 72, 248

Futura, (font) 14, 17, 244
Futurama, 255


G
Gage, Bob, 10, 15, 16, 18-20, 16,  20, 22, 23,    24,  25, 36, 40, 41, 48,  52, 59, 60, 66, 68,    71, 72, 73, 107, 117, 128, 132, 135, 141,    146, 188, 210, 216,  217, 220, 225, 233,    234, 236, 239, 241, 247, 256
     on Krone, 18, 20, 52, 60, 135

Gallo E & J, wines, 26, 27, 41, 256
      Ahhhhhhhhhhhh!, 27, 248
      Brrrr!, 26
      Gallo Thunderbird, 26
      (Mr Gallo’s secret), 27
      Which bottle is better..., 27
      Why in the dark bottle?, 27

Gallup, Dr. George, 240
Garden City, Long Island, 111
Garroway, Dave, 30
Gelfoam, 9, 9
Geller, Norman, 18, 28
General Foods, 44
General Motors; GM, 54, 178, 222, 255
General Telephone & Electronics, 145
‘genius’, 135, 167, 179, 217, 239, 241, 247,     254
Gentile, Jerry, 134, 147, 154, 158, 167,         171-174, 178, 230
Gerhard Baecker, 64, 64, 180
German-American Bund, 4
Germanisation, of Dr. Porsche, 244
German(y), Krone attitudes to, 60, 242,    243, 244
      Krone speaking, 60, 180, 229, 235
Germany,
      typo-photo, 254-255, 254-255

      visits to, 1, 33, 60, 180, 199
      pre-war, 2, 5
G I Bill of Rights, 10
gestalt, 216, 251, 252, 253
Gibson, Kay, 118, 118, 120
Gilbert Advertising, (agency), 166
Gill, Bob, 256, 256
Gill, Eric, 116, 117, 117, 244
Giusti, George, 217
Glamour, 108, 108
Glaser, Milton, 217
Glass House, Philip Johnson, 47, 48, 48,    51
go-bo, 158
Godfrey, Neil, 160
Goehlich, Ron, 70, 70, 97
Gold, 233
Golden, Bob, 160, 160
Golden, William, 147, 217
Goldsmith, Gary, 231, 236
Golf, VW, 166
Gone with the Wind, 240
Gonzalez, Manny, 137, 137, 150-153 182,  186-187, 187
Goodyear, 154
Gossage, Howard Luck, 57, 116, 116, 121
Gossett, Anna, 51, 53, 54, 236
Gossett, Milt, 48, 53, 60
Grace, Roy, 155, 159, 178, 189, 219, 220,    225, 227, 229, 252
      on Krone, 141, 179, 186, 218, 227, 229
Grand Canyon, 116
Grandma Moses, in Polaroid ad, 38, 38
Grand Prix, 200
‘graphic’ – graphic design, 107, 138,    140-146,  147, 148, 150, 156, 173, 218,    253, 254-257
graphic designer, 7, 10, 247, 252,          254-257
"Graphic Journalism, Advertising, Design & Fashion". 12
Graphis, 107
grass-seed, 174
Great Ideas of Western Man,  233, 240,    240
Great Western Sugar, 138, 144, 144
‘Greek designer’, 147
Green, Paula, 27, 110, 111, 112, 114, 115,    116, 118, 256
Greenwell, Robert, 10, 11, 241
Grey Advertising, (agency), 12, 13, 16,    18, 59, 241
Gropius, Walter, 3, 46, 242
grundlich, 199
Gucci, 245
Gutenberg, Johann, 244
GW Sugar – see Great Western
    Sugar,

H
Hahn, Carl, 59, 59, 65, 69, 92, 94, 178, 250
Hall of Fame, 63, 146, 210, 216, 216-217,    217,  231, 252
hammers in the head, 29, 240, 240
Hamptons, 182
Harper, Marion, 139
Harper’s Bazaar, 10, 13
Harry Serwer Advertising, (agency),    18, 18
Hartwig, Joseph, 255, 255
Harvard Five, 48
Harvard School of Architecture, 46
Hathaway, 61, 62, 62, 251
Hayes, Harold, 147
headline(s), 16, 36, 58, 61, 63, 64,  70, 92,    107, 197, 206, 210, 216, 239, 248, 249,    253
Heartfield, John, 254- 256, 254-255
Helburn, Bill, 73, 83, 88
Heller, Steven, 246
Helvetica, (font), 218
Hennessey, Mat, 13
Henry Bergheim, 14, 15, 243
Herald Tribune, 10
Herbstreithe, Charlie, 218, 224, 225, 228
hernia, 135
Herschon Garfield, (agency), 59
Herskowitz, Mickey L, 148, 164

Hertz, 110, 110, 112, 122, 126, 127, 128,    133, 206
Herzbron, David, 30, 106, 118, 120, 124
Herzfelde, Helmut, 254
Hess Brothers Department store, 24
      Nothing’s too good for Mom..., 24
      Planning something big?, 24
      ‘Send’ her, 24
      Smart kids come through, 24
      Why run yourself ragged
, 24
Hess, Max, 24

Hidden Persuaders, The, 87
high-brow, 254, 257
High School for Industrial Art, 2, 4, 4, 5,     147,  241
High School of Music and Art, 4, 147
Hildt, Robert, 107
Hindenburg, President Paul von, 5, 5
Hine, Lewis, 255, 255
Hitchcock, Alfred, 223
Hitler, Adolf, 2, 3, 60, 61, 241, 244, 244,     245
Hochschule für Gestaltung, Ulm, 65,
Holmgren, Henri, 70, 117, 122, 128, 236,     252
holocaust, 5
Homburg, Harry, 85, 85
Honig, Marvin, 188, 219, 220
Hopkins, Willy, 200
Houdini family, 36
House Beautiful, 224
House of Glass, 58, 58, 147
house, South Salem, 46-53, 46-53
      design, construction, 46-48, 50, 51

      plot, flattening, 48, 50, 51
housing styles ’50s ideals, 48, 49
Houston Post, 148
How to do a Volkswagen ad, 70
How DDB uses the Polaroid Camera,      109
Hurlburt, Allen, 217
Hygrade Meat Products, 14, 18, 22

I
IBM, 70, 224, 227, 233
   building, 250
Illinois Institute of Technology, 46
illustration, 15, 22, 28, 36, 63, 170-177,     239,  240, 254, 256
      in Krone’s work, 171, 176, 177
immigrants, work in US, 5, 239
imported cars, 56, 61
industrial design(er), 2, 4, 7, 14, 22, 242,      255
information graphics, 218, 221
Ingolstadt, 170, 171, 180, 182
Innsbruck, 60
Inquiring photographer’, 107
Inside USA, 5
intent(ion), 250, 254-257

International Latex, (Playtex), 14, 14,     241
International Style, 12, 46, 51, 52, 242
interplay, word and image, 16, 22, 73,    104
Interpublic, (agency group), 136, 139
interrogation, 250
Inver House, 158, 158
Ionic, (font), 18
IPO, DDB, 135
Irish whiskey, 116, 116
Irving Serwer, (agency), 18, 18
Israel, German reparations to, 61
Issigonis, Alex, 167
Its not easy being green, 216
ITT, 126, 126, 128
Iwo Jima, 148, 148

J
Jack Tinker & Ptnrs, (agency), 136, 137,    139
Jacobs, Alan, 224, 228
James E Pepper, Bourbon, 26
      Can you guess..., hand, 26
      Can you guess..., handkerchief, 26
      Can you guess..., mask, 26

Japan, war with, 8, 8
Japanese ink, 236
Javits, Senator Jacob J, 149
J C Penney, speculative campaign, 223
Jedermann sein eigner Fussball, 254
Jefferson, Thomas, 51
Jell-O, 122
Jew(ish), 2, 5, 6, 61, 223, 244
jingle, radio, Gallo, 27
J M Matthes, (agency), 57
J P Dornstadter, 126, 126, 160
Jock, 138, 148, 164
      ad: My first Jock, 164, 248
      magazine: boxing poster, 148
      baseball players raise flag, 148
      contents page, 148
      letterhead, two-colour, 148
      Muhammad Ali behind bars, 148
      red punch, 148
      Should Fran..., two men, 148
      This must be the place., 148

Johns, Jasper, 234
Johnson, Lyndon, 149
Johnson, Philip, 46, 47, 48, 48, 51, 218,    236, 246
Jolly Green Giant, 29, 226, 240, 240
Journalist, The, (Russian magazine), 255
Journal of Commerce, 68
Juan Valdez, 42–45, 64
justified typography, 71
J Walter Thompson, (agency), 117, 138,          157
‘JWT No 1’, 61, 214

K
Kahn, Albert, 255
Kahn, Louis, 48
Kandinsky, Wassily, 254
Karp, Stanford, 148
Keats, John, 56
Kennedy, John F, ‘Jack’, 132, 159, 252
Kennedy, Robert, 149, 252
Kent cigarettes, 142
Kepes, Gyorgy, 256
Kerid, 147, 147
Kermit the frog, 214
kerning, 172
Keynes, John Maynard, 5
key, VW, as logo, 63, 63
Kid in Upper 4, NHRR ad, 25, 25
Kiefer, Anselm, 231
King, Martin Luther, 252
Kipling, Rudyard, 121
Kirk, Barbara, 82, 85, 92

Klein, Stephen – and brothers, 22, 178
Kline, Franz, 230
Knopf, Alfred A, 8
Kodak, 22, 122, 133, 188, 192, 194
Koenig, Julian, 2, 29, 59, 59, 60, 61, 63, 65,    68, 76, 88, 118, 132, 137, 138, 139, 147,    188, 225, 239, 241, 250
      on copy, 59, 62, 65, 70, 71
Kopelman, Arie, 174, 175, 178, 251
Kozucks, Jane, 146
Krone, Doris, (née Naughton), 12, 12, 48,    50, 54, 53, 60, 60,  71, 135, 137, 138, 243,    243, 245
Krone, Emile, (née Lohr – see also), 3, 2,    2, 5, 6, 52, 217, 217, 242
Krone, Eric, 236
Krone, Helmut,
   (pics. of), facing 1, 1, 2, 5, 8, 10, 12, 20, 29,    46, 94, 104, 106, 136, 137, 138, 159, 179,    202, 228, 237, 242

      achievement, 239
      ambivalence to Germany;          Germanness, 1, 4, 5, 51, 60, 224, 229,             243, 244
      as commercials director, 155
      as copywriter, 93, 97, 111, 120, 121,             124, 159, 180
      before DDB, 8, 11, 14, 242
      book of work – theories, 14, 18, 20,             41, 51, 64, 106, 115, 118, 126, 132,             133, 135, 138, 139,  140, 144, 146, 149,             158, 159, 163, 167, 171, 174, 176,             186, 198, 206, 214, 219, 220, 238, 238
      cover design: 81⁄8 "x107⁄8", 238
      concept, 219, 261
      costs, 173, 178, 189, 223
      death, 236
      designer, 8, 9, 11, 26, 36, 47, 138,             140-146, 148, 216
      early, 3-16, 241, 242, 244
      education, 5, 13, 48, 52, 71, 242, 243
      Esquire, 11, 11, 13, 13, 147
      exhibitions, 149, 149, 224, 228, 235,          234, 235
      German speaking, 60, 180, 229, 244
      graphic design, 138, 140-146, 147,          150, 218, 239, 253, 257
      ‘humanist’, 147-157, 150, 157
      illness, 8, 135, 180, 223, 235,  235, 236
      intent(ion), 254-261
      notes: Bernbach and Ogilvy..., 132
           I have never been fast..., 139
           Kilroy..., 133
           page layouts, 253, 253
      on advertising, 15, 16, 18, 20, 118, 136,           142, 162, 198, 199, 217, 219, 226, 227
      on architecture, 47, 51, 52, 132, 133,          255
      on American cars, 87, 104
      on Audi, 111, 112, 115, 117, 180, 185,          186
      on Avis, 107, 111, 112, 115, 116, 117,          118, 120, 121,122, 126
      on Bauhaus, 5, 18
      on Bernbach, 29, 61, 70, 71, 104, 132,          133, 216, 217, 218, 219, 256, 244
      on big picture ads, 107, 185
      on branding, 115, 118, 146,  154, 174,          176
      on Brodovitch, 10, 11
      on Casey; influence of Casey, 29, 32,          36, 38
      on clients, 175, 178. 190, 210
      on concept, 14, 142, 198, 219
      on copy; copywriters, 29, 41,  59, 70,          71, 111, 116, 124, 176, 186, 206, 224,          237
      on creative director, 219, 220, 225
      on DDB, 16, 18, 20, 28, 133,  135, 146,          241
      on design, 118, 147, 198, 253
      on Gage, 16, 20, 20, 23, 252
      on genius, 217
      on Hertz counter-attack, 12
      on idea, 118, 190, 198
      on industrial design(ers), 5, 8, 11
      on Krone, 132, 133, 135, 149, 159, 217,          219, 234
      on legibility, 176, 186, 206
      on logos, 38, 63, 117, 118, 146, 174
      on Lois, 147, 148, 224
      on ‘look’ of the ad, 115, 186
      on mother; father, 4, 5, 46, 217, 244
      on ‘new’; ‘new page’, 10, 62, 89, 106,          142, 159, 199, 217, 241, 243, 252
      on Ogilvy, 60, 61, 62,
      on Popular Mechanics, 4, 164, 250
      on Rand, 16, 218
      on status, 5, 137, 178, 182,  246-247
      on typography, 18, 23, 25, 58, 71, 116,          117,  198, 206
      painting, 229-236, 256
      photography, 71, 82, 90, 104, 160, 189,          190, 216, 244
      Porsche, 198-207, 245, 251
      pragmatism, 139, 158, 159-169
      puritanism, 117, 245, 252, 253 
   speeches, 43, 107, 126, 135,  139, 139,          218 



Krone, Helmut (cont.)
   the brand, 178, 182, 246, 247
      Volkswagen, 58-103, 107
      Merry Christmas..., card, 60
   war; Hitler, 5, 10
   work ethic, 90, 117, 154, 159, 175, 244,           245, 252,254      
   work habits, 82, 90, 117, 138, 139, 159,          174, 179, 186, 189, 210, 218, 227, 237,          245,  247, 254 Krone, Irene, (née Beckman – see also),      5, 137, 137, 141, 199,  228, 229, 235, 236,      247,
Krone, Kathryn, 5, 8, 236, 245

Krone, Lisa, (later Krone Mella), 12, 14,     52, 53, 55, 133, 235, 236, 245
Krone, Margaret (née Rickert – see          also), 1, 2, 2, 5, 8, 15, 242, 244
Krone Otto, 1, 1, 2, 5, 14, 242, 242, 244, 245
Krone, Peter, 13, 85, 85
Kuhn, Harold, 76
Kuperman, Bob, 224
Kurnitt, Shep, 14

L
La Guardia, Fiorello, 1, 3, 241
      Poster Project, 5
Land camera, 22, 22
Land, Dr. E H, 22, 22, 188
Land’s Polaroid, 22

Land’s theory, 188
Langley, Dave, 190, 199, 200-207
‘language of advertising’, 240
Lark, Studebaker, 56
Larson, Dave, 46, 47, 48, 71, 85, 135, 136
Larson, Margaret, 116, 116
Lawlor, Mike, 3, 25, 171, 229, 230, 250
lawn-care, 174
Lawson, Jim, 144, 154, 155, 156, 157, 173
layout, 61, 70, 72, 104, 107, 115, 246, 256
layout dictates copy, 71
Lazard Freres, 110
League of Honest coffee drinkers, ad., 44
Leave Cancelled, 6
Lee, John Black, 47-51, 48, 48
Lee, Paul, 68, 69
L E Frohlich and Co, (agency), 13, 17
Leica, 244
Leigh, Mitch, 42
Lemon.., ad., 68, 69, 69, 76, 79, 115, 177,    219, 224, 233, 249, 250
Lennard, John, 178, 223
Leo Burnett, (agency), 29, 41, 120, 226,    239,  240, 240, 251
Lerner, Max, 13, 243
Levenson, Bob, 68, 70, 74, 79, 82, 92, 93,    102, 104, 106, 131, 138,138, 144, 142, 145,    146, 155, 167, 173, 174, 178,188, 217,    218, 220, 224, 236, 239,  241, 245, 250, 254
      copy, 70, 74, 79,
      on Bernbach, 239,
      on DDB, 106, 142, 178
      on Krone, 72, 82, 139, 142, 145, 179,          182, 237, 239, 254
      on VW, 68, 71, 74, 79, 82, 92,  93, 104
Levittown; Levitt, Abraham, 27, 46, 244
Levy’s Bread, 20, 178
Lewisboro, Building Permit,  49, 49
Lewis, Sinclair, 5
Liberman, Alexander, 17, 243
Life, 10, 23, 41, 62, 69, 69, 73, 79,  92, 238,    240
Lincoln Continental, ad., spend, 56
Lindsay, Mayor John V, 162
Linotype, 71
Lionni, Leo, 217
Lipson, Steve, 76, 82
Lissitzky, El, 254, 254
Liston, Sonny, 147, 147, 261
Lloyd George, David, 5
Lloyd Wright, Frank, 46
Lockheed p-38 Lightning Fighter, 54, 54
Loewy, Raymond, 4, 8
loft, 236, 235
logo design, Fox, 170, 170
logo, 38, 58, 66, 84, 87, 107, 111, 117, 146,    148, 157, 164, 170, 174, 185, 207, 222,    239,  241, 246, 249, 251, 256, 261
      Avis, 107, 111, 115, 117
      Polaroid, 32, 33, 255
      Volkswagen, 63, 64, 84, 87, 222, 255
Lohr, Emile Emma, (née Krone – see    also), 1, 2, 2
Lois, George, 59, 60, 61, 64, 68, 88, 137,    139, 147, 147, 148, 149, 150, 154, 158, 217,    224,
      Esquire, 147, 147, 261
      on Krone, 68, 147, 148
      rivalry; comparison – Krone, 59, 147,          158
      Volkswagen, 68, 88, 147
Lois Holland Calloway; LHC (agency),    147
long-copy, 62, 74, 116
Long Island Rail Road, 236
Look, 12, 65, 238
Looser, Hans, 57, 57
Lorca, Federico Garcia, 256
Lord Calvert Whiskey, 158, 179, 199
      Lord of the Canadians, kayak, 158
      Lord of the Canadians, rock climber,          158
      Lord of the..
., two men in boat, 158

Lorillard, 142
Los Angeles, 177
Louis Armstrong, 39, 39, 224
Louis XVI, 137, 245
Lubalin, Herb, 13, 35, 73, 147, 171, 217
Lubke, Reine, 148
Lusitania, 255
Lustig, Alvin, 256, 256
Luther, Martin, 244

M
Macintosh computer, 222, 253

MacManus, John, 110
MacWrite, 222
Madison Avenue, 20, 54, 136-137, 137,     138
Madison Avenue, 54, 138, 237
Mahler, Gustav, 251
‘Main Tom’, 178, 188, 247
Malevich, Kasimir, 254
‘Malibuizing’, of VW, 222
Mamet, David, play, 210
Mangano, Mike, 158, 166, 167, 170, 173,     176, 226
Man in the Hathaway, 61, 62,  62, 251
Margeson, Duane R, 76
Marine Terrace, Flushing, 16
Mariucci, Jack, 218
Marlboro Man, 29, 41, 226, 240
Matisse, Henri, 10
Matter, Herbert, 16, 16, 25, 217
Max Factor, 22
Maxwell Dane Inc., (agency), 18, 133,    241
Maxwell House, 44
McKnight-Kauffer, Edward, 217
McCabe, Ed, 128, 133, 145, 187, 206, 234,    235
McCarthy, Bill, 12, 12, 60, 236, 239, 243
McCarthy, Senator Joseph, 54, 59
McDonald’s, 226, 251
McGrath, Pat, 136, 137, 138, 138, 139, 139,    142, 144, 148, 150, 159, 162, 165
McGuffey’s Reader, 107
McLuhan, Marshall, 11, 216
McNeilly, Ed, 63, 68, 93
Mead Johnson & Co., 140, 140
meaning – and vs form, 51, 194, 255, 256
Mechanical Bride, The, 13
mechanicals, 243, 254
‘medium as message’, 216
Melandandri, 135, 137, 188
Memorial service, 236
Menagen, 13, 13
Mennen, 138, 139, 144, 144
mentor, 6, 38, 48, 69, 136, 241
Mercer St., studio, 231, 232,  232, 234, 235
merger, 225, 226, 227
Merz, 255, 255
Metcalf, Nelson, jr, 25
Metrecal, 140, 141, 162, 166
      The Metrecal panic cookie., 162
      The Metrecal steak., 163
      This is Metrecal?, 162

      Metrecalic: My name is..., plastic           mac, 141
      My name is Joan..., white vest, 140

Metro-Goldwyn-Mayer, 240
Mets, New York, 148, 148
Metzger, Dr,. Porsche engineer, 199
Michelin, 154
Michelob, 227
Mies – see van der Rohe,
Mies chairs, 224
Mini, BMC, 167
Minneapolis, 216, 228
Miron, 16, 16, 240, 240
Mobil, 224
Model T Ford, 55, 244, 245
modular, in house design,  47-49, 51
Moholy-Nagy, Laszlo, 7, 10, 217, 245,             254-256
MoMA, 7, 46, 174
Monotype, 116, 117, 117
Montano, Joe, 142, 144
Montgomery, William Earl, 16
Monticello, 51–53
Montserrat, Nicholas, 8
Moore, Gary, 30
Moore, Marianne, 55
Moroz, Wynn, 18
Morrow, Bud, 118, 120
Morton Freund, (agency), 59
Moss, Charlie, 111
Munson, Russell, 71, 72, 80
Museum campaign – see Polaroid,
Museum of Modern Art, 9, 46, 174, 194
Museum School of Art, Philadelphia, 12
‘Mut’, 179, 185
Myrtle Avenue, 244

N
Nader, Ralph, 245
Namath, Joe, 148, 148
National Coffee Association, 42
National Federation of Coffee Growers    of Colombia, 42-45
National Parks Service, 218
Naughton, Doris, (née Krone – see also),    12, 14
Naval Construction Battalions, 10
Nazi – National Socialist, 1, 2, 5, 244
‘near Mies’, 52, 246
Nederlandsche Kabelfabriek; NKF, 255,    255,
Needham Harper & Steers,  (agency),    225, 226, 227
Needham Louis & Brorby, (agency), 225
Needleman, Bob, 138, 140, 148
Nelson, Walter H, 76, 250
Nestlé, 138, 138
Neutra, Richard, 46
‘new’; ‘new page’, 10, 42, 62, 68, 89, 106,    142, 157, 159, 176, 199, 217, 241, 243, 252
New Canaan, Conn., 12, 47, 48,  49, 49, 51
New Canaan’s Home Monthly,  51
New Deal, The, 241
New Directions, 49
New Haven Rail Road, 25, 57
      The clearest road..., 25
      Wednesday is Ladies Day..., 25

New Haven Register, 71
New School, 10, 13, 243, 252
Newsweek, 150
New York, 137, 245
New York Creative, 160
New York Dept. of Cultural Affairs,    234
New Yorker Staats Zeitung, 1, 5, 5, 8, 8
New York, growth; cultural     importance, 2, 5, 8, 237, 241, 255, 256
New York Herald Tribune, 8, 44
New York Hospital, 236
New York in the ’50s. 14
New York Mets, 148, 148
New York Post, 16, 256
‘New York school’, 256
New York Times, 1, 4, 15, 16, 20, 23, 56,    58, 59, 64, 118, 128, 136, 148, 160, 225,    236
New York World’s Fair, 5, 241, 255, 256
New Yorker, The, 53, 104, 116
Nitsche, Erik, 12, 12, 18
Noble, John, 218
Nordhoff, Dr Heinz, 57, 79, 178, 244, 245
Norman Craig & Kummel; NCK,    (agency), 127, 128
Novodny, (Volkswagenwerk    employee), 79
Nowlin, Stephen, 224
Noyes, Elliott, 48
NRA; National Recovery Act, 5, 5
Nurburgring, 199
N W Ayer, (agency), 7, 233, 240

O
obituary, 236
objective (vs subjective), 254-255
Ogilvy & Mather, (agency), 110, 240
Ogilvy, David, 58, 59, 61, 61, 62, 73, 118,    121, 132, 139, 149, 165, 167, 216, 239, 240,    241, 251, 254
      rules, 58, 62, 63, 73, 149
      on copy, 64, 70
      on VW, 70, 73
      vs Bernbach, 73
      work for Hathaway, 36, 61, 62, 62, 251
      work for Schweppes, 36, 240, 251

Ohlson, Bob, 74, 74
Ohrbach, Nathan M, 22, 73, 146, 178, 241
Ohrbach’s, 12, 12, 14, 16, 16, 18, 20, 20, 22,    23,  26, 41, 41, 58, 72, 106, 146, 241, 241,    256, 256
      Even Scrooge would smile, 41
      I’ve found out about Joan., 256
      Oh!, 146, 146
      Oh!, credit card, shopping bags, 146
      Oh! What a store, 146

      You can turn the town..., 256
Olivier, Lord Lawrence, 188
O M Scott, 174-177
One Club, The, for Copy and Art, 217,    224, 236, 239
One step – see Polaroid,
one-to-many communication, 254-256
On Top of Old Smokey, 237
OPEC, 154, 171
Organisation Man, The, 54, 55
Oringer, Hal, 12, 13, 14, 16, 18, 250
‘other-directed’, 54, 59, 111
Other Directed Man, The, 54, 55, 59

‘outerborough boys’, 233

P
Paar, Jack, 30, 30
pack design, 144, 164
page size, 238
Paine, Wingate, 36, 36, 37, 62–105, 71,    72, 80, 84, 85, 92
painting(s), Krone, 229-237
      A rehersal area, ‘88, bird, 234
      A story no one tells anymore, 88-89,         237
      Further even than solitude, 88-89, 236
      Jimmy running, pre-’82(?), 236
      Virtuosic solution, 88-89, 237

      Visual thought, ‘86(?), 231
      Untitled, 88-89, falling figure, 236
      Untitled, 88-89, running man, 236
      Untitled, 88-89, running woman, 236

      Untitled, pre-’82, couple, 229
      Untitled, pre-’85, torso, birds, 230
      Untitled, pre-’85, tortured torso(?),         230
      Untitled, pre-’85, winged human, 231

      Untitled, triptych, pre-’82, windows,         229
paint, on VW, 72, 73, 73
Palazzo, Tony, 11, 12, 13
Palladino, Tony, 256
Palladio, 51
Pan-American Coffee Bureau, 42, 42
pan-European ads, Avis, 126, 126
Papert, Fred, 68
Papert Koenig Lois,(PKL), (agency), 68,   128, 147

Paris, 60, 188
Paris Match, 250, 250
Parker, Lore, 22, 24, 29, 104, 154
Parliament cigarettes, 224
participation, 22, 27, 256, 257
‘paste-pot’, 14, 16, 18, 61, 80
Pearl Harbor, 8, 8
Pelikan ink, 255, 255
Penn, Irving, 10, 54, 73, 120, 150
Perkins, Stuart, 178
Permalite, 236
Perpetua, (font), 116, 117, 117
Petrie, Don, 110, 118
Petroff, (employer at Playtex), 14, 20
Phase III, 160, 166
      Soap, elastic bands, photo, 160
      Soap, nailed, photo, 160
      Soap, taped, photo, 160
      You’d have to bolt..., 160
Phase III, (cont.)
     You’d have to tie..
., 160
      You’d have to wrap..., 160

Pheonix, Ariz., 199
Philadelphia, Penn., 10, 137, 240
photo-composition, 155, 156, 194
photogram, 254

photo-graphics, 24, 25
photography, 10, 14, 16, 17, 18, 22, 23, 71,    72, 88, 109, 140, 187, 239, 249, 250,    254- 256,
      as elevation, 80, 88
      Audi, 171, 183
      in Polaroid ads, 36, 37, 189, 190, 192,          194, 208-216, 220
      Porsche, 199, 201
      Volkswagen, 65, 71, 72, 80, 88, 90,          171, 244 
photo-journalism, 12, 250
photo-mechanical, 237
photo-montage, 156, 158, 254-257
Photoshop, 158
phototext’, 254
Picasso, Pablo, 10, 11
Piccirillo, Charlie, 188, 220, 228, 229
      on Krone, 170, 179, 218
      on Volkswagen, 68, 72
Piccolo Teatro, 218
Pillsbury Dough Boy, 29, 226, 240
Pineles, Cipe, 217
Pirelli tyres, 154, 154
Pittsfield, Mass., 14
PKZ, 255, 255
‘planned obsolescence’, 62, 65, 74
‘planning’, planner, 73, 106, 109, 239,         248, 251, 256
Plano, Ill., 48
Playing in traffic on Madison Avenue,         (quoted), 30, 106, 124
Playtex, 14, 14, 241
Plaza, 136, 138
Pliskin, Bob, 9, 256
Pluvinet, 137
Polaroid, 22, 28, 30, 71, 109, 122, 132, 133,     136, 179, 186, 188, 206, 208-215, 220,         221, 224, 233, 241, 250, 251
      8"x10": ...introduces..., brown rope             cap, 195
      Polaroid introduces..., red turban,             195

      ‘Big Heads’ campaign, 38-42, 118, 241,             254
      60 second close up..., Bert Larr, 38

      60 second portrait..., Salvadore Dali,             40
      A 60 second..., two actors, 38
      Examine this picture..., Burl Ives, 38

      Examine this picture...,  sailor, 37
      First showing..., Louis Armstrong, 39
      Grandma Moses..., Grandma Moses,             38

      This picture was..., cop in rain, 36,             248
      You are looking..., clown, 37
      You are looking..., girl knits, 37

   BBD&O ads, 23, 23, 28, 28, 221
   DDB early campaigns, 23

      $72.75?..., man looks at camera, 30
      (Hint), Polaroid magazine ad., 31, 249

      1...2...3..., camera, print, 33, 249
      6:01..., four shots of man, 34, 248
       regular Houdini!, man,  camera, 31
      beefcake, beach, no copy, 35, 249
      B....oy!, man, camera, 32
      Charlie:..., four shots of man, 34, 249
      Dad, may I..., boy, dad, newspaper,             29
      Go ahead...get it!, man, camera, 31
      He’s taken more pictures..., woman,             32
      How much..., camera, film, hand, 31
      How to keep Dad.,.., man, pyjamas,
            camera, 34

      How to take..., camera, print, 28
      I took his picture..., baby;  dad, print,             29

      make room!, man clears  shelf, 31
      No time lost, red bulb, 29
      Now 10 seconds, camera, print, 70
      Polaroid holds its breath  too.,             Polaroid opened  on TV, 30
      Push, pull!, camera front, rear, 30
      sales really pile up!, hands, photo             kit, 31

      Snap it...see it!, kids first haircut, 28
      These cameras..., three cameras, 30
      They just can’t!, men look up, 31

      When I hit upon...,’ lovers, camera, 29
      You mean I’ll see..., two men in             study, 29

   film, 37, 38, 192, 194
   Museum campaign, 192, 194
      ...Boston..., dolls, 192

      ...Corcoran..., interior, red piano, 194
      ...Modern Art., feather, 194
      ...New York..., painted  cherubs, 194

   sales, 23, 37, 188
   stock price, 188
   Sun camera, 220, 221, 233
      10 beauties in a row., women, 221
      ...little Indians., children,  220-221
      10 ‘Hallelujahs!... choirboys, 221
      10 hits. No errors., child baseballers,             221

   SX-70, 188, 190-197, 206, 210
      SX-70 Alpha 1: Its electronics and             optics..., camera, closed,             heroically open, 190
      It was only fitting...,jacket, 190
      Now, the instant camera..., face, 190
      Polaroid invented..., lens, focus ring,             190

      The 14 second..., remote button, 189
      This ingenious light path..., 191
      The only folding..., open and closed,             190

   SX-70 Sonar OneStep, (and Sonar)             196-197, 198, 221
      A new era..., sonar, large sonar, 196
      Just press this..., sonar, button, lens,             196
      Press this button..., large red button,             196

   TV ads, 30
   Time Zero, 194, 203, 210-216, 251
      At last, the time difference..., sign, 212
      (detail): typography from ads., 210,             211
      Here’s color as you’ve never..., copy,             210

      Here’s color..., tomato, 208
      Look closely..., woman in hat, 214, 249
   rejected photography, 211
political campaigns, 149, 150
Pollock, Jackson, 230
Popular Mechanics, 4, 164, 243, 254
Porsche, 170,198-207, 210, 222, 224, 244,    245, 250
Porsche 924, 198-207
      ...orientation 1., wire-frame car, 200
      ...orientation 2., car in desert, 201
      ...orientation 3., car, turbo diagram,          200

      ...orientation 4., car splash, 202
      ...orientation 5., car, contours, 204
      ....orientation 8., car, diagram, 201
      ...orientation 9., race car, racetrack,          207
   (single and dps.), 205
   Porsche 928, 198-207
      ...orientation 6., car, dusk, lights on,          203
      ...orientation 6., car, wheel, (colour,          mono page, and  mono half-page),          203

      ...orientation 7., car, contours, 206,          249
      (and as single page), 206

Porsche Audi, 170, 178, 179, 186, 194,          207, 216
Porsche, Dr. Ferdinand, 199, 200, 244
Porsche wheel, 202, 202, 203
post modernism, 52
Poster Project, Mayor’s, 5
posters, 5, 18, 26, 122, 236

Poughkeepsie, NY., 121
Pound Ridge, NY., 46, 47, 48, 60
‘presentational concept’, 198, 199
Press, Len, 44
Prince Heinrich Rally, 199
Print, 162
print as technology; communication,     75, 254-257
Printer’s Ink, 22, 23, 24, 28, 30, 42, 54, 56,    94, 106, 117
Prime Time Steakhouses, 138, 142, 176
    Prices slashed..., cuts of meat, 142
    This is all that’s left..., gnawed bone,          142
    Whole herds butchered..., cow, meat,          142

Private secretary, 256, 256
PR Newswire, 233
Procter & Gamble, 59, 178
Prohibition, 28
promotion, 118, 253
Protas, Judy, 223
protectionism, against VW, 92
Protein 21, 138
Public School 77, 3, 3, 4, 75
‘puddling’, 254, 254
‘pun and picture’, 20, 80, 132, 219
punctuation, 64, 71, 239, 248
puritan(ism), 244, 252

Q
Qantas, 116
Queensboro Motors, 57, 60, 90
      Our new Volkswagen ‘House of                   Glass’..., 58
   Queensboro Motors invites you..., 58

R
Rabbit – see Volkswagen,
racism, 152
radial tyres, 154
Railton, Arthur R, 250
Raleigh bicycle, 245
Rambler, 56
Rand, Paul, 6, 6, 7, 7, 11, 12, 12, 14, 16, 16,    23, 32, 48, 73, 210,  217, 220, 227, 233,    234, 241, 246
Randall’s Island, 71, 72, 72, 85, 90
rationalist, 244, 254, 255
Rauschenberg, Robert, 234, 257
Reader’s Digest, 23
realisation, 251
Red River Valley, 237
Reeves, Rosser, 29, 240
Regal shoes, 25
      It’s like walking on air. 25

Reich(stag), 5, 244
Reider, Dave, 46, 59, 61, 64, 70, 71, 74, 94,    179, 182, 188, 227, 227
       copy style, 71, 246
Reinhard, Keith, 226, 227, 228
Reisman, David, 54
Reitzfeld, Bob, 107, 177
rejected; speculative work, 23, 92, 104,    105, 211, 221, 221, 224, 227, 228, 254
Renault (Dauphine), 56, 56, 225, 225
Renner, Paul, 244
‘report’ look, 107
research, 54, 55, 61, 69, 118, 186, 199, 200,    228, 251
retrospective exhibition, 157, 224, 224
Reynolds, Jack, 38
rhetoric, visual, 65
Riano, Jack, 37, 37
Rice, Charlie, 1, (source to note 2)
Rickert, Margaret, (née Krone – see    also), 1, 2, 2, 3, 8, 217, 242, 242
Ridgewood, Queens, 1, 3, 4, 13, 14, 137,    242, 244
Rike, George, 189
Ring neue Werbegestalter,  233

Road & Track, 62, 85
Robie, Richard, 110
Robinson, Phyllis, 16, 20, 20, 28, 29, 59,    74, 132, 188, 241
Rockefeller, Governor Nelson, 149, 162
Rodchenko, Alexander, 254, 254, 255
Rogers, Mike, 225
Rollei, 244
Rolls Royce, 62, 62, 104
Roman fonts, 244
Roosevelt, Franklin D, 241
Rorschach test, 29
Rosenfeld, Ron, 30
Ross, Thomas, 106
Rostock, Eddie, 10, 16, 16, 240,
Rothermere, Viscount, 5
Rouse Corporation, The, 138, 165
      Columbia practices birth control...,          165
      (detail): Tweezers place dot on map,          165
      There goes the 8:11..., 165

Roxanne Swim suits, 17
      ABC bra sized swimsuits, man, 17
      ABC bra sized swimsuits, bowl, 17

Rubin, Sam, 178
Russell, Eddie, 23, 26, 42, 58, 59,  60, 61,     68, 71, 79, 83, 94, 97, 135, 137, 250
Russell, Mary Jane, 58, 60
Russia; USSR, 7, 252, 255, 256
Rustom, Mel, 88, 88, 90, 116

S
Saatchis, 225, 226
‘Saint Helmut’, 111, 247
St Peter’s church, 236
St Thomas, 64
Salk Institute, 178
Samerjan, George, 12, 15
Sandburg, William, 217
Sander, August, 150
San Francisco, Cal., 116, 216, 228
Sao Paolo, Brazil, 1, 4
Saturday Evening Post, 111
Scali McCabe Sloves, (agency),  128, 227
Schmidt, Josef, 255, 255
Schmitz, Helmut, 58, 68, 69
School of Visual Arts, 138
Schull, Thomas, 122
Schweiker, Paul, 48
Schwenk, Reinhold, 115, 144, 148, 172,     229
Schweppes, 240, 240, 251
Schwinn bicycle, 245
Schwitters, Kurt, 255, 255
Scotts, (O M), 174-177, 224, 246, 250, 251
      A half hour with our..., 174

      How our plump healthy..., 176
      If you aren’t just plain glad..., 177
      Now Scotts new Spoon Fed Care...,          177
      Plump mature grass seed..., 177
      Same soil. Same water..., 177

      That tiny moving object..., 175
      This is patented bluegrass..., 176
      Use Scotts Vegetable... Fertilizer...,          176
      We have a simple word for..., 177

      We’ll get these..., big dandelion, 175
      We’ll get these..., many dandelions,          174

      We’ll keep crabgrass from          growing..., 177
scrap; swipe, 186, 252
‘seabees’, 10
Seagram Building, 51, 68, 147
Seaman, Robert, 6
Sears Roebuck, 251
Seattle, Wash., 216, 228
Selden, (Wagner), Rita, 42, 69, 228, 250
‘Seventh Avenue’; fashion advertising    – agency, 10, 14, 20, 42, 61, 132, 159,    219, 233, 240, 241
Sherbow, Benjamin, 23
Shopper’s Army, 138, 143, 176
      Shopper’s Army enlistment..., 143
      Shopper’s Army fights inflation...,          143
      Shopper’s Army mobilized..., 143
      Shopper’s Army wants  you!, 143

Shore, Dinah, 61, 244
‘show and tell’, 256
Shreckinger, Neil, 22
signature, of the ‘artist’, 16
Sillen, Larry, 158, 158, 186-187, 187, 189,      190, 190, 194, 195, 208-215, 216, 221
Silver Fox – see Audi,
Silverman, Len, 23
Sinatra, Frank, 216
Singapore, 228
Sirowitz, Len, 88, 104, 141, 159
Small Wonder, 76, 254
Smart, David, 6
Smith, Ed(ward Lexington), 188, 189,          192, 194, 198, 206, 210, 219, 247
Smith, Paul, 217
Smithsonian, The, 109
‘snapshot’ photography, 71, 72
Sochis, Reba, 147
socialism, 3, 244
society, 239, 240, 261
SoHo, 231-235, 234, 235, 236, 247
sonar, – see Polaroid,
Sonar Watchman, 219
South Salem house, 46-53,  46–53, 133,      236, 245
Spanel, A N, 16
Spear, Fred, 255, 255
‘Special Projects’;  ‘Assignments’, 135,      138, 223, 224, 226
speculative; rejected work, 92, 104, 105,      211, 221, 221, 224, 227, 228, 254
Spicy Meatballs (Alka-Seltzer ad) , 218
Sports Illustrated, 147, 148

Sports Sedan, 182
Sputnik, 55, 252
Squibb, 13, 130, 131
      if deficiency symptoms..., 15
      therapeutically superior..., 15

Stafford Fabrics, 6, 6
Stamford, Conn., 60
Stanton, Arthur, 58, 59, 60
Stanton, Frank, 58, 59
Stanton, Joan, 58

Starch score, 37,
Stark, Evan, 135, 219
Stein, Gertrude, 71, 243
Steinberg, Saul, 11
Steinhauser, Art, 135, 160, 194
Steinhauser, Bert, 12, 28, 104
Stephens, Marty, 59
Stern, Bert, 39, 37-40, 73
Stevens, Dennis, 226
Stewart, Scott, 59
Stone, Dick, 148, 148, 160, 160
Stonorov, Oscar, 48
Stop-smoking cruise, 142
      Our flag..., 142
      Take the Stop-Smoking Cruise...,          brochure, front and open, 142
      The Stop-Smoking Cruise makes...,          142

Storch, Otto, 73
strategy, 30, 88, 90, 92, 106-110, 112, 116,     118, 124, 127, 128, 131, 139, 140, 141,      157, 164, 165, 166, 178, 179, 184, 188,      196, 197, 198, 199, 210, 251
Strauss, ‘Herb’, 5
Strength through Joy, 244
Strike, 256
Stroh’s, 188
Studebaker, Lark, 56
studio, 10, 229, 232, 236, 235, 236
subheads, 64
subjective (and vs objective), 246,      254-257
suburbia, 8, 239
Sudler & Hennessey, 13, 15, 147, 241
Sun camera – see Polaroid
Suprematism, 237, 254
surrealism, 237, 254

Sutnar, Ladislav, 217
swipe; scrap, 186, 254, 256
Swiss design, 199, 218, 233
SX-70 – see Polaroid.
Sylvania Blue Dot lightbulbs, 144, 145
      Dots our flashcube..., 145
      See Dot?, 145
      stairs, fallen man, TV ad., 145
      The have nots..., 145

synergy, 253
System House, 49, 49,
Szigethy, George Washington, Jr, 4, 5, 8,      8, 243

T
T-square, 139
‘takes’, 155, 256
Talcott, Jane, 226, 245, 253
Tarkington, Fran, 148, 148
Tatlin, Vladimir, 254
Taubin, Bill, 10, 16, 16, 25, 28, 61, 64, 64,         107, 132, 135, 185, 189, 216, 226, 233,             241, 256, 256
Teague, Walter Dorwin, 22
Ted Bates, (agency), 240
Television, 59
Teller, Judy, 141
Templeton, Joanna, 226
Tennessee Valley Authority, 7, 7
Thailand, 228
Think small. 68–69, 68, 69, 79, 115, 177,         224, 254, 249, 250, 254
Thompson, Bradbury, 217
Three tragedies, 256
Thunderbird, Gallo, 26, 26
Tide, 20, 36, 56, 57, 110
Till, Diane, 173, 186
Timex, 59
Time Zero – see Polaroid,
Timoshenko, Dr. Anton; theory, 182, 182
Tinker, Jack, 217
Tobey, Fred, 14
Today, (TV show), 30, 30
tone-of-voice, 216, 251
toothbrushing, 130
‘Torn ocean’, 118, 216, 241, 256, 256
Townsend, Robert, 110, 111, 111, 118, 121,     124, 126, 128, 133, 164, 178
transaxle, 199, 200
Transportation Bond, New York, 162
      Your subway token..., 162

‘treatment’, 198, 216, 219
Tredanari, Lee, 154, 155
Trevor, Don, 26, 42
Triborough Bridge, 72, 85
triptych, 229, 230
‘truth’, 56, 73, 117, 239, 242, 243, 256, 245
Tschichold, Jan, 6, 18, 23, 217,  243,                 254-255, 255
turbo-charging, 199
Turf Builder, 174
TV, 29, 30, 42, 79, 88, 131, 147, 154, 155,         173, 179,188, 189, 216, 256
Tyler, Bill, 28, 72, 73
type design, 144, 146, 164
typesetting, 210, 222, 254
Typetalks, 18, 18
typography, 14, 17, 18, 20, 23, 24, 25, 58,         63,  69, 71, 72, 79, 82, 104, 116, 117, 139,     140, 141, 148, 157, 171, 172, 174, 175,         177, 186, 189, 192, 194, 198,  210, 211,         240, 242, 243, 244, 251, 254-256
typo-photo, 254-257
tyres, 154

U
U&lc, 139, 154, 198, 199, 216, 252
Ulm, Hochschule fur Gestaltung, 65
Underwood, Nancy, 118
Unigrid, 218, 218
Uniroyal, (Uni, Roy and Al), 154-157,            162, 219
      ‘Hi. We’re the Uniroyal... .Drivers.’, 154

      ‘I feel it...’, (colour dps and mono         page), 157
      ‘I feel it...’, telephoto, (colour dps), 156
      ‘I have to be as good...’, 157
      ‘Uni: we spell out quality...’, 157

      production sketches, 155
      ‘We use Uniroyals...’, 155
      ‘What scares us...’, 154

Unisys, 227
Universal, (font), – see also         BayerBauhaus- Benguiat, 140–141,                 140, 142, 146, 148, 162
Upjohn Co., 9
Up the Organisation, 110, 111, 111, 164,         164
Uppercase, 67
Uribe, Andres, 42
Usonian house, 46
USP, Unique selling proposition, 29
USSR, 55

V
Valdez, Juan, 64
Valenti, Ed, 111, 118, 120
Valiant, Chrysler, 68
van der Rohe, Mies, 3, 12, 46, 48, 48, 51,     147, 180, 226, 237, 243
Vandzandt-Southwell, Victoria, 229, 231,    233, 234, 235
Venturi, Robert, 52
veracity theory, 149
verein, 244
Vietnam, 122, 252
Vignelli, Massimo, 220, 220, 245
visual rhetoric, 65
Vogue, 16, 16, 17, 17, 243, 243,  255
Volk, 244
Volkswagen, 42, 50, 56, 56, 57, 58–105,    106, 115, 117, 118, 132, 134, 147, 148, 164,    166, 167, 170, 171, 176, 178, 179, 182,    186, 188, 198, 199, 216, 222, 223, 241, 243,    244, 244, 245, 245, 246, 246, 248, 249, 250,    251, 254, 254, 255, 256, 261
      $1.02 a pound., 85
      $1565., 80
      198lbs., 64
      33 years later..., 85
      A Volkswagen can go  forward..., 80
      A Volkswagen dealer is a man..., 82
      A Volkswagen, obviously.,  82

      After we paint the car..., 73
      Air-cooled engine..., 80
      And if you run out..., 83
      Can you name this car?, 77
      Can you tell the ages..., 87
      Can you spot the 27 changes?, 84
      Cheap new..., 82
      Do you think the Volkswagen..., 76,         249
      Don’t forget antifreeze., 96,  248
      Gerhard Baecker..., 66
      How can you be sure..., 84
      How much longer can we hand you...,         79
      How to do a Volkswagen ad., 72
      How to make a ’54..., 87
      How to tell the year..., 97, 246
      I don’t want an imported  car..., 74
      Impossible., 82
      In 1949 we sold..., 87
      Is the small car..., 79
      Is this the reason..., 84
      Is Volkswagen  contemplating..., 62
      It isn’t so., 76, 249
      It’s been a pretty good year..., 105
      Last one to conk out..., 80
      Lemon., 69, 249
      Never., two-tone car, ad., 83
      No point in showing, 78, 248
      One nice thing about..., 79

      Our number one salesman., 80
      Repair ‘em? I’ve got enough parts...,         74
      Spot the 27 changes, 84
      That’s how many times..., 88
      The ’51, ’52, ’53, ’54..., 85
      The 19621⁄2 Volkswagen., 84

      The experimental X-93..., 86
      The famous Italian designer..., 74,         249
      The inside is finished..., 82
      The last thing you’ll need...,  84
      The most economical  thing..., 97
      The oldest Volkswagen in..., 76
      The only water a Volkswagen         needs..., 67
      The Volkswagen sedan..., 86
      Think it over, New York..., 87

      Think small., 68, 69, 249, 250, 254
      This we change..., 82
      Three ideas that shook..., 97
      Two shapes known the world over.,         83
      Ugh., 104
      Volkswagen overdoes it again., 73
      We’d like to show you..., 79,  248
      We’ve gone places!, 72
      What of you only need part..., 83
      What year car do the Jones..., 65, 67,         248-249, 250
             (detail): car, Levittown houses, 245
      Who in the world  underseals..., 75
      Why?, 74

      Why are so many people looking         into..., 76
      Why are the wheels  crooked?, 84
      Why people are buying..., 63
      Why so many Volkswagens..., 76
      Why the engine in the back?, 62
      Why you should open..., 76
      You don’t have to replace...,  83
      You don’t have to take it on..., 83

   Big logo campaign:
      How the 1982 rabbit works..., 223
      How the Pickup works..., 223
      How the Vanagon Diesel..., 223
      How Volkswagens work.,  222
      The fuel injection., 222

   bus, 87-95
      Amazing free offer!, 99
      Are you crazy enough..., 98

      Be the first..., 92
      Bigger inside?..., 90
      Got a lot to carry?..., 89
      It’s a monster!, 97
      Look who’s following us!, 92
      Regular size..., 90
      Some Volkswagen owners..., 88
      That’s a load off..., 90
      That’s about the size of it., 91

         detail (hubcap), 72
      The ...Station wagon..., card  players,         100
      The ...Station wagon..., bus as box, 102
      These wagons are just a question...,         92
      Think tall., 88
      We also make a funny- looking..., 93
      We learned something..., 88
      What are you staring at?, 88
      What is it?, 88

   Rabbit, 166-169, 222, 230
      Money can’t buy..., 167
      Trade your hog..., 166

      Why we put the engine..., 168
      You can own one..., 166
   requisition, 61, 254
   TV commercial, a box made into bus,        88
   US factory,
      A new American plant., 222

   van, 63, 94
      The Volkswagen is the big  one., 94
      This is the Volkswagen truck idea...,         94

      We also make a funny-looking..., 93
      Why deliver 1,600lbs..., 95
   vs Avis layout, 115
Volkswagen, Go home, campaign, 92
Volkswagenwerk, 56, 56, 57, 68,  72, 72,
   179, 244, 244

von Ehrenfels, Christian, 251
Vorsprung durch technik, 170, 180
Voss, Ted, 179, 186, 188, 192, 198, 210, 216,     223

W
Wagner, Robert, for Mayor, 138, 144,     149,150
Wagner, (Selden), Rita, 42, 59, 69, 228,     250
Wakefield, Dan, 12, 230
Waldorf Astoria, 225
Wall Street crash, 3
Wall Street Journal, 3

Warhol, Andy, 233
Washington, DC., 109
watercolours, 236
Waterston, Nat, 220
Welk, Lawrence, 30
Webber, Carl, 120, 120
Webb Young, James, 245
Webster’s Dictionary, 69, 239, 256
wedding, 12, 137, 137
Weiner & Gossage, (agency), 57, 57
Weintraub, William H, 6
Weissach centre, 199
Weland, Don, 171
Wells, Mary, 136, 137, 139, 241
Wensberg, Peter, 22, 23, 38, 188
Werkbund, 233
Westchester, NY., 173
Wexler, Francine, 135
whisk(e)y, 179, 190, 228, 254
White Horse Tavern, 14
Whyte, William H, 54, 240
widows, 70, 71, 246
William H Weintraub, (agency), 6, 6, 8,     13, 14
Wilton, Conn., 46
wit, 64, 73, 237, 251
Withers, John, 70, 79, 97, 118,  121, 122,     133, 135
Wolf, Henry, 5
Wolfsburg, Germany, 1, 56, 60, 182, 222,     245
Wolf, Teddy, 7
Wollman, Paul, 5
Woog, Dr. Phillipe-G, 130
Wooley, Monty, 26
Worldwide Automobiles, 57
WPA; Works Progress Administration,     241

Y
Yale, 50, 220
Yaphank, Long Island, NY., 4
yApré ties, 14, 14, 15, 15, 243, 243
‘Year of the automobile’, 57
Yobbagy, Tom, 194, 197, 198, 199, 200,         210, 216, 254
Yorkville, Manhattan, NYC., 1, 137
Young & Rubicam, (Y&R), (agency), 41,     236

Z
Zan Diamond Company, The, (agency), 16
zeitgeist, 64, 252, 253, 254
Zieff, Howard, 120
Zizzamia, Mark, 170, 171, 173, 178, 179,     180, 182, 198, 199
Zwart, Piet, 255, 255