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

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

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