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 evolution of commercial art into graphic design and then into advertising art direction. The 'Creative Revolution' orchestrated by William (Bill) Bernbach in New York moved 'Seventh Avenue' advertising methods into the mainstream. Helmut Krone's achievements as an art director at Doyle Dane Bernbach evolved fromPaul Rand, Lester Beall, Bob Gage and from Europe's Alexey Brodovitch, Jan Tschichold and John Heartfield.

 

           
 

   in fashion advertising, with its constant demand for ‘new,' something new was happening.
    ...some radical thinkers were waiting to fill the vacuum: Leo Burnett in Chicago. In New York, Rosser Reeves; David Ogilvy from the UK, and from the Bronx came Bill Bernbach, son of a women's clothes designer.

 
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...'Life' circulation... post-war society, advert-ising... 'Fortune's' William H Whyte 'the language of advertising'... copywriter's ads... Container Corporation's 'Great Ideas of Western Man', N W Ayer... 'Seventh Avenue', Eddy Rostock, Alexey Brodovitch... Leo Burnett, Rosser Reeves, David Ogilvy, Bill Bernbach... Ted Bates, American Home Products, Anacin's 'Hammers in the head.'... Burnett's 'critters', Jolly Green Giant, Marlboro Man, Pillsbury Dough Boy, use of colour, 'Cheltenham' font... David Ogilvy, Gallup, British Intelligence... La Guardia, WPA, rise of New York, World's Fair... formation of DDB, Ned Doyle, Phyllis Robinson, Bob Gage, Maxwell Dane... rise of the art director... Nathan Ohrbach... Bill Bernbach's ego... genius vs. serendipity... Bill Casey, Gene Case, Mary Wells... Bill Taubin's El Al 'Torn Ocean' ad...

 
     
All chapter 1 spreads