,

. . . .,
. . .

. . .
. .
. .
, .

 65.422 659.1 .
34 , / . . . . . . : , 2002. 576 .: .
( ).
ISBN 5-318-00515-2

. , ,
.
,
.
, ,
, , . , , ,
, .
1998 by Wadsworth Pablishing Company
, . , 2002
, , , . ,
2002
,2002
.
Thomson Learning of Berkshire House.
.
.
ISBN 5-318-00515-2 ISBN 0-534-51593-2
(.)
, 196105, -, ., . 67.
01940 05.06.00.
005-93, 2;
95 3000 ,
27.09.01 . 901/l6.
. . . 36. 5 000 . 187.
- . 193144,
-, . , . 10.
271-35-42.


..................................................

13

I.
1.1492-1880. ....................................

19

II. 2.1880-1900.

69

3.1900 .
...................

125

III. 4.1920-1929.
.........................

185

5.1930-1945. .........

247

6.1945-1960. ........................

301

IV. 7.1960-1975.
....................

363

8.1975-1990.

419

9.1990 . - .......................

471

.......................................................
...........................................
...............................................
........................................
.............................

526
530
540
545
559


.......................................................

13

I.
1.1492-1880. .....................................

17

.............;..........,.................

20

.....................'..................
........................

21
22

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23

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24

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26

....................................

30

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32

....
.

34
36

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39

: .......................

42

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44

, ..........................................

45

, !..........................

47

.............................

54

................................

55

: ...............................

58

..............................

60

 II.
2.1880-1900. ......................

69

............................................

72

..........................................

72

......................

75

................................

78

: ? ............

81

..........................................

82

...........................

86

.............................................

91

...................................

94

...........................

97

...........................

99

! ! ..............................

104

........................

110

..........................................

113

.............................

114

..........................

116

.................................;..........

117

3.1900 .
...................

125

......................

127

....................................

127

..........................

128

129

 .............................

131

...............

132

XX ......................................

134

.......................

135

........................................

139

: .................................

143

.............

146

.........;;.......................

151

...........
...............................
............................................
...................................

153
154
159
161

.......................

164

, ... ......................................

170

: .............................

174

...............................

179

III.
4.1920-1929. .........................

185

......................................

187

.................................

187

................................

190

, ....................

193

....... ........

194

.....................................
...................................

195
204

 .........................................

211

................................

215

...........................................

219

, ...........................................

219

: ......................

222

.......................

225

.................................

231

....................................................

235

...............................

240

5.1930-1945. .........

247

, ? .....................................

249

....................................

249

...........................

250

...........................

254

.....................

255

.........

262

..........................................

269

...:.............................

277

....................................

279

..................................

285

.....................................;.....

292

....................................................

293

6.1945-1960. ........................

301

........................................

303

...........................

303

 ...................................

07

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12

...................................................

18

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19

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27

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30

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32

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33

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34

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340

..................;..............

343

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345

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350

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352

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355

IV.
7.1960-1975. ....................

363

.................................................

365

..............................................

365

..........................................

369

.........................................

374

, ....................

375

.... ...........

376

, ...........................

378

...........................................

380

10

 .....................................

386

........................................

395

....................................

396

...................

396

, ! ..................

402

.............................

412

8.1975-1990. ...

419

70-: ........................

422

: ..........

423

...........................................

427

1980-: ......................................

433

.........................................

434

...................

435

..........................

441

...........

447

......................................

452

...............................

454

............................................

457

..........................................

464

9.1990 . - .....................

471

...........................................

473

- ...................................

474

.......................................

475

.............................

482

49 ....................................

489

..........................................

491

11

 ..........................................

494

- .............................................

502

............. ...........

502

...........................................

505

....................................

506

- .........................................

509

..........................
............................................

514
516

........................................

521

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523

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526

............................................

530

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540

.........................................

545

..............................

559

12

, ,
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, 1759 . - . ,
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 .
, .
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, ,
1995 . $150 .
, ,
, .
,
. 57%
46 ,
, .
, .
, ,
.*
, . ,
Kleenex , Xerox
* ( ) XX ., ,

. ,
, (, . .)
(
), -,
, ,
. (), .
.

14

. ;
?^ (Where's
the beef?) Wendy ? (I can't believe I
ate the whole thing) Alka-Seltzer.
Tony the Tiger, Joe Camel, Pillsbury Doughboy.
Absolut Vodka, Coca-Cola

, , , ,
, , . .

.
, ,
, , , ,
.
.
.
.
. 1,
,
. 2 3 ,

,
, .
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. 4-6
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. XX .
.
,

.

15

 ,

. ,
Absolut Vodka, Calvin Klein, Norwegian Cruise Lines,
Marlboro, Virginia Slims Benson & Hedges,
Coca-Cola. , , .

16

17

18

1492-1880.

19

, , XIX .,
,
.
; ,
, , .
.
.
,
, .
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, , , ,
. , ?
.
, .

, .
.
,
.

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20

 1.1492-1880.

21

, .
,
, . ,
. XV . , ,
,
.

1440- .
,
. , ,
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.
.

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.
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. 1477 .
(Caxton)
3 5
(. 1.1).
, . (. 1.2).
-

21

 I.

. 1.2. (XVIII .)

,
.2 ,
, , , ,
.
,
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XVI .

, .
.
<} ,

22

 1.1492-1880.

23

. 1625 .
, .3

.
, ^advertisements (, ).
advertisen, , ^.
, XVII .
. gazettas,
( )
, gazette.
, ,
.4
,
, .
. ,
.

,
(Hofstadter),
3. XVII XVIII .
, , .

, ,
.
: , , , ,
, .
, ,

23

24

I.

,
.
.
, ,
. ,
,
. , ,
, , .
, 1609 .
Virginia Company, .
Nova Britannia.
. , , ,
(. 1.3). , Virginia Company,

.
,
, XVII .
, . Virginia Company
:
120 .6
,
. ,
:
, ,
( ,
). ,
, 7

24

 1.1492-1880.

95

. 1.3. 1609 .

25

26

I.

. ,
. 1750 .
, 1,3 .

, ,
.
. ,
.

, .

.
, .
, 1639 . --, ( -),
.
.

, ,
, .
(Campbell),
1704 . Boston News-Letter,
. (812 )
.
Boston News-Letter
(. 1.4). News-Letter ,
.
.
.
,
-- ; -

26

 1.1492-1880.

27

. 1.4. Boston News-Letter (1704 .),

, , 20
. :
- -.

27

 I.

Pennsylvania Gazette (1728 .) (Franklin)

, . Gazette
, .
, .

, .
, ,
14
, 1- .
,
. ., .
(. 1.5).
,
.
.
, General Magazine,
,
(Bradford). ,
1741 .
(
), .
.
, .

.
.
. ,
.
, , ,
.

28

 1.1492-1880.

29

. 1.5. Pennsylvania Gazette ( 1760 .),

, ,

,
.
, ( )
; ,
.

29

30

I.

: ? ? (
? ?
?)
. ,
,
, .
1611 . 1863 .
,
. ,
, -,
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, .8
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, , , , .

, , , .
.

1765 . , , 2 .
,
. 15 .
400 . ,
. ,
.
, ,
.
, .

30

 1.1499-1880.

31

. 1.6. 1765 . . ,

,
.
. ,
.
, :
. ,
, . ,
, .
, -
-

31

 I.

300-400 .9
.
,
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, - ,
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. ;
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XIX , .
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.
, , .

, XVIII .
XIX, ,
. ,
, .
, *, 1 .

32

 1.1492-1880.

33

. 1.7.
9 12 ,
6

33

 I.

(1837-1901),
.
. 1820-1830-
. , ,
, .
.
:
, , .
, , -
.
.
, , ,
.
(Owen Jones, The Grammar of Ornament, 1856),
, .

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.
. ,
, .
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. ,
, .

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.
,
.

1850 . . ,

34

1.1492-1880.

1884 .

.
- ,
.
:
, , ,
.
.
. , 1820 1860 .
20 ,
. . , ,
. , ,
400-500%.
,
, ,
.

35

36

I.

.
. , ,
, ,
,
. ,
.
. , 1848 .
. ,
, .
,
, .
, 60%
.
.
, ,
.

. .

(1860-1865) ,
, ,
. ,
.
(. 1.8). ,
,
.
.
-

36

. 1.8. 1862 .

, , .
, ,
,
.
,
.

37

 I.

XIX ., ,

.

. 1860- . .10
,
.
1790 . , -

1856 . Singer $125,
.
, $5
$3 .
, . 1863 .
(Butterick) ,
.
.
1850- .
.
, .
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, .

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.
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38

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, .

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,
. , 1790 .
80% ; 90%
.
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(. 1.9). , 1870 .
.
.12

1840 . 55 . ,
.
.
.
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, .
: ,
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39

 I.

. 1.9. 1875 .,
, ,

, . . , ,
.
, .
40

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,
1920- . ,
, .
, 6-7 .
1800- . ,

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, : , , , , , , , .
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.

. . . (Stewart), P. . (),
(Lord & Taylor) -, (Wanamaker)
(Field) , ,
.
; .

, ; .
, ,
.
.
: -

41

 I.
,
.
. , ,
.
, , , ,
. XX .
.
,
, .
Lord & Taylor
, 1870- .
(. 1.10). ,
.
,
. 1879 . ;
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:
1879 ., .
. (Woolworth) , , 5 ,
.
,
. ;
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, .
, .
, 1890- ., 10 ,
5- .
Five-and-Dime ( *) .
* . 1884 .

42

. 1.10.
Lord & Taylor


, ,
. . 1 ,
-.
, 1 5 . 1903 ., 40,
Marks Gf Spencer,
: , .

43

 I.
. 1872 . Montgomery Ward
$2,400 163
. . Montgomery Ward
;
.
.
, .'3
Montgomery Ward , Sears.
Montgomery Ward , Sears

, : ,
: .
Sears, Roebuck and Co. Montgomery Ward
, .

,
.
1839 .
. ,
, ,
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.
, , .

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. , ,
, , ,
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44

 1.1492-1880.

,

.
,
.
. .
, -
48 . 1869 . Union Pacific Central Pacific.
.
,
.
, .
, :
, . ,
1862 ., 160
.
80 14 (. 1.11).
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.
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.
, , ... , ...
! , ! , !
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. 1860 .

45

--______.___________ I.

. 1.11. Burlington & Missouri R. Ft. Co.

1873 .)

46

47
. Pony Express Service,
Central Overland California Pike's Peak Express Service
Company, ,
,
Overland Mail. Pony Express,
. 1860 . :
, , 18 .
, .
. Pony Express ,
.
,
, .
, 1873 .
1 , 1883 . 2 .

, !

, ,
, 1800- . .
,
, ,
, .
; -
.
300-400 .
,
:
, . 1827 . $10 (
6 ),
$32 .

. 1833 . -

47

 I.

48

(Day) New York Sun 1 ,

5 6 .
, . 9
12 , .
, Sun , , $30 ,
, ,
.
. , , ,
.
.
.
, .
, New York

48

 1.1492-1880.

49

Herald, (Bennett) 1835 . Sun Herald

, .
, , , ,
, .
;
.
50 $2,50 (
), ,
. 1847 . (
) , ,
, .
1850 . , 6

49

50

I.

. , (),
.
, ,
, . 1851 . Merchants
Ledger , New York Ledger.

.
, New York Herald 1856 ,
,
:
, ,
New York Ledger.
, New York Herald, New York
Ledger. .
, - New York Ledger
New York Ledger.
,
.
Ledger 400 .

.
. ,
. , Brady's
Gallery 1- ,
(. 1.12).
. ,
. ,
, ,
.
, (,

50

 1.149-1880.

51

Sapolio -0),
(. 1.13).
1860- . ,

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.

,
.
,
; ,
.

.
- ,
(Pulit-zer) (Hearst),
. ,
,
, 1883 .
New York World.
,
,
. World,

. 1.12. Brady's
Gallery . 1866 .
,

( 5,5 . . .)

51

 I.

. 1.13. - X. .
.
(1865 .)
Helmbold

. ,
. New York Morning Journal 1895 .
,

52

53

 1.1492-1880.

53

. . :
- . . (-num)
(1810-1891)
.

,
. , , ,
,
, ,
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, 161- ,
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54

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, (. 1.14).
1870- .
.

.
, . -

55

 11492-1880.

55

: , Domestic. : ,
Domestic.

. 1.14. 1884 .
Domestic Sewing Machine Company,


.
,
.

1870- . ,
, ,
. .

. , , Harper's Weekly
Frank Leslie's Illustrated

56

56

1.

Weekly. Graham's Magazine

, . Godey's
Lady's Book Peterson's ,
.
. 1850 .
Harper's New Monthly ,
, 1857 . The Atlantic Monthly.
, .

,
. . . (Kinsman) ,
, , ,
. - *1

.
, , .
() . (Carlton),
. 1870 .
- |
15 .15
,
, 1870 . .
|| ,
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. , The Atlantic | Harper's
;
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. Century ,
^ .
Youth's Companion, 1827 .
,
- , -

57

 1.1492-1880.

57

.
,

,
.
(. 1.15).

. , The Delineator (1873)
-, McCall's (1876) . People Literary Companion .
,
.

^. 1.15.
Youth's Companion

58

59

 I.

58

:
1800- . .
, , ,
, .
,
.

, , ,
. ,
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, - ;
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.
, ,
( 25%). , .
, -.
, , .
(Hooper), . (Rowell) . . 1840-
., ,
. 1865 . . ,
, ,
25%. ,
5% , .

60

 1.1492-1880.

59

, ,
. .
, .
,
.
- American
Newspaper Directory,
.
.
,
. .

, .

. ,
, .
. - N. W.Ayer & Son 1869 .
,
. ,
.
15%,
.
,
,
. 1850- . - . . (Pettengill), ,
.

.

,
. , - 1867 . .
(Weil);

61

60

. . Well. 1870 . (Compton)

Vapo-Cresline.
Peruna, ,
Swamp Root . 1890- .
, ,
, . , -.
. 1900 . ,
. (Woloch), -;
, , - \
. -1 ,
. , .16

XX .
,
. , ,
,
, .
-,
. ,
,
, |j . ,

,
.
,
. 1800- .
. XVIII .

62

 1.1492-1880.

61

1796 , (Hayden) ,
. 1801 Crane & Company . 1822
(Underwoood) ;
.
1834 (McCormick) .
1835 (Colt) ,
. 1837 . (Procter) (Gamble)
. 1839 (Goodyear)
.
1842 . (Whitman) , (Borden)
- .
1847 (Smith) . 1853 (Strauss)
, , genes.
1858 . (Mason)
. 1865 . (Stetson)
( ).
1868 (Fleischmann),
.
1869 (Campbell) , , ,
.
1869 . (Heinz) , 57 ;
Heinz .
1870 . (Hires) ,
. 1873 (Coors) 1
Golden .
1874 (Schlitz) , .
'" Anheuser-Busch - Budweiser -
.

63

62

I.

;
. , , ,
.
, .
, , , ,
,
.
;
.
,
$3,5 . , XIX-XX . $75
| , .
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.
, 20-40% ,
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, , ,
! , . - j
j
, , ,
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- - (Helmbold) Plantation
Bitters St. Jacob's.

64

 1.1492-1880.

63

,
. Radway's Ready Relief,
Cascaret's Candy Catharic .
.
- . X. (Drake), Plantation Bitters
, S. . 1860 X.
, ,
. ,
1860 . $10. .
:
Santa-Cruz, a I860 CROI.
St. Croix, . ,
.
,
. ,
. , - X. . ,
buchu, ,
,
buchu . (. 1.16).
.
Kickapoo Indian Sagwa. ,
, , .
,
. ,
- , 1880- . . ,
-
,
.

(Pinkham), -

65

64___________________________ I.

. 1.16. , -

66

 1.1492-1880. _____________________________65

. 1.17. 1880 . ,

67

 I.

66

Vegetable Compound. . , ,
,
. .
1873 . ,
. ,
(. 1.17).
, ; ,
,

.
,
. ,
.
.
1883 .,
, . 1890 .
,
80%. ,
2500%.17
: .
XX .
, ;
.
XIX-XX .

68

 II

69

,
.
1880- . ,
,
. . ,
. ,
.
, ,
.
, , ,
, , .

1896 . .
, , .
, .
, ,
. XIX . ,
,
. 1860 .
, --
.' 1880 . ,
17%. ,
,
.

70

. 2.1880-1900.

71

,
, . -
, , -.
, ,
, , ,
, ,
. ,
, ,
.
. ,
, ,
, .
, , Montgomery Ward Sears, Roebuck & Co.,
.
, ,
, .
,
.
.

, , .
, , .
,
.
,
.

. , 1878 . (Swift)
;
. (Carnegie) , ,
, . (Rockfeller)

71

 II.

.
, , .
, ,
XIX .


. 1898 .
, , ,
, , ,
. $200 1880 . $542 1900
.2

, American Express, American Tobacco, Borden, Campbell Soup,
Carnation, Coca-Cola, Colgate-Palmolive, Eastman Kodak, Sears, Roebuck and Co., Quaker Oats,
Heinz, Libby, Pillsbury, Procter and Gamble, National Biscuit Company ( Nabisco),
Spalding .3

80-90- . XIX .?
,
. ,
, .
,
, .
,
, ,
.
.

1880- . ,
. ,

72

1880-1900.

73

,
. ,
, .
XIX .
,
. ,
,
.
(Swaim's Panacea),
(Robertson's Worm-Destroying Lozenges)
(Hamilton's Grand Restorative).

, .
, ( ),
, (Smith's Plug)
(Brown and Black's Twist).
, , ,
.
. X
, , .
1850- . ,
. (Cherry Ripe),
(Wedding Cake) (Rock Candy)
, (Bull Durham) .

. ,
.

. , I860 1920 .,
,
. -

73

74

II.

. Pears
.
Keiller's Dundee. ,
Cadbury , .

. ,
. ,
, .

. 1879 . ,
.4
, .
, ,
Quaker Oats, .
1856 . (Schumacher) ,
180- ,
. ,
. , . 1888 .
, American Cereal Company.
, , ,

. - .

,
(Crowell). , .
,
*
. , Quaker Oats ( )
. 1888 . ,
: "Quaker Oats
* . . .

74

_75

,
. ?
... , .


: , , ,

,!
,
(), ,
.
Quaker Oats
(. 2.1). Quaker Oats ,
;
. 1897 .
( ),
, : ,
: "Quaker White".
Quaker Oats ,
.
, ,
,
.
. , ,
.
.

,
;
,
. , ,
. , ,
, .
(Campbell), -

75

. 2.1. Quaker Oats (1897 .)

, , ,
Campbell, ,
.

76

 2.1880-1900.

77

:
, , , , , ,
. ,
. Procter and Gamble, Pillsbury,
Heinz, -den, Levi-Strauss, Hires,
Hills Bros .
, ,
. ,
Carnation, ,
. Cream of Wheat, ,
. Brad's Drink
Pepsi-Cola , ,
, .


.
,
.
, , ,
(trademark), .
,
, .
. (Towie),
. -, . ,
, ,
. 1887 .
Log Cabin Syrup ( ),
.
, 1
- ^. ,
,
, " .

77

78

II.

. 1870 .
,

, .
1870 .

,

, .
$25.
Underwood devil, - William Undensood & Co.,
Deviled Entremets ( ).
, ,
.
, ,
.

, . ,
,
. ,
, , ,
- .
, ( )
. ,
, , , ,
. .

78

2.1880-1900.

79

.

. ,
, .
,
. , ,
, .
, ,
. ,
, .


. ,
, .
,
.
, . , , ,
,
: , ,
.
,
, .
, , (. 2.2).
,
, 1920- .

, ,
.
.
, . 1960- .
,
.)

79

80___________ II.

. 2.2. (1882 .)

,
80

 2.1880-1900.
, ,
. 1880- .
, .
,

,
.

.
, .
,
.
, ,
.
,
.
( XX .
, .) ,
, .

: ?

, ,
.
. -,
, , ,
. ,
-^ ,
.
D
, ,
-

81

 II.

82

,
. ,
, ,
.
.
, ,
. ,
, ,
- , , ,
i -;
, , , ;
. ;
. , ,
, | . ,
. XIX .
:
. ,
, . ,
,
(), ( ) .

- j
, . '
, (- ! ) (Powers)
;
. 1870- . - ,
- Lord ( Taylor, 1880 . ;
Wanamaker's . ;

, - ;
.

*

82

2-1880-1900. 83
, , .
,
.
. ,
- , .
, , .
,
, Caslon 12 ,
, , , (. 2.3).
,
. Wanamaker's ,
. : ! ,
- . ,
, ,
.
;
, . ,
. !!
, , . $3.00;
$4,00; $6,50;
$7,50. ; ,
.
,
Wanamaker's , 1880- . - $4 $8 .5
Wanamaker's 1886 .,
, Beecham's
Pills, Murphy Varnish, Scott's Emulsion, George A.
MacBeth Company 1890- .
"
. . (.rowler), ,
-

83

 II.

84

:

.
.

. ! ,
, ;
.
,
. Pearl-top
.
. 2.3. 1880- .


84

 2.1880-1900.

85

, : Advertising and Printing (

1880- .); ,
Building Business (1893); Fowler's Publicity (1897).
:
, .
.
(Bates), , Good Advertising
(1896) Short Talks on Advertising (1898). 1885 1910 .
,
,
. Printer's Ink (
), . (Rowell), -

85

Printer's Ink

Printers'Ink (1888-1967), . (Rowell)
1890 . (Romer).
; ,
, . ,
, ,
. ,
, ; ,
; ,
.
Printer's Ink
, ^ Standard Rate and Data
Service (1919),
, ,
- ^ , . .;
^ov^-tmngAge (1930) AdWeek
(1960).

86

 II.

86

, , .
, , .
1876 . ,
,
. , , ,
, .
,
. ,
(1702-1714),
.
. , ,
.
; ,
, . ,

. ...
- , .
,
, . .
(Russell), , 186 .
:
(Plumpness: How to Acquire It) Loring's FatTen-U Corporular Foods, .

, .
. . (David) , 1897 .
. (Gris-wold),
XIX-XX .

, XIX ., ,
,
.

87

 2.1880-1900.

87

: ,
, , , .
,
, .
, , 10-
.
(1886) .
, ,
(1886), (1894) (1898).
(1876) (1884),
,
. (Alger)
, ,
,
, .
.
. -
,
. ,
; ,
. ,
,
. , 1870 . -
,
. .
, (Absolutely Pure)
Royal Baking Powder, -0 (Eat H-0)
Hornby's Oatmeal, Sapolio (Use Sapolio)

.
,
.
.

88

 II.

88

.
, , .
. (Snyder)
(See that hump?)
( ) Richardson andDe Long Brothers.
:
, , ,
.

(Rock of Gibraltar) Prudential ,/. Walter
Thompson ? (Do Uneeda biscuit?) N. W. Ayer
& Son. Lord & Thompson Wool
Soap ( ), ,
: "Wool Soap".
, . :
, (. 2.4).
,
. ;
.

.
.
1890 ., , Hires
, :
, ,
, ,
.
,
, ,
<.Hierss>.
.
, De Long Hook and Eye.
, ,

89

 9.1880-1900.

89

. 2.4. 1890- .
.
:
,
, ,
,

90

 II.

90

. ?
.
Plymouth Rock Pants :

. ,
. , .
.
,
Plymouth
Rock.
,
. , Newbro
(. 2.5).
-picide Harrigan,
That's Me:
HERPICIDE ,
.
, , , .,; .
. * HERPICIDE(y)
.

.
2.5.

Newbro's Herpicide

91

 2_1880-1900.

91

,
. ,
.
.

1890- . ,
.
Walter Baker & Company,
Baker Cocoa
. Quaker Oats
.
: , X. (Woodbury) ,
(Lipton) , . . (Douglas)
(. 2.6). Smith Brothers ( )
,
Trade () Mark (). ,
Aunt Jemima ( ), - Cream of Wheat, Underwood Devil
Wool Soap
.
, .
1850- . ,
. ,
, ,
,
, (1804-1821).
-
1890- . .
- .
, , -

92

 II.

99

. 2.6. 1892 .
. .

.

-
Calvin Klein.

Sozodont Sozodont.
1880- . ,
(. 2.7).
. , White Rock Springs Company
( ), , ,
. Coca-Cola 93

2.1880-1900.

93

,
Kodak Kodak .

2.7. Sozodont

(1884 .)
94

 II.

94

,
,
, , .
(Leo Burnett)
, critters, .
:
1877 Quaker Oats Man
1895 Michelin Man (Bibendum)
1904 Buster Brown
1905 Aunt Jemima 1911 Morton Salt Girl
1916 Mr. Peanut 1921 Betty Crocker 1926
Jolly Green Giant 1926 Reddy Kilowatt
1936 Elsie the Cow 1941 Snap, Crackle &
Pop 1945 Chef Boyardee 1949 Smokey
Bear 1951 Speedy Alka-Seltzer 1957 Mr.
Clean 1966 Ronald McDonald

.


1893 . Youth's Companion, a
Mellin's Food.
$14 .6
.

, ,
,
. ,
, .7

95

 2.1880-1900.

95

, ,

.
, ,
, .
, !
.
, . ,
:
, .
Mellin's Food, Pear's Soap, Pyle's Pearline Soap Ivory Soap
.8
Pear's Soap
, .
1888 . ,
: , .
, Pear's Soap
. .
: "", ?,
: , , P-E-A-R-S.
: ,
"Pear's Soap"? (. 2.8).
:
.

, .
,
XX .
,
.
(Re-"iington),
Smith & Wesson,
(Smith), Ivory Soap Kodak.
, ,
.

96

 II.

96

. , -
, ,
-

. 2.8. 1890- . Pear's Soap

97

97

"
.
(Greene) Aunt Jemima).
. (Rustus),
Cream of Wheat, ,
de bes' known man in de worl *
(. 2.9).
.

- , ,
Rough on Rats Chinese Rat Destroyer Poison (. 2.10).
. Savage
Arms ( ) ,
Calumet ( ), Red Cloud Tobacco
Hiawatha - , .
1960-,
.
,
^- .
.

,
, , ,
.
,

.
.
" .

98

98

. 2.9. Cream of Wheat (1897 .)

-
, ,

99

 2.1880-1900.

99

. 2.10. 1890- .,
,



Royal ing Powder, Sapolio
soap Ivory soap .
1890- . 100

 II.

100

Royal Baking Powder

$600 . .9 . . (Hoagland)
-, , 1868 .
, , , , . ,
,
.
,
. 1870- . ,

, .
, :
, , .
- (. 2.11).
(
).
Sapolio soap Ivory soap, Pears', Lever Brothers Kirk.
, - Enoch Morgan and Sons
, Sapolio,
. Sapolio 1869 .
, . : ,
.
.
Sapolio (Harte), ,
, Sapolio ,
.
, . , :
, ,
, ,
.
Sapolio>>,
, , .

101

101

. 2.11. 1870 . Royal Baking Powder

,

Sapolio . 1884
. (Ward),
Sapolio , .
, "
, -
Sapolio -".
102

103

 II.

102

: ! "Sapolio" .
, Sapolio
Oilopas Esu
, | , Oilopas Esu
Use Sapolio, Sapolio. Sapolio
Spotless Town,
.
Sapolio 1900 . (. 2.12).
, (Fraser)
, ,
Sapolio.
,
. ,
12. , ,
,
, , .
, ,
. , ,
,
.

. 2.12. 1900 .
Sapolio

104

1880-1900.

103

>
. , ,
, ,
.
,
.10
, Procter and Gamble . ,
, Ivory soap
. ,
.
, ,
. .
1879 . , , : , ,
, , .

Ivory soap.
,
. 1881 . , -,
, .
: . ,
, ,
Ivory soap. 1882 .
Ivory soap Procter & Gamble.
Ivory soap .
.
- ,
: "Ivo-''" soap 99 ^/ (. 2.13). ,
Ivory soap .
, Procter & amble 1892 .
, - . : - "
.

105

 II. ,

104

. 2.13. It floats ( )
Ivory soap
1891 .
! !
XX . Heinz Coca-Cola
. . ,
1869 .
. -

106

105

,
57 (57 Varieties) ,
.

, . Heinz
, 57 Varieties Heinz.
Heinz ,
. Heinz
, ,
. . Heinz 1893 .
1900 .
Heinz . 1898 .
- Heinz Ocean Pier.
-
.
50- , Heinz .
.
Heinz .
Heim, Coca-Cola ,
. - 1886 . . - (Pemberton), ,

. 2.14. 1880- .
,

107

 II.

106

.
.
Coca-Cola. ,
(Robinson), ,
. ,
Coke ( 2.14).

(Candler). CocaCola , ,
.
.
1825 ., .
.
, Hires root bear, Dr. Pepper, Pepsi-Cola,
, . Coca-Cola
.
1892 . : ,
!.. (. 2.15).
Coca-Cola ,
.
,
, Coca-Cola,
, , ,
, . "CocaCola", , ,
, , , , , . .
Coca-Cola*, ,
(Clark) Metropolitan Opera
(Nordica), (. 2.16). 1906 . Coca-Cola
Massengale D'Arcy,

108

107

. 2.15. 1892 .
Coca-Cola
109

 II.

108

. ,
, , ,
, .
, , O
.

"

1880 (Sherwin Williams)

.
1880 (Thomas) - , ,
(English Muffin).
1886 Coca-Cola. 1888 Johnson ( Johnson
.
1888 (Lipton) . 1888 Kodak
: , .
1890 .
1891 Del Monte .
1891 (Farmer), Boston Cooking-School Cook Book,
.
1892 Maxwell House, . ,
.
1893 Cream of Wheat.
1894 Our Pet .
1894 (Hershey) . , ,
, Hershey Milk Chocolate Bar.
1895 Postum .
1897 Jell-0.
1898 - (Kellogg)
, .
1898 Pepsi-Cola , .
1899 Carnation () ,
.

110

109

. 2.16. XX . Coca-Cola

111

 II.

110

XIX .
.

.
|

, ,
, , ,
.
, .
1888 . , -, (Eastman)
, Kodak (, ).
Kodak 100
; ,
.
$25. , ,
, .
, .
,
, $25 . ( $25
.)
1889 .
Kodak:
Kodak .
.
. , .
:
, .
-

112

111

. >>
.
Kodak,
.
, ^ ,
.
,
,
.
Kodak
(.2.17).
, $100
. , ,
1876 . ,

. 2.17. 1890 .
Kodak
,
\

113

 II.

112

. 1889 .
.
, ,
.
Columbia
Victor
.
,
.

. Columbia ,
21 .
,
, ,
.
, - < .
,
;
.
.
,
. ,
:
j (. 2.18).
: 1890
1896 . 100 4 ."
, ,
. -
,
,
. , ,
.
,
.
:
.

114

 2.1880- 1900._

. 2.18. Victor
Bicycles (Bradley)
,

,
.
.

--
, " .

.
,
,
. 115

 II.

114

. ,
254 1850 . 2226 1900 .;
, 991 1838 13513 1904 .12 ,
,
.

. - , ,
,
: N. W. Ayer & Son (1869); . Walter Thompson (187); Lord &Thomas,
Foote Cone &Belding (187'1);
George Batten Co., BBDO (1891); Bates Agency (1893). -
- . ,
(Volckmann).
, , , , .

.
, . , .
. , ,
. ,
, . :
, ,

." ,
, .

1890- . .
Ladies Journal
McClure's Magazine Munsey's Magazine. ,
: ,

116

1880-1900.

115

- Absolutely Pure. (Royal Baking Powder) - It floats. (Ivory Soap)
^/^% - W/^/o pure. (Ivory Soap) ; - You press the
button; we do the rest. (Kodak)
, Pear's Soap? Good morning, have you used Pears' Soap?
See that hump? ( De Long Hook and Eye) Prudential
The Prudential has the strength of Gibraltar ( Prudential Insurance)
Wool Soap , My Mama used
Wool Soap-I wish mine had. Children cry for it. ( Fletctier's Castoria)
Pearline Millions use Pearline. ( Pyle's Pearline) He
Don't be a clam. ( Frank Siddall) ? Do you know Uneeda
biscuit. All the news that's fit to print. (The New York Times)

, ,
.
X. . (Curtis)
.
The Tribune and Farmer .
, 1883 .
Ladies' Home Journal.
, , .
,
. .
-, 25
( - $2 $3). 1897 . Sunday Evening Post , ,

117

 II.

116

. 1903 .
, .

. - .
,
. ,
Carlton f=f Smith ( 1864 .).
.
, .
Good Housekeeping (1885), Vogue (1892), House Beautiful (1896).
1898 .
.
II

,
.
, ,

.
, Royal Baking Powder Singer,
.

,
. .
. (Pettengill) ,
. ,
, .

.,

. ,

, , .

118

2.1880-1900.

117

,
,
.
N. W. Ayer & Son, 1892 . .
Bates .
1898 . . (Lasker)
Lord & Thomas, , . 1900 .
,
.
.

.
, ,
. ,

, ,
.

1880- . (Morris),
, , ,
, . 1868 .
(Eastlake) Hints on Household Taste ( )

,
. ,
-^ .
,
, .
XX (. 2.19).

119

 II.

. 2.19. 1890- .

Fairy.
,

120

 2.1880-1900.

119

.*
, : , ,
, , , .

XX .
.
,
.
, .
, ,
, XVIII .
, , ,
.
1890- .

, .
, ; ,

. , ,
, .
,
.
1860- . 28 44 . ,
.
.
,
(Cheret). ,
.
. Art Nouveau .

121

!<20

II.

, ,
.
.
, ,
. ,
,
. ,
, (. 2.20).
, - (Steinlen),
. ! modern style (Mucha), ,
1895 1900 .

,
, , - i (.
2.21).
|
.
(Beardsley) -1 - ,
. (Beggerstaffs),
(Pryde) (Nicholson), ,

.
, ,
- Harper. ,
1889 ., (Grasset),
X. (Bradley). Harper -
, ,
, The Atlantic Century.
(Rhead).
,

,

122

 2.1880-1900.

191

^. 2.20. 1880- .
,

123

124

1900 -
.

90- . XIX .
.
,
.

, .

. ,
, , .
, , ,
;
.
XX ,
.
, . .
, ,
, .
.
, , , ,
, . , ,
.
, , .
-, .
20% 2,5 .
, .'
,
. ,

125

 3.1900 . 127

4 , 20 ,
$1,50. 1900 . , ,
, . .

.


. ,
.
.

. 1898 1902
. 2653
269 $6,3 .2
, ,
, , , ,
, , , . .
, U.S. Steel trust
. National Biscuit Company
,

(Nabisco)

International Harvester .
(Swift) . . (Armour)
. (Duke)
, ,
, American Tobacco Company.

126

 II.

128

, .
, ,
, , .
.
,
, .


, , . ,
. ,
, ,
.
. Coca-Cola
. Welch .
Postum Cereal, , , .
.
.

, , . ,
1900 ., , $540
$3 .3
, ,
.
.

. 1900 .
, 1920 .
.4
31 1860 . 105 1920 . -

127

 3.1900 . 129
,
.
,
.
,
, .

. 1904 .
$10 ,
-.
, .
1900 1910 . 9
, . 1910 .

, -, , , .
,
.
.

(, , ) .
, ,
, , , ,
. ,
, , .

. , , .

, ,
. -

128

 II.

130

.
. ,
.*
. 1889 . -
, ,
. , :
, , ,
. ,
, , , ,
.
,

. ,
.
. ,
.
, ,
,
.
.
, .
,
, ;
. ,
,
.
* . (,
) . ()
, (
) .

129

 3.1900 . 131

*
.
.

.
,
.
,
.
,
, .
,

. , 1913 . 600 Woolworth (5
10 ), 1920 . . . () 300
, (chain stores).
Great Atlantic and Pacific Tea Company
(A&P), -
. 1859 ., & -
, ; 1912 .
. ,
, . , AQfP
- ,

.
* :
, .
(. . 11 ", )
. , : , . .
, .

130

132

II.

, ,
. &

(Economy Store). & ,
.
:
, , , ,
, ,
.5 &
, ,
, . , ,
Ann Page, ,
.
, . 1929 . &' 15 .
, ,
, 1965 .,
Sears.6

XIX XX .
,
.
,
, , , .
XX .
, .
. , 1901 .
(Collins), ;
, , , ,
.7 , 85%

131

 3.1900 . 133
, , .
, .8 .
. (Thomas) (Sex and Society, 1907)
.
,
. , .
, ,
,
. , 1910. 80%
, , .
,
.

. ,
,
(, , ).
. ,
, ; ,
.
,
. 'Women's Publicity Club; 1912 .
- League of Advertising Women of New York ( Advertising
Women in New York),
.
,
. (Resor)
. Walter Thompson. (Woodward),
(. ),
Presbrey Gardner,
(Through Many Windows, 1926).
(Hoffman) Silver
Leaf.

132

 II.

134

.
-
. -
, , .

XX

.

,
.
.

. ,
XX .

,
.
,

. ,
,
,
.
,
. , ,
,
, .

,

.
, .

133


1903 . , Hapton Advertising
Agency, J. A. Hill, .
Presbrey & Gardner ( ,
). (1926) ,
.
, , ,
, , . , ,
, , ,
, ,
. , : -
, . [ ] ,
, . ,
, .
.'
1924 . ,
, .
(Three Flights Up, 1935) (It's an Art, 1938)
.

'Helen Rosen Woodward, Through Many Windows (New York, Harper, 1926), 205,206.

Uneeda
.
National Biscuit Company
, .
, . National
Biscuit .
, ,
.
- N. W. Ayer & Son

134

 II.

136

, .
Uneeda ( You-need-a - ). , ,
, "Uneeda" (Lest you
forget, we say it yet, Uneeda biscuit) (. 3.1). 1899
.
, , ,
.9 Uneeda National Biscuit
Oysterettes,

. 3.1. National Biscuit Company

I ( - Nabisco),
1890- -., |
Uneeda

135

 3.1900 . 137
Zu Zu, Fig Newtons, Premium, Nabisco
Barnum's Animal Crackers.
Uneeda, JV. . Fairbank Company
Gold Dust ( )
( ) Goldie Dustie. Fairbank 1880- .,
4- 25 ,
5 . Goldie Dustie
Fairbank Punch.
, ;
(Warranted to wash clean and not fade).10 1887 . Fairbank
. . (Kemble)
- Gold Dust. ,
, Gold Dust , ,
"Gold Dust" (Let the Gold Dust twins do
your work) (. 3.2). ,
.
Gold Dust .
, ,
-, , , , ,
- . , :
, .
,
: (Lipton),
Zu Zu, Old Dutch, Campbell Kids, Morton Salt,
Buster Brown, Fisk Tire, Planter's Mr. Peanut, Cracker Jack's
Sailor Jack . : Bull Durham,
Hart
ford, Our Pet, Ami, MGM, ^ Camel,
Nipper RCA.

136

 II.

. 3.2. 1880- . Gold Dust

Gold Dust

.
,
- , ,
.
XX . -
.
,
.

137

 3.1900 . 139

(Calkins) ,
,
. 1897 . , ,
- Charles Austin Bates. -
(Holden), Bates, . Calkins & Holden (C&H),
,
, .11
, ,
,
.12 ,
, .

, : ,
; , , ; -.

, . ,
(Leyendecker)
Arrow. , Saturday Evening Post,
Arrow,
. ,
. . (. 3.3).
C&H, ,
Force, Wesson, Sherwin Williams, Kelly
Springfield Pierce-Arrow (. 3.4).
Lackawanna ,
- .
, ,
. ,
, . , -

138

140

II.

. 3.3. 1913 .
"Arrow",

Lackawanna , ,
. , ,
.
(The Road of Anthracite).
, ,
.
(snow ; -. ), (Stacy)
, , ,
(. 3.5). :
, ,

,

.

,

139

 3.1900 - . 141

. 3.4. (1913 .), Fierce-Arrow,

Calkins & Ho/den

,
.

140

 II.

149

Lackawanna .
:

.
,
,
,

.

, , ,
. Lackawanna
, ,
128- .
,
" ".
.
, &,
. ,
(Parrish), , Fisk Community Silverplate.
, , ,
. . . (Wyeth)
Cream of Wheat, .
(
"Marlboro") (. 3.6). (Rockwell)
- ,
Heinz Grape Nuts.
, ,
. , Sapolio
.
, . ,

141

 3.1900
143

. 3.5. (1900)
Calkins & Holden
Lackawanna
, Lackawanna

J. Walter Thompson
, .
,
. ,
,
.
,
, .

:
,
, . ,
, , :
.

142

 II.

144

. 3.6. . .
1913.:
Cream Wheat
( )
( ) .
, , ,

143

 . 1900 -
145

His Master's Voice (RCA Victrola) <Zu Zu Say Zu
Zu to the grocer man ( Zu Zu)
When it rains, it pours ( Morton) The
ham what am ( Armour) Say it with flowers
( )
, , -^ The beer that made Milwaukee famous (Schlitz)
Time to Re-tire ( Fisk) - Good to
the last drop ( Maxwell House) , , - The flavor that lasts
( Wrigley) Delicious and refreshing
(Coca-Cola) The instrument of the immortals (
Steinway)
, The skin you love to touch (
Woodbury)
Camel I'd walk a mile for a Camel ( Camel)
,
Simoniz Motorists wise Simoniz ( Simoniz)
, - It beats as it sweeps as it cleans ( )
, , Ask the person who owns one ( Packard)
Leave the driving to us ( Greyhound)
, The more you eat, the more you want ( Cracker Jacks)
Drink an Orange (Sunkist)

, ? Daddy, what did you do in the Great War?
! - Your country needs YOU!
.
: ,
.
1905 . , ,
, -

144

146

II.

,
. .

; .
, ,

.

, ,
, .
,
. .
(Kennedy), (Hopkins), - (Lasker) ,
,
.
. , 1904 . Lord & Thomas,
,
. ^,
. ,
, .
, .
,
, , .
1903 ., ,
Dr. Snoop's Restorative
. : ,
. :
,
.
, ,

145

 3.1900
147

,
$5,50...

,

. ,
$5,50.
, .
:
( )
( ).
, , , ,
.
Lord & Thomas , , ,
.
Lord & Thomas ,
.
,
. Lord &'
Thomas , ,
.
, , . ,
Bissell
, .
, ,
, Bissell,

.
Schlitz (. 3.7).
,
. , ,
-

146

 II.

148

. ,
1018 .
.
.
Schlitz: ! (Washed with Lived Steam!).
,
.
: ,
, , .

Dr. Shoop's Restorative ( )
Li-quozone.
.
, ,
, .
, , ,
Quaker Oats (. 3.8). , ,
, ,
. (Scientific Advertising) :
. .
.13
Lord & Thomas,
.
, , ,
. ,
Pepsodent ,
. Van Camps
$100 . : 856 , ,
. :
. Palmolive ,
-

147


3.1900

149

. 3.7. XX .

.

130 .

: 10

148

"Palmolive".

149

 II.

150

: ,
.
,


.

.
,
.

. 3.8.
XX .
|


: Puffed
Wheat

150


3.1900

151

. (Resor), J. Walter Thompson,
, 1911 .
Woodbury (. 3.9). ,
: , .
, .
Ladies' Home Journal,
. ,
, ,
.
,
( ),
. . , ,
, -,
, . -
J. Walter Thompson.
1916 . . ; , .
1922 . $10,7 .
XX . . Walter Thompson ,
.
. ,
. , ,
.14 , ,
. ,
, ,

.
,
,

151

 II. ,

152

. 3.9. 1911 .


. ,
,
;
, .
, ,

152

 3.1900
153

.
Crisco, Maxwell House
Yuban, Lux, Cutex.

,
-- .
,
, ,
.
, ,
, .
Calkins
( Holden Arrows shirts, Fierce-Arrow cars Community Silverplate.
,
.
,
(Scott),
(The psychology of Advertising, 1908). ,
-:
, ,
. :
,
? ,
?
, ?
, ?'5
. 1920- .
. (Watson) J. Walter Thompson,
,
.
-"
(MacManus) Cadillac (.
3.10).

153

 II.

154

, General Electric.
(Rubicam),
,
,
.
Steinway ( ), . R. Squibb
( ), RollsRoyce (, )
International Correspondence School ( ) (. 3.11).
, , -
. .
, ,
,
, , .
,
, , ,
.

, .

.

: , ,
. ,
: , , , . , ,
.
1900 . ,
. , Alexander Institute
International Correspondence Schools .

154

 3.1900
155

. 3.10. (1915 .),

,

,
Cadillac
155

 II.

156

, , .
, ,
. , , ,
. ;
. ,
. ,
, .
. ,
, , , ,
.
,
. * ,
. .
, , , ,
. , , **
, ' . ,
,
. , ,
,
. .
, , , , . .
, . -, -, -
, . ,
, , . ,
, .
* (Whistler, 1834-1903) .
" (Fulton, 1765-1815) ,
.

.3.10.
,
, -, , .
.
? ?
? , .
, ,
, ,
-

156

. 1900 .
157

: .
, .
,
Steinway , .
,
.
. 3.11. (1919 .)

Steinway

157

 II.

158

.
.
J. Walter Thompson Curtis
Publishing Company ,
. 1912 . }. Walter Thompson
(Population and Its Distribution),
.
, ,
..
,
. ,
,
, , , .
, ,
, .
.
,
. ,
, . ,
,
. .
.
.
,
.
1917 . , N. W.
Ayer . ^.
Walter Thompson. George Batten Batten,
Barton, Durstine & Osbome (BBDO), . . Erickson Company
McCann-Erickson.

158

 3.1900
159

,
, .
, ,
, .
(1915)
(1917).
.
,

.
.
XX . , ,
, . ,
.

(1901-1916)
, , , . ,
;
;
; .
, .
.

,
. ,
1892 . Ladies' Home Journal ;
. Journal

, ,

159

 II.

160

, .
, -
.

-;
.
,
(1906), ,
. ,
,

. ,
,
.

(1901-1914),
, .
, ,
.
Standard Oil*
(Ida Tarbell, History of the Standard Oil Company, 1904) ('
),
(Lincoln Steffens, The Shame of the Cities, 1904) (
) (Upton Sinclair, Jungle, 1906)
( ).

.
1907 . ,
, .
.
-
,
, , . ,
, .
,
,
.
.
.
, ,
.
(Wright) , ,
. ,
, .

160

 .
, .
Porker Brothers , ,
(-), -. . ,
-, , , ,
.
, , , .
, ,
.

161


3.1900

161

XX .
. XIX .
.
,
. ,
,
, , .
(
) .
, ,
. .
-

162

 II.

162

. , ,
. ,
, ,
, .16
,
XX
.
, ,
,
. 1910 . . , ,
, ,
.
, , - ,
.
Metropolitan Insurance
. , Metropolitan
Insurance ,
.
Metropolitan.
. ,
. Metropolitan

: , ,
, .

,
.
, , . -

163

 .
163
, .
,

.
(Moore)
. , 1908 .
.
,
, ,
.
. , ,
, , ,
, .
... * . (Health
Kups), - (Dixie Kups
). 1912 .
,
, , .
.
, ,
. ,
(Scott)
, ,
. ,
, .
Scott Paper :
, "ScotTissue".
Scott Paper ,
, ,
. * .

164

 II.

164

, .
ScotTowels
SaniTowels . 1912.
:
; , ;
... .
SaniTowels. 1915 . :
, , .
:
- . ,
, , ?
? ?
? .
Scott Paper
,
.

,

.
,
XX . .
: , . ,
Southern California Fruit Growers Exchange
1908 . Lord ( Thomas.
(Orange Week in Iowa)
. Sunkissed (. .
, Sunkist).
,
, , , .
-

165

 3.1900 - . 165

, .
1916 . Sunkist
. ,
,
, []
.
Juice Extractor 10
(. 3.12).
, , ,

"", .
.
,
. , .
, ,
, .
.
Quaker Oats, .
Kellog's Corn Flakes, Grape Nuts, Post Toasties
Shredded Wheat ,
.
(Kellogg) Battle Creels . -,
, .
,
. 1878 . Granola, ,
,
. , , ,
. Sanitas Toasted Corn
Flakes .
.
, .
,

166

 II.

166

. 3.12. (1916 .)


, Sanitas,
W. . Kellogg.

, ,
. ,
,
.
167

 3.1900 . 167
. , , ,
.
, ,
.
, (. 3.13).
-

. 3.13. (1907 .) ,
" , Corn
Flakes ,
168

 II.

168

. 1914. :
, , ,
, .
- : , -. .
. Corn Flakes ,
(generic) . -
.
. . (Post),
, ,
. 1891 .
,
,
. , 1898 .,
Grape Nuts ( ). ...
. ,
,
! 1906 . ,
, Post Toasties ,
.
,
.
11-
.
, , .
, . 19081909 . $5 .
(Ellsworth)
Force (),
, -. 1901 .,

- (Jim
Dumps) (. 3.14).
, , Force
, (Sunny

169

 3.1900 .
169

:
, ,
.
, :
.
, .
, .
"Force"
. 3.14. XX . Force
(Jim Dumps)
Jim).
Calkins f^Holden, .
. ;

; ,
. , Force .

. , .

170

 II.

170

,
. Lord Of Thomas,

:
"Force"
, . 1940- .
Force .
,
. (Perky), 1890-
. Shredded Wheat ( ). ,
,
. , ,
,
. , ,
Shredded Wheat.
,

.
. 1904 . : "Shredded Wheat"
... 250 ... "New
Toast" , , ; , ,
.
.
.
, . ,
. , ,
.

, ...

. , .

171

 3.1900 .

171

1900 Kodak Brownie" $1, 6
10-15 .
1902 Barnum's Animal Crackers
, .
1903 Binney & Smith
Crayola.
1904 . . (French) ,
.
1905 . (Gillette)
.
1908 Dixie Cup
, .
1909 Bakelite (), ,
, .
1912 Life Savers, . 1912
Biscuit
. 1912 Ocean Spray
.
1912 Blue Ribbon
,
.
1913 Brillo S.O.S.
Save Our Saucepans,
.
1914 Wrigley
Doublemint, Spearmint
Juicy Fruit.
1914 Morton
.
1916
Keds ();
Peds .
.
1917 Converse
-^ .

172

 II.

1876 .
,
- .
, . ,
, , .
XIX-XX . 1,3 , 1907 .
.
;
. ,
. 1917 .
: ,
1920- .

, , .
Mazda General Electric (1910),
, GE, :
(. 3.15). ,
, , .
, , GE,
, ,
. 1918 .
Economical Electric Lamp'.
Little Light All Night is Right
, , .
,
.
,
. ,
; 1 , . ,
,
. 1917 . General Electric:
-

173

 3.1900 . 173

, .
:
...
, , , ,
, ,
. ,
,
.

1917 . Western Electric

?
:
. ,
, , ,
.
.
.
. ,
.
,
.
,
. 1908 . ,
,
:
. , ,
( 80 (. = 456 ) ),
. ,
Hoover Suction Sweeper ( ),
.
, 2
.
. :
, , , , ,
. . . .
, .

174

 II.

174

. 3.15. (1910 .)
.
,
:
1893 . (Duryea) , ,
175

176

 .
175
. ,
.
,
.
,
.
,
, .
, , .
, ,
. Model ,
$2,8 , $8-10 .
1903 . ;
, (.
3.16). , ,
, .
, $950 1909 .
$360 . "Model " , -
, - , .
Model -
.
: 1910 .
, 1911 - , 1914 1925 . - . ,
$5 ,
. ,
. Model
, 1920 .
."

, . (Durant) Buick MotorCompany
. 1908 1911 .
General Motorspw , Oldsmobile

177

 II.

176

. 3.16. 1908 .

178

 3.1900 - . 177
Oakland . , , Model Cadillac.
, 1911 . General Motors
.

Chevrolet Motor Car Company ,
Model .
Chevrolet - ,
Coupe ( Caprice, Cavalier, Chevette . .). ,
- Chevrolet , ,
- . Campbell-Ewald,
Chevrolet,
. 1920- . General Motors
Ford: Chevrolet
.
.
, :
, , , . .
,
. , "Packard"
. : "Oldsmobile" . ,
Winton Six ...
$127,30.
1910 . .

. ,
.
,
- .
,
.
. -
.
.
, ,
. -

179

 II.

178

. , ,
, .
, ,
. -j
.
Cadillac
.
- (. . 3.10). ,
, 2 1915 . Saturday Evening Post.
, , .
Cadillac ,
. ,
Packard, .
, Cadillac . , , Packard
.
Cadillac.
, , Cadillac
. ,
. , Cadillac

.
, ,
. , ,
...
,
... , , .
.
Cadillac
.
.
, , ,
.

180

 3.1900 . 179
,
. ,
, ,
. .
, .
,
.
, , , .
,
- .
1915 . , U. S.
Rubber, Firestone, Goodyear. ,
. Ford, Chevrolet,
Carnation, Wrigley, Coca-Cola
.
,
, .
, ,
.
, . .,
,
.

1917 .
.

,
.

*,
*
.

181

180

II.

.
,
, .
, Elgin Watch Company.
(Guiding Star of the Service) :
"Elgin"
. ,
. "Ivory Soap"
(Ivory Soap follows the flag) , -
,
.
,
. ,
, , ,
, .
(Gibson)
,
. .
, .
.
, ,
. ,
, ,
.
,
, ,
(. 3.17). Liberty Bond
: , . . - (Flagg)
. :
, (. 3.18). (Christy)
Christy Girl, -

182

 . 181

. 3.17. (1918 .)

183

189

II.
. 3.18. ,
1918 .
,

,
-' .
1918 .
,
,

.

,
.

.
,
, .
,
.
, ,
. 20- . XX .

184

 III

185

186

1920-1929.

,
. 1921 .
. ,
, 1921 1929 .
.
. ,
, . ,
, ,
, ;
, , . 1925 .
40% $2000 .
,
.
.
(51% 1920 .).
. ,
: .
;
; ;
.
.
,
, , .

, .

; , , , ,
, .

187

 4.1920-1929.

187

,
.
$2,2 1919 . $3,4
1929;' ,
, .2

, ,
,
, . , . , ,
: *.

,
.
.
, ,
, . , ,
, .

.
,
, , , . , ,
. , XX . , ,
. , 1925 .
, 1929 .
30 , , ,
.
,
,

188

188

III.

, .
, . ,
, ,
.
, , . .
,
. Kelly Springfield 1918-1931 .
, -
. (Fellowes),
. ,
! (. 4.1).
!
.
.
.
, ,
,
.
-
1914 . 93
14 , . 1925 .
10 !
($6 ),
.4
: ,
.
, ;
;
Ford, General Motors Chrysler,
Westinghouse General Electric. 1929 .
. ,
- , .5

189

4.1920-1929.

. 4.1.
Kelly Springfield, 1918 1931 .

190

190

III.

1920- . ,
, ,
. .

. ;
;
, .
. ,
. Great Atlantic and Pad fie Ted Company (A&P),J.
C. Penney, Rexall Drugs, Montgomery Ward SearS^ Roebuck ( .
t
.

&.

, .
,
.
, , .
Piggly Wiggly,
, , , 1916 .
, , , .

(. 4.2). 1928 . :
Piggly Wiggly , . ...
,
Piggly Wiggly. .
... , .
,
,

191

4.1990-1999. ______________________191

. 4.2. 1929 .,

192

199

III.

. , , ,
,
. ,
,! , .
|
-|
. * ,
,
. 1920- .
, ,
, .
Hershey
, . 1905 .

. 5 ,
.
Hershey ,
1970 .
Hershey , ,
, .
, (Schnering), Curtis Candy Company,
. ,
Baby Ruth .
Baby Ruth 1926 .: 5
.6 ,
Wrigley, Whitman, Life Savers Oh Henry!,
.
.
. . ,
. 1920
1928 . ./. . 300 1000 .
, ,
. , Sears,
193

Roebuck & . Montgomery

193

4.1920-1999.

Ward
, .
Sears , ,
.
Sears ,
. Sears
, .
Montgomery Ward. , ,
, . 1930- .
Sears Montgomery Ward .
,

.
,
, ,
.
,
, .
,
. 1925 . ,
,
, .
,
.
, .
1920- . , , -,
: , .
60% ,
.7

-

194

194

, , .
, ,
: ,
.

, ,
. ,

.
1920 . (Watson), ,
./. Walter Thompson.
. , . ,
(, , ) .
, ,
, .
, ,
. , ,
.
^. Walter Thompson
, ,
.* , ,
1950- .,
.
* , . behavior . , ,
. XX . .
. : , . 1970- .
.

195

195

,
.
, , }. Walter Thompson,
,
.
;
/. Walter Thompson ,
, . ,
-;
, .
. .
,
. 1922 .
$10,7 $37,5 , ,
. Barton, Durstine & Osbome ( BBDO)
.

General Electric, General Motors Alexander Hamilton Institute.
.
, ,
. .
, , ,
,
.
.

,
, .
, (Pope)
, .8
,
. ,

196

196

III.

, ,
. 1920 .
,
.
. , , : , ,
, . ,
, ,
. 1925 . , ,
25%. 90%
.
,
, .
,
.
,
-

197

197

.
,

.
,
, .
J. Walter Thompson
,
.
, Woodbury, Fleischmann Yeast,
Odorono, Lux Pond's ,
, (. 4.3).
-, , .
1921 . Ruthrauff & Ryan
, -

198

198

III. ^

: 9 10 Lux.
,. : , .
. 4.3. , -
J. Walter Thompson, .

199

 4.1920-19S9.

199

(Book of Etiquette), .
, -
, .
?,
, . :
? -
? ,
, : " ,
" . -
, . (Caples)
: , , !.. (. 4.4).

, , .
, 1919 .,
. , ,
, ,
. ,
, .
, True Story (
),
. ,
,
. , - ,
, ,
, , ,
. ,
,
, , .
True Story,
. -

200

 III.

200

. 4.4, 1925 . , ,
( )
, .

201

 4.1920-1999.

, , ? ,
,
, :
, , . . ,
, ,
.
, (Betty Crocker) (Dorothy
Dix), .
. ,
. , ,
.
,
, Kotex, Lux
, .
,
.
1927 . S.O.S.
(Mary Dale Anthony)
, .
, , (.
4.5) :
, .
. ! ,
, , .
,
, S.O.S. :
.
, . ...
-

202

 III. |

. 4.5. 1927 . ,
,
S.O.S.

203

4.1920-1999.

203

.
, .

.
. ,
, ,
. ,
, , .
?
? (Advertising the
American Dream) (Marchand) ,
,
; 99%
.9 , (Who's Who in
Advertising) 1931 . (Pope) 3%

.

-.'
, , ,
, ,
. ,
,
. 1950- .
,

1960- .
,
.
, .
.
1926 . (McGrath) ,
-

204

 III.

904

Blackman -.
,/. Walter Thompson,
, , ,
.
, -. ,
(Lewis) Best & Company,
. (Martin) Sperry & Hutchinson. (Fitz-Gibbon) Macy's (
, It's smart to be thirsty), Wanamaker's Gimbel's (,
, Gimbel's*, Nobody, but nobody, undersells Gimbel's).

. , ,
, ,
." ,

. ,
.
,
-'' ,
.
. ,
, ,
, , ,
. ,
;
, ,
.
Odorono, Listerine, Lifebuoy, Lux Kotex
. ,/. Walter Thompson
Odorono, (Young),
, .

205

205

1920 Baby Ruth ( )
- .
1920 Eskimo Pie ,
.
1920 Wonder
bread, ,

.
1921 (Betty Crocker),

Gold Medal.
1921 Wise
(
).
1923 Standard Oil
ESSO (
S.O.).
1925 ! ! ! Green Giant (
) .
1925 (Johnson) ,
, ,
, -,
.
1927
KoolAid

.
1928 ! ! Avon .
1928 Gerber
.
1928 Double Bubble
.

206

206

Odorono (. odor , -" Odoroh-no -0!-), " ,

, -, , -, ,
. 1919 . Odorono
; (Within the Curve of a
Woman's Arm) (. 4.6).
, ,
! , .
, , . ,
, .

, ,
... , .
Odorono Ladies Journal,
;
Odorono 112%.12
, ,
. Listerine,
- . . (Lambert),
;
(Feasley) (Seagrove)
Williams ( Cunnyngham
. ,

(halitosis). 1922 . ,
, :
, .
Listerine . ,
1925 . .
. , .
.
, , .
, ,

207

 4.1920-1929.

207

. 4.6. 1919 . J. Walter

Thompson
208

208
. ,
.
( ).
, .
.
Listerine , ! Listerine
, -^
[] , (. 4.7).
Listerine ,
,
. 1926 . : ?
, ,
, , , .
, .
,
. , Listerine
: ,
, ,
; Listerine.
Listerine $100 1922 . $5 1928 .,
Listerine $4 .13
Listerine ,
, ,
.
(. 4.8). ,
AbsorbineJr. Tinea
Trichophyton, Pompeiian
comedones, a Spenser , a
lordosis.
Lever Brothers, Lifebuoy Lux ( . ,
), Listerine,
(), .
, Lever Brothers

209

 4.1990-1929.

209

. 4.7. 1925 .
Listerine , :
210

211

 III.

919

: -
,

...
. 4.9. 1920- .
Kotex .


212

213

. Kohler Manufacturing Company .

, , Crane Co.,
,

, .

. Crane 1925 .
:
. ,
.
, .
Crane
-- .
.
, Satara, ,
, (. 4.10). Kohler
, 1927 .
, .
\
.

. Cannon Mills
,
, ! Cannon Mills
, .
, , ,
,
. :
, ,
. Martex
, ,
, .
, , (Clark), (Erte) (Leonard).

213

 III.

214

. 4.10. ,
Crane

214

_4.1920-1929.

215

.
. ,
. 1914 .
.
, , .
.
,
, , ,
, .
. . (Reynolds) . -,
, Camel.

. (Hill) American Tobacco
Company
Lucky Strike. TMI ( Chesterfield) 1917 .
.
. -
Lord & Thomas, , .
Lucky Strike .
Lord & Thomas
. 1929 . American Tobacco Company
, $40 .
, , ,
90% : ,
, .
. , , , ,
Lucky Strike,
. , ,
. :

215

 III.

216

, , . Lucky
Striken. , * / , Lucky
Striken.
, , ,
. Lucky Strike (
LS/MFT)**. .

, .
, .
,
, ( ).
, .
. ,
.
-,
. 1920- .
, , .
, ,
;
-.
. Velvet
Tobacco 1912 ., ,
. : , , ,
. ,
. 1926 . Newell-Emmett ,
, ,
Chesterfield, , , : * Lucky Strike .
** LS/MFT - Lucky Strike Means Fine Tobacco.

216

 4.1920-1929.

917

. . Chesterfield ,
.
Lucky Strike
, .
Lucky Strike . , , ,
( -
; 1942 .).
, . - (Bernays), ,
, -
Luckies .
-, ,
. , ,
. Lucky Strike
, ,
Lu-ckies . ( )
(. 4.11).
; XIX .
:
- . ,
,
.
(FTC) Lucky Strike
. 1930 . FTC American Tobacco,
Lucky Strike, :
,
, , ,
, .
,
- . Lucky Strike
Camel XX .

217

 III.

218

. 4.11. (1925 .),

,
Lucky Strike

,
. -

218

 4.1920-1929.

219

, .

, ,
. ,
,
.
,
. Middletown (
)
1929 ., . , .
(Lind)
. , -
,
, , , ,
. 20- .
. ,
, . , ,
, XX .

,
,
, .
, -

219

 III.

220

, .
, , ,
, ,
.
, .

.
,
. , ,
, .
-
, 1920- .
.

.
.
, , .
, . , , ,
, ,
, , , , , ? Vanity Fair 1922 .
. Pittsburgh Observer -
, , .2
.
. .
. , . ,
,
. ,
.
.
, -,
, -, .
, , ,
,

220

 4.1920-1929.

221

1924-1928
. , Willy's Overland 1924 . Red
Bird Car, a General Motors
. Parker ,
Kodak .
, ,
, ; , .
,
.
, , ,
, , , , .

, , ,

.
, .

,
,
.

XIX ., .
.
.
,
. .
- .

(1927 .),
, (Phillips)

221

 III.

222

. ,
,
.
, .

:
, XX .
, , ,
.
. , ,
, , , , ,
, . .
,
,
.
,
, .

, .

. Libby
(1920) :
, ,
?.. , ,
, . .
, , ,
. ,
, , ...
,
...
, .
Libby ,
.

222

 4.1920-1929.

223

,
, , , .
.
1920- . .
,

.
,

. ,
, ,
. ,
,
,
.
,
, , .
"Frigidaire" 1925 . ,
Frigidaire ,
(. 4.12).
. ^
Frigidaire\ .

.
Frigidaire
,
,
, .
Frigidaire , ,
.
Frigidaire (generic)
, 1927 . General Electric $1
. -,
Monitor Top,
-

223

 III.

224

. 4.12. Frigidaire
,

. 1930- .
. 1924 .
Ford Model T.'5

. 1924 . Hoover (
)
224

225

 4.1960-1929.
,
, , .
.
, , , , ,
.... Hoovers . Hoover
.
, ,
, , ,
.
.
1927 . Toastmaster
(. 4.13). :
...
, .
. , .
. , , :
1. . 2. .
. 3.
! , ,
.
, ,
. . 1920 .
; .

. 20- .
.
. .
-^, , , ,
.

226

 III.

226

. 4.13. 1927.



Jordan Playboy, - (.
4.14). , 1923 . Saturday Evening Post,
,
, .
, : ,
227

228

4.1920-1929.

227

: -
,


,
.
,
,
.

11
,
.
Playboy
.
,

.
,
.
Playboy
, ,
,
.
.
,
Playboy.
, ,
, ,
.

. 4.14. 1923 . Jordan Motor Car Company,

,

229

 III.

928

, , .
Jordan , '
. .
, -, . ,
, , , ,
, , .
|
?
.
. ,
General Motors
(Sloane)
, .
GM
,
; .
, Chevrolet,
Pontiac, Oldsmobile, Buick . .
Cadillac.

-.
, , ,
,
(Earl).16 1927 . ,
Chevrolet,
duco , - (. 4.15).
, : ,
, , ,
.
,
,
.
, GM
,
. GAI ,
!

230

 4.1920-1929.

. 4.15. , (1928 .),

Chevrolet ,

. 1929 ., ! (Marooned!),
, ,
.
! ,
... 231

 III.

230

. 4.16. Ford 1928 .

General Motors
.
.
Ford Model ( ,
) GM,
Model .
, . 1927 . $1,5-
: ,
, 1928 .,
55 65 .
, , (.
4.16). Chevrolet ; 1928 .
1: GM Ford.
GM
. 1925 1930 ., , -

232

231
5% -
Dusenberg, Cunnin-gham Packard, Fierce-Arrow
Rolls-Royce ( , . , ).
, ,
? 1912 ^- .
Maxwell 1916 : , .
,
, -
. 1925 . . ,
, ?, ?

.
, - .
35 . , 2-3
, ,
. , -

Lucky - Reach for a Lucky instead of a sweet ( Lucky
Strike)
L.S./M.F.T. Lucky Strike - L.S./M.F.T. Lucky Strike means fine
tobacco , - The pause that refreshes (^Coca-Cola)
- America's favorite candy (Baby Ruth) Ride the Greyhounds ( Greyhounds) - Buy em by the sack
(5- White Castle) - You too can have
a body like mine (Charles
Atlas) , - The schoolgirl complexion ( Palmolive)
- Colder than ice ( Frigidaire)

233

232

III.

: , ,
, .
:

.
,
.
,
. Outdoor Advertising Incorporated
( )
.
,
.
Burma-Shave,
1925 . . (Odell)
, ,
, . ,
, .
$200 , .

100 , .
Burma-Shave. ,
, .
, Burma-Shave ,
,
(. 4.17).
18 ,
35 .
, . ,
;
: / /
/ /-

234

233

. 4.17. 1925 . Burma Shave

/ BURMA-SHAVE. : / /
/ - / .
: /
/ / /
/ BURMA-SHAVE.
1947 . Burma-Shave ,
.

235

 III.

234

,
,
. 1963 .,
Burma-Shave, .17

,
-- .
,
- . (programmatic architecture)
, , ,
, - .
1928-1934 .; ,
- (. 4.18).
,
. -

. 4.18. 20-30- .
, ,

236

235

,
,
, . .

(Savage), 1923 .
-,
.
,
.
,
.
.

1920 .
.

.
1920 . KDKA
,
.
.
,
.
.
. , 1921 .,
(. 4.19). 1929 .
, 1940 .18
30 1920 . 576
1923 .19
,
.
, ^.

237

 III.

236

. 4.19. 1920- .
, ,

,
238

 4.1990-1929.

237

. ,
,
.
, . ,
.
.
, Printer's Ink 1922
., , .20
- WEAFpemvina .
-,
; $50 10 ,
.
WEAF6bino , Macy's, Colgate
Metropolitan Life Insurance.
, ,
.
,
.
.
,
.
. , ,
, , Gillette - .
1927 . 20% .
, ,
,
.
, - .
,
6-fapeeK, , , ,
. . -^ - Cliquot Club

239

 III.

238

Eskimos, Cliquot, The Ever Ready Battery

Hour Eveready The A&P Gypsies
&.

.
, . ,
, Gold Dust,
:
, Goldie Dustie, Gold Dust,
, ,
. Gold Dust

240

939

Corporation, -Gold Dust, WEAF

-, WJAR , WCAE -, WGR , WEEL
, WFI WEAR ,
Goldie Dustie. Gold
Dust , ,
.
, Gold Dust, ,

Gold Dust.
Lord & Thomas uJ. Walter Thompson -. Lord &
Thomas Lucky Strike Show,

241

 III.

240

.
Amos 'n' Andy Show,
Pepsodent. , 1929
., , -.
1930- .
.
. .

,
. , -,
.
. ,
, .
,
.
. ,
1925 . Exposition des Arts Decoratifs,
.
:
, , .
- . ,
,
.
. ,
, .
1920-
1930- ., Art Moderne.
. , ,
: , ,
, -

242

241

, , , , , ,
..
.

,
.

, .
,
. ,
(Booth) Willys Overland (1926),

" " (. 4.20). . (McCleland) Locomobile

, . .
(Teague) Community Silver-plate
Phoenix Hosiery.
. ,
, , , ,
. ,
,
. ,
.
.
, .
1920- .,
(. 4.21).
. , . ,
. .
,
, , , Futura, Metro,
Vogue, Tempo, Spar-ta" (. 4.22).

243

242

III.

. 4.20. 1926 . ,
,

244

 4.1920-1929. _____________________243

. 4.21. 1920 . Ruxton KJ,'..,. ,.;

, ,

.
,
- .
, ,
. ,
.
,
(Rockwell), 1
.21
, -
, . ,
-^1 ,
^

245

244___________________ III.

. 4.22. 1920 . Perrin

,

246

245

, .
20- . XX . 29
1929, , .
, - , .
,
, . ,
U. S. Steel 1929 . $297; 1932 . $22.
American Telephone and Telegraph 1929 . $310; 1932
$72. , ,
.22 ,
,
.

247

248

1930-1945.

, .
1929 . .

, .
, 1920- .
1929 . 1933 .
$70 , $87 $18 .'
: 70%
$3,4 1929 . $1,3 1933 .
, ,
.
, ,
249

, , . , ,
. 1930- . .
, ,
, .
, ,
.
,
. 1932 .
1929 .
.
, .
.
,

250

949

. ,
, , .
, ,
.
. ,
.
.
, . ,
,
. , , . 1931 .
,
, , 9 .
, .
, , .
.
.

, ?
.
,
1929 . 15 1933 .
.2 ,
. , . ,
, . ,
. , 1929 .
$2000 ,
40% $1000 ,
.3

. ,
,

251

250

III.

. -
,
. ,
, , ,
. -
. .
,
,
,
.
- , , ,
.
, , .
,
.
, .
,
.
,
5 .
. ,
$300 .4 ,
, .
.
-.

,
. ,
.
,
, ,
-

'
.

252

 5.1930-1945.

251

,
.
, ,
.
. 1934 .
: NRA
( ), WPA (
), FDIC ( ), FHA
( ), HOLC ( ),
FERA ( ), PWA ( ), NLB (
), SEC ( )
.
, ,
, , ,
, ,
, -.
(NIRA)
.
1933 ., ,
, NRA.
( ) , ,
.
,
,
,
. NIRA,
,
.
NRA ,
(. 5.1).
- . ^
,
. -

253

252

111.

. 5.1. 1930- .

NRA
,
, .
NIRA ,

254

5.1930-1945. ____________253
, .
11
, ,
, , , , , .
- ,
. 1934 . , .
(WPA)
.
$15-90 , WPA 1935 1941 .
. WPA . ,
, , , ,
, , .
, WPA . ,
WPA
, , .
, ,
2 35 . .

, . WPA
,
, ,
(Index of American Design). WPA
,
.
. 1937
. 6 1932 .
$42,5 $57,1 . ,
, ,
.
, ^
. 1935 . 3 ;
1950 . 90% .5

255

254

III.

, ,
.
, ,
.
.
,
. ,
, .
,
- .

1920- . ,
, .

. ,
.

.
1929-1930- ., ,
, . Walter Thompson, Lord & Thomas, BBDO, Young & Rubicam
.
, ,
, , , . 1932 .
.
,
, . ,
, ,
. .

.
.
. -

256

 5.1930-1945.

955

. Walter Thompson -

,
.
, ,
,
. .

, .
, .

1930- .
. ,
, ,
.
,
, .
.
BBDO : -
, ... ,
,
.6
,
, .
- ,
^ .
, .
. 1930- .
, ,
, .
- .

257

256

III. |

, ,
,
, . 1930 . (Sokoloff)
- * King
Cullen Grocery, ,
.
.
, ,
.
.
, ,
.
. . (Goldman),
, .
,
(No Basket Carrying Plan). ,
,
. ,
.
* . 8
1932 , . , -,
, . (4640 2)
. " "
:
5-15%. $165 .
$4 . ,
, .
( ) 65 90%.
, ,
, ,
.

258

 5.1930-1945. ____________257

.
,
.
. , Hoover :
,
$4,50, .
Fab ray , :
, ... 45 .
Listerine : ,
$3... ( ,
Listerine 25 50 ).

(. 5.2).
- :
, , , .

. ,
, , ,
, . :
, .
, , , ,
, ,
.
, .
Scott Tissue,
,
. ,
1932 ., (. 5.3):
^
... -

259

958

III.

. 5.2. 1930- . Listerine

, ,

, . ,
, , ,
.
AbsorbineJr. 1936 .
. , , ,
AbsorbineJr.:

260

 5.1930-1945.

259

. 5.3. 1932 .

... .
; ; ;
... ,
, 20- .
, , -.
.

261

260

III. *

: , ... ;
, Fohran,
.

, ; ,
. Listerine Antiseptics.
1934 . Dentyne,
...
"Dentyne". :
-.
, . , - ,
....
...
... . Dentyne, , ,
... .
, ,
, .
Listerine Ruthrauff &
Ryan .
: ,
: , ... .
:
. :

, Gillette.
,
. , -

262

 5.1930-1945. ____________261
Fleischmann :
, ? !
,
Fleischmann. Kellog's All Bran : .
. Scott
, . Paris Garters
( ) ,
. 1936 . :
, ... !
,
:
, ...
, , ,

We do our part (NRA) Phil-lip Mor-ris Call for Phil-lip
Mor-ris ( Phillip Morris) Guinness Guinness is good for you
( Guinness) A diamond is forever - For
the smile of beauty ( Ipana) Mellowed a
hundred million years ( Sinclair)
Duz... Duz ... does everything ( Duz) Look at
all three ( Plymouth) Breakfast of champions (Wheaties)
, It's the real thing (Coca-Cola) He Don't be a
paleface ( Coppertone)
Loose lips sink
ships Careless talk costs lives Walls
have ears ' ? Is your journey really necessary?

263

 III.

... ...
... Paris Garters .
: , ,
.

, , .
,
.
, , ,
, Getchell
Ruthrauff ( Ryan . .
(Getchell) - .
, Lord & Thomas, Barton, Durstine & Osbome
( BBDO) viJ. Walter Thompson, 1931 ., ,
.
Plymouth 1932
. Plymouth
Chrysler. , Chrysler, Ford
Chevrolet, , .
!,
; ,
Plymouth. ,
(. 5.4).
,
. ,
Ford, Chevrolet, .
"Plymouth" ( Plymouth sets the pace for All Three). 1932.
Plymouth 16% ,
24%.7

.

264

 5.1930-1945.

263

. 5.4. 1932 . Chrysler

Plymouth Ford Chevrolet

- . .
-^
, .
-! ,
, , -

265

264_________________ III.
. ,
Ritz, (. 5.5).

. 5.5. 1930- .

266

,
, .
, , ,
.
.
... , ,
.8 . $10 .
Ruthrauff ( Ryan, ,
,
.
----- Ruthrauff & Ryan
Rinso.
Lifebuoy,
.. (body odor). , , ,
Lifebuoy :
....
Lifebuoy ( ).
Ruthrauff & Ryan
. Dodge.
, ,
- ,
Dodge (. 5.6). Cocomalt.
Cocomalt
. 1930- .
, ,
. : , ? :
, (. 5.7).
,
, .
-,
, .

267

 III.

. 5.6. 1930- . Dodge

Ruthrauff & Ryan -;

, | .
^ .
: -| , Quaker Oats 1
Corona, Eagle! General
967

Electric, Metropolitan Lif^

268

 5.1930-1945.

. 5.7. 1930- .
, , ,

Insurance . . Postum General Food

: ...
. fQM ,
-^ (. 5.8).
Scott -^ ,
-

269

268

III.

. 5.8. 1933 . ,
,
Postum

. 1933 . :
, ... ?
:
, ,
.

270

269

, , /...
, , .
. ,
, Scut-Tissue ^Waldorf.
, ,
,
.

Young &'Rubicam (Y&R).
, (Rubicam)
, J. Walter Thompson. 1934 .
(Young), , Y&R,

.
.

, ,
, ,
. ,
, .
, . , , .9
-: (Taylor),
Eagle Brand, -
- -^; (Fiore),
- , Fels-Naptha.
Young & Rubicam ,
-^ ,
.
,

271

 111. .

. 5.9. Lifebuoy Rinso

-

272

 5.1930-1945.

(Galiup),
.
, ,

( ,
). ,
,


. 1930- . Ruthrauff & Ryan
-
Rinso Lifebuoy (. 5.9).

,

.

: ,
,
(. 5.10).
Young & Rubicam

.
Y&R

,
.
Y&R 1930- . Arrow.
,
, .
, ,
,
, - (.
5.11). Borden Company Y&R -0
-
(. 5.12).

971

. 5.10.
1940- .

273

979

III.

. 5.11. Young & Rubicam

Arrow

Four Roses
. , ;
(. 5.13).
, . YfyR Rolls-Royce ,
(. 5.14). ,
Rolls- /.10

274

 5.1930-1945. ____________273

. 5.12. 1936 . Border) Cow

, Young & Rubicam

275

^74

III.

. 5.13. 1930- . Young & Rubicam

, ,

Young (. ,
, , ,
. . . Nielsen Company
-
(Food Index and Drug Index) -""

276

 5.1930-1945.

975

. 5.14. 1930- . Young & Rub/cam ,

RollsRoyce

. -
, Daniel Starch and Associates,
.
, , ,
.

277

276

III.

, ,
.
, ,
.
,
. ,
, , .

1920- . , - ,
, ,
. 40 .
. , 85%
, 70% , 40-50% ,
. ,
, .3
1931 ., ,
. ,
. ,
, . 15 . ,
, . ,
, , , . ,
, . , ,
.6 , -
Young ( Rubicam.
"Advertising & Selling (March 31,1932). "Printers' Ink (March
24,1932).

278

(The Sun Bath) Woodbury 1936 .

Simoniz, - ,
: 1937 .,
, .
,
,
.

.
, ,
, .
1931 . Ballyhoo,
,
. , Ballyhoo Listerine,
Blisterine:
, .
Lux ,
. Ballyhoo ,
Lox (Nine out often
stars clean up with 'Lox Toilet Soap Testimonials'; : clean up (),
). Cocomalt:
, .

. - (1926)

. (Chase)
(Schlink)
- (Your Money's Worth, 1927),
.
-^

279

278

III.

, .
- (Kallett)
100 (100 000 000 Guinea Pigs, 1933),
. ,
,
,
.
,
-,
Consumers'Research Inc. ,
, ,
.
,
. 1936 . ,
, .
Consumer Reports ,
, , ,
, ,
. --
, (Good Housekeeping
Seal of Approval). ,
, ,
.

, ,
. 1934 .
(FDA) :

. (Copeland) FDA
, -

280

 5.1930-1945.

.
(FTC)
. FTC
Fleischmann's, Lifebuoy Lux,
Ipana, .

.
.
,
.
, . , .
,
.

.
, ,
, . -
, ,
- .
. , ,
,
.

. $15, 1937 .
." ,
-^ (Barnouw), : , ,
, ,
.12
,
,

281

 III.

.
.
, 1932 . .
,
. ,
.
, , ,
.
, .

, , L.S./M.F.T. Lucky Strike
. , ,
, :
...
... !
.
.
, . Lord & Thomas
wJ. Walter Thompson. Young & Rubicam
. ,
, 1930-1940- .
,
.
, .
, 1933 . J. Walter Thompson,
"Fleischmann"
(Vallee), Chase Sanbom^, - Kraft. .}11-0

Young ff Rubicam.
, :

282

 5.1930-1945.

281

cwBaJell-0. . Y&R ,
( , Calumet
Swan-sdown) ( Lipton).
1930- . ,
Benton & Bowles. ,
, ,
, - .
"Maxwell House"
, .
;
, ,
.
,
, . 1932 .
Blackett-Sample-Hummert
, , .
(Hummert) , (Aschenhurst)
. , (Just Plain Bill),
Kolynos, (Betty and Bob),
God Medal, 10 16:30.
,
Oxydol (Oxydol's own Ma Perkins),
Oxydol,
.
.
. ,
Ralston Ralston (Tom Mix and
the Ralston Straight Shooters). (Little
Orphan Annie) Ovaltine. ,
(Jack Armstrong, the All-American Boy) Wheaties,
. ',
.

283


, , ,
, ,
.
, ,
.
(Bergen) -,
Chase Sanborn.
(Fibber McGee and Molly) .//50?.
, : , 'Pepsodent' , ,
"Pepsodent", ,
.
,
,
. ,
. , 1938 . American Mercury
Theater ,
- .
,
. ,
, ,
.
, Campbell Soup
.13
,
, . 1930-
. .14
Metropolitan Opera 1931 ., 1940 .
. .
Fitch (The Fitch
Bandwagon) , ,
"Fitch". Lucky Strike -

284

 5.1930-1945.

283

285

284

286

285
5.1930-1945.

.
,
.
1.938 . .15

. ,
, .

,
,
,
. ,
-, 1930- 1940- .
, ,
. , (Mondrian),
(Ernst) (Duchamp);
, (Gropius)
(Breuer).
. (Meggs),
(Erte,
), (Agha) (Brodovitch).
, ,
, .
Harper's Bazaar, .
Vogue, House & Garden Vanity Fair,
,
, .
, - (Hearst) 1934 .
Harper's Bazaar.

.
Container Corporation of America ,
-,
. 1937 .

287

 III. ^

Container Corporation N. W. Ayer .

. . (Cassandre),
,

(. 5.15).

, (Rand)
.

.
1920- .
, , .
.
,
, ,
. ,
.
,
, , .
, , ,
, .
,
.
, ,
.
, XIX . , , .16
, , , ,
.
, (Geddes), (Loewy),
(Dreyfuss), (Van Doren) (Teague),
,

288

 5.1930-1945.

287

. 5.15. 1937 . Container Corporation of America

.
, , ,
.

289

288

III.

,
, .
, ,
, , , ,
, , .
, Coldspot,
Sears, Roebuck & Co.,
1935 .
. , ,
,
(, Frigidaire General Motors).
.
, ,
; .
15 . 275 . .17
.
, ,
,
. ,
Grand Tour
. ,
, ,
, .
. , Super Chief -
, .
,
, , .

. Chrysler 1934 .
(. 5.16). ,
.

290

 5.1930-1945.

289

,
,
, .

. 5.16. 1934 . Airflow Chrysler

,

291

 III. ^

^^

,
.
(Martin), ,
(Gropper), - (Marsh)
(Sayer) .
,
. (1939)
, * ,
-. (1932)
.
.
. , .
, ,
. ,
. ,
, ,
, , ,
,
. 1930- . 60%
.
,
. ,
, .
, ,
.
: , ,
, , , ,
, .
,

Chrysler, ,
-Airflow Chrysler.

.

292

 5.1930-1945.
. Lucky Strike .,
Camel , Chesterfield ,
.
, . ,
, , , Hearst,
Scripps-Howard, Munsey. :
, , , ' ,
, . , ,
. 1933 . Newsweek Esquire. 1935 . Life
,
. Look.
. ,
-, , .
. .
, , , , , - -.
,
. ? ? ? ?
? : ,
, , ,
. ,
, Bingo!, ! Beano! ,
. -
, , ,
.
. , .
* 30- . .

, , , ,
, Airflow?, Chrysler
.

293

292

III.

.
, ,
. .
,
. ,
.
- (193940), .
,
. , Futurama General
Motors . ,
,
60- . XX . :
1960 ,
... 1960 ,
,
.
50 ;
75 ;
, 100 ... ,
... $200.ls

,
. -, . , , . 1927 .
American Telephone & Telegraph
.
' .
.

294

 5.1930-1945.

. 1930-
. RCA . , -,
. (
, 1930 . 60,
525 ). RCA 1939 .
( )
.
NBC-TVv - ,
W2XBS, 1939 .
,
.19
,
,
.
, Bulova, 1941 .
- WNBT. $9.
.
.
,
.

, , ,
. ,
,
. - ,
.
, , 18

295

294

III.

1930 Twinkles (
).
1930 Scotch Tape
.
1932 Zippo.
1932 Musketeers ( ).
1932 Frito.
1935 Monopoly ().
1937 Aqua Velva.
1937 Spam
.
1937 Alcoa.
1937 Pepperidge
.
1939 Kentucky Fried Chicken (JK.FC)
(Sanders).
1940 . (Mars) (Murrie)
M&M's, .
1941 Kellogg's Rice Krispies
Snap, Crackle Pop.
1941 Cheerios,
Cheery Oats.
1944 Miss Chiquita ( ) ,
.
, ,
.

, , .
, ,
, , . , , , ,
, ,
295

296

 5.1930-1945.

.
,
. , , , , .
, ,
.
.
: , , ,
, , .
. , , ,
, ,
, .
. -
,
. 1942 .
. , ,

, ,
, , .
,
, . ,
.
. ,
(. 5.17)
, .
,
. , ,
, .
-,
.

297

296

. 5.17. 1942 . Rosie the Riveter ( )

297

298

 5.1930-1945.
,
.
, . , Ford
, ,
, .
(Paperboard Goes to War)
Container Corporation
. New Haven Railroad
, ,
,
(. 5.18).

. , Window Shade Institute ,
10% . Brer Rabbit
.
Swan Swan
, , . .
, Roadmaster
, .
Stetson
(. 519)
,

.

.
Coca-Cola,
1942 . . .
Lucky Strike - , ,
, , , ,
. , ,
:
"Lucky Strike" (Lucky Strike Green has Gone to War).
Lucky Strike.

299

 III.

. 5.18. 1942 . New/Heaven Road

,
. ,
,
,
999

300

 5.1930-1945.

. 5.19. Stetson 1943 . ,

; .

1950- .
.
.

301

302

1945-1960,

303

,
.
, ,
.
,
, - .

, ,
, , .
1945 1960 . .

.
,
.
, ,
.
.
, , . , ,
, . ,
.
. ,
, ,
.
, ,
,
. -
. -

304

 6.1945-1960.
.
, $ 10 ., 25 .
,
.

. , 1953 .,
.
, , . .;
. , -. ,
, . ,
1954 . 1960-, .
,
, ,
.
.

, ,
. .
,
. ,

.
, ,
, , .
,
. -Gbe
, , ,
-

305

 III.
.
.
.
. 1948 .
, , , , .
,
.
,
. , 1930- . ,
25% 1950-.
1965 . Time ,
1946 1964 . Time, -,
, .'
,
- .
, ,
. -
. 1950 . $60,53 ,
. .
, .
, .

.
. 1920- . ,
.
, , . -,
50% ,
.
.
(Levitt) -
. 1949 .

306

 6.

305

- , ,
-.
- - ( ,
-, . . .)
,
. :
$6990, ,
. .
,
-, . ,
, :
, .
,
!
, .
,
.
.
. 1960 . :
.3

.
, .4
, , . 1940 .,
25% ; 1964 . 7%.
- - ,
. 1940 1964 .
- 140%, 1964 .
.
^,
. -

307

306

III.

,
: , , ,
. ,
,
, . ,
.
-
. ,
, , ,
, , .
,
. ,
,
, .
, , , .
, ,
.
, , ,
, , ,
.
. , , ,
1948 . :
, ? :
... ... ... ... ...
... ! ... ^ ... ...
,
, .
Thor Automatics.
!

,

308

 6.1945-1960.

307

, , . 1953 .
, , , 30
. Kelvinator , !:
, , ,
... ?
, , ,
? , ?..
Kelvinator?

. , ,
;
Cascade.

.
, , . .
, , .
, 1950- .
. ,
, ?

:
. , ,
,
,
.

: -^
.

309

308

III.

1948 Polaroid Land Camera -
.
;
1948 (McDonald) ;
15 , 10 , 25 .
1948 Quik, Nestle,
.
1949 Silly Putty.
1950 Sweet Pops .
1951 Holiday Inn
.
1952 (Bich) Bic.
1952 Swanson ,
.
1956 Raid .
1956 Comet .
1957 Ford Edsel .
1958 Sweet-n-Low.
1958 Hoola Hoop (-).
1959 .

, , ,
,
.
.
, Diner's Club, 1950 .

, . American Express
, 1958 .
American Express -

310

 6.1945-1960.

309

. , 10% $10
.
- .
.
,
,
, . .
,
-, ,
. ;
.
,
. General Motors
1920- ., 1950. ,
(Hine), Populuxe (
50-60- . XX .).
, ,
.5
.
,
.
.
,
.
,
.
, . -^, ,
Westinghouse 50 !, ,
^ . --'
:

311

310

III.

[] Frigidaire,
,
, , , .
- , .6
.
, ,
.
, .
, .

. 1955 . :
! "Foodarama" Kelvinator\ 8 !...
, ... ,
, , -, , ,
, .* General Electric
Spacemaker GE -. Royab 6 .

,
.
.
, * , ,
. . ,
Foodarama .
, Procter { Gamble,
, ,
,
.

312

 6.1945-1960.

311

1957 ., , ,
, . Necchi .
,
.
. 1929 . General Foods
Clarence Birdseye, ,
.
General Foods Young & Rubicam,
.
, ,
.
:
,
.

1952 ., Swanson
(. 6.1).

Swanson
.
, Swanson
:
. Swanson TV Dinners.7
, , ,

. , -
, ,
.
, XX .
. , ,
, , ,
, .8
. , ,
, , , ,
. ,

313

 III.
,

.

,
. -

. 6.1. 1952 .
TV Dinners
314

. 1945-1960.

Timex : takes a ticking and keeps on ticking.
( Timex)

M&M's , , - M&M's melt in your

mouth, not in your hands.
Wonder Bread: ; Wonder Bread builds strong
bodies eight ways.
, . Cleans your breath while it cleans your
teeth. (Colgate)
. ; , . - You'll wonder
where the yellow went. ( Pepsodent)
... ? Does she... or doesn't she? ( Clairol)
- Thirty-one flavors. ( Baskin-Robbins)
. - When you care enough to send the very best. ( Hallmark)
----! - They're GR-R-R-EAT! ( Frosted Flakes)
^ Pepsi, , . Pepsi, for those who think young.
Chevrolet. See the U.S.A. in your Chevrolet.
, Dial? ! Aren't
you glad you use Dial? Don't you wish everybody did! (
Dial)
, .
Remember only you can prevent forest fires. (
Smokey
).

,

, . 1949 . 5
, 1929 .

.
,
.

, ^
. -

315

 III.
, 1941 1969 .
,
.
. 1920- .
General Motors
. GM
(Earl),
. ,
(Bey-ley),
, "Chevrolet" "Cadillac".9
; .
, , , .
, ,
. . 1934 .
; . ,
, .10 GM
. , 1930- .,
. :
, . 38 30-
. 1948 .
Cadillac.
,
GM.
, ,
.
"Cadillac", 1955 .
, , , " ",
. , ,
(. 6.2).
,
.

316

 6.1945-1960.

315

. 6.2. 1959 .,
, Cadillac,


317

316

III.

, XX ., ,
, . 1959 .
: , , ,
, .
,
. ,
, .
, , , ,
.
, , , . ,
-,
. ,
,
.
.
Edsel
, XX (. 6.3). Ford
$250 110
Edsel, . ,
1957 1960 ., ,
, ,
, . J. Walter Thompson, , : "Edsel"
(Dramatic Edsel styling is here to stay).
. Ford, , ,
. ,
, . Ford
,
Ford Thunderbird. ,
-

318

 6.1945-1960.

317

. 6.3. ,
Ford Edsel , ,

, Edsel $30 ,
, . , - Edsel,
.
-"^.
, -^
319

. -

320

318 III.
(Yergin) : , (The Prize:
The Epic Quest for Oil, Money, and Power 1992),
,
. 1950-
,
. , Shell , TCP ( )
. Power X Sinclair
, , , . Mobil
. ,
,

."
1950- .
- ,
, .
, 50- . XX . ,
60-.

, , ,
.
, .
1957 . ,
.
.
, , ,
, .
,
. -

321

 6.1945-1960.

319

.

().
,
, .
,
,
.

.
: , ,
,
.
.

. , , ,
. ,
, . ,

. , ,
. , ,
.
, .
, .
-
.
,
. , -

322

320 III.
, ,
, .
(
(Queen for a Day)) (. 6.4).
~
. ,
, . , , -

. 6.4. ,
,
Frigidaire
323

 6.1945-1960.-
, ,
, ,
(. 6.5). .
,
( )
, 1953 . Playboy.
. ,
Springs Cotton Mills ,
. HOJ ,
, .
, Spnn-gmaid,
. , 1949 ., ,
, "Springmaid" (A buck well
spent on a Springmaid sheet. : ,
"Springmaid"). 1948 .
- (. 6.6). :
Springs Cotton Mills
... ,
.
, -,
.
, -sSpringmaid PERKER...
, ,
Springmaid.
Springmaid .
, 1947 1951 . .12
.
?
1950- .
,

324

122 III.

. 6.5. 1945 .
,
,

325

 6.1945-1960.

323

. 6.6. 1948 .,
Springs Mills,
326

327

 III. ^


, , .
,
, 1950- .
, .
,
, ,
.
,
, ,
. ,


.
, ,
. . ,
, .
, .
(Pollock)
.
, (Miro),
, , .
, .
,
. , ,
.
, .
,
, , i ^^^

328


. -(
(1963) (Friedan). 60- .
,
.

.

, .
- ,
.
, , ,
, -

, .
.
,
. ,
. -
.
, , .
. 1955 . , ,
. -.
, -1
. , " ,
^.
, ,
-, , -'0,
. --, --.
-, , , , .^^^
.

329

 III.
. .
, , ,

. ,
, ,
, .
.
--
. --, .
1952 ., -
(Freed) ,
, . Rock Around the
Clock .
1956 . . ,
-
. ?
, . , ,

.13 , - .
-,
.

, . , ,
, , ,
.
. ,
Seven-Up
" " , ! (. 6.8).
Coca-Cola ,
: "Pepsi", ,
. -

330

. 1945-1960.

329

. ,
,
,
.

. 6.8. 1950- .,
,

331

 III.
. ,

, .
1950- .
,
, .
(Kerouak) (Ginsberg) - , , -.
-, ,* ,
-
(). , .
- ,
.
(Dean).
,
. .

.
, ,

, , ,
.
.
-
. ,
, .

'
* X. beat - (
sputnik). , ;
" , beat beatitude .

332

331

.
, .
1947 .
, Brooklyn Dodgers.
1941 ., 1945 .
1954 .
. ,
,
.
, ,
,
, .
.
, .
, .
-, ,
, -.
,
. -
: , - Cream of Wheat, Hiram
Walker, Pullman. ,
, .

, (Sullivan) - (1943); Fusche, Young &
Povoell (1943); (Cullers) (1956). ,
, - '""
. - "" 1950- .
.14 BBDO , , , --. 1955 . Young
Rubicam (Eaton) , -,
-

333

332 III.
,
. -
: , , .15
, 1960-
.,
.
.

50- .
,
, , .
4> ,
, , ,
. ,
, , .
,!

.
1956 . Ebony,
.
- .
.
1960- .
-
, .
, , . ,
Afro Sheen, Sears Oil,
, . ,
1995 . $18 . vavmaHmiJohnson Products,
Coors, Kellogg's, Pizza Hut, Chicago White sox.

334

 6.1945-1960.
./. Walter
Thompson. 1899 . , 1920- .
. 30- . General Motors
.
, .
, McCann-Erickson
1920- . 1930- Standard
Oil. 50- McCann-Erickson
Bristol-Meyers, Colgate-Palmolive, Nestle Westinghouse. Coca-Cola
D'Arcy McCann-Erickson , . , BBDO Young &
Rubicam,
.

,
.
. ,
, , ,
, .
.
1920- . ,
.
, .
.
.
50- .
.

.
, :
-

335

334

III.

, .
, Jet (1951) Playboy (1953).
, , , , , .
, ,
(Social Class in America, 1949).
, ,
, , .
, " " ,
.
, , 65"
. ,
,
.16
.
,
. , ,
.
, , ,
,
.

, ,
(). --
.
,
. ,
, , , ,
.
1920- ., 1940-
1950-.

336


(Dichter).
Chn/sler. ,
,
,
, . ,

:
... .17
,
: . ,
, ,
. , Camel,
, ,
. : ,
1955 .
.
,
, , .
. , Ivory , . Hathaway,
(Ogiivy),
. Leo Bumett ,
Marlboro Man.
, ,
. , Buick
Oldsmobile ,

Cadillac.
Maidenform ( )
,
.
... ,

337

336

III.

, , .
, : ,
"Maidenform" " " (. 6.9).
:
"Maidenform" . Maidenform
, $10 .

. 6.9. 1951 .
,


338

337

,
.
,
. ? , .
: , ,
. Nescafe,
, 100% . ,
, , , , .
, Tea Bureau
, (Make mine hefty, hale and hearty).
, .
, . ,
,
. ,
. ,
,
.
. .
1950- . Jell-0 ,
, , , . Jell-
, , .
(Polykoff) Foote Cone Gf Belding,
,
Clairol (. 6.10). 7% ,
. , ,
. -: ...
? : ,
. , ,
. -

339

 6.10. 1955 .
... ?

Clairol

340

 6.1945-1960.
Foote Cone & Belding ,
, (
, ).
. Clairol 400%;
.18
.
, .
.
.
. ,
(
):
.
Procter & Gamble Cnsco,
, ,
. ,
. Procter & Gamble,
, Fluf-fo.
,
.
.
,
.
(Hidden Persuaders,1957) (Packard) ' :
, ,
-'
,
.19
, -
.20

341

 III.
. ,
, - "Coca-Cola"
( 25- )
(Picnic); -
. ,
, .

.
1930- .
, , ,
. , (The Hucksters, MGM
), ,
(Please, Send Me Absolutely Free) (The Space
Merchants) ,
.

1948 ., ,
. , ,
.
, .
CBS, NB . 1946 .
10 , 10
.
1948 ., 1951 .
60% .
,
, .
,
. , Phillip Morris
(I Love Lucy), General Mills
(Betty Crocker's Star Matinee), Dutch Master (Ernie Kovacs
Show). |1 ,

342

 6.1945-1960.

341

, , .
,
.
.
,
. NBC 1947 . .
- (Howdy
Doody), , (Kukia, Fran & Oilie). 1948 . CBS
- (The Ed Sullivan Show).

( Star Theater).
, , , ,
:
(Trust Your Car to the Man Who Wears the Star).
- (Berle).
.
1948 . (Swayze) NBC 15-
Camel (Camel News Caravan). ,
,
.
Timex: .
1950 . $100 (
)
. 9,7 ,
9% . , 1954 .,
.
. $200,
$2500 ( $3000).
1960 . .21
,
: . 1957 .
,

343

349

III.

,
. , ,
. 1954 . (Furness) ,
Westinghouse
, .
(Shore),
Chevrolet, (Bergen) Pepsi, (Nelson) CocaCola. ,
. 1948 .
Ajax
Ajax. : Piel
Piel, Humm, ,
Frosted Flakes --! 1950-
, ,
.
Chevrolet.
Campbell-Evaald, Chevrolet,
, .
,
, .
.
. ,
, , ,
, ,
, .
, ,
. , Ovaltine
Howdy Doody, Miss Frances of Ding Dong School Captain Midnight. Captain
Midnight ,
.
1950- .
. ,
(,

344

 6.1945-1960.
,
).
,
. 1959 .,
, ,
, Geritol, Revlon Bristol-Meyers,
.

. 60- .
,
.
.
, ,
, -.
, (spots)
.
,
, . 1950-
. -40, -
,
.
, ,
, .
, ,
.

, , .

,
1960-,

345

344

III. ^

(Reeves), (Burnett), (Ogiivy)

(Bernbach).
; , ,
. ,
. ,
. ,
, ,
-. ,
(Rockwell),
, , .

.

346

 6.1945-1960.

345

,
, .

- Ted Bates
. ,
,
. ,
.
, , , ,
. (Reality in
Advertising, 1961) -

347

346

III.

-
Brylcreem
Brylcreem , / ,
. / , ,/ Brylcreem . /
Brylcreem, ,/1 , / Brylcreem
, / .
Colgate
Colgate, Colgate Dental Cream. ( !),
.
Bosco
Bosco, , Bosco
. ,
. Bosco D.
, Bosco. !
Old Spice
Old Spice , .
, . --.
Gillette
, / /
Gillette Blue Blades / .

: , -
.22
, :
.
, . .
(unique selling proposition USP).
.
.

348

 6.1945-1960.

347

Campbell
,
,
Campbell Soups
, !

Doublemint ( )
,
,
Doublemint. , Doublemint. .
, . .
,
,
Doublemint..
Chevrolet
Chevrolet.
; Chevrolet no
.

,
Chavy.
,
Chevrolet.
.
() .
- , USP:
Wonder Bread: .
M&M's , .
Crest: .
Colgate , .
? R-O-L -A -I-D-S.
Viceroy 20 000 .

349

348

III.

()
1995 . Advertising Age 50
. ,
1940- 1950- ., :
1940-

Gillette. . Lucky Strike.

Star Theater.
1950-

Alka-Seltzer Speedy.
Anacin :
Chevrolet
"Chevrolet".
Timex: .
Anacin
: ,
, .
Anacin, (. 6.11).
: "Anacin", ,
. ,
.
, ,
.
. , Fleischmann USP
.
Bates $ 16 1945 . $130
1960.
.

, .
, .

350

. 6.1945-1960.

349

. 6.11. (1950- .), ,

. Anacin

.
Bates, ,
Carter's Little Liver Pills, Colgate Dental Cream,
Blue Bonnet Rapid Shave.
,
. ,
. 1952 ., ,
.
$2 .
.

USP:

, . -^

!
, -4aJ! , 15-
.
.

351

350

III.

1935 . , Leo Bumett
Co., . ,
. , ,

, , .
,
,
. , , , ,
... "",
, "", .23

.
Pillsbury (. 6.12). Green
Giant .
(Meat Institute)
- .

. ,
,
. ,
. , (
Green Giant) -
. , ,
Kellogg's Frosted Flakes Snap!, Crackle! Pop!
Kellogg's Krispies.
Marlboro Man Marlboro.
. 1920- .
Marlboro, , :

352

. 612

353

 III.

. Marlboro
. :
- .
Marlboro (1955 .) Marlboro --
.
, , ,
. , . ,
,
. Marlboro ,
. .
,
.
.

-
, 1949 . -
( Ogiivy Gf Mother), .
: . ,
, .24

. ,
, .
.
, .25
.
Rolls-Royce : 60
"Rolls-Royce" .
(.
6.13). , ,
, .
.

354

 6.1945-1960. ______________________353

. 6.13. 1958 ., ^
, ,
,

355

354

III.

. , ,
, .
, Schweppes
(. 6.14).
. 1951 .

. 6.14. Schweppes,
(1950- .)

356

355

Hathaway.
.
Hathaway
, , .
.
The New Yorker,
. ,
:
, Hathaway.
. .

Doyle Dane Bembach (DDE).
,
. .

: .
, ,
. ,
, ,
(. 6.15). 1940- . ,
Weintraub,
, ,
, Ohrbach's, Dubonnet
Airwick. Ohrbach's ,
, .
.
.
1949 . , - Doyle
Dane Bembach.

357

356__________________ III.

. 6.15. 1951 ., - ,

, ,
. (Gage)
(Robinson).
DDB Ohrbach's, -
Weintraub. Ohrbach's
.

358

. 6.16. (1950- .)
,

. , ^
,
, .
, ,

359

358___________________ III. /a

. 6.17. (1950- .),

,

"
*,

. -"
, , ,
. .,

360

.26
: ,
.
,
. Ohrbach's
: :

. 6.18. 1958 .,
AI,

361

360

1(1.

... .
1958 ., . ,
, ,
Ohrbach's
(. 6.16). .
Polaroid
, (. 6.17).
-
El Al (. 6.18).
- .
, Volkswagen .
, 1950- .
, 60-.
, ,
.
,
, ,
.

362

 IV

363

364

1960-1975,

365

60- , .
, .
, , .

. ,
, .
,
.
.*
. ,
, .
,
,
.
1969 .

. McDo-nald's. Burger King Kentucky Fried Chicken
( KFC) . ,
.
.
, , ,
, , .
. ,
, - ,
. . *
.

366

 7.1960-1975.

, ,
. 1963 ., ,
. , ,
.

,
.
,
.
, ,
,
, ,
.

. 6070- .,
,
.
, ,
.

-
.
-.
, , . -i^o

^ .
, - ,
-^ .
, 1960 . -

367

 IV.

:
, , , .
.

. , ,
,
, .
,
.
.
. , 1964 .,
, ,
, .
, , .
, , ,
,
.
,
, . 1960- .
:
25 .
: . ,
.
1964 .
. . <
,
.
. ,
, ,
-

368

 7.1960-1975.

, .
.
.
, .
1965 . , , .
,
-
We shall overcome.
, , ,
. .
-
, .
(Malcolm X)
: -
, .
- ,
, .
: , - . -

. , afros
, (. 7.1).
. .
1965 .
.
- . ,
.
.
-Gbi
-- . 1968 .
, ,

369

368____________________ IV.

. 7.1. 1960- . -

. 1968 .

, .
,
370

.
. -

,
.

- -
,
(Chavez)
. .

.
1969 ., -
Stonewall Inn -.
, . ,
.
, ( )
,
.

1968 . ,
.
, .
.
,

.
. .
, ,
. .

371

370

IV. .

R 1960-
. - ,
. ,
: ,
.
- ,
, .
, ,
. Beach Blanket Bingo
, , , .
Beach Boys Everybody's gone surfin', surfin' U.S.A.,
.

. .
(Chubby Checker) .
, ,
, . ,
, - .
-, , .
( . . .). ,
, .
1960- , .
- ,
, .
:
.
1964 .
Beatles Rolling Stones
, -: , ,
,
. - .
, .
, , , .

-. , , ,
, . .

372


. (Courregges)
,
. , :
,
. ,
- .
. , , --
, .
.
.
(The Beverly Hillbillies) , -, (Green Acres)
, . , , ,
.
.
, .
41e (The Graduate).
, -
(Easy Rider).

(Bonnie and Clyde).

,
-, , -,
-. -22 (1961),
-
(1964). (1966),
(1966) Kool-AidAcid (1967).
-
1950-. -,
,
. , Campbell
Brillo.
. .
-- (P-art , )
. ^ .

373

 IV.

1969 . , .
.
. 17 1972 .
Watergate, - ,
,
. ,
.
. , -
, , 1974 . .
, .
, ,
, .
. 50 . , .
$137 , .'
.
1960- . , 1970-
, 7%.
, .
.2

. , - , ,
1973-1974 .
.
. 70 55
. , , . '

. 1974 .
, .
,
.

374

1960-1975. ___________________373

, ,
.
, , . 1975 .
. .
, ( ),
.

.
, ,
. , .
.

1960 Domino's Pizza -, . 1960 Etch A Sketch

.
1962 Royal Crown Diet Cola ;
Coca-Cola's Tab Pepsi's Patio Cola.
1963 Corvette Sting Ray .
1963 (Nidetch) Weight
Watchers.
1964
Gatorage sports.
1964 Ford Mustang ,
$2368. 1968 McDonald's
Big Mac , , ,
, . 1972 Nike
. 1972 Celestial Seasoning
( , Red Zinger), ,
. 1974
Post-It.

375

 IV.

1965 ., ,
1969 . Newsweek ,
.3 60- .
, .
, ,
.
,
. ?
.
,
-.
, ,
.
, 30- .
, .
.
, ,
, .
'. .

, . 1948 .
(Kinsey, Sexual Behavior in the Human Male)
, 1966 .

(Masters andJohnson, Human Sexual Response) .
.
j
. - , ,
, , -

376

7.1960-1975.

, , .
1960- . 90%
, 50-
10%.
,
.
, . ,

,
, -. XX
... . -
.4
.

,
,
,
.
,
. : , (tune in, turn on, drop out), ,
, , , . -
LSD. Newsweek 1966 .
, , , LSD
... , ,
, .
, -,
.6
.
- 1967 .; 1969 . 400 .
, .

, .
Do your own thing.

377

376

IV.

, -
. ,
, ,
, , - .
, (love-in, be-in)
(happenings). ?, Beatles
,
. , - , -,
, , , -,
.
. , -
.
(. 7.2). ,
Oz IT, . :
,
. , ,
, , ,
()
, , .

.
.
.
. , ,
.
, 1970- .
.
, ,

378

. 7 2
1972 . -

.
.
: , , , -, , ,
- 70-.

379


. ,
. -6
, , , , , . ,
-.
1970- .
. 60- .
,
, .
. ,
.
.
: , , - ,
, , , , ,
, . , ,
.

,
.

. , -1
, .
.
.
, .
, 1"

, . ,
, ,
WASP (White Angl

380


Saxon protestant ), , , .
, , .
. - . , Ogiivy &
Mother - 15% .
, Papert Koenig Lois (PKL),
. Avis DDB
.

<Beanz Heinz Beanz meanz Heinz.
It's finger-lickin' good. (Kentucky Fried Chicken)
Put a tiger in your tank. (ESSO)
- - Someone, somewhere, wants a letter from
you. ( )
Don't ask a man to drink and drive
( ).
Coke Things go better with Coke. Try ityou'll
like it. (Alka-Seltzer) , I can't believe I ate the whole thing.
(Alka-Seltzer)
We try harder. ( Avis) ,
. Marlboro Come to where the flavor is. Come to Marlboro
Country.
, ! You've come a long way, baby! ( Virginia
Slims) We make it simple. ( Honda)
Ban the
bomb. Black is beautiful.
, Make love, not war.

381

 IV.

,
McCann-Erickson; J. Walter Thompson; Battern Barton, Durstine, & Osborne (BBDO);
Young & Rubicam. Leo Burnett,
Ogiivy & Mather Doyle Dane Bernbach (DDB).

,
, .
,
, .
: ,
, , DDB.
, .
, :
.
, 1964 .,
, .
, .
"Marlboro". 1971.
,
. Marlboro
, , , . 1972 . Marlboro
,
,
Winston. 1 Marlboro .6

. Poppin' Fresh, Pillsbury Doughboy,
Charlie the Tuna, Morris. Charlie the Tuna ,
, : , .
. , . Pillsbury Doughboy
'

382

 7.1960-1975. ___________________381

Nine Lives ( ). ,
Maytag, , , ,
, Maytag
.

Shell Oil. - ,
, . ,
,
, : Shell 21
(Shell recommends 21 ways to make your car last
longer).

(Confessions of an Advertising Man, 1962) (Ogiivy on
Advertising, 1983).
. 1960-
. Mother & Crowther.
Ogiivy Of Mather
.
1950- .,
60- . .
DDB, ,
Volkswagen (VW),
, . VW , DDB 1959
., .
, VW .
,
, ( $1,02
, $1595).
(Koenig) (Krone),
VW , .
Think Small
,
(. 7.3).
VW .
(<Lemon), :
"Volkswagen" .

383

382_____________________ IV.

384

 "" -
, (. 7.4).
" ,
, .
,
, ,
. ,
. ,
, , :
. ""... ,
: ( : mule - , , ).
- VW .
VW :
. .
. , "Volkswagen . , .
( , 3000 .).
, :
, .
1962 DDB Auis,
. Avis
Hertz. DDB Avis ,
.
,
, .
,
(. 7.5). Avzs -
2 . ? :
... .
. .
. . .
.
Avrs:
2, .
; Avis ; Avis
. ,
, -

385

384

IV.

. 7.4. DDB
Volkswagen ,

386

 7.1960-1975.

. 7.5. DOS

, , .
,
. Avis 28%.7
VW Avis DDB ,
, United Airlines, Seagram, Heinz, Sony,
UniRoyal, Lever Brothers, Gillette, Bristol-Myers Mobil Oil. DDB
, -

387

386

IV

Chivas Regal (. 7.6). 1965 . DDB

$174 , .8

.
,

. 7.6. DDB (1960- .) Chivas

Regal

388

 7.1960-1975.

387

.
, .
, ,

.
, .
. .
,
. .
. ,
, - .

(. 7.7).
.
, , , ,
, . 1960 .
,
DDB Papert Koenig Lois (PKL)
. DDB
.
,
DDB, .
Wolfschmidt PKL
, (. 7.8).
PKL
Xerox.
, Xerox,
, ,
. . : Xerox
. , PKL
Allerest, Coty Cremestick, Naugahyde. , .
(Ally) PKL 1962 .
(Gargano) (Durfee). , -^IM
Voluo, DDB,
,
,

389

 IV.

: 40 , ,
.

. 7.7. 1968 , Hunt's Catchup,

.

(. 7.9).
Auis - Avis DDB,
Hertz , .
Hertz - 2.
390

 Hertz

391

 7.1960-1975.

: : Wolfschmidt . .
: , . , ,
?
: , Wolfschmidt, .
.
: .
...
. 7.8. (1960- .),
,
, , 2. .
Hertz,
(. 7.10). Hertz
.

392

 IV.

. 7.9. DDB
(Ally)
,
(Wells), McCann-Erickson DDB,
, ,
. 1963 ., Jack Tinker Partners,
Alka-Seltzcr: He ,
. ,
, ;
.

393

 7.1960-1975.

391

. 7.10. 1968 .
Avis DDB
394

 IV.
(Flying Colors) Braniff International Airlines

.
, - ,
,
; :
- .
( Braniff) Jack Tinker
Wells, Rich & Greene (WRG).
. WRG - AlkaSeltzer He , , .
WRG ,

Benson & Hedges 100. , ,
, ,
.
Delehanty, Kumit Gf Geller.
(Delia Femina)
(Travisano) (, 1967 .,
Delia Femina Travisano & Partners).
- Talon:
.
, Talon .
- :
. ,
, , ,
(. 7.11).
, ,
(Gossage), '
. ,
, , , .
, -

395

: : , ,
. - .
: .
. 7.11.
(1960- .)
Talon

396

 IV
.
Eagle.
, :
See Red, Favor Curry, Robert Shaw Coral, Lawsy Miss
Scarlet 'Enry 'IgginsJust You White . .
Eagle
(. 7.12).
Sierra Club, Beethoven Land
Rover.

: (
? ?) Eagle.
. ,
, , ...
, ...
. 7.12. Eagle,
,

397

 7.1960-1975.

395

,
. -, 1965 .
, 660
, .
(1920-1965).
1970- . ,
. .
1970 . 30- 1- 2-

- (1964-1970).
70-
. :
. .
,
. 70- ,
, ,
.
:
. -
.
,
.
, ;
. . ? ,
Colliers Women's Home Companion 1957 ., Saturday Evening Post v, 1969,1&
1971 uLifev 1972 ( 1978 .).
,
:
Saving World (1962), Runner's World (1966), ,
, - Weight Watchers (1968), - Rolling Stone (1967).
, -

398

 IV. ,,
,
'
.
.

1960- . , .
70-
:
. ,
.
* .
, 1920- . , ,
, .
, .
, .9
, ,
, . ,

.

.
,
.
* -.
, ,
.
Madison Avenue tex-niques (
) ,
.

399

1960-1975.

397

. --
, .
, ,
. 50-60- . -
;
;
.

.
, -
. Levy
DDB: , "Levy" (. 7.13).

-, . .
, 1963 . Lever Brothers, -, ,
.
All detergent
.
.
- . 1964 . General Motors
Bonanza ( ),
- . NBC
(NAACP),
GM . , 1968 .,
Chrysler Petula. Chrysler
, , ^,
, - . Chrysler
lyacTB .10
--
, (Julia), (The Bill Cosby Show)
(The Flip Wilson Show).

400

398 IV.

. 7.13. (1960- .)
DDB,
,
,

, - ,
. , (Kas-sarjian),

401

 7.1960-1975.

399

1946-1965 ., 1% ."
- , -
4% , 1966 .12 1968
. ()
.
-

.
70-
-.
, ,
, , Ebony
( , 1945), Tan (, 1950) uJet ( , 1951). ,
.
, Clairol,
- . Clairol .
, Clairol .
, ,
- , .
Clairol ,
. -
, ,
, .
Clairol ... ?
, - -
:
... ? ^
.
Clairol .
-,
.
, ^-
.

402

400

IV.

(Uncle Ben's) - ,
, .
: San-ka,
Jell-0.

-
. 1960- ,
,
.
1966 .
, 64 , ,
2,5%.

, .
, 1969 .
15 - 10,5%.13
- . 1956 .
(Cullers) ,
-. 1971 . Burrell, Inc. ( Burrell
Communications Group) (Lewis) UniWorld.
-
- . Burrell
, , -,
. , -
, , ,
, . . , a Burrell
, -
. 70- .
, -
.

( , ,

403

 7.1960-1975.
, ), --
. "" :
, , ,
, (Gail
Baker Woods, Advertising and Marketing to the New Majority).14

.
-
. -
.
.
,
Frito Bandito Foote, Cone &
Belding, . , ,
-, Frito Bandito
. 1970 .
.
Funny Face ,
. , Chinese Cherry ( ) Choo-Choo
Cherry, a Injun Orange ( ) Jolly Oily Orange (
).
,
.
,
Jell-0. Young &
Rubicam (, 1959 .)
, : , !
! -, "Jell-0",
-! , ,
,
. ,
, .

404

 IV
-
1995 . Advertising Age 50
- , .
1960- . :
1960-
Maxwell House. , , ,
.
.
.
Marlboro. Marlboro ,
.
Noxzema. , . Hertz.
.
Benson & Hedges. 100- .
<Alka-Seltzer. .

, !
. ( 1920- .)
, 1960- . .

, ,
, . ,
. , , ,
.
, (1963),
. , ,
.
,

, ,
.

. '

405

 7.1960-1975.

Oscar Mayer Wieners
, Oscar Mayer Wieners.
. Oscar Mayer
Wieners, .
- Armour*
-, Armour -
Armour -?
, , , ,
, ,
-, Armour -,
Armour!
Pepsi-Cola
;
Pepsi .
Pepsi ,
,
Pepsi .
Pepsi
.
Pepsi,
, .
,
Pepsi .
,
Pepsi .

: ?
?
, ?
?
1966 . (NOW),
, ,
.
,

406

 IV.

. , ,

.
, , ,
.
.
60- :

. , .
, ,
, , , ,
. , , ,
, .
, , , Leo Bumett,
. , ,
DDB. (Robinson), , (Green),
(Protan), (Parker), (Selden).
1962 . (Rosen)
. Ogiivy (Korda)
Schweppes, Dove Pepperidge Farm.
Benton &Bowles .
? ... ,

, , , ,
(Santis), Colgate -Palmolive
(1974). ,
: ... , ...
... ,
?15
: ,
, .
,

407

 7.1960-1975.

, .
, , .
,
, ,
.
.

(. 7.14 7.15). 1964 .
Ajax:
Ajax (Ajax White Knight) .
, , .
,
, , . ,
Dior
. , , ,
Vel (1965).
: , ,
.
,
.
(NOW) Ms. .
. , 40%
, (Steinem).16
NOW ClairoloT ( ...
?). Geritol, : ,
. , ^,
.

.

. - (Gender
Advertisements) -

408

406

IV.

:
. 7.14. 1962 ., Evans,
,

(Goffman) ,
. , ,
,

409

 7.1960-1975.

: . .
: . .
.
-- , ...
. , ,
...

DC-10... , ...
7.15. ,
National Airlines

410

 IV.

."
. , Serta, ,
,
. , (,
) . , ,
. ,
, . .18
(Courtney) (Whipple),
(Sex Stereotyping in Advertising), ,
.
. , 1958 .
; 1970 . - ; 1972
. .
, ,
.
,
.
1970- . ,
.
, ,
. Maidenfonn,
, (. 7.16).
,
, .
1960- , , ,
Maidenform .
Virginia Slims, ,
.
,
.
1973 ., Charlie
Revlon

411

 7.1960-1975.

409

: , Maidenform .
. 7.16.

1962 . Maidenform ...,

1950- .

412

410

IV.

- (. 7.17).
,
. -
, , . .

. 7.17. 1973 ., Virginia Slims,

, Charlie, ,

413

411

7.1960-1975.
70-
( Foote Cone & Bel-ding), (Trahey) (
Neiman-Ma_ ), ( DDB),
(Foxworth) ( Calkins &
Holden) .

, -
, ,
,
.

, ,
, ?
, , , -
- , ,

?
?
, .
,
? ?
, ?
, ? ,

, , ?
, ,
? , ? ,
?
" ",
?
, ?
, , -
? ?
, - , ,
. ,
, , - ,

414

419

IV. cergAuq

,
, ,
, .
1964 ,
,
.
. -
: : . -,
.
,
(,
Virginia Slims Winston). , Reader's Digest,
Good Housekeeping The New Yorker ,

.

. (Carson)
(Silent Spring, 1962), ,
,
.
, ,
. ,
,
. ,
(Nader), .
.
(Unsafe at Any Speed, 1965)
, .
, , ,
, .
-

415

 7.1960-1975. ___________________413

,
,
, . ,
1970- .,
,
.
. ,
, , ,
, .
, :
, .

, American Lung Association, Sierra Club, U.S. Postal Service
( ).

.
1960 . ,
.
. ,
, . 1964 .
, Doyle Dane
Bembach :
.
:
, . (McGinnis)
(Selling of the President, 1968) .
,
.
, .
-,
. 1970- $400
, 1977 .

416

414

IV

(Key), ,
(Subliminal Seduction, 1973) (Media
Sexploitation, 1976) .
(1957), ,
,
. ,
: Ritz Camel
The New York Times. ,
.2
,
. ,
, .
, --.
, . ,
.

Time Magazine (1971), Gil-bey's London Dry Gin.
,
. ,
, SEX (). .
,
. , ,
SEX . ,
. ,
, , .
, .
? , , Gilbey's,
.6
, ,
.

417

 7.1960-1975.

, 1971 .
.

William Brayan Key, Subliminal Seduction: Ad Media's Manipulation of Not So Innocent

America (New York: Signet, 1974), 108. 'Key, Subliminal Seduction, 3-8.

418

416

IV.

20 .
. - ,
, 1975 . 4
7066 , , . , .
, (Charren), "
",
.
, ,

.19
1972 . (FTC) ,
,
. , .
1965 . Soupy Sales
, ,
,
, Soupy, WNEW, -.
. ,
.20

, ,
can't do's. ,

,
.
, ,
, . ,
, .
( )
.

419

 7.1960-1975.

1971 .
(NARB). NARB , .

. , ,
, NARB.
, Listerine, FTC
, $10
(Listerine
). FTC
Anacin $24 , ,
, . , 1970- .
, , ,
, .
1970- .
.
.
.

. , ,
.

420

421

1975-1990.

422

. ,
, , .
, ,
.
.
, .
, ,
.
.
1960- 1970- .
, . 70-,
, .
.

,
, ,
.
, ,
, .
, ,
,
1950- .
. -
,
.
, - ,
.
, -

423

 8.1975-1990.
, , ,
.
, ,
, ,
.
1970- 1980-.
,
.

, ;
, , . 1988
. , .
, ,
.

. XX
. , 1970- 1980- .,
- ,
, ,
. 1983 1992 .
. 8,7
, 1910 .
, 5 .
-
, .
,
.
, Caroline Jones Advertising,
^ .
,
1980- . ,
,

424

 IV

. , . .. ,
, ;
, ,
, . ,
70-,
, .

70-: -
1970- . ,
, , . -
. .

. ,
. ,
1976 . ,
, 1970 . .
,,/. Walter Thompson, Young & Rubicam McCann-Erickson,
, , .'
, ,
,
. .
, ,
, ,
, , .
-, , , ()
, . 1970- ,
.
, -
. ,

425

 8.1975-1990.

.
. , - Caroline
Jones Advertising, - ,
, ,
, ,
. 1977 .
(Mingo); Pepsi Disney,
^ (We do chicken right) Kentucky Fried
Chicken. Mingo Group Caroline Jones Advertising. ,
1987 ., ,
, ,
. , Anheuser-Busch,
Chemical Bank, Clorox,
McDonald's USA Network.

, , ,
.2
:

1970-.
, (Ries) (Trout)
Advertising Age, *. ,
, .3 , .
1950- General Foods: ,
, , .
,
Trout & Ries** -.
. ,
.4 .
(
"
. . . : , 2001. . 293314. ** .

426

494

IV.

, USP, )
.

,
, .
: * (Positioning: The Battle for
Your Mind, 1981)
.

. ,
. ,
, ,
, , . .
Tyienol
, ( Anacin
Bufferin). Scope,
, Listerine
. Doyle Dane Bembach
Avis .

. , 60 30-
. , ,
-. ,
.

* , , 20 ,
.: ' :
. : , 2001. .
. : , 2000, .
: , 2001.

427

 8.1975-1990.
425
Shout Foote Cone & Belding
? (Want a Tough Stain Out?).
: "Shout" (Shout It Out) ( : . out , shout
out , ). AlkaSeltzer Wells, Rich, & Greene: -, (Plop,
plop, fizz, fizz, oh, what a relief it is). , , ,
Alka-Seltzer
. -rina Kitten Chow
Meow Mix ( )
, : , , , ...

, , .

, .
, ,
. ,
Scali, McCabe, Slaves ,
.
Perdue , ,
, , ,
(. 8.1). :
, . , Perdue , ,
. Volvo: He
, .
, 1981 .
.
, , ,
, ^ .
, - .
(FTC) ^, ,
, ,
-

428

426 IV.

. 8.1. 1971 . 175

.
NEC 1964 . 1972 . CBS,
429

 , FTC

8.1975-1990.
.
,
,

.
,
.
. - ,
. ,
Burger King ,
, .
Burger King - -
(Have It Your Way) (Your Way Right Away). Burger King
McDonald's,
, , Burger King,
, .
.
, , , ,
.5 *, Ogiivy (
Mother, ,
1981 .,
.6
.

.
,
.
, * ,
,
Procter &
Gamble.

430

428

IV

- .

. , Coca-Cola, Pepsi 7UP
.

. , ,
? Coca-Cola , , :
, (It's the real thing). , 1960- 1970- ., Pepsi
, Pepsin (Pepsi Generation),
, . Pepsi
, , ,
.
.
Pepsi : 1975 .
Coca-Cola, ,
Pepsi. Pepsi (Pepsi Challenge)
(. 8.2). "Pepsi" "Coke",
. Pepsi :
"Pepsi", , . , ,
, Pepsi , ,
. Coca-Cola
1983 .,
, Pepsi.
Pepsi, :
-, "Coke", Pepsi .
Pepsi .
1979 . McCann-Erickson Coke
(Mean Joe Greene),
Pittsburgh Steelers. Coke,
.
1982 . - Steeler - (The Steeler and the
Pittsburgh Kid), -

431

. 8 2 1975 . Peps;
Coca-Cola
432

430

IV

, . Coke ,
, .
1985 . . Coca-Cola
, ,
. ,
New Coke, . ,
Coca-Cola,
Coke. He , Coca-Cola ,
-Coca-Cola Classic.
(Keough) , , , . ,
Cherry Coke
. Coca-Cola, ,
, .
Pepsi .
: "Coke"? "Coke"? "Coke"?
"Coke"? "Pepsi"
. Pepsi , ,
.
, -
.
, 7-Up.
, 1929 ., ,
. Bib
Label Lithiated Lemon-Lime Soda. 7-Up,
,
( ) (The Cure for Seven Hangovers). 60- .
7-Up
. 1968 .
Coke Pepsi, Uncola, (. 8.3). ,
7-Up , Coke Pepsi.

433

1975-1990.

431

. 8.3. (1968) 7-Up

Coca-Cola Pepsi
434

 IV.
Dr. Pepper, Sprite
Mountain Dew, 7-Up
, 7-Up . . 1970- .
"7-Up" (America's turning 7-Up)
(. 8.4).
.
, ,
,
( Holder V ,
Pepsi, Coca-Cola ,
: "7-Up"?
(Don't you feel good about 7-Up?). ,
.
1970- . .
Robert Abel and Associates. ( 1974 .)
7-Up
(Bubbles), . 1977 .
Kawasaki
(The Ultimate Trip):
,
- . .
, 2001:
. CBS, ,
: .7 1977
. .
Levi-Strauss. Foote Cone &
Belding - Levi's,
,
Levi's ,
. ,
1970-. ,
.

435

 8.1975-1990.
433

. 8.4. 1970- . ,
, .
1980-:
-^,
1970- . , ,
- . 1980- .
-^ .

436

434

IV.

1980- .
, . ,

, ,
.
.
1982 . , , -
.
, .

, , .
, -, , , ,
, , .
, 1984 . 25-35- 23%
. -
,
(young urban professional, yuppie).
,
-. .

.
, .
. Rolling Stone,
, , (. 8.5).
,
, , . 1986. Grey
Advertising , , , . Grey
, .

.

437

8.1975-1990.

. 8.5. 1980- . Rolling Stone

,


1980- .
,
.
- ,
. ,
, .
,
.
1970- . .
1980- . :
^ -.
Miller Brewing Company 1
. .
438

436

IV

1975 . New York -,
, . ,
'' (The Me Decade) , ,
,
.
, . , -
.
, .
, ,
, . , Bee
Gees Village People ! ! !. .

.
-, , - . . ,
(Eric Berne, Games People Play, 1964)
(Thomas Harris, I'm OKYou're OK, 1969)
. .
, .

, , Miller
,
. Miller
, , 1950- . 80-

.
, , , .
.
.
,
. .

439

8.1975-1990.
,
, ,
. . , 12- , .
, .
70- , , .
- . ,
(Farrah Fawcett), , : .
high tech .*
.
70- , , ,
, , .
80- . , . ,
, , , .
Perrier . , , -
-

* - High Tech
(Susanne Slezen, High Tech Living, 1978)).

, , , ,
.
,
. ,
,
. NASCAR - ,
- Performance Research
(Doyle) (NASCAR - ).
-^Pi . ,
, .
500 ^

440

438 IV.
()
. -
.
. ,
, .
.
.
. ,
.
-BMW, Mercedes . ,
, , ,
Trivial Pursuit . ,
,
.
. ,
.
, ,
.
.
1980- . ,
. -

IndyCar, ,
. IndyCar
, . ,
Pittsburgh Paint and Glass (PPG),
, .
Kmart, Target, Ford, Kellogg's, DuPont, Kodak . ,
,
.
. ,
Winston Cup, , , Marlboro,
,
.

441

 8.1975-1990.
439
MTV, 1981 . ,
. -
. -
, .

Harper's Bazaar, Vogue Gentleman's Quarterly ( GQ).
, . .
, ,
. ./. . -
, ,
Izod; ,
. (Tiegs) ./. . ,
(Smith) Kmart.
.
. . ,
- , . ,
, .
Alka-Seltzer
Alka-Seltzer .

. ,
,
, .
: ; , ,
. .; ,
; ;
-;
.
, -^
. , JVC
JVC, , . ,

442

440

IV

, JVC .
,
, . ,
1986 .
Cosmopolitan. , ,
Benetton
. Benetton^
.
, (. 8.6).

. 8.6. , ( 1984 .,
1989 .), Benetton
111
Benetton
443

 8.1975-1990.

1980-
.
, .
,
, ,
.
, ,
. -
-
, . . .10 ,
, 1943 .
, (Collossus),
.
.

,
.
1959 . , , .
1971 .
, .

. ,
Homebrew Club. 1975 . . , , .
(Popular
Electronics) Altair 8800,
, .
. ,
,
-, , , ,
.
^ Apple - -^
,

444

 IV

. 8.7. 1977 Apple Computer

445

446

 _______443
.Q5KHO (. 8.7). , /[vple
Computer,
.
Apple IBM ,
,
, . :
,
. , ,
, : Apple
, Texas Instruments , Commodore , Atari
. "
: IBM.
1981 . IBM ,
, ,
. Lord,
Geller, Fedenco, Einstemg
- ,
, ,
, . ,
IBM (. 8.8).
Apple Chiat/Day -
, Advertising Age
- . Apple
Macintosh 1984 . ;
$2,495. Apple
, . Apple
-^ .
'^ 1984,
Super Bowl 1984.
IBM, Chiat/Day ,
'1984' -to '1984'.
, ,
. 100 Apple

447

444

IV. ,

. 8.8. 1981 . IBM

,
;
IBM 1993 .
50 . ; 72 .11 1984

: Super Bowl
.
, . Apple
30- , 60- Chiat/Day
,
- (Hayden). '16 , . "1984
, Super Bowl, $500 .,
60 .
60 . , - ,
,
. Apple , , ,
,
448

 8.1975-1990.
445
. ,
IBM Apple.
.
* 1930- .;
Xerox <)14
. 1980- .
. Xerox
, . IBM, Xerox
. :
, Xerox - (. 8.9). Xerox
, Xerox ,
: Xerox R (There Are Two Rs in
Xerox) ( R - , ) ""
Xerox (You can't Xerox a Xerox).

, .
, , , , ,
.
.
.
- , ,
- - (CD). ,
, , .
.
* - .
,
(, ).
,
, (,
,
, ;
-
).

449

446 IV. .

. 8.9. 1986 . ,
, ,
Xerox
.
.
, ,
.
, .
,

450

 8.1975-1990.
447
, , ,
,
. ,
. , .

.
, ,
, ,
. , .

:
,
. 1980- . ,
, . 80-,
,
. 1989 ., ,
12% $ 136 , ,
, /, $123 .
Unilever( 1989 . $1 24 ); Procter &
Gamble ( $900 18 ); Nestle ( $600 19 ).13
Dentsu Inc.,
McCann-Erickson Worldwide viJ. Walter Thompson Co.

,
,
.

", 1960 . . ^, , IBM, Mobil, Citicorp,

Gillette, Xerox Dow Chemical .14
-^ Coca-Cola

451

448

IV

-
1995 . Advertising Age 50 . . . 1970-
1980- . :
,4;|

1970-

||

Budweiser. . Volkswagen.
, VW Beetle
. Miller Lite. ,
.
Xerox. Xerox.
Life. , , ,
, ! American Express. : , American Express.
Dannon. , , -
.
Southern Airways.
.
7-Up. Uncola
Uncola nut . Sunsweet.
:
, .

75% ,
, .15
1970- .
- ,
-
. Honda, Nissan Toyota, BMW, Mercedes Volkswagett-
Konica Fujitsu, ,
. ' Sony Panasonic
Pioneer Sanyo . ,
' , , , , .

452

 8.1975-1990.
449
Polaroid. (Hartley) (Garner).
Chanel. .

1980-
Bartles GfJaymes. .
Chrysler. : ,
.
Wendy's. : ?
Eastman Kodak. .
Energizer. Energizer
.
Federal Express. Fed Ex. .
.
Coca-Cola. ,
Coke.
&. , ? : " , ".
Jsuzu. . Wke.
. Apple Macintosh. 1984.
Pepsi-Cola. . Calvin Klein.
. California Raisins. .

Marlboro,
Winston Salem. IBM Texas Instruments,
, -
7-11, Lew's.
McDonald's KFC,
Coke, Pepsi Dr. Pepper. ,
- .
-
( , Honda .
, ).
, Fedmart,

453

450 IV.
(, FA.O. Schwartz Gimbels. .
, XX .
, .
Toyota Hondo, .
:
( ).
,
.
, Benetton, ,
,
. -,
Benetton, .
Levi's Kodak,
(. 8.10). Coca-Cola ,
, -, ,
, .16 1989 . Pepsi, CocaCola, 2- ( $5 ) (Make a
Wish) - .
: ,
. 250 .
.

. , Tang
. ,
Tang .
Lux, , ,
, , . ,
, , , , .
.
, Scott Paper ,
, ,
-

454

 8.1975-1990.
451

. 8.10. Kodak

-
, , .
: ,
, ,
, . ,
General Motors, ,
455

 (. 8.11).

456

452 IV

,
. ,
. , , ,
, , ,
. , , ,
, ,
-

. 8.11. General Motors,

,
,
457

 8.1975-1990.
453
.
- ,
.
,
, .
. , Chevy Nova
General Motors , -
. Ford Pinto
, Pinto
. Coca-Cola .
CocaCola, , , .
Coca-Cola , .
,
.

.
. ,
.
,
,
.
. ,
, , .
, ,
Coca-Cola Pepsi ^
, .
^

.
^. -

458

454

IV.

,
.

1982 . Saatchi &'Saatchi
Compton Communications, ,
.

. ,
, Saatchi &
Saatchi Dancer Fitzgerald Sample, Backer & Spielvogel Ted
Bates Worldwide.

,
.

.
KFC (finger-lickin' good)
(eat your fingers off).
Pepsi "Pepsi" (Come alive with the Pepsi Generation)
"Pepsi" (Pepsi will bring your ancestors back from the
dead).
Perdue Chicken , (It takes a tough man
to make a tender chicken) ,
(It takes a hard man to make a chicken aroused).
"Schweppes" (Schweppes Tonic Water)
"Schweppes" (Schweppes Toilet Water).
Coors (Turn it loose) - (Suffer
from diarrhea).
Puffs ( puff )
, , puff .
Clairol Mist Stick (. mist , )
, , mist .

459

 8.1975-1990.
455
. , Omnicom Group BBDO
International, Doyle Dane Bembach Needham Harper Harper Worldwide; D'Arcy MacManus
Masius Benton &Bowles, a Chiat/Day Mojo MDA. 1988 .
- ,
12 20%."
1_/. Walter Thompson Ogiivy 1989 .
(. 8.1).
80- : Young &'
Rubicam, Leo Bumett Co., Grey Advertising McCann-Erickson Worldwide. (, McCannErickson Interpublic Group, 1960- .)

.

.
,
,

8.1. ( )
, 1995 .

( $)

1.

McCann-Erickson Worldwide

1,20

2.

BBDO Worldwide

1,14

3.

Young & Rubicam

1,12

4,

J. Walter Thompson Co.

1,05

5.

DDB Needham Worldwide

1,05

6.

Ogiivy Gf Mother Worldwide

0,89

7.

Grey Advertising

0,83

8.

Leo Bumett Co.

0,80

9.

Saatchi & Saatchi Advertising

0,77

10.

Foote Cone & Belding Communications

0,76

: Advertising Age (April 15,1996).

460

456

IV.

. (
, ./. Walter Thompson
.)
.
, ,
, ,
(business-to-business) .
, ,



, Tell 'em Charlie sent you. ( Star-Kist)
Aviance It's going to be an
Aviance night ( Aviance)
Heineken ,
Heineken refreshes the parts other beers
couldn't reach.
, ... Smirnoff I
thought... until I discovered Smirnoff.
, , Click, click, every trip
( ).
Porsche: Porsche: There is no
substitute.
We bring good things to
life (General Electric).
To, The real thing. (Coca-Cola)
Just for the taste of it. (Diet Coke)
The heartbeat of America. (Chevrolet)
MTV! I want my MTV!
Dannon Give yourself a Dannon body. ( Dannon)
? Where's the beef? ( Wendy's).
Drink your vegetables ( V8).
Button your fly ( Levi's).
We make it simple (Hondo).
, Toyota You asked for it, you got it Toyota.
The ultimate driving machine (BMW).

461

 8.1975-1990.

457

. ,
, $500
.18
-. 100
Advertising Age (1980)
.19 1988 .
.
.

,
.
1980 . Advertising Age ,
.
.
,
.
.
;
,
. , L'Oreal
: (Because I am worth it).
90%
. ,
:
.
,
.
.
American
Express, 1987 . Advertising Age
.

(Leibovitz)
(. 8.12). ,
^ [ ]
(Membership Has

462

458

IV.

Its Privileges). ( ?, Do You

Know Me?) Express. ,
, .
, ,
, (Chenault),
AmEx's Consumer Card Group. , ,
. , .20
. , Isuzu
.
? Wendy's?
.
, '
. 1984 .
, ,
, , ,
-

463


. 1987 . Rolls- Roy Architectural Digest
( ) ,
Rolls-Royce. ,
.
: . Time Magazine 1986 .
(
96%) (. 8.13).
Camel ( ) Apple
II.
Absolut
. -, ,
, ,
Absolut. Absolut
. ,
.
-
, .
Chiat/Day, HalRiney Foote Cone &Belding.
. ,
, , , . ,
-
(. 8.2). , 1977
1982 . - .
120%.
2 .21 ,

. , ,
: ,
, ,
.
,

464

460 IV. ^-

. 8.13.
TransAmerica Insurance
77me Magazine 1986 .,

( 96%)
. ,
.
Chiat/Day, 1980-. Chiat/Day
, , ,
,
.
, .
Chiat/Day : 1980- .
$100 $1,3 ^; 1200 ,
Mojo MDA.
465

 8.1975-1990.
461
80- Chiat/Day
Fotomat, Olympia, Yamaha, USA.
,
Nike,
(. 8.14). -
1984 , Apple Computers,
( , ).
, Gallo Seagram,
. Chiat/Day
, . , .
, :
.
, , --,
. , .22
, ,
.

8.2. (

), 1995 .

(
$)

1.

29,93

9,50

3.

,23

4.

5,72

5.

3,63

6.

2,56

7,

. 2,38

8.

2,37

9.

1,35

10.

1,18

466

462

IV.

. 8.14. Chiat/Day
Nike
HalRiney 0'Partners,
, ,
.
Bartles &Jaymes ,
(. 8.15). ,
,
. :

Gallo, .
-.
BBDO, Botsford Ketchum, - Ogiivy
& Mother, 1986 ., .
, ,
, .
; . ,
-

467

 8.1975-1990.
463

. 8.15. ,

, .
. , ,
.23
,
.
Henry Weinhard,
Perrier .
.
, ,
.
, , , .
.
Levi-Strauss
501 (501 Blues), MTV,
. California Raisins ( )
: -
, (Gaye)
. 1988 . 468

464

IV

- . California Raisins
, .
, ,
, --.

1970- . , 1980-
.
Charlie 1973 . , ,
.
1975 Sony
.
1977 Apple II : ,
.
1979
Soundabout.
1979 Dustbuster Black ( Decker
.
1980 Calvin Klein Gloria Vanderbilt .
1981 MTV ,
-.
1981 IBM PC .
1981 Nintendo Donkey Kong Super Mario.
1981 Nutrasweet .
1983 Swatch Swiss $40.
1984 Apple Macintosh $2495.
1985 Sears, Roebuck & .
Discover.
1985 New Coke, CocaCola Coke, CocaCola Classic.
1989 Nissan Infiniti ,
.

469

 8.1975-1990.

465

(. 8.16). , ,
Jean Note ( Take
charge of your life), Rive Gauche (, , ) Aviance ( Aviance).

1980- . - .

General Mills.
, . 1986 .
,
, (. 8.17).
1921 . .
Johnnie Walker,
"Johnnie Walker"
.
, . ,
,
.
. ,
, , .
, ,
Rabanne.24
30- , . ,
, ,
: . , . ,
, . ,
; . Rabanne
: , ,
.
(. 8.18).
. ,

470

466_____________________ IV.

. 8.16. (1988) Charlie Revlon

,

471

 8.1975-1990.

467

. 8.17.
General Mills

. ,
.
Rabanne 25%, , Ogiivy Of Mother, ,
, 1981 .
, Chanel 5,
. ,
, .
, , , .
, ,
. , . :
.
Obsession
Calvin Klein. ,
.

472

468

IV

. $17 Obsession, $40 .

, ,
.
. , 1980 . Sergio Valente, BonJour, Calvin Klein,
Gloria VanderbiltnJordache $40 . 1981 . Calvin Klein
,
.
: , "Calvins"? . -
( ) .
- 300%.25

BonJour.
, , ,
. ^
.

473

 8.1975-1990.

469

,
(.
8.19).
1980- . -
, .
.
,
,
.
. . ,
. , -. ,
1987 . - ( ) 508 ,
1929 . , 1980- .
, , .
,
1990- ., , .

. 8.19. , ,

474

475

1990 -

. 1990- .

,

.
.
; . ,
, KFC
McDonald's .

-
.
, ,
476

 .
, . Coca-Cola,
McDonald's Microsoft . 2000
.
Body Shop, Blockbuster
Planet Hollywood.
, .
.
.
.
.
, .
.

477

 9.1990 . -

473

1990-. , -
,
$4 . 1995 .
,
.
.

- -
. . ,
, ,
,
.

,
. 1990- .

, .
.
, ,

.
, ,
,
. 1950-, Middle
Majority (. . 25-49 ) ,
, . -,
, WASP
(White Anglo-Saxon Protestant
),
.
-, ^ , ,
-', , -, -
-

478

474

IV

. .
, .
,
.
, ,
, .
,
.
,
. ,
, ,
.
-

-, ,
.
. , Walt
Disney, Gap McDonald's ,
. Disney 40-
, Disney World
. Gap
, -.
, ,
McDonald's, - Arch Delux
$200 .'
, . ,
1996 ., .
, ,
, . . (
).
- ;
.
. ,
.

475

. ,

479

 9.1990 . -

.
.
,
.
,
. , ;
1992 . , , .2
, -
. ,
, . , , . WalMart, Target
Bell .
Toys R Us, CostCo/Price Club, Circuit City Home
Depo. ,
.
, -
,
. , .
,
,
.
-
(. 9.1).

( ),
, ,
. :
-, 1950- .,
, .
, , - .
,

480

. 9.1. Motorola

, . ,

, ,
. ,
,
, .

481

 9.1990 . -

. ,
, ,
.
, , .
, Cheer
. General Foods
,
. General Foods 1990- (.
9.2). ,
, ,
, . .
,
.
,
(, , ) ,
. 80% . , J. Walter Thompson
Co. (JWT) , ,
. ,
, (Kirn), JWT

, ,
, ,
.3 ,
^ .
-^ ,

t^poca. -",
- .
1991 . Foote Cone & Belding ^I's
(

482

478

IV

. 9.2. 1996 . General Foods

1990-

), , .
,
(. 9.3).
. ,
, .
, , -

483

 9.1990 . -

9 3 Lew's ,

484

480_____________________ IV.

, , , , .
: ; ,
; , ; ,
. , ,
. Levi's ,
.
, , ~
, , , . ,
. ,
Nike (. 9.4). Ford Motor Company

, Ladies' Home Journal.
.
2135 ,

. 9.4. Nike

485

.

. , 1991 .
Old Milwaukee. Miller Lite
.
, (Dangerous Promise
Coalition),
, , ,
.4
,
. 1994 .
,
.*
-
,
.
, ,
. .
Bodyslimmers :
, -' ,
, (. 9.5). Hyundai
, ,
- :
, ^- ...
Hyundai Elantra, ,
: , ?
,

.
* Quit using our cans to sell your cans; : can - , -
.

486

482

IV.

. 9.5. Bodyslimmers

1990- . -- 18-29

487

 9.1990 . -

483

.* , , , ,
.
, 1960. ,
,
. ,
. , 1993 . 23%
, ,
. 1973 . 25-34 $30 ; 1993 .
21,604 .5 ,
, .
, . ,
. ,
, , ,
.
, -
, . .
-. ,
, , ,
.
. ( ), Business Week 1992 . ,
, .6

.
501 Blues Foote Cone & Belding
. 1995 . Levi's
501 ,
- , Generation X, 1991.

488

 IV.

'"

1990- . .
, - ,
1980- ;
, .
,
. ,
. , .
, ,
, .
.
, , ,
, , . , . -, ,
, ,
. (A Current Affair) ,
(Cops) 911
(Rescue 911) .
, . ,
,
.
,
, .
-

. , , : 002
(. 9.6) 031 .
. .
, --.
Levi's? 007: .
, ' ;
.
,
.

489

 9.1990 . -
. ,
. ,
, ,
. , , ,
.
,
, ,
. , .
, , ,
, , .
,
. ,
40 . ,
, , , .
, .
, ,
, . . ,
, , , .
(1990) ,
, (1992)
.
, , ,

-,
,
, .
-^ , . ,
Revlon - Almay>
Clinique: ,
.

, -

490

486__ IV.

: .
. 9.6. Levi's , 501

. . ,
Ethan Alien ,
491

, -

492

 9.1990 . -
, ,
, , .
, Ethan Alien
.

. ,
Wieden Of Kennedy Subaru, ,
,
. :
... ,
.
Subaru SVX. , .
. . , . SVX.
.
Hal Riney & Partners
, , . Saturn
General Motors, 1990 .,
. , ,
Saturn (. 9.7).
. ,
, ;
.
, , , ,
, . ,
,
. Saturn,
,
, . Saturn .
10-12 ,
.
. ,

493

 IV.

: . .
: .
.
. -,
. ,
.
,
, .
,... , Saturn
.
. .
, .
.
.
, . ...
.
Honda Toyota. , -
. , , ...
. 9.7. Saturn ,
,
Palmer High School -
Burger King,
Mountain Dew ( 494

 9.1990 . -
! Dew the Springs!).
Frito-Lay ( !
Enter the Crunch Zone!), Snapple
Pepsi. , ,
, .
(Channel One)
8 , 30 ( 12 ).
Pepsi, M&M/Mars, Procter & Gamble, Reebok Nintendo.
,
.

, . ,
, .

49
,
, 50 .
- , .
50 1990- 25% , 2000 .
20%.
18-34 , , . ,
,

, .
,
40, 50 . , ,
5,9%
40. Revlon 1970 50- (Mutton)
. , ,
Chanel. ,
-.

495

490_ IV.
- 18-34 ,
, , ,
,
. , 7%
. , 40 ,
, , ,
.7
Grey Advertising
. (Master Consumers),
, , ,
; (Maintainers) ,
.
,
. ,
, ,
(. 9.8).
, ,
, .
, , -,
( ).
,
. , Nike (Just Do
It) 80- , .
, ?
.
(Drewmany)
. ,
, ( -
), ,
, ,
.8

496

 9.1990 . -

. 9.8. , V8 Plus,
,

,


. ,
-

497

492_____________________ IV
.
, ,
.
, : ,
.

. ,

.
Philip Morris, ,
Benson & Hedges. Leo Bumett U.S.A. ,
.
: (The length you go to for pleasure). Ha
, :
, ? .
, ,
. ,
. ,
? , .
, ,
.
Philip Morris Marlboro
.
"Marlboro"
, ,
Marlboro. 1994 . Philip Morris 19
,
.9
,
, .
.
,
. -

498

 9.1990 . -

493

, ,
.
, .
, ,
, . ,
, . 1993 . (Houghton)
Green Team Advertising Agency ( ),
-,
.
, (Greenpeace)
(Endangered Species Coalition).

Group.10
,
.
. 1880- ., ,
Arm & Hammer :
.
, , ,
. , Cadbury
Beverages
. 25-
,
. Bonnie Bell
,
. Wal-Mart . , ,
: , .
,
. , General Motors
, Chevrolet
Geo 150 .
GM

499

 IV
, , GM
,
."
,
,
. ,
. 1920- . ,
.

, , -,
.
Nike Air Jordan .
Super Bowl, ,
, : ! NASCAR
Kellogg's Winston Cup 20 ,
(Labonte), Winston
Cup 1979 . , , ,
,
.
,
. .
,
.

,
. 2000 .
20 .12
,
. ,
,

500

 9.1990 . -
, , ,
.
1993 ., (
) 105 . 24 -
, 12 69 -
(. 9.1).

,
,
.
-,

9.1. ,
, 1994 .
( $ )
-
Burrell Communications Group

89,9

Vince Cutlers Advertising

18,0

-
Font ( Vaamonde

65,0

Berry Brown

51,4

Conill Advertising

40,0

Casanova Pendrill Publicdad Inc.

40,0

Castor

39,0

Agencies U.S.A.

20,0

-
King ( Lee

30,0

LLT International

22,0

AdLand

16,8

Uniworld

125,0

Mendoza, Dillon Gf Asociados

68,0

Mingo Group

53,0

Muse Cordero Chen

27,0

: Standard Dictionary of Advertising Agencies (1996).

501

496

Mills -
,
,
- . 1980 . Clack Enterprise
buppie ( - , ),
21% -, ,

502

 9.1990 . -

. 9.10. Uh-Huh
Pepsi
-
. , - ,
--, ,
. Jell- . ion-
503

, Pepsi, $6 .

504

498

IV.

. 9.11. Honda .
32 -
$170 $,300 , 2000 .
$889 13
Uh-Huh Diet Pepsi (.
9.10).
.
0', -
.
,
.
.
,
- , 1991 . (Invisible People).14
, Esquire, Vogue Gentleman's Quarterly. --,
, , ,
.15 - Ebony Black
Enterprise, Black

505

 9.1990 . -

499

Entertainment Television .
- .
-
. 1992 . Advertising Age
(The Ad Industry's Little Secret), ,
-, 10,1% , 5,2%
, public relations.
2,1%.16 ,
, -,
. -
1980- .,
,
. 1970 1989 . 9 23 , 2000 .,
, 41 - .
. 1994 . $200 .17
- ,
. , , . .
,
,
. -
, Spanish International
Network, , ,
- (. 9.11). UniVision
, - , , ,
- .

. 5 $35
, 2000 . . -,
. , , ,
, .
, , . ,
, , -

506

500

IV.

, . !
:
, ,
.
.
. ,
,
, .
,
. ,
. ,
, , , i
, 1 .19
, -| Yankeloziich
Partners, , -',' , 6%
.20 ,
. , AT&T
,
(Let Your True Voice Be Heard)
, .
,
. American Express
, , .
Ikea Deutsch ,
; , .
, .
,
. 1993 . Out
Apple Computer Powerbook
. Saab
, -^ ,
Out |

507

 9.1990 . -

. 9.12.
(1995 .) Saab
Genre , , Fortune
(. 9.12).
;
.
,
.
508

502

IV.

-
1980- ,
. ,
.
? Wired 1994 .

:
;
. ,
.21
, ,
, ,
.
, ,
- . ,
, .
-, ,
.
.
, -.
.

. 1970 .
. ,
, , ; ,
.
.
.
'

509

 9.1990 . -

503

Can't beat the real thing (Coca-Cola).
Coca-Cola Always Coca-Cola.
Just for the taste of it (Diet Coke).
, , The best stuff made on earth (Snapple).
Just do it (Nike).
. Another day. Another chance to get healthy
( Evian).
? Got milk? ( ).
^
, Energizer.
Nothing outlasts Energizer batteries. They keep going and going.
. 11 day long. All day strong (
Aleve).
2001 For your 2001 body parts. ( Lever 2001).
Intel Intel's inside ( Intel).
. A new kind of company. A
new kind of car (Saturn).
Find your own road (Saab).

()
.
, ,
. ,
, ,
. , ,
. ,
. , -
.
, , , ,
. . ,
, , , -

510

504

IV

.

().
,
, , ,
.
, , .
,
.
1- ( ). Hallmark
,
: ,
. Apple, Hondo, Nike,
Banana Republic. Coca-Cola.
1993 . Coca-Cola , .

"Coca-Cola"
(Always
Coca-Cola)
,
.
, Coca-Cola
, Creative Artists Associates (CAA).
24
. , "Coca-Cola",
Coca-Cola McCann-Erickson Worldwide.

Coca-Cola.
, Coca-Cola , ,
. 1886 ., Coca-Cola,
, .
.
Coca-Cola , ^"
,

511

 9.1990 . -

505

. "Coca-Cola" ;
Coke; . ,
$600 . $800 ., ,
.22 ,
, :
( Coke 1930- .),
( 1916) "Coca-Cola".
, '
( ),
-. ,
. 1992 .
73% ,
27%.
, ,

. , , ,
public relation,
,
.

, ,
. , .
-,
, .
, - L'Oreal, 1, ^n Klein, Tanqueray. , ^
, ,
-

512

 IV
.

, .
, . ,
. ,
- .
, Prodiev America Online
CompuServe, ,
- .
,
, ()
.
()
(wild posting),
, Georgia Armani, Calvin Klein Benetton. -, ,
, ,
.

, ,
,
. ,

.
,
. ,
Campbell Soup TV Food Network 85-
, ,
Campbell. Cams Show Network
"' ritol. Remington, Revlon, Bristol-Myers .
Chevy Mexican, MTV ( ^'

513

 9.1990 . -

507

), .
, ,
. Energizer, ,
, .
, : [
"Energizer"] .
, ,
.
.
,
.
Seinfeld Junior Mint ( )
, . ,
, . 14 .
,
CBS Black Pearls.
- () ,
.
. , , Sweet 'n'
Low, , Levi's
, .
, ,
, .
$40 , . , , .
, 1993 . Ford Motor -
Explorer. . 1950- .
- Tiffany's
-^ . (1980 .)
* Armani. .
. Reese's Pieces ( ^ M&Ms).
-^ix , (, .)
- .

514

508 IV.
Super Bowl
,
(
). Super Bowl ,
, . 1996 .
30 Super Bowl
( ) ~ $1,2 . 60% 2554 . , Anheuser-Busch, McDonald's, Nike, Frito-Lay,
Pepsi .23 Super Bowl
. ,
. ,
.
1984 . (FCC)
, .
(infbmercials)
15-60 . ,
, ,
. .
, ; ,
( );
, Avon, Revlon, GTE, Volkswagen, Saturn, Microsoft. Apple Computer
30- ,
Macintosh Performa. infomercials
Apple , ,
.

. 1986 . Pepsi ,
. ,
, , Pepsi, 6
. ,
, ,
. -

515

 9. t990 . -

509

, .
, , ,
. ,
. $2,

.
, .
.
Solo flex 1980-.
3 22- .
, ,
. ,
.
. ,
, .
(, Elle TV, Woman's Day, Martha Stewart Living).

. And Now a
Word from Our Sponsor ( ),
. ,
. Sex, Sizzle,
and Sales (, ).

-
, -^,

. - ,
(information superhighway)
^, "
. XXI . , ,

516

510

IV

1992 .
, infomercials. , , 30
. . 19% .
Advertising Age .
$65
.

, - , 11
, 30- 60- .
, .
, . [ ],
, , .
. , , ... -
." , , ,
.

'Ross Perot A Winner After All, Advertising Age (December 21,1992), 16-18.
- . , ,
.
.

.
. ,
, CD-ROMax, . '
, (
), .
. :
; Prodigy;
; --,
, ,

517

 9.1990 . -

511

50 , - Advertising
Age 1995 ., , 1990- .

1990-
Hallmark. 2- , 100 .
Levi's. . Coca-Cola.
: "Coca-Cola".

; ,
.
. , ,
Adidas, , ,
.
, .
,
, ,
. 1987 . Buick General Motors

.
. , ;
. , Chrysler Corporation ,
,
, , ,
Jeep Grand Cherokee. Sega
7-Up Cool Spot (. 9.13).
, ,
. -' on-line
1960- ., WWW
-

518

 IV.
9.2. World Wide Web

//

http://www.zima.com

Zima

http://www.eat.com

Ragu

http://www.planetreebok.coin

Reebok

http://www.saturn.cars

Saturn

http://www.volvocars.com/

Volvo

http://www.Ad Market.com

http://www.stoli.com/ttvod

Stolichnaya

http://www.spe.sony.com/pictures/
sonytheatres/theatres/theatres.html

Sony Pictures

http://www.lnternetMCI.com MCI's

On-line

http://www.mastercard.com/

Mastercard

http://www.sprint.eom/L

Sprint

. 9.13. Sega
7-Up Cool Spot
.

, .
, , America Online, Prodigy, GEnie,
Delphi CompuServe.

, 519

520

 9.1990 . -

513

on-line .
, , , ,
, . . (. 9.2). web-
$5 $150 .
, , ,
(. 9.14).
1995 . on-line ( e-zines), HotWired, Vibe, Time
Wamer's Pathfinder,
, , . ,
- , web.
, -.
, on-line HotWired web-,
: .
, Network MCI, & IBM. , HotWired
, -

. 9.14. Apple Computer

521

514

IV.

( hits), , >
.
-
, .
, .
, Ragu spaghetti sauce
,
. Volvo
, ,
.
.
, Stolichnaya , ,
.
.
, ( )
. ,
, ; ,
; ,
. ,
,
. , ,
, , .
, ,
-.

1990- . :
, 80- .,
.
, ,

522

 9.1990 . -
,
.

.
,
, . ,
Foote Cone & Bel-ding Communications FCB Direct FCB
Heal-thcare, ,
. ,
(, ).
, ,
Chiat/Day/Mojo, . . , ,
.
,
, , Chiat
.
, , , ,
, ().
CD-ROM-,
, .
,
, ,
- ,
.24
(),
,
. Boase Massim Pollit (BMP) J.
Walter Thompson/London 1970- .
1980- . Chiat/Day/
Mojo.
,
, -. , Porsche's North

523

 IV.
American Goodby Goodby, Berlin, & Siloerstein ( Goodbu Silverstein Gf
Partners) , , ,
, . ,
,
.

-
. 1990-93 .
13 500 , Coca-Cola,
, , ,
infomercials .25
, Goodby Silverstein ( Partners, Wieden Gf Kennedy Deutsch
,
,
.
1983 . - ,
. 1992 . ,
Goodby Silverstein &Partners. , Advertising Age
, Norwegian Cruise Lines,
California Milk Advisory Board, Sega of America .
, ,
.
? . , , ,
-, , (. 9.15).
.
, . $10 ,
, , .
, ,
. ,
: .

524

517
9 15 California Milk Advisory Board
, ,


Norwegian Cruise Lines 45- - ,

525

518

IV.

4 , :
-. ,
Foster Farm. .

. , , Foster
. , , . !
, .
Polaroid , (. 9.16). Sega of
America .
Sega .
Weiden ( Kennedy
1990-. Nike
,
. ,
, ,

. 9.16. ,
Polaroid

526

-_____________________519
. : ,
, ?
.
: ?
(. 9.17).
Nike , .
Deutsch,
high-tech . , ,
, , .
.
Deutsch , Lilyette,
Oneida Tanqueray (. 9.18). Deutsch
, , , .

Nike
,

527

520

IV.

. 9.18. Tanqueray

528

 9.1990 . -


, . ,

, ,
.
, .
,
commercial brake
.
. 200 ,
.
Internet Fast Forward,
WWW .
, .
Video Storyboard Tests,
, 1993 . ,
. ,
,
. , , .
-,
-.
,
.
;
.
Rib Ticklers. :
. .
. ! . !
. 1993 . Protest Clothing,
, ,
. " ",
(Lippert). ,
, .26

529

522

IV.

, , ,
Benetton, .*
Benetton
,
. 1994 . .
,
, . :
, . ,
. Benetton ,
, .
Benetton ,
. 1994 . Benetton
.
. Los
Angeles Times .
Benetton , ,
-,
.

. /? Diesel, ,
, , ,
. Calvin Klein,

, , , ,
. 1995 .
; , -
. , .
90- . ,

* Benetton .
. : , 2001.

530

 9.1990 . -

523

,
. Calvin
Klein . , 1990- . , -
.

, ,
. -. CocaCola, Borden, Maxwell House: ,
- .
,
.
,
. -
, .
,

1990 Saturn: .
1990 Apple Powerbook.
1992 Newton Message Pad ,
.
1994 Power PC Apple ,
Windows.
1995 Flavor-Saver ,
.
1995 Windows 95 Microsoft
New Coke Macintosh.
1996 Arch Deluxe McDonald's . 1996
Black Pearls .

531

524

____________ IV.

;
.
, .
Timex : .
Coca-Cola 1971 (Hilltop):
. Oscar
1960- , Oscar , .
.
, .
-
. Borden ( 1966 .),

.
, ,
(. 9.19). ,
Coppertone, :
,
UV-,
.
,
, . ,
, .
,

. ,
1996 . 41%
, .27
,
, .
,
^ . , , .

532

 9.1990 . -

525

. 9.19. - Borden

.
, , ,
.
, , -'' ,
, Public relations
, , CDROMbi, , .
, .

533


, XX ,
, -
. XVII-XVIII .
, ,
, , , .
, , . ,
, .
I
,
^ ,

. , ,
.
.
, .
,
.
, , . -,
.
, ,
, , .
,
,
. ,
, .
, 1880- .
. ,
, - , ,
.

534


, , ,
. ,
, ,

.
. ,
.
,

. ,
, .
, , ,
.
, ,
.
, , ,
, , .
, XX
. , ,
,
.
1920- . ,
, .
, ,
, . , , .
,
. ,
,
, , .
1920- .
, .
-

535

 ;
, . ,
,
, ,
, .
.
, ,
. ,
.
, ,
. ,
, , , .
.
, ,
, . :

.
. ,
, ,
. , Ebony, Playboy Rolling Stone
, .
. 1960- 1970- .

, , ,
. , , ,
. ,
,
.

536

599

, , .
. ,
, , ,
. .
. . ,
.
.
,
,
. , , Hal Riney, Goodby Silverstein & Partners,
Weiden & Kennedy Deutsch.
,
, .
,
,
.
, ,
, .

: , , , .
, .
, , , ,
.

537

' Quoted in Daniel Pope, The Making of Modem Advertising (New York-Basic Books,
1983), 4.

1
1

James Burke, The Day the Universe Changed (Boston: Little, Brown 1985), 91-92.
Thomas Hine, The Total Package: The Evolution and Secret Meanings of Boxes,
Bottles, Cans, and Tubes (Boston: Little, Brown, 1995), 46.
3
Frank S. Presbrey, The History and Development of Advertising (New York:
Doubleday, 1929),20.
2

Presbrey, History and Development of Advertising, 52.

5

R. Atwan, B. Orton, and W. Vesterman, American Mass Media:

Industries and Issues (New York: Random House, 1986), 34.
6
Herbert G. Gutman, ed., Amer- ican Social History Project, Who Built America, Vol. 1
(New York: Pantheon Books, 1992), 45.
7
H.J. Bass, G. A. Billias, and E.J. Lapsansky, America and Americans, Vol. 2
(Morristown, NJ: Silver Burdett, 1983), 49-50.
8
Marilyn Kem-Foxworth.AuntJemima, Uncle Ben, and Rastus: Blacks in Advertising,
Yesterday, Today, and Tomorrow (Westbury, CT: Praeger, 1994), 3.
9
Phillip P. Meggs, History of Graphic Design (New York: Van NostrandReinhold,
1992), 112. 10. Rine, Total Package, 71.
10
Nine, Total Package, 7
" Michael Schudson, Advertising, the Uneasy Persuasion: Its Dubious Impact on
American Society (New York: Basic Books, 1984), 161.
12
Gutman, Who Built America, 22-23.
13
Presbrey, History and Development of Advertising, 250-51.
14
Bass et al.,America and Americans, 32.
15
Presbrey, History and Development of Advertising, 281.
16
Stephen Fox, The Mirror Makers: A History of American Advertising and Its Creators
(New York: Vintage Books, 1983), 19.

538

 2
' H.J. Bass, G. A. Billias, and E.J. Lapsansky,America and Americans, Vol. 1
(Morristown, NJ: Silver Burdett, 1983),413..
2
U.S. Bureau of the Census, Historical Statistics of the United States from Colonial
Times to 1970 (Washington, DC: Governement Printing Office, 1975), 855-56
3
Frank S. Presbrey, The His- tory and Development of Advertising (New York:
Doubleday, 1929), 361-63.
4
Thomas Hine, The Total Package: The Evolution and Secret Meanings of Boxes,
Bottles, Cans, and Tubes (Boston: Little, Brown, 1995), 57-65.
5
Stephen Fox, The Mirror Makers: A History of American Advertising and Its Creators
(New York: Vintage Books, 1983), 27.
6
Amy Janello and Brennon Jones, The American Magazine (New York:
Abrams, 1991),198.
7
Ernestine G. Miller, The Art of Advertising (New York: St. Martin's Press, 1982),
introduction.
8

Presbrey, History and Development of Advertising, 386.

Printers'Ink (June 28, August 23,1893).

10

Printers'Ink (March 18, 1903).

u

Richard Scheffel, ed., Discovering America's Past (Pleasantville, NY:

Reader's Digest Association, 1993), 114.
12
Daniel Pope, The Making of Modem Advertising (New York: Basic Books, 1983), 113.
13
Charles A. Bates, The Art and Literature of Business (New York: Bates, 1909), 35
(first published 1902).

* U.S. Bureau of the Census, Historical Statistics of the United States Colonial Times to
1970 (Washington, DC: Government Printing Office, 1975), 855-56.
2
Ralph L. Nelson, Merger Movements in American Industry 1895-1965 (Princeton, NJ:
Prince- ton University Press, 1963), 67-68.
3
U.S. Bureau of the Census, Historical Statistics^ 855-56.

539

H.J. Bass, G. A. Billias, and E.J. Lapsansky, America and Americans, Vol 1
(Morristown, NJ: Silver Burdett, 1983), 59.
5
Richard Tedlow, New and Improved: The Story of Mass Marketing in America (New
York: Basic Books, 1990), 191.
6

Tedlow, New and Improved, 182-258.

Quoted in Jackson Lears, Fables of Abundance: A Cultural History of American

Advertising (New York: Basic Books, 1995), 209.
8
Lears, Fables of Abundance, 209.
9
Printers'Ink (April 19,1899): 10. Hal Morgan, Symbols of America (New York: Penguin
Books, 1986), 52.
10
Hal Morgan, Symbol of America (New York: Penguin Books, 1986), 52. " Lears,
Fables ofAbundance, 309.
12

Printers'Ink (July 17,1907).

Claude Hopkins, Scientific Advertising, 1927 (Lincolnwood, IL: NTC Books, 1986).
14
Quoted in Stephen Fox, Mirror Makers: A History of American Advertising and Its
Creators (New York: Vintage Books, 1983), 81.
!5
Frank S. Presbrey, The History and Development of Advertising (New York:
Doubleday, 1929), 442-43.
16
Suellen Hoy, Chasing Dirt: The American Pursuit of Cleanliness (New York: Oxford
University Press, 1995), 87-122.
17
Jane and Michael Stern, Auto Ads (New York: Random House, 1978), 14.
13

4
' U.S. Bureau of the Census, Historical Statistics of the United States, Colonial Thmes to
1970 (Washington, DC: Government Printing Office), 855-56.
2
National Markets and National Advertising (New York: Crowell, 1929), 9.
3
Albert D. Chandler Jr., Giant Enterprise (New York: Arno, 1980), 5.
4
H. J. Bass, G. A. Billias, and E. J. Lapsansky, America and Americans, Vol. 2
(Morristown, NJ: Silver Burdett, 1983), 63. s. Bass et al., America and Americans, 66.
5
Bass et al., America and Americans, 66.
6
Richard L. Scheffel, ed., Discovering America's Past (Pleasantville, NY:
Reader's Digest Association, 1993), 55.

540

Bass et al.,America and Americans, 64. a Printers'Ink (November

7,1929).
9

Roland Marchand, Advertis- ing the American Dream (Berkeley:

University of California Press, 1985), 33. Here Marchand references Who's Who in Advertising
(1931) and notes that the directory had included sketches of only 126

10

Marchand, Advertising, 35.

" Suellen Roy, Chasing D: The American Pursuit ofC ness (New York:
Oxford Uni, Press, 1995), 141.
12
Julian Watkins, The Hu'Y Greatest Advertisements (t; York: Dover, 1959), 73.
13

Printers' Ink (NovembE 1927).

Albert Lasker, Lasker SI (Chicago: Advertising Public tions.1963), 89.
15
Richard S. Tedlow, New Improved: The Story of Marketing in America (New York: Basic
Books, 1990), 310.
16
Stephen Bayley, Harley and the Dream Machine (L Weidenfeld & Nicholson, 199.
17
Frank Rowsome, The Ve the Side of the Road: The SI Burma Shave Signs andJi (Brattleboro,
VT: Stephen GJ Press, 1965).
18
William F. Aarens and Courtland L. Bovee, ContemporaJ vertising (Burr Ridge, IL: Irwin, 1994),
445.
19
Sydney W. Head and Chipher H. Sterling, Broridcasti America: A Survey of Elect] Media
(Boston: Houghton M 1987) 54-55.
14

20

Printers' Ink (April 13,1922).

Printers' Ink (Mars 5,1931).
22
Normand . Lumina, Lil in America (New York: Van trand Reinhold, 1970), 349.
21

5
' Herbert G. Gutman, ed., Amer- ican Social History Project, Who Built America, Vol. 2
(New York: Pantheon Books, 1992), 321.
2
Gutman, Who Built America, 3i9.
3
H.J. Bass, G. A. Billias, and E.J. Lapsansky America and Americans, Vol. 2
(Morristown, NJ: Silver Burdett, 1983), 65.

541

534
4

Bass et al., America and Americans, 274.

Bass et al.,America and Americans, 271.
6
Printers' Ink (July 5,1934).
7
Printers'Ink (September 17,1932; Febmary 17,1934).
8
Quoted in Stephen Fox, The Mirror Makers: A History of American^ Advertising and Its Creators
(New York: Vintage Books, 1983), 166.
9
David Ogiivy, Ogiivy on Advertising (New York: Vintage Books, 1983), 196.
5

10

Julian Watkins, The Hundred Greatest Advertisements (New York:

Dover, 1959), 227.
" Erik Barnouw, The Sponsor: Notes on the Modem Potentate (New York:
Oxford University Press, 1978), 27.
12
Sydney W. Head and Christopher H. Sterling, Broadcasting in America:
A Survey of Electronic Media (Boston: Houghton Mifflin, 1987),67.
13
Barbara Learning, Orson Welles (New York: Viking Penguin, 1985).
14
Head and Sterling, Broadcasting in America, 72.
15
Advertising Age (January 13,1941).
16
John Heskett, German Design 1870-1918 (New York: Taplinger, 1986), 149.
17
18
19

Michael Horsham, '20s & '30s Style (London: Grange Books, 1994),18.
Jane Stern and Michael Stern, Auto Ads (New York: Random House, 1978), 32.
Head and Sterling, Broadcasting in America, 76.

6
* Paul . Light, Baby Boomer (New York: Norton, 1988), 20.
2
Herbert G. Gutman, ed., Amer- ican Social History Project, Who Built America, Vol. 2 (New
York: Pantheon Books, 1992), 524.
3
4

5
6

Gutman, Who Built America, 525.

H. J. Bass, G. A. Billias, and E. J. Lapsansky, America and Americans, Vol. 1 (Morristown, NJ:
Silver Burdett, 1983), 49-50,418.
Thomas Hine, Populuxe (New York: Knopf, 1986), 20.
Christopher Pearce, Fifties Source Book: A Visual Guide to the Style of a Decade (Secaucus, NJ:
Chartwell Books, 1990), 10.

542

7 Jack Mingo, How the Cadillac Got its Fins (New York: Harper-Business, 1994), 197-200. 8.
Hine, Populuxe, 12.
8

Hine, Populuxe, 12.

Stephen Bayley, Harley Earl and the American Dream Machine (London:
Weidenfeld & Nicholson, 1991), 69-70.
i Bayley, Harley Earl, 93.
u
Daniel Yergin, The Prize: The Epic Questfor Oil, Money & Power (New York: Simon &
Schuster, 1992).
12
Charles Goodrum and Helen Dalrymple, Advertising in America (New York:Abrams,1990),77.
13
Clifton Daniel, editorial director, Chronicle of America (Mount Kisco, NY: Chronicle
Publications, 1989),775.
14
Stephen Fox, The Mirror Makers: A History of American Advertising and Its Creators (New
York: Vintage Books, 1983), 278.
15
Fox, The Mirror Makers, 279. 16. W. Lloyd Warner, Social Class in America. A Manual of
Procedurefor the Measurement of Social Status (Chicago: Science Research Associates, 1949).
16
W.Lloyd Warner, Social Class in America. A Manual of Procedure for the Measurement of
Social Status (Chicago: Science Research Associates, 1949).
17
Quoted in Vance Packard, The Hidden Persuaders (New York: Pocket Books, 1957), 108-10.
18
Fox, The Mirror Makers, 293; Shirley Polykoff, Does She orDoesn 't She? (New York: Doubleday, 1975) .

19

Packard, The Hidden Persuaders, 110.

Packard, The Hidden Persuaders, 1.
21
P. J. Bednarksi, TV Arrives and the Future Begins, Advertising Age (July 31,1995).
20

22

Rosser Reeves, Reality in Advertising (New York: Knopf, 1960), 34.

Michael L. Ray, Advertising & Communication Management (Engle-wood Cliffs, NJ: PrenticeHall, 1982), 286.
24
David Ogiivy, Ogiivy on Advertising (New York: Vintage Books, 1983), 203.
a

25
26

Ogiivy, Ogiivy on Advertising, 230.

Fox, The Mirror Makers, 253.

543

536

7
' H. J. Bass, G. A. Billias, and E. J. Lapsansky .America and Americans, Vol
2 (Morristown, NJ: Silver Burdett, 1983), 463.
2
Herbert G. Gutman, ed., American Social History Project, Who Built America, Vol. 2
(New York: Pantheon Books, 1992), 611.3. Cover story, Newsweek (August 18,1969).
3
Cover story, Newsweek (August, 1969).
4
Robert Rosenblum, Towards a Definition in New Art, in Andreas Papadakis, ed., New
Art (New York: Ri4zoli, 1991), 44-45.
5
Quoted ip Paul Sann, Fads, Follies and Delusions (New York: Bonanza Books, 1967),
312.
6
The New York Times (August 27,1995), Fl 1.
7
Stephen Fox, Mirror Makers (New York: Vintage Books, 1983), 258.
8
Burnett-An Enduring Culture, Advertising Age (July 31,1995).
9
Fox, Mirror Makers, 272.
10
J. Fred MacDonald, Blacks and White (Chicago: Nelson-Hall, 1992),
88-89. " Marilyn Kern-Foxworth, A unt Jemima, Uncle Ben, and Rastus: Blacks in
Advertising, Yesterday, Today, and Tommorow (Westbury, CT: Praeger,
1994), 133.
12
Ke-Foxworth, Auntemima, 136. See also Fox, firror Makers, 281.
13
Reported in Advertising Age, Ictober 30, 1967; January 22, 968;
November 3,1969.
14
Gail Baker Woods, Advertising nd Marketing to the New Majority (Belmont, .Wadsworth, 995), 22.
15
Quoted in Advertising Age (March 18,1974).
16
Quoted in Advertising Age (May 22,1972).
17
Erving Goffman, Gender Advrtisements (New York: Harper & Row, 1976), 32.
18
Goffman, Gender Advertisements, 41.
19
FTC, Federal Trade Commission Staff Report on TV Advertising Children,
Advertising Age (February27,1978).
20
FTC, Staff Report.

544

 8
1 AdWeek (June 12,1976).
2 Advertising Age (April 12,1976).
3 Al Ries and Jack Trout, Posiming; The Battle/or Your Mind (NewYork:
McGraw-Hill, 1981).
4
Ries and Trout, Positioning, 9-200
5
Quoted in Advertisers Re. Ive the Cover from Brand X, So News & World Report
(De. Tiber 19, 1983).
6
Quoted in The '80s: What a cade!Advertising Age (January 1,1990), 19.
7
Jim Hall, Mighty Minutes (New York: Harmony Books, 1984), 138.
8
The Decade of the Deal, Ad vertisingAge (January 1,1990), 4.
9
And Now, a Word from Our Sponsor, Marketing Tools (June 1995), 50.
10
R. A. Buchanan, The Power of the Machine (1992), 165. " Buchanan, Power of the
Machine, 12.
12
From Apple to 'Where's the Beef?' 12 Campaigns That Shook the Decade, AdWeek
(July 9,1990), 34.
13
Euro, Pacific Spending Spree: Ad Budgets for '89 Lag in U.S., Ad-vertisingAge
(April 10,1989),4,55. See also Unilever Triumphs as Top Ad Spender, Advertising
Age (December 4,1989), SI.
14
The 100 Largest U.S. Multinationals, Forbes (July 23,1990), 362.
15
How Coke Runs a Foreign Empire, Business Week (August 25,1973), 40-43.
,
.
16
Coke Spins Same Sell All Around the World, USA Today (December
!
28, 1988), 86.
'
17
Decade of the Deal, 3.
!-;;
18
The '80s: Invasions Topple Madison Ave.'s Crown, AdWeek (December 11, 1989),
18.
19
Decade of the Deal, 4.
20
Decade of the Deal, 12.
21
The Advertising Game Tilts Toward the West, Newsweek (March 4, 1985), 41.
22
AdWeek (July 9, 1990),21.Game, San Francisco Focus (March 1994), 46.

545

538
24
25

David Ogiivy, Ogiivy on Advertising (New York: Vintage Books, 1983) 28.
The '80s: What a Decade! 18.

9
' Cover story, USA Today (May 9,1996).
2
Washington Post, national weekly edition (February 15-21, 1993).
3
Narrowcast in Past, Women Earn Revised Role in Advertising, Advertising Age
(October 4, 1993), S10.
4
Community Agencies Join to Battle Sexist Advertising, San Diego Union Tribune
(January 27,1994).
5
Getting Your Slice of the Pie, San Francisco Chronicle (October 14, 1994).
6
Business Week (December 14, 1992), 77.
7
Bonnie Drewniany, Writing to Reach the 50-Plus Market, in A.Jerome Jeweler,
Creative Strategy in Advertising (Belmont, CA: Wads-worth, 1995), 311.
8
Drewniany, Writing, 311.
9
Uncle Sam Is No Match for the Marlboro Man, New York Times (August 27,1995), 31.
10
The Media Business, New York Times (August 8,1995), C18.
11
Greenhouse Marketing, Ad- vertisingAge (June 28,1993), S2.
12
Gail Baker Woods, Advertising and Marketing to the New Majority, 1995), 22.
13
Woods, Advertising and Marketing, 38-39.
14
Quoted in Marilyn Kern-Foxworth, Aunt Jemima, Uncle Ben, andRas-tus: Blacks in
Advertising, Yesterday, Today, and Tomorrow (Westbury, CT: Praeger 1994), 142-43.
15
Kern-Foxworth, AuntJemima, 28.
16
The Ad Industry's Little Secret, Advertising Age (June 16, 1992), 18.
17
Woods, Advertising and Marketing, 38.
18
Woods, Advertising and Marketing, 46-49.
19
The Media Business, The New York nmes (September 29,1994), C16-

546

20

More Advertisers Reaching Out to Gay Consumers, San Francisco

Examiner (October 9, 1994), . 2' Is Advertising Dead?
Wired (February 1994).
22

The Coke Saga, Advertising Age (October 4, 1993), 22.

23 The New York Times (Januar: 26, 1996), .
24
Welcome to the Club House il the Virtual Office, AdWeek (November 22, 1993), 38.
25
Toppling the Madison AvenuE Giants, Los Angeles nmes (June 5, 1994),12.
26
Thy Pain Principle, Advertising Age (August 16, 1993),23. 27. New Products, Same
Old Mistakes, Advertising Age (October 7,1996))

547

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68

557

550
302
373
Trade Mark 91
54 445
302
441,
445 19
48 21
48

59

52

42

69
94

445

47
130

44

130 239
129
32 68
158 61
28
235 101
28, 30
23

19,58,124

21, 26, 27,

28

95

112

19,
58

165
61 131

190
61

50
445

41
301,318
35
47
247, 341
185
18
293
19, 69, 70, 170, 238
302
94
32
70
300
238
34
163
68
41
37
445
171
70
18,44,54
41
119
47
138
344
,
52
70
32
36
19
173

225

441,472, 484 378

-
(1939-40) 292

73

558

 203
443
320
334
352
457
126
159
154

334
186

126

416
457
468

461

278 ,
- 372

186
426

217
514 - 483
457 78 - 43
53
422
447 483
337 95

135
134
75
194
- 477
477
194 348

161
423, 425, 427

257 Pepsi
428 330 -
304,327,370 --
483

249

220,231 477
477 408
156 -
370, 378, 387 - 340
14,
370

158

327 405 438

330
422

39,
196
453
186,303 521
81 503 521
158
303
303
379, 413 196
281, 350 281
USP 346 424

504 450

234

559

552

158
81

110

477
44, 47

32
286, 288

159

428

509
70
432
334

275
378

280
279
280 235,
236,279,343
- 237
240
280 32, 54
97,401
14
66
243

374
, .
374

1920- . 396
1960- 343,364
1970- 378,420,422
business-to-business 456
187
177, 225, 313, 381,
383, 384, 412
352
215
-- 234

164
146, 153-155 21
]' 328

422, 428, 430, 432,

433,
438

232
223 309,
310 510 235
113,505 20
453 28,
57,114, 453, 458,

505

75

453

75

56 21
271
243 280

254 180
219 71
332 346

333
477 20
447, 453

164
416
412
219 240
411
342, 413 195,334,405,
479,

480

494
489

500 219
305

560

 111
116 321
404 363
162
493

126

502

179

350
510 82,
83 134
396 139
444 443
443 222
416 54
232

417

60,63,73 42
124
447 58
378 50
510
54
508-510
510
75 343
, . 235
343
175, 468 414
395, 424 , .

54, 231

421

194
72, 97

146
85
506 257 63

524

408 406

79,379
251,
413
38

82
59
505
21 480

413

413

405

112

306

21

411
129

345
234
177
383
348
110 345

521

97
39 20

128
128
475

21

166
211 22 91
321
215,352, 363, 412 416

561

 117
417
379
423, 424, 425, 426,
430, 432
411
193
147
73,380
54, 243,269 378
387
, .

507
184
148
21
73, 128

319
208
72
, 94
521
83
204
72
386
255
225
401
396
321
152

154
378

472

492
346
452
422
478
408
493
420, 443

114
, 158
350
379 -
400

254
461

455

455
455
333
154

59

515
58

113
116

124

514

422

134

228
509

145
481 ----

265

81
257 454
453

257

134
81 359

145

21,516
143
160
350 60

562

 163
119
154
94
465
257
111
94
158
148
345
151
95
522
158
143
346
521
341
459
447
58
114, 133
146 386
481
, . 86
82,91, 94, 137, 140, 168,
205, 271,291, 335, 342, 348, 350, 401,
458, 462,523-524

380

- 146-147, 153154, 215,424
155
-- 153
153
349,443
448
, .

83
199
87
;

465
105

116
521
303 477
484
308, 492
523
74,350
--
328
190
131 - 328 335 437 376

186
71
473
490
71

23

333

400
81 301,325,331
366
366 91,
276, 348, 414, 464, 468, 475
335
467

321
243
131
131 412
492
309
+

72
521
58

563

556
257
127, 454 ()
82,87, 100, 104,523
103
456
145, 313
240
51
215
115
134
111 - 343
161
295
162

413

304

335
334
278 418
435, 436
439
494
- 439
343 127 318
219 373

495
53
321, 477
411
326
MTV
242, 285
376
376
483,521
438
279
335
- 305

240, 286
288
241
378
- 483
148
58
168
148
79
148
195
477,503
166
134
134, 228, 450
228
146
477
228
474
524 257, 260,
295
257
337
260 257
342 256
256
475 196
184
246
437 241

412
379 130
438
375

516
363, 373374, 378,390, 395,453

564

 457
424 292,340
502
514

341
395, 413, 424
508
443, 464
340,506 439,
484 424
448,511
519

256

348
148, 154

154

166
166
275
158
424

158
355
, .

420
21
128
124
524
472
55
73, 192
134
32, 106 77
447
77
78
77
97
78

155
75
77
73
483
72
73
492

193
56
71
70, 126,193
190
21, 54
42
521 266 127 435
458

348

434

130
41

83

355

346 378

417
74, 129
37
130
130
493,
504,507
73
77
77
130
339
332
75,128
74

565

558
73
166

416-417

(FDA) 278 335

() 399
(FCC)
293,418,508

(FTC)217, 279,348,
363, 416, 418,425

180

396,402
435

439
19, 86
75, 77
91
- 422,515

? 399 348 ...
? 399
335 241

- 483
330, 362, 375, 376
- 403
54, 55
119

376
54

41
188 257

- 54, 373
245
369 295

153
280
340-341

179

36, 38
372

188
1990- . 484

509

478

302
302
44
159
(1921-1929) 186
302
129
73

142,350, 355, 370, 380, 389, 393394, 424

434,.
73

566

3 Musketeers, 294
7-11,
449 7-Up,

428,430-432,448 &, .
Great Atlantic and Pacific
Tea Company A. C.
Nielsen Company, :

190, 274
,
363 ,

239,340,363, 426, 432 Absolut,

15-16,459 AbsorbineJr.,

208,258 Advertising Age,

85, 402,423,443, 448,
455, 457, 499, 510, 511, 516 Advertising
Women in New York,
133
AdLand, PA 495
AdWeek, 85 Afro
Sheen 332 Agencies U.S.A.,

495
Airwick 355
Ajax,
342,405 Alcoa,

294

Alexander Hamilton Institute 195

Alexander Institute, 154 AlkaSeltzer,
15,348,379, 390, 392, 402,425,439
Allerest 387 Almay,
485 Altair 8800,

441 America Online,

471,506,
512 American Cereal
Company,
74
American Express

308
448, 457, 458,500 72 American Lung Association
413 American Magazine,

49

American Telephone & Telegraph

(AT&T)
245,292,344,449,
500, 513 American Tobacco
Company,
72,127,215, 217
Amoco Oil 332 Anacin ,

348 Anacin,

348,
349,417,424
Anheuser-Busch 61, 423 Apple 500,
504, 508, 513, 523 II,

441,
459, 464 Computer,
418,442-443,461, 508,513
Macintosh,

443,
449,464
Powerbook 500 Aqua Velva,

294 Arch Delux,

McDonalds 474, 523 Architectural
Digest,
459 Arm & Hammer,

493 Armani, 507
Armour, 145,403 Arrow,
139141, 153,271-272 AT&T, .
American Telephone &
Telegraph
Atari, 443
Aviance, 456, 465 Avis
424 Avis, 379,
383,

567

560
385, 388, 391 Avon
205,508 Baby Ruth,

192, 205, 231 Backer & Spielvogel,

PA 454 Ballyhoo, 246, 277
Barnes& Noble 127 Barnurns Animal
Crackers,
171 Bartles & Jaymes,

449, 462 Barton,
Durstine & Osborne,
195 BaskinRobbins,
313 Bates Agency,

114 Bates,

69, 85, 117

Batten, Barton, Durstine & Osborne
(BBDO), 69,
158,185, 195, 255, 324, 331,
333,380,455,
462
BBDO
International,
PA 455 BBDO
Worldwide, PA 455 BBDO, .
Battern, Barton,
Durstine, & Osborne BBDO, Doyle
Dane Bernbach, and Needham Harper
Worldwide,
419 Battle Creek,
165 Beatles,

370, 376

Beechams Pills, 83
Beethoven,
394 Benetton,

440,
450,506,522 Benson & Hedges,
16,
392,492 Benton & Bowles,

281, 404,455 Berry

Brown, 495 Best
& Company,
204 Bic,
308

Binney & Smith,

171
Bissell, 147
Black & Decker,
464 Black
Entertainment Television,
499 Black Enterprise,
496, 498 Black Pearls,
507, 523 Blackett-SampleHummert,
246, 281
Blackman, 185
Blisterine, -
277
Blockbuster,
472 Blue Bonnet,
349 Blue Ribbon,
171 BMW,

438,448, 456 Body Shop,
472 Bodyslimmers,

481, 482 Bon Jour,

468 Bonnie Bell,

493
Borden
Company,

72,77,271,
273,523, 524, 525 Bosco,

346 Boston News-Letter,

18, 26, 27,48 Botsford Ketchum,

PA 462 Brads Drink,
Pepsi-Cola 77 Bradys Gallery,
50 Braniff International Airlines,
392 Brer Rabbit,

297 Brillo,

171 Bristol-Meyers,

333, 343,506 Bristol-Myers 385

Brooklyn Dodgers,
331

568

Brylcreem, 346
Budweiser, 61,448 Bufferin,

424
Buick,

228,335

Bulova, 247, 283, 293,

344 Burger King,
364,

427,488
Burlington & Missouri R. R. Co. 46

Cannon Mills,
213
Carlton & Smith,

116
Carnation 72, 77
Carnation,
108 179 Caroline
Jones Advertising,
421,423 Carters Little Liver
Pills,

Burma-Shave,
232-234 Burrell Communications

Casanova

Pendrill

495 Cascade,

Group,
495 Burrell, Inc.
(

349

Publicdad Inc.,

Burrell

Communications

307 Cascarets Candy Catharic,

Group),

400 Burton, Durstine &

Osborne,
185 Business

63

Week, 483 &, . Calkins

& Holden Cadbury Beverages,
493
Cadbury, 74
Cadillac, 314,
315, 335 Cadillac,
153,
155, 177, 178, 228 California Milk
Advisory Board,

516-517 California Raisins,

449 463 464 Calkins & Holden (&),

124,139,141,143,
153,
169,411
Calumet,

97, 281 Calvin Klein,
16,92,449, 464, 467,
468,505-506, 522-523 Camel,

145, 215, 217, 291, 335 Campbell Soup,

72,76,282,346,506

Ewald,

342

Campbell-

Caslon, 83
Castor, 495 CBS,

239,340-341,

344,363,

426,

432

Celestial Seasoning,

373

Cellucotton

Products Co.,

211 Central Overland
California,
47 Central Pacific,
.-. 45 Century, 120
Certs 347 Challenger,
419
Chanel, 449,467,489
Charles Atlas 231 Charlie,
380, 408, 456457, 464, 466 Chase, 277,
280, 282 Cheer,
477 Cheery Oats, 294
Chemical Bank 423 Chesterfield,
i\->217,
291
Chevrolet
Geo,

General
Motors 493
Chevrolet
Motor Car Company,

177,262

569

562
GM 228230, 31S-314, 342, 346, 348, 456
Chevy Nova, 453
Chevys Mexican 506 Chiat/Day,

443-444, 455, 459-462

Chiat/Day/Mojo,
515 Chicago

Colgate-Palmolive,
72,333,404 Colliers,

395

97

Chiquita, 284, 294 Chivas

Silverplate

Regal,

Communications,

386
Chrysler

262-263, 288-291, 335, 397

web-

475 Citicorp 447 Clairol,

313, 337-339, 399, 405 Clairol,

454
Clarence
Birdseye,

112

White sox 332 Chinese Rat Destroyer Poison,

449 Circuit City,

Collossus

441

Columbia,
Comet,

308

443

Commodore,

Community

241

Compton

454 CompuServe,
506

CompuServe,

506,512 Consumer Reports,

247,278

Consumers' Research Inc.,

278 Container
Corporation of America
285, 287 Coors 332, 454 Coppertone,

311 Clinique,

261 Corona,

485 Cliquot,
238 Clorox 423

266

Corvette

Sting

Ray,

Coca-Cola 15-16, 72, 92, 104-109, 128, 145,

373

Cosmopolitan,

179, 231, 261, 297, 328, 333,340,

440 CostCo/Price Club,

342,428-432,447,449-450,

453,

456,

464,503-504, 511, 516, 523-524 Diet

Coke, Coca-Cola
456,503 Coca-Cola Classic,

464
Coca-Colas Tab,

373
Cocomalt,
265,277 Coke,
Coca-Cola Coldspot, 288
Colgate Dental Cream,
237,313, 346-347,349

475
Coty Cremestick 387 Cracker Jacks,
145 Crane & Company,

61,213-214 Crayola,
171 Cream of Wheat,
77,
91, 97-98, 108,144 Creative Artists
Associates, 504,
507-508, 523 Crisco,

153, 339
Cunningham, 231
Curtis Candy Company,
192 Cutex,
153 Dancer Fitzgerald
Sample, PA 454 Daniel Starch and Associates,

570


275 Dannon, 448, 456 D'Arcy MacManus
Masius,
106, 333,

455
DDB, . Doyle Dane Bernbach DDB Needham Worldwide,
455 De Long Hook and Eye,
88, 115 Del Monte,
108 Delehanty, Kurnit & Geller,
392 Delia Femina Travisano & Partners,
392 Delphi, 512 Deutsch, PA 500, 519 Diesel,

522
Disney World, 474 Dentsu Inc.,
447 Dentyne,

260
Dial, 313 Diners Club, 308 Dior, 405 Discover,

464 Disney World, 423,
474 Dixie Cup,
171
Dodge, 265 Domestic Sewing Machine Company,

55 Dominos Pizza,

373
Donkey Kong, 464 Double Bubble,
205 Doublemint,
171, 346 Dove, 404 Dow Chemical,

447

571

Doyle Dane Bernbach (DDB),

300 355356,379-391, 397-398, 404 411
419, 424,455 Dr. Pepper,
106,449 Dr. Shoops Restorative,

146,148 Dubonnet 355 DuPont 438
Dusenberg, 231 Dustbuster, 464 Dutch Master 340 Duz,
261 . R. Squibb,
154 Eagle Brand, 269 Eagle, 266 Eagle,
394 Ebony, 332, 399,498 Economical Electric Lamp,
172 Edsel, 316, 317 El A1, 359, 360
Energizer, 449,
503, 507 Enoch Morgan and Sons,
100 Erickson Company,
158 Eskimo Pie,
205 Esquire, 498 ESSO,
StandartOil 205,379 Etch A Sketch, 373 Ethan Alien,

486, 487
Evans, 406 Eveready, 238 Evian,
503 Explorer,
301 Exposition des Arts Decoratifs,
240 F.A.O. Schwartz,
449 Fabray, 257

572

564
Fairy, 118 FCC, .

418 FDA, .

278
Federal Express,
449 Fedmart,

449

Fels-Naptha, 269 FERA,

251
FHA,

251 Fisk,
145 Fitch, 282 Fiveand-Dime,
42 Fleischmann Yeast,

197,210,261,279-280
Fleischmann, 348
Fletchers Castoria,
115
Fohran, 260 Font &
Vaamonde, PA 495 Foodarama,

310 Foote Cone & Belding,

19,114, 337, 339,

401, 411, 425, 432,455, 459,
477, 483 Force,

139,168
Ford
Motor Company,

188, 224, 230, 262263, 297,308, 316-317,438,480,

507

Edsel, 308, 317

Explorer, 507
Model , 230
Model , 175,
230
Mustang,

373

Pinto, 453
Foster Farm, 518
Fotomat 461
Four Roses, 272 Frank
Leslies Illustrated Weekly,
50, 56 Frank
Siddall, 115 Frigidaire,
223224, 231, 288, 310, 320 Frito,
294 Frito-Lay,
489 Frosted Flakes,

313,
342,
350
FTC,
.

279, 416-417, 425
Fujitsu,
448 Fusche, Young & Powell,

331 Futura, 241

Gallo, 461462
Game
Show
Network,

506 Gap,

() 474

Gardner, 133
Gatorage sports,
373
General Electric (GE) 154, 172,
188, 195, 223, 266, 310, 456 General
Foods,
311,423,
477, 478 General Magazine,
.
18, 28,49 General Mills
340, 465, 467,496 General Motors (GM)
228, 230, 314,
333,511

177, 188, 195, 221, 228, 230,

288, 292, 309, 314,397,453,

487, 493
451, 452 GEnie,
512 Genre, 501
Gentlemans Quarterly (GQ),
439,498 George A. MacBeth
Company 83

573

George Batten Co. (

BBDO),
69,114,158,185
Georgio
Armani,

506
Gerber, 205 Geritol,
343,

Grey Advertising,

434,455, 490
Greyhound,

145,231

Guinness, 261 . . McCann,

158 Hal Riney & Partners, PA 459,
462, 487 Hallmark,

405
Getchell, 262 Gilbeys
London Dry Gin,

Halo,

414

504, 511

283

Hapton

Advertising Agency,

Gillette

237, 346, 348,385, 447, Gillette Blue
Blades,

313,

260,284,346

Gimbels,

204,324-325,450 Geritol 506 Gloria
Vanderbilt,
464, 468 GM, CM.
General Motors

Godeys Ladys Book, ,

56 Gold Dust,

137, 238, 239 Gold Medal,

205,281 Golden,
61 Goodby, Berlin, & Silverstein,

516

Goodby

Silverstein & Partners,

516 GTE
508

Magazine,
56
Granola, 165 Grape
Nuts,
165,168 Great Atlantic and Pacific Tea
Company (A&P),

()
131132,190,238,449 Green Giant,
350 Green
Team Advertising Agency, PA

493

135

Harpers

439
Harpers
New
Monthly,

56 Harpers Weekly,

55
Harvard College 18
Hathaway, 335, 355 Hearst,
285, 291 Heineken,
456 Heinz 72, 104-105, 379, 385 Ocean
Pier,
105 Heinz,
61 105
171 77
Hershey, 192 Hertz,
383,
388,

Good Housekeeping, 412 Grahams

Bazaar, 120, 285,

389,

402

Hiawatha,

97 Hills Bros, 77
Hires, 77,88,106 HOLC,

251
Holiday Inn, 308 Home Depo,
475 Homebrew Club,

441
Honda
379,
448-449, 456,498, 504
450 Hoola Hoop, -
308

Green Team, PA 471 Greenpeace,

493

574

566
Hoover Suction Sweeper,
145, 173 Hoover,

Jell-0400,497 108 280, 337,

224, 257 Hombys Oatmeal,

401 Jet, 399 Joe Camel 15 Johnnie

Walker,

87
Hot Wired,

471

HotWired,

- 513 House & Garden,

285 Humm, 342 Hunts
Catchup,

388

Hyundai,

'
481
Elantra, 481 IBM 513
PC,

464

443, 444, 445, 447

449 Ikea, 500
IndyCar, 438 Intel,

503

International

465 Johnson & Johnson 108

Johnson Products 332 Johnson,
282 Jordache, 468 Joop,

522

Jordan
Motor Car Company,

Playboy,

226

227
Juice

Extractor,
165 Juicy Fruit,

171 Junior Mint,

507 JVC,

Correspondence School,

154 Internet 471 Interpublic
Group,
455
Ipana, 261, 279 Isuzu,
449, 458 IT,
376 Ivory Soap,

95,99-100, 103-104, 115,180,

335
J. A. Hill, 135 J. .
,
( ) 190,
192 439 J. Walter Thompson (JWT),
19,88,
114, 133,143, 151, 153, 158,
184, 194-198, 204, 207, 239,
255, 262, 280, 316, 324, 333,
380, 419, 422,447,455-456,477 Jack
Tinker Partners,
390 JeanNate 465
Jeep Grand Cherokee,
511

439, 440
JWT, CM.J. Walter Thompson Co. Kamber
Group,

493
Kawasaki, 432 KDKA,

184, 235,239 Kelloggs 332, 438, 494
Dundee, 74 Rice Krispies,

294
All Bran, 261 Corn Flakes,
165 Kelly Springfield,

139, 188-189 Kelvinator,

307,310 Kentucky Fried Chicken (KFC),

294,364,379,

423,472
KFC, - 449,454 Kickapoo
Indian Sagwa, 63 King & Lee,
495 King Cullen
Grocery, 256
Kleenex 14

575

Kmart, 438, 439 Kodak,

72, 93, 95, 108, 110-111,115,
221, 438,450-451 Eastman Kodak 449
110,171

Kohler

213

Kolynos, 281 Konica,

448

Kool-Aid,

205 Kotex,

211,

232

Lackawanna,

261,291

139-143

Ladies

Home

Journal,
114-115,159, 206,480 Land
Rover, 394 League of
Advertising Women of New
York, 133 Leo
Burnett Co.,

Lord

Taylor,

Lord

&

Thomas,

Barton,

Durstine &
Osborne ( BBDO),
262

Lord

&

Thomas,
88,114, 117, 146-148, 164,
170, 211, 215, 239 Los Angeles Times,
522 L'Oreal
505
457 Lox,
277 Lucky Strike, 215218, 231, 280, 282, 291, 297, 348 Show
239 Lux, 153,
197, 201, 208, 279,450 M&M's,
Mars 294,
313,347,489,507

335, 350,380,
404,

&

19,
41-43,82

201,

Log Cabin Syrup, 77 Look,

Manufacturing Company,

206, 208 LLT

International, PA 495 Locomobile 241

Kodak Brownie,

Listerine, 257260, 277 Listerine,

. Well 19
, 41-43,204,237 Maidenform,

335-336,408-409 Marks & Spencer

455
Leo Burnett U.S.A., PA 492 Lever Brothers,

43 Marlboro, 16,335,

208, 211,385, 397 Lever,
503 Levi-Strauss,
432, 463
77,449-

450, 456,477, 479, 483,

486,
507, 511
Libby, 72,222 Liberty Bond,
180 Life Savers,
171,192 Life, 266, 291
Life, 448 Lifebuoy,
208, 265, 270271, 279, 283 Lilyette,

519
Lipton, 91, 281

350, 352, 379-380, 402,

449,
492,504

Martex,

213
Massengale,

106

Maxwell House, 108,

145, 153,231, 281, 402,523 Mazda,
172 . . Weil,
60 McCann-Erickson Worldwide,
158, 333,
380, 390, 422, 428,447,

455,504

McClures Magazine, 114 McDonalds,

Liquozone,
148 Listerine Antiseptic,
260

576

568

364, 373,423,427, 449, 472, 474

470,472
Meat
Institute,
350 Meliins Food 94, 95
Mendoza, Dillon & Asociados, PA 495
Meow Mix,
425 Mercedes,
438,448 Merchants
Ledger,

50

Merrill Lynch 47 Metro, 241

Metropolitan Insurance,
162 Metropolitan Life
Insurance,
237, 266
Microsoft,
472,
508,523
Miller
Brewing Company,

435
Lite,

448,481 Mingo Group,

495 Mist Stick,
454 Mobil Oil,

318,385,447
Mojo
MDA,

455, 460
Monitor Top,

223

Monopoly, 294
Montgomery Ward 44
190,193
71 Montrauk,
68 Morton, 145,
171 ':
Mountain Dew 488
Ms., 405
MTV, 439,
456.
463-464
Munsey,
291 Munseys
Magazine, 114

Murphy Varnish, 83 Muse

Cordero Chen,
495 N. . Fairbank
Company,

137 N. W. Ayer & Son,

59, 88, 114, 117, 135,

158, 286
Nabisco, CM. National Biscuit Company
NARB, .

417
National
Airlines, 407 National
Biscuit Company (Nabisco)
72,127, 136 National Biscuit
Company
135-136
127 Naugahyde 387 NBC,

340, 341, 344,362, 397 NBC-TV,
-

247,293,426 Necchi,

311 Needham Harper Harper
Worldwide,
455 NeimanMarcus,
411
Nescafe, 337
Nestle,
308, 333,447 Network MCI
513 New Haven Railroad,

297-298
New
Toast,

170 New York Herald,

49 New York Morning Journal,

52 New
York Sun, 48 New York
World, 49,52 New York,
436 Newbros Herpicide,

90

577

Newell-Emmett,
216
Newsweek, 291,374-375 Nike,

373,449, 461-

462, 480, 490, 494, 503,

504, 508,

518-519 Nine Lives,

381 Nintendo 489
Nintendo,
464 NIRA,

251-252 Nissan,

448,464 NLB,

251
Norwegian Cruise Lines 16,516-517
NOW, .
403 NRA,

251,261
Nutrasweet,

464

Obsession, 467, 468

Ocean Spray,
171 Odorono,
197,
204, 206 Ogiivy & Mather,

300,352, 379-381,
404, 419,427,455,462, 467, 468 Oh
Henry!, 192 Ohrbachs,
355, 356,

359, 360

Old Milwaukee, 481 Old

Spice, 346
Oldsmobile, 228,

335

Olympia, 461 Omnicom

Group, PA 455 Oneida,
519 Oreo Biscuit,
171 Oscar Mayer Wieners 403, 524 Out,
500 Our Pet,

108

Ovaltine 342 Overland Mail,

47

Oxydol, 281
Oz, 376 Pabst
Blue Ribbon, 284 Packard,
145,
177, 178, 231 Paco Rabanne,

465, 467 Palmer High

School,
488 Palmolive,
148,
231 Panasonic,

448

Papert Koenig Lois (PKL),

379, 387 Paris Garters,
261 Parker Brothers,

161 Parker,
221 Pearl-top,

84
Pears
' Soap, 9596,115
Pears,

74

Pennsylvania Gazette 28 People Literary

Companion,

57

Pepperidge Farm 404 Pepperidge,

294 Pepsi,

77, 106, 108, 283,

313, 328, 342,373,423, 428-432,
449-450, 453, 454,489,497, 508
Pepsis Patio Cola,
373
Pepsi Diet,
498 Pepsodent,

148, 239, 240, 282, 313 Perdue
Chicken,
425,454 Performance Research,
;
437

578

570
Perrier, 437 Perrin,
244 Peruna, 60
Petersons,

56
Philip Morris
340,492
261 Phoenix Hosiery 241
Piel, 342 Piercc-Arrow,

139,231 Piggly Wiggly,
()
190 Pillsbury
72, 77 Pillsbury
Doughboy 15
350 Pioneer,

448
Pittsburgh
Observer, 220 Pittsburgh Paint
and Glass (PPG),

438 Pittsburgh Steelers,

428 Pizza Hut,

332 PKL, . Papert Koenig
Lois Planet Hollywood,
472
Plantation
Bitters,

63
Playboy, 321, 334
Plymouth Rock Pants, 90
Plymouth,
Chrysler 261-262 Polaroid Land
Camera,
308,360,449,518 Pompeiian,

208

Ponds, 197
Pontiac, 228 Pony
Express Service,
47 Popular Electronics,
441 Porsche,
456 Porsches North
American Goodby
516

Post Toasties,
165,168 Post-It,

373 Postum Cereal,

128 Postum,

267
Powerbook,

523 Presbrcy &

Gardner,
133,135 Printers Ink,
85,237 Procter &
Gamble,
72,77,103,310, 339,

427, 447, 489

Prodigy, 471,506, 510,512

Protest Clothing,

521
Prudential Insurance,
115 Puffed Wheat,

150
Puffs, 454
Punch, 137
PWA,
251 Pyles Pcarline Soap,
95,
115 Quaker Oats,

72,74-75, 77, 91, 94, 148,165,

266

Quik, 308 Radio

Corporation
of
America
(RCA)
RCAVictrola
145

293 239
344 Ragu spaghetti sauce,
514 Radways Ready Relief,
63 Raid,

308
Ralston,
281 Rapid Shave,

349 RCA, . Radio Corporation

of
America Readers Digest,
412

579

Red Bird Car, 221

Red Cloud Tobacco, 97
Red Zinger, 373
Reebok489,512
Reeses Pieces, 507
Remington Rand,

300,506
Revlon,
343,
408,466,485, 489,506, 508 Rexall
Drugs,
190 Richardson and De Long
Brothers,
88 Rib
Ticklers, 521 Rinso
265, 270, 271
283 Ritz,
264 Rive Gauche 465
Roadmaster,
297 Rock Around the
Clock,

328
Roebuck & Co.,
44,71-72
Roll-Royce, 231
Rolling Stone,
370,395,434-435
Rolls-Royce
459
154, 272, 275,352
Rough on Rats,
97 Royal
Baking Powder,
87,
99-101,115-116
Royal,

310 Runners World,

395 Ruthrauff & Ryan,

197, 260, 262, 265, 266, 271 Ruxton

Hanson,

243

S.O.S., 201, 202 Saab,

500-503 Saatchi &
Saatchi,
418, 454-455 Salem,
449

Sanborn, 280, 282 Sanitas

Toasted Corn Flakes,
165
Sanka, 400 Santa-Cruz,
63
Sanyo,

448 Sapolio soap,

87,99,
100, 102,142 Saturday Evening Post,
226,
395 Saturn,

General Motors 487,503, 508,

512, 523
Savage Arms, 97
Saving World,
395 Scali, McCabe,
Sloves,
425 Schlitz,
145, 147, 148 Schweppes,

354, 404,454 Scope,

424 Scotch Tape,

294 Scott
Paper,
163,450
Scott Tissue,
257
Scott

261, 267
163
164 Scotts
Emulsion, 83 ScrippsHoward,
291 Seagram,

385,461 Sears, Roebuck & Co.,

44,71-72,132,
190,192,288,332,464
SEC,
'

251 Sega of
America,

516,518
Sergio
Valente,
468

580

579
Serta, 408
Seven-Up, 328
Shell Oil, 318,
381
Sherwin Williams, 139
Shout, 425
Shredded Wheat
170
165 Sierra Club 394,
413 Silly Putty,
308 Silver
Leaf 133 Simoniz
145

277
Sinclair
261
318
Singer 38, 116
Smirnoff, 456 Smith &
Wesson
95
Smith
Brothers,

91
Smokey Bear, 94
Snap, Crackle & Pop,

94
Snapple 489,503
Soloflex, 509 Sony,

385,448, 464 Soundabout,
464 Soupy Sales,

416
Southern Airways, 448
Southern California Fruit Growers
Exchange,
164 Sozodont,
9293 Spacemaker,

310 Spalding 72 Spam,

294 Spanish International Network,
499 Spartan,
241

Spearmint,
171 Speedy Alka-Seltzer,

94 Spenser,
208 Sperry & Hutchinson,

204 Spotless Town,

102
Springmaid, 321 Springs
Cotton Mills,

321
Standard
Oil
Company,
160,205 Standard Rate
and Data Service,
85 Star-Kist,
456 Steinway,

145,
154,157
Stetson,

297, 299

Stolichnaya, 512, 514

Stonewall Inn, 369 Subaru
SVX, 487 Subaru,
487 Sunkist,
145 Sunsweet,

448 Super Bowl,

443,494,508

Super Chief, 288

Super Mario, 464 Swamp
Root,
60 Swan,
297 Swansdown,

281 Swanson,
308, 311
Swatch Swiss, 464 Sweet
Pops,
308 Sweet-n-Low,

308 Bell,

475 Talon,

392, 393

581

Tan, 399
Tang, 450
Target, 438,
475 Tanqueray,

505, 519, 520 Tea Bureau,

337 Ted Bates Worldwide, PA 345,454
Tempo, 241 Texas Instruments,

443, 449 The Atlantic

Monthly, 56,
120 The New York Sun,

49
The New York Times, 115, 414
The New Yorker, 355, 412 The
Tribune and Farmer, 115 Thor
Automatic,
306
Tide,
283
Tiffany,
-

507 Time
Magazine,
414, 459, 460 Time, 304,513 Timex, 313,
341, 348,
524
Toastmaster,

U.S. Postal Service,

413 U.S. Steel trust,

127 Uncle Bens,

400-401 Underwood
devil, 78 Uneeda,
124,135-137 Unilever 447 Union
Pacific, .-. 45 UniRoyal 385
United Airlines, 385
UNIVAC,
300
UniVision, 499 UniWorld,
400,

495

USA Network 423 USA Today,

49, 418 USA, 461 V8
Plus, 491 V8,
456 Van Camps,
148 Vanity Fair, 220,
285 Vapo-Cresline, 60
Vegetable Compound,
66 Vel,

405 Velvet Tobacco,

216
Vibe, - 513 Viceroy,

347
Victor,
225

Tony the Tiger 15
112 Video Storyboard Tests,
Toyota
521

Vince
Cullers Advertising, PA 495
448, 456
Virginia Company 24 Virginia Slims,

450 16,
379, 408, 410, 412 Vogue,
Toys R Us, 475
Trout & Ries, ; 241,285,
439, 498 Volkswagen (VW),
423 True Story, 199 TV Dinners,


360,381-385,448,
311, 312
508 Volvo,
TV Food Network, 506
Twinkies, 294 425,
512, 514 VW, CM.
Tyienol,
Volkswagen
424 U. S. Steel 245

582

574

583

W2XBS, 344 Wal-Mart,

475,493 Walt
Disney
474
Wanamakers 324
Wanamaker's,

82-83
Warners
Pathfinder,
513 Watergate,
372
WEAF,
-

184,237 Weiden & Kennedy,

516,518
Weight
Watchers,
395 Weight Watchers,

373
Weintraub,

355, 356 Welch 128 Wells, Rich &
Greene (WRG),
362,392,
425 Wendy 15 Wendys,
449, 456,

458

Wesson, 139 Western

Electric,

173
Westinghouse,
309, 342, 344 Westinghouse,

188,333 Wheaties,

261,281
White Castle, 231
White Rock Springs Company,
92
Whitman, 192 Wieden
& Kennedy, PA 487 William
Underwood & Co.,

78
Williams & Cunnyngham,
206 Willys Overland,

221,241
Winston Cup, 438, 494.
Winston, 380, 412,
449
Wise,

205 Wired, 502

WNBT, 247 Wolfschmidt,
387, 389 Womens Home
Companion,
395 Womens Publicity Club,

133
Wonder
Bread,

205,
313,
347
Woodbury,

145, 151,197, 277 Wool Soap,
88,91 Woolworth,

131 World
Wide Web,
419
WPA,

251,253
WPP, 419,455
WRG, . Wells, Rich & Green Wrigley,

145,
171,179,
192
Xerox,

14,445-448 Y&R, .
Young & Rubicam 269 Yamaha,
461 Yankelovich Partners,
500
Young & Rubicam (Y&R),
254,269,271-276,
280-281,311, 331, 333, 380,
401, 422,455 Youths Companion,

56-57,69, 94
Yuban, 153
Zippo,
294 Zu Zu,

137, 145

584