20 ads that shook the world : the century's most groundbreaking advertising and how it changed us all / James Twitchell
出版項
New York : Three Rivers Press, c2000
版本
1st paperback ed
說明
229 p. : ill. ; 24 cm
附註
Includes bibliographical references (p. 217-219) and index
P.T. Barnum: prince of humbug -- Lydia E. Pinkham's vegetable compound: personalizing the corporate face -- Pears' soap: John E. Millais's A child's world and the powers of associated value -- Pepsodent: Claude Hopkins and the magic of preemptive claim -- Listerine: Gerard Lambert and selling the need -- The Queensboro Corporation: advertising on the first electronic medium -- The kid in upper 4: the birth of advocacy advertising -- De Beers: a good campaign is forever -- Coke and Christmas: the Claus that refreshes -- The Volkswagen Beetle: William Bernbach and the fourth wall -- Miss Clairol's "does she or doesn't she?": how to advertise a dangerous product -- The Marlboro man: the perfect campaign -- The Hathaway man: David Ogilvy and the branding of branding -- Anacin and the unique selling proposal: how would you like a hammer in the head? -- LBJ vs. Barry Goldwater: thirty-second politics -- She's very Charlie: the politics of scent -- Absolut: the metaphysics of wrap -- Apple's 1984: the ad as artifact -- The rise and fall of the infomercial: "call now! operators are standing by..." -- Nike and Michael Jordan: the hero as product
