Pilar

Brienzer Rothorn Cover № 15

Name given by the artist Kazimir Malevich to the abstract art he developed from 1913 characterised by basic geometric forms, such as circles, squares, lines and rectangles, painted in a limited range of colours

Aéro Dynamik

Le premier arrêt de la ligne 724 de bus est Rue d’Aniello

László Moholy-Nagy

In the early years of the 1960s, the Americans were comfortably wrapped in post war complacency, not even suspecting the huge changes their country will go through in the coming decade. The nation’s innocence was timely shattered with the assassination of its promising young president, a growing racial divide, and escalating military action in Southeast Asia. It was like a new era began, a new youth culture emerged as more and more teenagers rebelled against conventions of the previous generation. This was new America, and fashion, sexuality, communal living, drug use, draft dodging and sit-ins were all elements of an increasing Generation Gap. Iconic figures such as Bob Dylan, Muhammad Ali, Jimi Hendrix and Andy Warhol brought controversy and color to this tumultuous decade, while cultural events such as The Graduate, Stonewall March and The Monterey Pop Festival provided indelible images of a bellwether time in American society. Whether it was Beatlemania, bumper-stickers or bell-bottoms, the cultural contributions of the ’60s made it obvious that the times were certainly changing.

BD Architects, September 1970 → US $35.99

There were some big changes: art directors dropped line drawings, which were common in the 50s, and started using photographs. Photographs were considered more believable by people and copywriters and art directors were becoming much more inventive at getting their messages across. In the ’60s, the advertising transformed into a more modern approach, in which creativity shined, creating unexpected messages that made the ads more appealing to the public’s eye. Let’s take for example the Volkswagen ad campaign, which featured headlines like “Think Small” or “Lemon” (used to describe the appearance of an automobile); this campaign ushered in the era of modern advertising by promoting a “unique selling proposition” or “position”, designed to associate each brand with a certain idea in the viewer’s mind. This print ad for Max Factor’s Pink-a-Pades looks very childish to me, maybe it’s because all the pink and yellow. But I guess it serves its purpose, to accentuate the idea of “pink”. Notice how graphics are combined with photo and the shades on the type. Boardrooms clouded with smoke, tumblers filled with whiskey, and a dapper Don Draper are some images that might come to mind when you think about advertising in the 1960s. As industries, advertising and marketing are always evolving as fads change, political and socioeconomic climates shift, and consumers change the way they consume media. While the 1960s were a time of immense political and social change (and the same can be said for 2017), the landscape for how we advertise and market products has changed dramatically. Here, we take a look at the way brands vied for consumer attention in the 1960s versus today. Today, we’ve seen a massive shift in how women are portrayed in advertising. This is perhaps partially due to the fact that women hold around 60 percent of positions at advertising agencies. Women are also more prevalent in the workplace and, therefore, have more discretionary income than women in the sixties. Many modern companies are embracing this era of female empowerment. This American advertising period was called the Creative Revolution, having as archetype William Bernbach, the man who helped create the revolutionary Volkswagen adverts, among others. Needless to say that some of the most creative and ageless American ads date from this period.