All-American Ads of the 70s (All American Ads) (Turtleback)

by Jim Heimann (Editor), Steven Heller (Foreword) "Sixties movies, music, art, and advertising were infinitely more innovative than seventies fare in every way..." (more)
Key Phrases: soft drink mix, creme rinse, Consumer Products, New York, Burger King (more...)

Editorial Reviews

Product Description
Discofunkalicious

Both eclipsed and influenced by television, American print ads of the 1970s departed from the bold, graphic forms and subtle messages that were typical of their sixties counterparts. More literal, more in-your-face, 70s ads sought to capture the attention of a public accustomed to blaring, to-the-point TV commercials (even VW ads, known for their witty, ironic statements and minimalist designs, lost some of their punch in the 1970s). All was not lost, though; as ads are a sign of the times, racial and ecological awareness crept into everything from cigarette to car advertisements, reminding Americans that everyday products were hip to the modern age. In an attempt to discover how best to communicate with a mass audience, marketing specialists studied focus groups with furious determination, thus producing such dumbed-down gems as "sisters are different from brothers," the slogan used for an African-American hair product. By the end of the decade, however, print ads had begun to recoup, gaining in originality and creativity as they focused on target audiences through carefully chosen placement in smaller publications. A fascinating study of mass culture dissemination in a post-hippie, television-obsessed nation, this weighty volume delivers an exhaustive and nostalgic overview of 70s advertising.

About the Author
The editor:
Jim Heimann is a resident of Los Angeles, a graphic designer, writer, historian, and instructor at Art Center College of Design in Pasadena, California. He is the author of numerous books on architecture, popular culture, and Hollywood history.

The author:
Steven Heller is art director of the New York Times Book Review and co-chair of the MFA/Design program at the School of Visual Arts. He is the author and editor of over 80 books on graphic design and popular culture, including The Graphic Design Reader, Paul Rand, From Merz to Emigre and Beyond: Avant Garde Magazine Design of the 20th Century, and Citizen Design: Perspectives on Design Responsibility.

Product Details

• Turtleback: 701 pages
• Publisher: Taschen (July 20, 2004)
• Language: English
• ISBN-10: 382281265X
• ISBN-13: 978-3822812655
• Product Dimensions: 10.2 x 7.8 x 1.4 inches
• Shipping Weight: 4.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars See all reviews (5 customer reviews)
• Amazon.com Sales Rank: #98,753 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

15 of 19 people found the following review helpful:

5.0 out of 5 stars Too recent to be truly memorable., July 9, 2004

By	Robin Benson - See all my reviews (REAL NAME)

All-American Ads of the Seventies adds another 702 pages to the 3418 pages in the first four books and only the Ads of the Twenties remains to be published. This latest book is really the weakest of the set though. As editor Jim Heimann explains in his intro, the Seventies print media lacked creative sparkle because television had captured most ad dollars. He also mentions the important point that in the Sixties ad art directors copied a lot of the really great creative stuff shown in the editorial pages of magazines and into the Seventies so much of this input had become everyday. Although he doesn't mention it I think another reason so many of these ads look bland is because they are just not old enough, they have not quite gained a nostalgic or curiosity value.

Still there are some fascinating pages to enjoy, I liked the chapter on Consumer Products with ads for Sony Betamax, Electrophonic turntables, Advent VideoBeam television, Pioneer tape decks, Polaroid Sonar camera, Honeywell slide projector and an IBM Electronic 75 typewriter. All gone to that electronic dustbin in the sky. I thought the classiest ads were in the Business & Industry chapter, some really creative photography and design.

If you lived through the decade you'll find some memory joggers here. As with the four previous books the production is excellent, all the ads have been carefully copied from the originals and no screen clash.

5.0 out of 5 stars Great book!, January 26, 2008

By	TampaTony1978 "Anthony" (Tampa, FL) - See all my reviews

An awesome collection of ads from this decade. Hundreds of pages w/ ads of all categories. Very enjoyable. I'm an advertising major & this is a fun book to own

1 of 4 people found the following review helpful:

3.0 out of 5 stars Be careful of some of the "ads"., February 6, 2008

By	Jeff "JJSPC" (USA) - See all my reviews (REAL NAME)

There are some drug related and "adult" type product ads in this book. You may want to keep it away from the kids!