- Hardcover: 215 pages
- Publisher: American Showcase, Inc.; First Edition edition (August 15, 1987)
- Language: English
- ISBN-10: 0847808645
- ISBN-13: 978-0847808649
- Package Dimensions: 12 x 9.3 x 1.1 inches
- Shipping Weight: 3 pounds
- Average Customer Review: 5 customer reviews
- Amazon Best Sellers Rank: #540,776 in Books (See Top 100 in Books)
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Dorfsman & CBS Hardcover – August 15, 1987
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Hess and Muller have selected an amazing collection of CBS media for the book and what is here is probably only a small selection of what Dorfsman created over forty years at the company. Look through the pages and it soon becomes apparent that clarity of image and typography, both locked together, produce the best results. I think it's a shame in this digital age that nothing like the range of examples in the book will ever be created again for an individual company.
The book is as handsome as a Lou Dorfsman product (though I thought the italic text introducing each chapter slightly annoying to read) everything is captioned and many of the printed examples are in themes which have their own short bit of explanatory text. Beautifully printed with a matt varnish used to define the printed pages with images, headlines and copy printed on top. Movies and trailers are shown as film strips, books, brochures and the famous CBS diaries are shown reproducing several example pages.
The book is the ultimate celebration of a creative mastermind.
***LOOK INSIDE THE BOOK by clicking 'customer images' under the cover.
*I mentioned Bill Goldman (he designed the CBS eye logo) and he was the creative mind at the company before Dorfsman. A book of his work was published in 1962: The Visual Craft of William Golden
In an age when advertising seems more interested in impressing account executives than informing its audience, the classic work of Dorfsman provides an invaluable education. In fact, I'd bet if a radio or TV ad exec spent an hour looking at this book, seeking inspiration, he or she would probably be able to turn out much more effective ad campaigns than he or she are today. His copy ranged from the minimalist (A list of the numbers 1-15, with two crossed out, copy saying "These aren't ours," demonstrating how CBS dominated the daytime Nielsens) to the very convincing copy he generated to convince New Yorkers that they NEED to listen to WCBS with its new all-news format.
History demonstrates how effective this material was in the 1960s.
Invaluable! I'll take Dorfsman over Degars any day.