All-American Ads of the 70s

All-American Ads of the 70s offers a comprehensive examination of American visual culture during a decade when advertising began competing more intensely with television, and messages became more direct, louder, and increasingly confrontational. Moving away from the graphic elegance of the 1960s, the era embraced a more attention-driven approach, with words, slogans, and images taking on a more literal visual language.

Despite the dominance of television commercials, print advertising continued to reflect the spirit of the period. Racial awareness, environmental responsibility, and growing health consciousness entered the visual language of products ranging from cigarettes and automobiles to cosmetics and food. At the same time, advertisers increasingly relied on focus groups and audience analysis in an effort to appeal to everyone, resulting in slogans that could be both naïve and absurd.

By the end of the decade, print advertising had regained momentum. More specialised publications, targeted placements, and renewed creativity gave the closing years of the 1970s fresh visual strength. This book traces that transformation through a rich 640-page archive.

Part sociological document of how popular culture spread and part essential reference for the history of graphic design and advertising, this volume acts as a mirror to a post-hippie, television-obsessed nation.

“A rose-tinted return to advertising’s golden age.”
— ShortList

Author: Steven Heller
Editor: Jim Heimann
Publisher: TASCHEN
Binding: Hardcover
Number of Pages: 640
Language: English
ISBN: 978-3-8365-8860-7
Content: Complete archive of American print advertising from the 1970s

Boyutlar: 19.6 x 25.5 cm
Ağırlık: 2.14 kg

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