广告设计的黄金时代——70年代 The Golden Age of Advertising – the 70s
简介：20世纪70年代的美国平面广告既受到电视的影响，也黯然失色，背离了60年代美国平面广告所特有的大胆、生动的形式和微妙的信息。70年代的广告更直截了当地吸引着习惯于大张旗鼓的电视广告的公众的注意（甚至大众广告，以其诙谐、讽刺的语句和极简主义的设计而闻名，但在20世纪70年代也失去了一些影响力）。然而，所有的东西都没有消失，因为广告是时代的标志，种族和生态意识渗透到从香烟到汽车广告的每一件事上，提醒美国人日常用品是时髦到现代的。到本世纪末，平面广告开始回暖，通过在较小的出版物中精心挑选的位置，聚焦于目标受众，获得了原创性和创造性。
这是一个令人着迷的研究大众文化传播在后嬉皮士，电视痴迷的国家，这一沉重的卷提供了一个详尽和怀旧的70年代广告概述。
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. By the end of the decade, 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.
