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LES DIALOGUES DE UAUTOMOBILE OR~ HOW TO MAKE YOUR DRIVING FUN AGAIN

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I ACTUALLY GET BETTER THAN 35 MPG WITH MY DAUPHINE. SOMETIMES OVER 40 MPG! ( NO TROUBLE WITH PARTS & SERVICE EITHER; THEY'VE GOT A REGULARLY SCHEDULED · AIR-LIFT DELIVERY FROM FRANCE.) THE LOW PRICE; LOW MONTHLY PAYMENTS ALL ADD UP TO THE KIND OF ECONOMY I LIKE ...THE DOLLARS· AND-CENTS KIND I CAN FEEL! (f)

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Ta-l I.amart :Inever belzeved .

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any car could be like this/ A dream in traffic.lleall.1J easy to park./use ours for everyth_ing... for errands (there's a ver:1J large !:rftnk up front), !Or kid-delivery, forjust driving I Beauti/ulltlris lines. Four doors. Best ofall, it feels safe. .. i~~ so easy to control. LES ENFANTS:Look at the hole in the top! All the other kids want to ride with us.Wouldn't you? LE 26

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OVER 350 OF US COAST·TO~COAST -150 MORE IN CANADA- ALL WITH A FULL TRAINED 'ANO PERJOOICALLY, FACTORY-REVIEWED} SERVIC MECHANICS.

I'M LOCATED Nt:AR YOU. TliERE ARE STOCK OF PARTS, ALL WITH FACTORY·

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•suutsted retad prite, $1645 POE, N. Y. Stale & local taxes extra. Sliding sun-1oof. optional exira .

RENAULT Daulhine for illustrated brochure see your nearest dearer or writo Renault, Inc. , 750 Third Ave., N. Y. 22. N. Y. Also avail•ble on Overseas Delivery Plan .

CA, April '60


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VIRGINIA STEELE, Editor

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ELEANORE MERRITT, Associate /

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ELSA FOSTER, Assistant

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HELEN FREEMAN, Associate

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70

McColl' s, A ugust 1959

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Our subject: Your daughter-Little Girl of a Hundred Looks. In the course of an ordinary day she runs the gamut from Botticelli angel to chimney sweep and finally (back to bed) back to angel. Being a female , how she feels and how she behaves are influenced to no small degree by how she looks. For her, the adage "Handsome is as handsome does" reads backward. Frame her face in fluffy fur, and she assumes the mien of a Russian countess; dress her in Victorian costume, and she lowers her eyes and gently smooths her skirt. Here and on the following six pages, photographed by Bert Stern, we bring you fashions to mold her manners- marvelous old -new fashions with the nostalgic air of period pieces. They range from the demure to the dashing, from the brilliant to the romantically moody, but all have the elegant authority for which she, and you, and all of us thank heaven.

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McCALL'S FASHION DEPARTMENT

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[?@00 EDITORIAL DESIGN


MAGAZINE ADVERTISING ART, B/ W, FASHION ILLUSTRATION

15) Photographer: Erwin Blumenfeld

Art Directors/ Designers : Stuart W ells, Bernard T. Grant Agency : Bernard T. Grant Advertiser : The Dayton Co .

MAGAZINE ADVERTISING ART, 3 OR MORE COLORS , PRODUCT ILLUSTRATION

16) Photographer : Charles E . K erlee

Art Director : Stephen B aker A gency: Cunningham & W alsh, Inc. Advertiser : Jaguar Cars, Inc. 15

44

17

16

BOOKLET- DIRECT MAIL ART, 3 OR MORE COLORS

17) Artist: R. 0 . Blechman

TRADE ADVERTISING ART, PRODUCT ILLUSTRATION

18) Photographer: Becker-Horowitz

Art Director I Designer: Arnold Varga A gency: Ketchum, MacLeod & Grove, Inc. Advertiser: Aluminum Company of America

Art Director/ Designer: L ou Dorfsman, Joseph Schindelman Advertiser: Columbia Broadcasting System Inc.

CA, April '60

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"A FOOL FOR AFATHER"

EDITORIAL ART-NON-FICTION, 2 COLORS OR B/W, GENERAL

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31) Photographer: Culver Service n Art Directors I Designers: Otto Storch, William Cadge Publisher: McCall Corporation Publication: McCall's Magazine

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EDITORIALART-NON-FICTION, 3 OR MORE COLORS, FASHION

32) Photographer: Bert Stern

Art Directors I Designers: Otto Storch , William Cadge Publisher: McCall Corporation Publication: McCall's Magazine

32

EDITORIAL ART-NON-FICTION, 3 OR MORE COLORS, FOOD

33) Photographer: Anthony Cutroneo

Art Directors: Otto Storch, William Cadge Publisher: McCall Corporation Publication: McCall's Magazine

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CA. April '60


40

41 FILM , LIVE ACTION

52

40 ) Art Director: Stephen Frankfurt

Writer: William Schnurr Photographer: Irving Penn Producing Company: On Film, Inc. Agency: Young & Rubicam, Inc. Advertiser: Johnson & Johnson FULL ANIMATION 41 ) Art Directors/ Writers: Alex A nderson,

Fred Crippen Artist : John Marshall Designers : Fred Crippen, John Marshall Producing Company : Pantomine Pictures, Inc . Agency: Guild, Bascom & Bonfigli, Inc. Advertiser: R ival Dog Food Company FULL ANIMATION

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42) Art Director : Saul Bass & Associates Designer : Saul Bass Artists :Bill Melendez, Art Goodman, Lou Stouman, Playhouse Pictures, Sacramento Peak Observatory, Air Force Cambridge Research Center Music : Elmer Bernstein Producing Company: Playhouse Pictures Agency: D' Arcy Advertising Company Advertiser: Olin Mathieson Chemical Corporation 42

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CA. April, '60


WHt,.llrMd ·ln, rNd-ouC unillpn::rricltabaoMe ayM.hronltallonbetcNnne.lt. An aulomlitk "tYf'C-kx:ll"brlnQa alltape

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SYSTEM DESIGN ... for magnetic and optical recording Westrex has been In "data processing•• endeavors since the Inception of the company . over th irty years ago .

I

A sound recording system has all the elements of

a data processor-Input, output, conversion, storage, programming , and data manipulation . Equipment for all these tasks can be found In Westrex s·ound systems . /

In addition, Westrex equipment can also serve as

component parts of a la.rgar data processing system , Industrial or military . Hare t~a recording devices serve as read·ln, read·out, or memory storage units. The perfection by Westrex of synchronous drive, flutter- proof tape

transports gives the system designer a new method of control over data flow-the precise mechanical positioning of tape or film .

I

Synchronized , multiple-channel systems

All recording and ploy-back elements within a

Westrex system may be driven by motors providing Individual synchronous operation, by motors providing

electrical synchronous Interlock with other machines having the some type of motor or electrical synchronous interlock from a single motor-generator power source. /

Combination optical-magnetic systems

systems are based on both magnetic and optical recording techn iques, or any combination of the two.

I

Westrex

Equip-

ment can be provided for transferring In either direction between the two types of recording . In addition, a number of Westrex recorders and playback elements are equipped for either method of reproduction or recording. /

Data

switching and distribution Wastrex control consoles are " human engineered" for maximum ease of operation .

Human Error Is ruled out by design . Flow of data In and out of the control center Is clearly marked . Switches , potentiometers, and indicator lights are all located for instant recogn ition, even under adverse lighting conditions.

62

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Top. This 12-page brochure for Westrex has a light, gay feeling. Due to the choice of color, the stylized artwork which gi·ves geometric symbols an airy freshness, the use of color in the type-pink for slashes, blue for underscoring. Above. A transit advertising card. From a conservative base of olive and black it blasts off with fluorescent inks in three colors. Art Direction seems to have established rapport with the fluorescents. Runyan, questioned on this, replied in his swinging shorthand style of talking, ''We just thought it was kind of a gas and occasionally get on a kick like this. And, of cou·rse, the fact that it is different.'' Right. From the series titled, ''Great Holidays of Western Man,'' Mother Strontium has a gummed sticker of the American flag on her skirt. The last ingredient on her recipe printed inside the card calls, of course, for ''one large mushroom.'' The mushroom cloud was printed on fluorescent stock. CA. April'60


An almanac that "pays little heed to the sun, the moon, the tides or the signs of the zodiac. '' It is 22 pages of advertising axioms amusingly illustrated with a combination of exceptional typographical elements and art. B eige stock in two different colors was used, the cover was oatmeal screening.

A good surgeon and a good advertising writer haYe this in common:

Advertising isn't words. And it isn't pictures. It's what you use to make people behave the way you want them to. You can't change people but you can channel them -your way.

the art of

quick exposure. They make every stroke

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You read a truly great ~i advertisement. It has life,* sparkle, spontaneity. :~ -r. It sounds as if the man ~ who wrote it just fr turned on the faucet. : -r. Right! : But back of it :'*

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We are often asked by earnest tyros: "How do you know you've found the right headline?" ANSWER: "How do you know you've found the right girl? "

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CA, April '60

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