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Creativity (cont'd.)

MHHHCTEPCTBO TOPrOB.nH C C C P

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119 ¡ 52

A beer bottle- they got a little fancy on this one, repeating the circle logo to create a nice effect -(1-gain, the copy identifies the plant.

Two chocolate bar wrappers - another example of ''the old and the new"- chocolate is expensive, according to Thollander, with about half as much chocolate as an American bar, and costing twice as much. CA, November '59

A government-sponsored poster-in these there appears to be some spark of competitiveness although the themes are fairly repetitive- Thollander' s University of California Extension Russian translation (from top to bottom): ''Communist Party of the Soviet Union-(the initial of the youth organization ?) -Always Together, Soviet Youth and Communism" Credits: Artist - N. Veegeelyanskaya Client-there's only one


THE MANY CHALLENGES OF

" ... For The First Time In Magazine History . .. " These were the words used by the editor of Cosmopolitan magazine in the September, 1954, issue to introduce their ~\l\rtist X" guessing game with the readers. uFor the first time in magazine history, every story in a magazine has been illustrated by the same artist ... who do you think Artist X really is?" And so Al Parker made another landmark in the magazine illustration field by doing the illustrations for five stories in five different styles.

22

She was ~ girl and he knew all about her, just as the whole town did. But because he loved her, he had to make sure . .. A SHORT SHORT STORY BY MARY KNOWLES tn Fo.tcr .. , on tht bu~ that would take hiM to St . Ann'• fi MP•tal. Hr "" te,.mteen and tharply drcutd. •• bdin ed lht ocut~iun, in na•y· bllle jac;Lct and pay .~<lad.JI, the narTOW red knit tie lnicht aaaintt tl~ t•laid thirt. Hit abort-cropped blond. hair wn damp from hl1 ree~t lltower, hit fact tmooth .nd de.n. He beiJ the •hlu:Aiii.IU!:·wra pped pft fOJ Syl•61.'~:~ baby

G

All day long he'd known it would happen-he'd be fired. But worse than that, he realized, he'd have to face his wife. That's when his impoaaible plan first unfolded BY RI C HARD YAT ES

F

oralitdewbilewhen"WdterHendenon11fa&

1n

art. One of them would run alonr.a

pre~~eribed

nine ye.ra old, he thou1ht fallinc dead wu

stretcholterrain.prefcu.hly thecreatofahiU,and

the¥el')'&enithofromanc::e, t ndtodlda number of hit friend .. Havlnc found the only re· wardin& pan of any copwnd..robbcn 11me wu the

at a civen point the ambuah would oocur~ a aimul· taneout jerkinc of aimed toy pittola and a chorua

moment you

pretend~

to be ahot. clutched your

=::~: ,t:P!:I ~~:;::!t~i~ ~hecr~=p~~t. ;t ~ 0

1

came a matter of individual performance. almotl

ofthoeeataooato.throaty&Ound-a kind ofhoa r~e­

whitpered P-k-lc.-,! P-k·lr-t!w/- with which little boyalimulatethenoi~~eollunfire. Thentbeper·

former would IJlop, mnd poi-led for a momeDl in &raeeful aeon')', pitch ever. and fall down 1he hill

CA, N qvember '59

iDp oaParlt,andbe~berod a yearap.AWU18

tpri• 1•i1ht. Helud been U•reen bel Syl"ia fihaoa, aJtd ~had ta~tll her to the jt111iot prom. It ••• iatermiMioe., and the l)'m. deconted with P~-ptf" aprinJ flow~n. wu hOI'aod~uly,SyM•Irlhbcdboldoflut.._nd,laqhin"

aad .. id,"l.et't Still

outfurabre•thof freN!.air,Clnr. ... '

dow11tbe


Exhibit Our own Contributing Editor in Dallas, Harold Quiram, comes up with a mailer to a select list ($25,000 a year and up; one-Cadillac owners not considered) announcing the appointment of Kay Cobelle as the local representative for Thos. Cook & Son. Quiram created a rich effect with colored stock (Rhododendron), 3-color lithography and used silk screen for the white. Being his own art director, designer and illustrator helped Quiram stay within budget. Piece is 10' x 11/, folded to 5' x 75/s'. Preferred of Dallas were the printers.

TRAVEL . . . . . E iii(i"$-i~6C)K- k"

virh..t! ,,,.J

f.-1

1-l-;:,,\,i

u.••i"UIH., l'l.t'l•o{r,t' KAY C' 1

"'-.;lumt,

:1"1\'tiHH.,. J'C•~<••nru:.l.

of h1~· All 11J

~~~~'[t;: ]•'kfo•.~·n·~

!!.l~~f-~o-· l"'f'HIIIlltf-

~~-~!~=~;~~, .....:il()f\r'

7-ld

'iii

.,

dr

40

CA, November '59


there are no trade secrets

We'll tell anyone how we achieve success for our clients ... because it's a long, long way between the th inking and the doing.

xxxx THE C HARLE S BRUN E LLE C O MPANY

I

HARTF"O R D

H': ': , .,. .

THINKERS

~

~

If you were a medium-sized agency and located smack in the middle of a whole raft of prospective clients (like being in Hartford, Connecticut, with its predominance of insurance companies) you could run intriguing small-space newspaper ads on the financial page and reach your whole market. A n d that's j ust what The Charles Brunelle Company is doing. Joseph L. Baum designed the ad series.

e•

~ • • •

• • •

43

Not for one minute

• • •

do we suggest that we are the best advertising agency for all companies . Over the years we've developed, like t he nose for news in our publicity operations, a sense of smell adapted to the f ragrance of agency-client r elationships. We know enough about some other agencies to be able to refer to them (without t heir knowledge) prospective clients who would be best suited by them. We've done it several times.

But not for an instant will we ever admit t hat the ones who are right for us-and vice versashould go anywhere else. Th is ad, like all t he others we've been running, is intended to help companies decide whether they should even come near us. If you've missed any of them, and want to see the earlier ones, let us know. We'll send proofs. And not bother you unless you ask to be bothered.

We asked a marketing man with a cli ent's organ iza tion for his d e finit io n of ma rket ing. " Ha! " he sa id , fo r t his q ue stio n is a lways g ood for a la ug h a mong honest men .

But if you ask to be bothered, and belong with us, look out.

The n, sob eri ng , he sa id , " It's everyth ing that ha s t o d o with ma ki ng a sa le, incl ud ing bu yi ng t he p rospect a dri nk."

T HE CHARLES BRUNELL E COM P AN Y

Tha t's a g ood e no ugh definitio n for anybody , in cl ud ing us. We do ma rke ti ng.

TH E C H AR L E S BRUNELL E CO M P A NY

I

HARTFOR D

CA, November '59

I HARTF"ORD


Exh ibit

Don Kapp and James Cross were ''art directors, designers and, at times, photographers'' for the award-winning UCLA Yearbook. Shown are three of the nine division (department headings) inserts. With music as a theme, Kapp and Cross used ftdl-page musical instrument photographs to introduce each division spread. The work was done free lance and alumni Kapp and Cross had a "designer's dream; complete control over all graphics." Wayside Press was the printer.

48

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CA, November '59


THE YEAR

49

AS UCLA

CA , November '59


novpreview1959  
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