The pink dream of the future
The documentary «All-American Ads» rediscovers the 1950s as a source of inspiration
The documentary "All-American Ads" rediscovers the fifties as a source of ideasBy Andreas Panzeri Advertising in the fifties was characterized above all by America. As the Cold War escalated, US families, driven by a spending spree, set off into the age of modern technology. A rewarding challenge for the advertising industry, as the imaginative anthology "All-American Ads" shows in over a thousand pages of images.
The advertising of the 1950s reflects American pride and a sense of security. Soviet-style communism is contrasted with the land of unlimited opportunity. Shortly after the war, the capitalist system promised society a new attitude to life with thousands of new products. A flood of advertisements poured over readers from the then endless variety of increasingly colorful magazines.
"There was no product in the 1950s that was not advertised," writes Jim Heimann in the foreword to his book "All-American Ads". The graphic designer, author and historian lives in Los Angeles and teaches at the Art Center College of Design in Pasadena, California. Heimann has made a name for himself with numerous books on architecture, popular culture and the history of Hollywood.
Last year, Heimann published the illustrated book "All-American Ads" with advertising from the 1940s. After the Fifties, this year will also see the collection of ads and posters from the Sixties and Thirties, and next year the "Ads" from the Twenties and Seventies.
These valuable documentaries for creatives and those interested in cultural history are published by the German Taschen Verlag. The Cologne-based publishing couple Angelika and Benedikt Taschen - who now also live in Los Angeles - are regarded as the "pop stars of the industry" and enjoy worldwide success with their art and erotic books.
It all began in 1980 with a non-functioning comic book store. Four years after it was founded, 24-year-old owner Benedikt Taschen was on the verge of bankruptcy. As luck would have it, however, he was able to get hold of 40000 American Magritte books for one dollar each from a bankruptcy estate. Two months later, they were all sold again for 9.95 marks.
This gave the publisher a taste for it. Taschen produced art books by Renoir, Chagall and Picasso and brought them all onto the market at rock-bottom prices of between 9.95 and 49.95 marks. The secret of its success: Taschen used quality printing plates to print editions of up to 100,000 copies. An unprecedented figure in the art book market. But Taschen was able to deliver the cheap books by the pallet to the major bookshops.
Today, Taschen sells around 15 million books a year in the fields of architecture, design, lifestyle, art and erotica. "With this mass business, Taschen has abolished the boundary between trivial and high culture," acknowledge renowned cultural critics. At the same time, with the 30-kilogram "Sumo" photo book by Helmut Newton, Taschen has not only launched the heaviest new publication on the market, but also one of the most expensive at 5,000 marks.
Lots of creativity for just a few centimes per idea
"All-American Ads" costs 49.95 francs per volume or just under a centime per advertising subject illustrated, as Jim Heimann has compiled several ads on the same topic on many pages. In the book, these advertisements and posters are not commented on, but are sensibly divided into chapters such as Alcohol&Tobacco, Atomic/Defense, Automobiles, Consumer Products, Entertainment, Fashion & Beauty, Food and Beverage, Industry, Interiors and Travel.
The advertisements with dreams and everyday scenes from the Fifties literally immerse the viewer in other times and worlds. For the advertiser, the subjects are not only an overflowing documentation of the history of style. They are also a tempting suggestion for stealing ideas or at least basic material for amusing and further brainstorming sessions. "All-American Ads", Taschen Verlag, www.taschen.com
The advertising of the 1950s reflects American pride and a sense of security. Soviet-style communism is contrasted with the land of unlimited opportunity. Shortly after the war, the capitalist system promised society a new attitude to life with thousands of new products. A flood of advertisements poured over readers from the then endless variety of increasingly colorful magazines.
"There was no product in the 1950s that was not advertised," writes Jim Heimann in the foreword to his book "All-American Ads". The graphic designer, author and historian lives in Los Angeles and teaches at the Art Center College of Design in Pasadena, California. Heimann has made a name for himself with numerous books on architecture, popular culture and the history of Hollywood.
Last year, Heimann published the illustrated book "All-American Ads" with advertising from the 1940s. After the Fifties, this year will also see the collection of ads and posters from the Sixties and Thirties, and next year the "Ads" from the Twenties and Seventies.
These valuable documentaries for creatives and those interested in cultural history are published by the German Taschen Verlag. The Cologne-based publishing couple Angelika and Benedikt Taschen - who now also live in Los Angeles - are regarded as the "pop stars of the industry" and enjoy worldwide success with their art and erotic books.
It all began in 1980 with a non-functioning comic book store. Four years after it was founded, 24-year-old owner Benedikt Taschen was on the verge of bankruptcy. As luck would have it, however, he was able to get hold of 40000 American Magritte books for one dollar each from a bankruptcy estate. Two months later, they were all sold again for 9.95 marks.
This gave the publisher a taste for it. Taschen produced art books by Renoir, Chagall and Picasso and brought them all onto the market at rock-bottom prices of between 9.95 and 49.95 marks. The secret of its success: Taschen used quality printing plates to print editions of up to 100,000 copies. An unprecedented figure in the art book market. But Taschen was able to deliver the cheap books by the pallet to the major bookshops.
Today, Taschen sells around 15 million books a year in the fields of architecture, design, lifestyle, art and erotica. "With this mass business, Taschen has abolished the boundary between trivial and high culture," acknowledge renowned cultural critics. At the same time, with the 30-kilogram "Sumo" photo book by Helmut Newton, Taschen has not only launched the heaviest new publication on the market, but also one of the most expensive at 5,000 marks.
Lots of creativity for just a few centimes per idea
"All-American Ads" costs 49.95 francs per volume or just under a centime per advertising subject illustrated, as Jim Heimann has compiled several ads on the same topic on many pages. In the book, these advertisements and posters are not commented on, but are sensibly divided into chapters such as Alcohol&Tobacco, Atomic/Defense, Automobiles, Consumer Products, Entertainment, Fashion & Beauty, Food and Beverage, Industry, Interiors and Travel.
The advertisements with dreams and everyday scenes from the Fifties literally immerse the viewer in other times and worlds. For the advertiser, the subjects are not only an overflowing documentation of the history of style. They are also a tempting suggestion for stealing ideas or at least basic material for amusing and further brainstorming sessions. "All-American Ads", Taschen Verlag, www.taschen.com
