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426\slmult0 \fs24\cf0\f0\charscalex100\b {Introduction}\b0 \par\pard\li2306\ri0\sl-
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\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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{Creativity is an ability to produce new and original ideas and
things.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {'To create' according to the Oxford
dictionary means "Bring into existence,}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {give rise
to; originate. The word \uc1\u8220Xcreation\uc1\u8221X means all created things
products of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {human intelligence, especially of
imaginative thought;" 'creative' means: "Creating;}\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100
{able to create; inventive; imaginative; showing imagination as well as routine
skill"}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {Of course, even the dictionary
definition }\fs20\cf0\f0\charscalex100 {refers to an actor creating a part or
a}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {product created by a designer. The
essential elements of creativity are really}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100
{imagination and inventiveness disciplined by routine
skills. }\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {The creative side of advertising is one of
its most interesting aspects. The}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {creative
strategy used to communicate an advertising message is an integral part
of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0
\fs20\cf0\f0\charscalex100 {the promotional process and is often critical to the
success or failure of the}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100
{campaign.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {The advertising industry is a mix of
business and art. Advertising is similar}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {to the art
and painting. During the 1950s the prevalent strategy of
American}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {advertising
was }\fs20\cf0\f0\charscalex100\i {hard-sell}\i0 \fs20\cf0\f0\charscalex100 {: hit
the viewer with bits of information, explain how the}\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{product was unique, repeat this issue to drive the message home. Only the time
has}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {allowed the industry to discover itself as
pure creativity form. In fact, the \uc1\u8216XCreative}\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100
{Revolution\uc1\u8217X of the Sixties represented for advertising a turn in an
artistic direction.}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {It was
like an artistic movement where the artists were the advertisers, with
their}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs18\cf0\f0\charscalex100 {own style, and the manifesto of this
movement was the \uc1\u8216XThink Small\uc1\u8217X campaign
for}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {Volkswagen.}\par\pard\li2306\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{The center of this movement was Madison Avenue in New York where
all}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {the agencies have their offices. After the
Sixties, there wasn\uc1\u8217Xt such a creative}\par\pard\li9533\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li9533\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9533\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li9533\ri0\sl-213\slmult0 \fs22\cf0\f1\charscalex100
{3}\par\pard\sect\sectd\sbkpage\pgwsxn11893\pghsxn16840\marglsxn666\margrsxn133\mar
gtsxn666\margbsxn226\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-386\slmult0 \fs20\cf0\f0\charscalex100
{period for advertising. Some advertisers took the heritage of the creativity
giants of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {the Sixties, and came out with their works
from the large masses of ad men.}\par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {Today,
creative advertising is seen as artistic and brilliant work, and
the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {media, from the TV to the internet, have
became a kind of art galleries. Searching}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{\uc1\u8220XCreative Advertising\uc1\u8221X on Google, the first results are
websites and blogs where}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {fans of
creative advertising load pictures of creative works from any place of
the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {world. This sites show also charts of the
most creative works and people can vote}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {and
comment them and often give new ideas, humus for innovative
advertising.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {Moreover there are contests where the most
creative advertising of the}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {world wins
prestigious awards (Clio Awards, Effie Awards,
International}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {Advertising Awards). This thesis marks the
history of creative advertising and}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {identifies
its features focusing on the creative approaches of the
American}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {advertising giants, that has been, and
still is, the school for the international}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100
{advertisers. The purpose is to analyze creative advertising from its birth, follow
its}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {evolution, up to the current years,
expressing how and why it has changed over}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {time,
sometimes radically and in a revolutionary way, how it is re-born again
from }\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {its cinders, rethinking itself in a new
style, new slogans and new forms. The thesis,}\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100
{moreover, through the study of new trends, aims to understand what is the future
of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0
\fs20\cf0\f0\charscalex100 {creative advertising.}\par\pard\li2666\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100
{This study identifies the guidelines that are uniqueness, mainly
of}\par\pard\li1960\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1960\ri0\sl-346\slmult0
\fs20\cf0\f0\charscalex100 {image, originality both seen the basis for an emotional
approach, or a real}\par\pard\li1960\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1960\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {sensorial
experience. }\par\pard\li2666\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2666\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {Advertising creativity aims to involve
consumers completely, so it will}\par\pard\li1960\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1960\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {be a
picture, a sound, a taste, or a touch experience to hit the potential
client.}\par\pard\li9533\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li9533\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li9533\ri0\sl-213\slmult0
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426\slmult0 \fs22\cf0\f0\charscalex100\b {1. The History of Creative
Advertising}\b0 \par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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Before the creative revolution: advertising as a science}\b0
\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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{Before the creative revolution exploded }\fs20\cf0\f0\charscalex100 {in USA, the
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scientific view of }\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{advertising were Claude Hopkins, J}\fs20\cf0\f0\charscalex100 {ohn B. Watson and
George Gallup. These}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100
{advertisers believed that there were fundamental laws for advertising in general,
so}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0
\fs20\cf0\f0\charscalex100 {advertising researchers must try to find these
invariable laws. }\par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-400\slmult0 \fs20\cf0\f0\charscalex100
{Hopkins\uc1\u8217X contributions to scientific a}\fs20\cf0\f0\charscalex100
{dvertising was to draw the advertising}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{researchers\uc1\u8217X eyes to the \uc1\u8220Xconsumers\uc1\u8221X.
Thei}\fs20\cf0\f0\charscalex100 {r psychological characteristics,
lifestyles}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {and preferences must be investigated for
making advertising more scientific.}\par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-413\slmult0 \fs20\cf0\f0\charscalex100
{\uc1\u8220XThe time has come when advertising ha}\fs20\cf0\f0\charscalex100 {s, in
some hands, reached the status}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {of
science. The cause and effects ha}\fs22\cf0\f0\charscalex100 {ve been analyzed
until they are well}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{understood. The correct methods of proce}\fs20\cf0\f0\charscalex100 {dure have
been proved and established.}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {We know
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re}\fs20\cf0\f0\charscalex100 {defining the subject of
psychological}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {research. His point of interest was
th}\fs20\cf0\f0\charscalex100 {e psychological characteristics of
\uc1\u8220Xhuman}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100
{behavior\uc1\u8221X. Behavior could be easily transformed into quantitative data
for practical}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
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and make psychology one of}\par\pard\li1600\ri0\sl-213\slmult0
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{ }\fs20\cf0\f0\charscalex100 {C. Hopkins,}{ }\fs18\cf0\f0\charscalex100\i
{Scientific Advertising}\i0 \fs20\cf0\f0\charscalex100 {, Lord & Thomas, Chicago,
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{George Gallup, some years later, de}\fs18\cf0\f0\charscalex100 {veloped a new
sampling technique and}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {applied it
to survey public opinion on the }\fs18\cf0\f0\charscalex100 {presidential elections
of 1936. This new}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {sampling
technique enabled advertising practitioners and researchers to
examine}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs18\cf0\f0\charscalex100 {consumers on a national basis, and made
it }\fs18\cf0\f0\charscalex100 {possible to move advertising from
the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs18\cf0\f0\charscalex100 {stage of intuition to that of
\uc1\u8220Xsocial scie}\fs18\cf0\f0\charscalex100 {nce.\uc1\u8221X Gallup developed
the measurement of}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {print
recall for advertising and research, and the recall test is based on
the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs18\cf0\f0\charscalex100 {assumption that advertisement leaves a
me}\fs18\cf0\f0\charscalex100 {ntal track with the viewer. Using
this}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {test, we can measure commercial impact on
consumer attitude change.}{\super \fs16\up4\cf0\f0\charscalex100
{3}}\fs24\cf0\f0\charscalex100 {{\field{\*\fldinst{HYPERLINK "#4"}}{\fldrslt
{ }}}}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-320\slmult0
\fs20\cf0\f0\charscalex100\b {1.2 The Sixties: the golden age of advertising}\b0
\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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\fs18\cf0\par\pard\li2306\ri0\sl-306\slmult0 \fs18\cf0\f0\charscalex100 {1960 has
nothing at all to do with \uc1\u8220XThe }\fs18\cf0\f0\charscalex100
{Sixties\uc1\u8221X that period so venerated by}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs20\cf0\f0\charscalex100 {liberals
and damned by conservatives}\fs20\cf0\f0\charscalex100 {. 1960 was the climax of
the 1950s, a}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {distinctly different
time.}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-466\slmult0 \*\tx3093\fs12\cf0\f1\charscalex100
{2}\fs20\cf0\f0\charscalex100 { P. Kreshel,}\tab \fs20\cf0\f0\charscalex100\i {John
B. Watson at J. Walter T}\i0 \fs20\cf0\f0\charscalex100\i {hompson: The
Legittimation of}\i0 \par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100\i
{\uc1\u8216XScience\uc1\u8217X in Advertising}\i0 \fs20\cf0\f0\charscalex100 {, in
Journal of advertising, 03/22/1990}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
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\fs18\cf0\par\pard\li1600\ri0\sl-360\slmult0 \fs14\cf0\f1\charscalex100 {3}
{ }\fs20\cf0\f0\charscalex100 {D. Sohn,}{ }\fs18\cf0\f0\charscalex100\i
{Establishing Advertising as Science}\i0 \fs20\cf0\f0\charscalex100 {,
in }\fs20\cf0\f0\charscalex100 {{\field{\*\fldinst{HYPERLINK
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li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
386\slmult0 \fs20\cf0\f0\charscalex100 {The consumers of 1960 were children of the
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\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {that was
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\fs18\cf0\par\pard\li2306\ri0\sl-413\slmult0 \fs18\cf0\f0\charscalex100 {This
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2 and the G.I.}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs18\cf0\f0\charscalex100 {Bill. This
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\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100 {broad
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advertisi}\fs20\cf0\f0\charscalex100 {ng was Madison Avenue in New
York,}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs18\cf0\f0\charscalex100 {where there were the most part of the
ag}\fs18\cf0\f0\charscalex100 {encies. In 60\uc1\u8217Xs the Television growth
had}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs18\cf0\f0\charscalex100 {pushed ad agency billings from $1,3
b}\fs18\cf0\f0\charscalex100 {illion in 1950 to $6 billion in 1960, so
the}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs18\cf0\f0\charscalex100 {economic and media power of agencies
ha}\fs18\cf0\f0\charscalex100 {d given birth to enchanting
theories}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs18\cf0\f0\charscalex100 {about Madison Avenue. Vince Packard
so}\fs18\cf0\f0\charscalex100 {ld million copies of his book
\uc1\u8220XHidden}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100
{{\field{\*\fldinst{HYPERLINK "#5"}}{\fldrslt {Persuaders\uc1\u8221X}}}}{\super
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manipulators}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
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class worker, he}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
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{4}{ }\fs20\cf0\f0\charscalex100 {V. Packard,}{ }\fs20\cf0\f0\charscalex100\i
{Hidden Persuaders,}\i0 \fs20\cf0\f0\charscalex100 { Longmans, Green & Co, New York
1957}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
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\fs18\cf0\f0\charscalex100 {C. Wright Mills,}\tab \fs18\cf0\f0\charscalex100\i
{White Collar: The American Middle Class}\i0 \fs18\cf0\f0\charscalex100 {, Oxford
University}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
346\slmult0 \fs20\cf0\f0\charscalex100 {Press, New York,
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li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-213\slmult0
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386\slmult0 \fs22\cf0\f0\charscalex100 {gave to the anonymous worker of
Madis}\fs22\cf0\f0\charscalex100 {on Avenue the name of
\uc1\u8220XOrganization}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs18\cf0\f0\charscalex100
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\uc1\u8220XOrganization}\par\pard\li1600\ri0\sl-213\slmult0
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and}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {as an art on the
other.}\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
413\slmult0 \fs20\cf0\f0\charscalex100 {The 60\uc1\u8217Xs, moreover, were a period
of}\fs20\cf0\f0\charscalex100 { crisis, turbulence, and
radical}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs18\cf0\f0\charscalex100 {movements in American history. Among
ot}\fs18\cf0\f0\charscalex100 {her things, it was a time of
massive}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs18\cf0\f0\charscalex100 {anti-business sentiment, and advertising as
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\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs20\cf0\f0\charscalex100 {under
fire.}{\super \fs16\up4\cf0\f0\charscalex100 {6}}\fs24\cf0\f0\charscalex100
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\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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\fs20\cf0\f0\charscalex100\b {1.3 Creative Revolution}\b0 \par\pard\li2306\ri0\sl-
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\fs18\cf0\par\pard\li2306\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li2306\ri0\sl-
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{Advertising was viewed as the messenge}\fs18\cf0\f0\charscalex100 {r of abundance
and as an integral}\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-333\slmult0 \fs22\cf0\f0\charscalex100 {part of
the establishment in an era of}\fs22\cf0\f0\charscalex100 { antiestablishment and
anti-consumerism. }\par\pard\li1600\ri0\sl-213\slmult0
\fs18\cf0\par\pard\li1600\ri0\sl-346\slmult0 \fs22\cf0\f0\charscalex100 {Immersed
in this dilemma, the advertising industry came up with a
successful}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
333\slmult0 \fs20\cf0\f0\charscalex100 {strategy: appearing to join the
antiest}\fs20\cf0\f0\charscalex100 {ablishment movement. As Hazel Warlaumont}
{\super \fs16\up4\cf0\f0\charscalex100 {7}}\fs24\cf0\f0\charscalex100
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\uc1\u8220Xturncoat\uc1\u8221X }\fs22\cf0\f0\charscalex100 {strategy: it took sides
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Advertising became}\par\pard\li1600\ri0\sl-213\slmult0
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\fs18\cf0\par\pard\li1600\ri0\sl-280\slmult0 \fs12\cf0\f1\charscalex100 {6}
{ }\fs20\cf0\f0\charscalex100 {J. McDonough, Why}{ }\fs18\cf0\f0\charscalex100\i
{1960 is the Golden Age of Advertising}\i0 \fs20\cf0\f0\charscalex100 {,
in }\fs20\cf0\f0\charscalex100 {{\field{\*\fldinst{HYPERLINK "http://www.adage-
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{7}\tab \fs20\cf0\f0\charscalex100 {H. Warlaumont,}{ }\fs20\cf0\f0\charscalex100\i
{Advertising Images: from Persuasion to Polysemy}\i0 \fs20\cf0\f0\charscalex100 {,
in Journal of}\par\pard\li1600\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1600\ri0\sl-
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