Bill Bernbach, was a famous America advertising creative director who is known with being the first to combine copywriters and art directors into two-person teams which general had been divide to different departments and which sill being use in some advertising agencies today.
Bill has great influence in the development of design,especially since World War II."In the fifties in New York if you talked about "Bill" you meant Bill Bernbach."(—Wells Lawrence, A Big Life pp2-3) He was the subject people always talk about.Because he challenged all the advertising agencies ,saying they had killed advertising ,ads had become dishonest, boring ,insulting,even insane.He open an agency with Doyle Dane Bernbach,In order to react the agencies who "killed advertising",they don't charge any money for the project which they think have a success.
The next pictures are the Bill Bernbach's well known work is the most famous Volkwagen Beetle campaigns from the 60s. (E.g. Think small).
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| THINK SMALL |
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| THINK SMALL |
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| In some extent it has changed the visual design industry.His work always was characterized by simplicity. In the 1960s, Volkswagen Beetle was no market while luxury cars were popular in American automobile market.Bill created the "Think Small"advertisement , he use the power of advertising to change the American's concept of car.Let americans recognize the advantages of Small cars,because the "Think Small ",Volkwagen Beetle was quickly become popular in America, and undoubtedly holding stability in American automobile market in a very long period. |
"Bernbach was noted for his devotion to creativity and offbeat themes" His timeless words inspire people from generation to generation."rules are what the artists breaks ,memorable never emerged from a formula."
Radiating moral gravity, he would tell them that the big agencies had it all wrong: "Advertising is not a science, it is persuasion, and persuasion is an art, it is intuition that leads to discovery, to inspiration, it is the artist who is capable of making the consumer feel desire."
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