Consider the Role of Advertising as Part of Graphic Design in the 20th Century

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Undoubtably there has been a growth in the use of graphics in the advertising industry over the past century. New communication mediums such the internet have opened the flood gate’s for new methods of advertising. Graphics have played a key role in how information is communicated through these new mediums. This paper explores the link bewteen Graphic Design as part of advertsing. The paper explores William Bernbach’s role in modern advertsing as well as considering three seperate advertisng campaign pieces from three different decade’s including Volkwagens beetle (1959) , Absolut Vodka (1980) and Apple Inc (1997).

We will explore the synergies bewteen graphics, images and text with particuler reference to graphics as a communication tool with-in the advertsing industry.

Bill Bernbach & Volkswagen
DDB (Doyle, Dane, Bernbach) was was established as an advertising agency in 1949. Over the course of the 20th and 21st century their organisation helped pave the way for a new approach to graphic design in advertising. DDB took a fresh approach to advertising products, moved away from scientific models of consumer research and injected creativity and indiviualism into an advertising campaign. William Bernbach (DDB creative Director and father of modern advertsing) warned against advertising as a science an instead offered clients a unique opportunity to represent the benifts and values of thier product through visual communication, specifically graphics and there synergy with the text. Bernbach believed, “Nobody counts the number of ads you run; they just remember the impression you make.” This puts a strong emphasis on creativity and individualism which can be seen in some of Bernbacs more famous adverts such as the “Think Small” campaign for the Volkswagen Beetle. Bernbach was a pioneer of creative techniques such as brainstorming. He also placed a keen emphasis on researching the attributes of the product they undertook. As...
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