表題番号：2013A-6436
日付：2014/04/14
研究課題The "New Advertising" in America, 1950-1960
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 国際学術院 | 教授 | シヴィルカ ジュリアン |
- 研究成果概要
- During the last year, this grant supported overseas travel to research paper the “new advertising” in
America, which challenged tradition in the 1950s. The research questions were as follows:
1. What is the “New Advertising”?
2. Who created the “New Advertising”?
3. How did the beat movement influence the advertising messages and the business?
Research Plan and Methods
The researcher collected information from advertising trade journals, magazines, and print ephemera
1950-1960. Sources included collections from the San Francisco City Library, Academy of Art
University, and the Mechanics Institute Library. The researcher also examined the photography exhibition of beat poet Allen Ginsberg at the Jewish Contemporary Museum, attended a panel discussion on the beat influence on publishing, and viewed documentary presentation on beat poet/musician
Bob Dylan at the San Francisco Museum of Modern Art. In addition, had a number of research meetings with academic scholars and representatives in the advertising industry.
Observations of Research
During the postwar era, the ideas of European modernism and abstract art formed a new approach to advertising. In the 1950s, this non-comformity was personified by the Beats when applied to advertising introduced wry humor, large graphics, and clever copy. The early successes of Olivetti typewriters ads, Container Corporation of America campaign, graphic designer Paul Rand, and copywriter Doyle Dane Bernbach challenged the everyday advertising.
Dissemination of Research
The research paper was presented at the Hawaii International Humanities Conference
on Arts and Humanities. However, further research needs to be done on the influence of “new
advertising” during the subsequent decades.