Books: Campaign culture

How advertising has reflected and responded to the changing values of Jews in the US over the past 100 years.

By GLENN C. ALTSCHULER
February 26, 2015 12:22
4 minute read.
Manischewitz wine

Manischewitz wine, Joseph Jacobs Advertising.. (photo credit: COURTESY RUTGERS UNIVERSITY PRESS)

 
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In the 1960s, Bill Bernbach, the founder and creative director of Doyle Dane Bernbach, launched an advertising revolution. A Jewish outsider in predominantly gentile Madison Avenue, Bernbach brought to ad campaigns an awareness of Americans’ growing distrust of conformity and corporate manipulation.

Based on the proposition that effective ads touched emotions (as much or more than reason) – “Hit ’em in the heart, in the gut, in the funny bone” – DDB used the phrase “Think small” to sell Volkswagen beetles and “I can’t believe I ate the whole thing” for Alka-Seltzer antacids.

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