Word: admen
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This remarkable exercise in betteir communication between the two so cieties was topped off with a vodka-and-caviar reception in the hotel's ballroom overlooking the Moscow skyline. In a gesture that heartens admen the world over, Vneshtorgreklama President Anatoliy V. Vasilyev asked to see a rate card. And to Charlie Bear's diplomatic comment that "all things are accomplishable by time and effort," Vasilyev replied that "the time for TIME is propitious...
Throughout Asia, admen take far more liberties with sex than their Western colleagues would dare. They run explicit commercials for aphrodisiacs and ads for contraceptives, use blatant virility symbols and vivid mammary illustrations, send out song-and-dance troupes singing suggestive ad messages. The new controversy over this emphasis on sex says something significant about the young and rapidly growing Asian ad business. After copying Western ads for years, Asian admen are now developing their own distinctly flamboyant styles. They are also finding new prosperity-and problems in the rising consumer economies of Southeast Asia...
Changing the Omen. Many of the local admen have been trained on Madison Avenue or in London, but most are Asians. They need to be: a fine feeling for local sensibilities is an absolute necessity. In color ads pitched to the area's numerous and affluent Chinese consumers, red means good luck, and yellow is the grand color of the ancient empire; pale blue-a funeral color-is used only by unsavvy art directors. A package tipped on its side suggests business collapse, and a half-filled pack of cigarettes conjures up visions of half-empty rice bowls. Because...
Kastor, Hilton protested that the decision "thrusts upon advertising agencies new and costly responsibilities," announced that it would appeal the verdict. Norman B. Norman, president of Norman, Craig & Kummel Inc., spoke for many admen when he said that ad agencies "don't consider our chore to be policemen" over their clients' claims. Norman also said, however, that "there is no defense for this kind of advertising," added that it "is simply not true" that most clients want to deceive the public...
...place their products among those 13, admen have switched to new and offbeat ways to capture consumer attention, including pop and op art. The most successful technique is being widely imitated. It is known as the "Bernbach Syndrome" after the ad firm of Doyle Dane Bernbach, and it consists of a wry, conversational, slightly apologetic approach to selling. Doyle Dane is responsible for some of the most fetching current ads, including those for Levy's Jewish Rye bread and the low-keyed, underdog-bidding Avis rent-a-car ads (which led Hubert Humphrey to say: "I try harder...