To the moon and back with advertising in the 1960s
With the consumerist euphoria of the fifties still going strong and the race to the moon at its height, the mood ofadvertising in the sixties was cheerful, optimistic, and at times, revolutionary. The decade’s ads touted perceived progress—such as tang and instant omelets - "just add water"—while striving to reinforce good old American values.
Stars likeSean Connery, Woody Allen,Salvador Dalí,andSammy Davis Jr.endorsed everything from bourbon to handmade suits in an attempt by Madison Avenue to urge Americans to open their wallets and participate in one giant consumer binge. Social change at the end of the era brought psychedelic swirls and liberated women and minorities to a newly conscious public. Keep an eye out for some of the more surprising and controversial ads—such as Tupperware billing its storage container as a "wifesaver."
From forgotten cars, to cigarettes to food and much more, this colorful collection of print ads explores the wide, wonderful world of 60s Americana.
Steven Hellerhas produced over 200 books on visual communication and published countless articles in international design magazines. Currently he is cofounder and cochair of the MFA Design program at the School of Visual Arts, New York.
Jim Heimannis the Executive Editor for TASCHEN America. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN’sSurfing,Los Angeles. Portrait of a City,California Crazy,and theAll-American Adsseries.