創造と環境

コピーライター西尾忠久の1960年代を中心としたアメリカ広告のアーカイブ

Interview with Mr. Leon Meadow(9)

chuukyuu What do you think about the future of the advertising business?
Mr.Meadow The most difficult question. The advertising business will continue to expand as American business expands. I see no reason for the dimunition of either in the immediate future. As far as techniques are concerned, I am sure that they will change. I am sufficiently old that I go back into my own youth and remember what we were doing in advertising before the World War II and how it seemed then filled with advertising slogans and promises and exaggerations and overstatements and how these techniques seemed to be part and parcel of the business. And yet shortly after the World WAR II Bernbach and David Ogilvy came along and demonstrated that you could turn the whole business upside down and given a fresh new start. I dare say that in the forese of future, a new Bernbach or a new Ogilvy will do the same to current scene.

Advertisement for French government Tourist office by Doyle Dane Bernbach Inc.

The colorful homes of these delicacies are but a day's jaunt Paris, Do you know them?
1. Have you been off the beaten track in France? Go to Franche-Comte, the province where fields are kelly green and pigs dine on cyclamen. Visit the anise-scented town of Pontarlier. Here ia the home of Pernod---an exhilarating experience for a connoisseur!
2. For fantastic medieval castle, old timbered houses on canals and a unforgettable cathedral, drive to the town of Strasbourg in Alsace. Now you are in the land of the lushest, most aromatic goose liver a gourmet could find---the fabulous pâté de foie gras.
3. For an epicurean treat, drive to the old town of Louhans in the province of La Bresse. Here, in a charming, arcaded market, you'll find the only chicken that is bred according to law---France's unique Poularde de Bresse which is almost all succulent while meat.
4. To know France, you must visit the province of Burgundy, where grapes are a religion and where wine tastes the best on earth. Go down the famous Wine Road, sampling as you go. And stop off at Dijon; stock up on the world's one really great mustard.
5. If you have a sense of the dramatic, don't miss Gascony, a spine-tingling province with colorful painted canyons and untouched villages. One village is Roquefort---Famous for its cheese. You can sample it, too, right in the caves where it's again.
6. To visit the incomparable cathedral of Reims you must go to the province of Champagne. You'll actually notice the gayer spirit, here. And you can visit the caves of the world's most treasured champagnes---and sample---and sample---and sample.
7. If you find yourself driving past thatched cottages---if roses grow over every doorway---you're in Normandy, one of most beloved provinces of France. Stop anywhere and pick those unbelievably sweet wild strawberries, Fraises des Bois.
8.Did you know there is a town named Cognac! and that it's so heady with brandy fumes it's almost dangerious to light a match! You'll find it in Poitou- Charente, an untrampled province quilted with chateaus, canals, feudal dungeons and picturesque ports.