(An art director, Doyle Dane Bernbach Inc.,)
Recently, I had occasion to exhibit mywork at Pratt Institute for the students
of Advertising Art.
Attached you will find a copy of a messageI posted with the exhibition.
LET IS PUT DESIGN IN ITS PLACE
Although good design should be present in good advertising, don't let it become the biggest thing in your life. The Art Director who lovingly preoccupies himself with design, to the exclusion of the idea, misses the essence of ad making completely.
The most important element in advertising, the thing that gets them to react, that captures their imagination, is the idea.
That's the selling proposition that makes the reader do what you want him to do. Spend his money for your product, don't mean you shouldn't learn all there is to learn about layout, typography and photography. You should. Then file it away in the back of your mind. They are merely tools.
Coming up with the idea - that's the real challenge in this business. That's the most fascinating part of the job.
When that's achieved, you're ready to design the page.
But be careful. Don't ruin the idea.
Rainier's Brewmaster is tough, unchangeable, undeviating, unswerving, unyielding, unbending, intractable, irreversible, and old fashioned stubborn. That's why our beer is so good.
A good pretze has a lot of salt. A good beer has just a ittle.
When Rainier's old-world brewmaster starts the brewing process, he adds a pinch of salt to the water. As any good cook will tell you, salt, used sparingly, brings out the flavor of other ingredients without adding any flavor of its own. Rainier Brewing
The green fender come
off a '58
The blue hood come
off a '59,
The beige lender come
off a '64,
The turquoise door come
off a '62,
Most VW ports
from one year to the next.
That's why parts
are so easy to get.
This is Braille. It say "You've got only one pair of eyes.Have then examined every year or so." Better Vision Institute.
He was born in Brooklyn, New York, on June 25, 1932,and has lived in New York lor 33 years. He lives with his wile and two children in a Manhattan apartment overlooking the Hudson River.
Now he works vigorously as artist-superviser at Doyle Done Bernbach Advertising Agency.
He majored in advertising design at Pratt Institute, and soon alter graduation in 1953, entered L. W. Frohlich, a pharmaceutical advertising agency. He was there lor six months, and was dralted to the Army. Two years later, alter having been discharged Irom the service, he entered Grey Advertising on the NBC account. About one year and a hall later, he lelt there and worked lor the late Bill Golden at the CBS.
In 1957 he was offered a job to head up the art deportment of a new television company, the NTA Television Network. In connection with the work, he received many awards Irom the Art Directors Club 01 New York, the American Institute of Graphic Arts and the Type Directors Club.
When, in 1959, NTA decided to move Calilornia, he stayed in New York. He applied for position at Doyle Done Bernbach, one of the best advertising agencies in the world, and was hired.