68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 [Commercial art]. Coca Cola 1957 Pattern Campaign. N.pl., Coca Cola Advertising department/ Export Corporation, (1956), 62 lvs., full-colour first page, 36 (of 37) full-p. mostly halftone advertisement examples numb. "Exp. 701"-"Exp. 735" (3x mounted on stiff col. leaf; 1 'exp. number' w. 2 examples), num. other ills., 16 (of 35?) loosely inserted advertisement examples "Basic size... Half-page vertical magazine layout" (each inserted with the corresponding full-folio printed example), orig. ringbound col. boards, folio. - Lacks leaf 17 and possibly lacking 19 loose advert. examples; title-p. trifle foxed. Boards trifle/ sl. yellowed/ soiled; plastic over frontcover dam. at inner corners. = Richly illustrated and extensive advertising manual, "based on exhaustive research as to what best attracts readers, what impels them to buy, what builds up a strong and sympathetic "brand image" for Coca-Cola" (introd.), the first section of which introduces the new approach to advertising consisting of three components: advanced editorial photography, a larger picture area and a "stet" headline ("Let Coca put you at your sparkling best") to be used on every advertisement, as explained on the basis of the three samples mounted on the coloured lvs., which are followed by 33 (of 34) other examples, each illustrating one particular aspect of advertising, clarified at the bottom of the page. Section 2 focuses on different sizes of layouts and section 3 on typographical and material aspects, also treating the trademark (bull's eye and bottle or crate). Throughout the manual, attention is also given to the conversion of the western/ English-language 'prototypes' to effective foreign alternatives using i.a. different languages and "native types and costumes". The Coca Cola company was (and still is) a pioneer in advertising methods, which is clearly shown in this amazing manual. SEE ILLUSTRATION PLATE LXXXIII.
68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 Commercial art Coca Cola 1957 Pattern Campaign 68/5739 [Commercial art]. Coca Cola 1957 Pattern Campaign. N.pl., Coca Cola Advertising department/ Export Corporation, (1956), 62 lvs., full-colour first page, 36 (of 37) full-p. mostly halftone advertisement examples numb. "Exp. 701"-"Exp. 735" (3x mounted on stiff col. leaf; 1 'exp. number' w. 2 examples), num. other ills., 16 (of 35?) loosely inserted advertisement examples "Basic size... Half-page vertical magazine layout" (each inserted with the corresponding full-folio printed example), orig. ringbound col. boards, folio. - Lacks leaf 17 and possibly lacking 19 loose advert. examples; title-p. trifle foxed. Boards trifle/ sl. yellowed/ soiled; plastic over frontcover dam. at inner corners. = Richly illustrated and extensive advertising manual, "based on exhaustive research as to what best attracts readers, what impels them to buy, what builds up a strong and sympathetic "brand image" for Coca-Cola" (introd.), the first section of which introduces the new approach to advertising consisting of three components: advanced editorial photography, a larger picture area and a "stet" headline ("Let Coca put you at your sparkling best") to be used on every advertisement, as explained on the basis of the three samples mounted on the coloured lvs., which are followed by 33 (of 34) other examples, each illustrating one particular aspect of advertising, clarified at the bottom of the page. Section 2 focuses on different sizes of layouts and section 3 on typographical and material aspects, also treating the trademark (bull's eye and bottle or crate). Throughout the manual, attention is also given to the conversion of the western/ English-language 'prototypes' to effective foreign alternatives using i.a. different languages and "native types and costumes". The Coca Cola company was (and still is) a pioneer in advertising methods, which is clearly shown in this amazing manual. SEE ILLUSTRATION PLATE LXXXIII.
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