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Tables of Contents for Twenty Ads That Shook the World
Chapter/Section Title
Page #
Page Count
Introduction
1
15
P. T. Barnum: Prince of Humbug
16
10
Lydia E. Pinkham's Vegetable Compound: Personalizing the Corporate Face
26
12
Pears' Soap: John E. Millais's A Child's World and the Powers of Associated Value
38
10
Pepsodent: Claude Hopkins and the Magic of the Preemptive Claim
48
12
Listerine: Gerard Lambert and Selling the Need
60
10
The Queensboro Corporation: Advertising on the First Electronic Medium
70
10
The Kid in Upper 4: The Birth of Advocacy Advertising
80
8
De Beers: A Good Campaign Is Forever
88
14
Coke and Christmas: The Claus That Refreshes
102
6
The Volkswagen Beetle: William Bernbach and the Fourth Wall
108
10
Miss Clairol's ``Does She...Or Doesn't She?'': How to Advertise a Dangerous Product
118
8
The Marlboro Man: The Perfect Campaign
126
10
The Hathaway Man: David Ogilvy and the Branding of Branding
136
10
Anacin and the Unique Selling Proposal: How Would You Like a Hammer in the Head?
146
8
LBJ VS. Barry Goldwater: Thirty-Second Politics
154
8
She's Very Charlie: The Politics of Scent
162
12
Absolut: The Metaphysics of Wrap
174
10
Apple's 1984: The Ad as Artifact
184
10
The Rise and Fall and Rise of the Infomercial: ``Call Now! Operators Are Standing By...''
194
10
Nike and Michael Jordan: The Hero as Product
204
13
Works Cited
217
4
Index
221