"'50s AMERICAN MAGAZINE ADS.3 VARIETY" par Yasutoshi IKUTA. Editions Graphic-Sha, Tokyo. 1987. Imprimé au Japon. Petit in-4, dos droit, couverture souple cartonnée sous jaquette illustrée en couleurs. 112 pages. Texte bilingue Japonais / Anglais illustré de très nombreuses reproductions photographiques couleurs, pleine page pour la plupart, de publicités américaines des années cinquante.

 

"ln America, advertizing is said to be the 'ever-present mirror of society', and thus those Who create the advertizing might be called the 'mirror-makers'. But what was reflected in the advertizing 'looking glass' of the nineteen-fifties? This book is a full retrospective of the period, an answer to this question through a visual study of the advertizing of the times. The large format text and picture weeklies that flourished in this golden age - Life, The Saturday Evening Post, Collier's, Look, Holiday - are the sources for the superb examples of merchandise and corporate advertizing that make up 'Variety'. This is the third and final edition of the series, following 'Automobiles' and 'Fashion Apparel'. As the title suggests, advertisements for various amenities have been included in these pages, such as appliances, hi-fi equipment, office machines, food, liquor, beverages, cigarettes, airlines, and many others. But to return to the original question, what was the world reflected in the wealth of advertizing that has been gathered here into the category 'Variety'?..."

 

Ref LCU0230