"Twenty Ads That Shook the World" by James B. Twitchell (Crown, 229 pages, $25)
Subtitled "The Century's Most Groundbreaking Advertising and How It Changed Us All," this is an immensely entertaining and seriously provocative piece of work. Beginning with P.T. Barnum ("Prince of Humbug"), Twitchell devotes 10 pages or more to the history, theory and impact of 20 major ad concepts and campaigns. There is Pepsodent ("Claude Hopkins and the Magic of the Preemptive Claim"), Coke and Christmas ("The Claus That Refreshes"), LBJ Vs. Barry Goldwater ("Thirty-Second Politics") and -- finally -- Nike and Michael Jordan ("The Hero as Product"). As wise as it is witty, this is a must for anybody really interested in brand marketing -- or hooked on nostalgia.
Pub Date: 05/07/00