Author:
Rutherford, Paul, 1944-
Imprint:Toronto ; Buffalo : University of Toronto Press, c1994.
Descriptionx, 270 p. : ill. (some col.) ; 24 cm.
Bibliography Note:Includes bibliographical references (p. [239]-251) and index.
Note:"Rutherford "treats television commercials as though they were art, indeed <'the art of our times.>'" As the author states early on, "I am more interested in what commercials are than in what they do." His book is historical in approach with chapters on the first Clio awards (1948-58), studies in American excellence (case studies of several long-lasting commercial campaigns), art in the service of commerce (changes in commercial writing in Britain, Canada, and the US), reading the Bessies (Canadian advertising awards), the Cannes Lions award-winners (1984-92), and the captivated viewer and other tales. There is considerable useful material here, especially since books on television commercials are usually highly critical, nostalgic, or how-to in nature. This is none of those, but rather provides a serious and detailed overall assessment with a strong historical tone. An appendix details the author's methods of content analysis as well as how best to view commercials; another lists commercials used in this book. Photos (including some in color) are provided." -- Choice review
