| sections: |
| references |
Lois formed part of a new generation of art directors who helped introduce a new style of advertising in the 1960s. Beginning with his campaigns for Wolfschmidt vodka and more recently for the Pump, Lois made advertising more human, "fresh," and relevant to consumers (Heller, 1989, p.119). In the words of author Heller, "all his campaigns had a certain irreverence that made advertising relate more than it had in the past to the human experience" (Heller, 1989, p.119).
But perhaps his greatest contribution to the industry was the Big Idea: a belief that a solution to a marketing problem should be surprising and executed in memorable verbal and graphic imagery (Lois and Pitts, 1991, p.6). The Big Idea is the brainchild of modernism-- it personifies that movement's concern with communicating a message clearly, powerfully, and precisely. Cassandre and Rand, two leading exponents of modernism, had a great impact on the work of Lois (Lois and Pitts, 1977, p.23). To better understand Lois' advertising "style," one must look at it in terms of being a product of the artistic expressions of the times: "during the second half of this century, the many artistic ferments that had been roiling the graphic communities of Europe led to the emergence of the modern art director" (Lois and Pitts, 1991, p.13). Without understanding this cultural background, one cannot truly appreciate Lois' contribution to advertising.
| link to references |