Fighting a Lost Campaign: Austac and Australia's Advertising Industry

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Journal Article
Media History, 2006, 12 (1), pp. 61 - 76
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`Politics, culture, and technology, claims Juliann Sivulka, `helped shape advertising in the 1960s (290). In the United States, this combination of influences gave rise to the so called Creative Revolution. This Revolution within advertising ranks produced advertisements that utilised `creative playfulness . . . to make the receiver feel better about advertising (Heller). Avis famous confession `Avis is only No.2 . . . we try harder and Volkswagens tongue in cheek advertisements illustrated how `scientific methods gave way to inspiration, intuition, and creativity (Sivulka 302). However, the changes did not stop there. As Thomas Frank observes in The Conquest of Cool, the Creative Revolution ` . . . came quickly to mean an appeal to nonconformist rebellion against the mass society in ads as well as a non-hierarchical management style (89). It would take a little longer before these winds of change reached Australia, where the circumstances that had given rise to the Creative Revolution in the United States only emerged during the 1970s.
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