中文简介：

在这本20世纪烟酒广告的合集中，我们看到这些产品的营销是如何从优雅到另类的。每个时代的广告都有曾经的标志形象，从万宝路到Spuds MacKenzie。探索那个连医生都推荐吸烟的时代的烟酒广告。

一个世纪的快乐和停顿

贩卖美味的恶习

恶习还是美德：饮酒和吸烟为营销人员提供了等待被伪造成视觉盛宴的产品。在这本令人愉悦的广告简编中，我们探索了这些商品的描述如何从优雅跨到不落俗套，展示了制造商在整个20世纪是如何鼓励客户饮酒和吸烟的。

一页页的内容充分描述了每个时代的烟酒趋势，且非常有效地将品牌形象融入美国流行文化中，以至于几乎每个人都能识别像万宝路男人或Spuds MacKenzie等标志性品牌，这些形象是如此熟悉，它们可以出现在没有产品本身的广告中。其他广告商设计了聪明和隐性的方式来销售他们的商品，获得巨大成功的Absolut活动证实了这一点。甚至医生也做出了有悖常理的宣传，证明吸烟可以使你紧张的神经松弛下来，舒缓你的喉咙，同时把酒誉为可以带来社交成功的灵丹妙药。

无论你是想享受视觉上的愉悦，还是想享受烟酒的快乐，这本探索广告史上充满活力和争议的篇章都将吸引你。

编辑

文化人类学家和平面设计历史学家Jim Heimann是位于洛杉矶的TASCHEN美国公司的执行编辑。他撰写了许多关于建筑、流行文化以及洛杉矶和好莱坞历史的书籍，包括TASCHEN的《冲浪》、《洛杉矶：城市肖像》、《疯狂加利福尼亚》和《全美广告》系列。

作者

Steven Heller已经出版了200多本关于视觉传达的书籍，并在国际设计杂志上发表了无数文章。目前他是纽约视觉艺术学院设计硕士课程的共同创始人和联合主席。

Allison Silver是驻纽约市的作家和编辑。她曾是《文化与旅游》杂志的特约编辑，是《洛杉矶时报》周日观点版的编辑，是《纽约时报》一周回顾版的编辑，也是《华盛顿独立报》的创始编辑。

20世纪烟酒广告（40周年纪念版）

Jim Heimann、Steven Heller、Allison Silver

精装，15.6 x 21.7厘米，1.13公斤，464页

ISBN 978-3-8365-9371-7

语言版本：英语、法语、德语

英文简介：

In this collection of 20th century alcohol and tobacco ads, we see how the marketing of these products spanned from the elegant to the offbeat. Each era's ads are captured with images that were once icons, from the Marlboro Man to Spuds MacKenzie. Explore advertising in a time when even doctors recommended smoking.

A Century's Worth of Pleasure and Pause

Selling the most delicious vices

Vices or virtues: drinking and smoking provided marketers with products to be forged into visual feasts. In this lush compendium of advertisements, we explore how depictions of these commodities spanned from the elegant to the offbeat, revealing how manufacturers prodded their customers throughout the 20th century to imbibe and inhale.

Each era's alcohol and tobacco trends are exuberantly captured page after page, with brand images woven into American popular culture so effectively that almost anyone could identify such icons as the Marlboro Man or Spuds MacKenzie, figures so familiar they could appear in ads without the product itself. Other advertisers devised clever and subliminal approaches to selling their wares, as the wildly successful Absolut campaign confirmed. Even doctors contributed to a perverse version of propaganda, testifying that smoking could calm your nerves and soothe your throat, while hailing liquor as an elixir capable of bringing social success.

Whether you savor these visual delights, or enjoy inhaling and wallowing in forbidden pleasures, you will certainly be thrilled by this exploration of a decidedly vibrant—and sometimes controversial—chapter of advertising history.

The editor

Jim Heimann is the Executive Editor for TASCHEN America. A cultural anthropologist, historian, and an avid collector, he has authored numerous titles on architecture, pop culture, and the history of Los Angeles and Hollywood, including TASCHEN's Surfing, Los Angeles. Portrait of a City, California Crazy, and the All-American Ads series.

The authors

Steven Heller has produced over 200 books on visual communication and published countless articles in international design magazines. Currently he is cofounder and cochair of the MFA Design program at the School of Visual Arts, New York.

Allison Silver is a writer and editor based in New York City. A former contributing editor to Culture & Travel magazine, she was editor of The Los Angeles Times Sunday "Opinion" section, an editor of The New York Times "Week in Review," and a founding editor of The Washington Independent.

20th Century Alcohol & Tobacco Ads. 40th Ed.

Jim Heimann, Steven Heller, Allison Silver

Hardcover, 15.6 x 21.7 cm, 1.13 kg, 464 pages

ISBN 978-3-8365-9371-7

Multilingual Edition: English, French, German