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Scenario 3-2 When Referring to the Period of Advertising Known as the as the Creative

question 25

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Scenario 3-2
When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle, Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, 'Lemon.' The copy for 'Lemon' said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don't sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you'll never get one of our lemons.
"For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.)
-(Scenario 3-2) Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign?

Definitions:

Explanation

A statement or account that makes something clear or understandable, often providing reasons for actions, decisions, or phenomena.

Normative Statement

A proposition that expresses a value judgment or opinion about what ought to be, rather than what is empirically verifiable.

Income Distribution

The way in which total income is shared among the population or different sectors of an economy.

Welfare Recipients

Individuals or families receiving financial assistance or benefits from the government based on need.