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

question 81

Multiple Choice

Scenario 3-2When 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 thechances 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 theVolkswagen campaign? 

• A) The ads were filled with wild and unsubstantiated claims. 
• B) The focus was on clean and minimalist advertising. 
• C) Advertising was motivated by the need to sell the vastly increased supply of goods. 
• D) Radio was the only advertising medium available to advertisers.

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Definitions:

Hilde Bruch

A psychiatrist and psychoanalyst known for her seminal work on eating disorders, particularly anorexia nervosa and obesity.

Bulimia Nervosa

An eating disorder characterized by binge eating followed by purging to prevent weight gain.

Cognitive-Behavioral Therapy

A type of psychotherapy that aims to change patterns of thinking or behavior to address psychological problems.

Maudsley Model

A family-based treatment for eating disorders that emphasizes the involvement of the patient's family in the recovery process.