124 vintage advertisements legibly reproduced in facsimile
Charles Saatchi gives his views on advertising from the 40s, 50s and 60s
Beyond Belief, Racist, Sexist, Rude, Crude and Dishonest is Charles Saatchi’s selection of advertising created before the industry had a conscience and demonstrates the radical change in attitudes to women, race, tobacco, size and drugs and much more. The adverts, which Saatchi describes as ‘shocking to the point of callousness’ include cigarette adverts encouraging women to smoke in front of the children, Valium adverts aimed at women going through the menopause and soap adverts suggesting that black skin can be whitened by cleaning
Saatchi guides the reader through its seven controversial sections in his inimitable style.
‘In the middle of the last century, marketing men had few qualms about creating brutally offensive advertisements. This doesn’t diminish the bewildering bad manners of so much of the advertising, shocking to the point of callousness. It proved a grimly amusing task to find so many examples that I could collect together; they provide a clear insight into the world of Madison Avenue’s ‘Mad Men’ generation and the consumers they were addressing. Although many of the adverts selected are alarming, they present an important portrait of society in the 1940s and 50s – and thankfully demonstrate that our world today has taken so many steps forward.’
Charles Saatchi is founder of the global advertising agency Saatchi & Saatchi and also internationally renowned for raising the profile of contemporary art at his Saatchi Gallery He writes regularly for the British press and has a weekly column in The Evening Standard. Saatchi was selected by the BBC as one of 60 ‘New Elizabethans’ who have most influenced the past 60 years.
Since My Name Is Charles Saatchi and I’m An Artoholic in which he answered questions from journalists, critics and members of the public with brutally frank candour. Charles Saatchi, has written five more successful and entertaining books in his inimitable witty and pithy prose. The Saatchi Gallery has hosted 10 of the 15 most visited exhibitions in London museums over the last four years, and is one of the five most popular museums in the world on Facebook, and on Twitter, and on Google+, with over a million followers on each.