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"What music do you play?" "We got both kinds, Country and Western." 37

The effects of the depression A new deal for the forgotten man A hard sell for hard times Advertising again goes for the hard sell Depression-era advertising adopts a new look The best and worst collide Consumers organize The maturing voice of radio Another new wave of design Television enters the picture The war years 1945-1960 the postwar boom The fabulous fifties Realizing the American dream Keeping up the Joneses Dressing up the automobile The atomic age Don't rock the boat The generation gap opens up civil rights become an issue New ways of selling Competing in a crowded market Tapping into consumers' hidden desires Bringing television to the masses For creative philosophies Rosser Reeves - the hard sell Leo Burnett - inherent drama David Ogilvy - image and science Bill Bernbach - the new advertising Part IV contemporary American advertising 1960-1975 the creative revolution The times they are a-changin' Power to the people t The creative revolution Turn in, turn on, drop out The underground goes mainstream Inspiration, intuition, and creativity The new advertising Creative boutiques The loass of creative momentum Reform sweeps Madison Avenue Minority groups demand a piece of the pie You've come a long way, baby

Drums should be filled no more than 3/4 full

The CARE checklist has been completed by the authors for this case report, attached as online Supplementary material

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