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Think Small
Think Small was one of the most famous ads in the advertising campaign for the Volkswagen Beetle, art directed by Helmut Krone. The copy for Think Small was written by Julian Koenig〔("Origin Story" )〕 at the Doyle Dane Bernbach (DDB) agency in 1959.〔 Doyle Dane Bernbach's Volkswagen Beetle campaign was ranked as the best advertising campaign of the twentieth century by ''Ad Age'',〔("Top 100 Advertising Campaigns" ). ''Ad Age''. Retrieved July 15, 2010.〕 in a survey of North American advertisements. Koenig was followed by many other writers during Krone's art-directorship of the first 100 ads of the campaign, most notably Bob Levenson. The campaign has been considered so successful that it "did much more than boost sales and build a lifetime of brand loyalty () The ad, and the work of the ad agency behind it, changed the very nature of advertising—from the way it's created to what you see as a consumer today."〔("Top ad campaign of century? VW Beetle, of course" ). ''Portland Business Journal''. Retrieved July 15, 2010.〕
==Background==
Fifteen years after World War II, the United States had become a world and consumer superpower; and cars began to be built for growing families with Baby Boomer children and "Americans obsessed with muscle cars".〔 The Beetle, a "compact, strange-looking automobile", was manufactured in a plant built by the Nazis in Wolfsburg, Germany, which was perceived to make it more challenging to sell the vehicle〔 (being that the car was designed in Nazi Germany).〔("Did Hitler really invent the Volkswagen?" ). Yahoo!. Retrieved July 15, 2010.〕 Automobile advertisements back then focused on providing as much information as possible to the reader instead of persuading the reader to purchase a product, and the advertisements were typically rooted more in fantasy than in reality.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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