From Those Wonderful Folks Who Gave You Pearl Harbor summary

Inside the Advertising Industry

In From Those Wonderful Folks Who Gave You Pearl Harbor by Jerry Della Femina, we delve into the world of advertising in the 1960s. The title, a sarcastic reference to the Japanese, is a reflection of the author's dark humor. The book is a firsthand account of Della Femina's experiences as a copywriter at several Madison Avenue advertising agencies. He provides a vivid and often humorous portrayal of the ad men and women, their work, and the industry's culture at the time.

Della Femina starts with his first job at Ruthrauff & Ryan and continues through his time at several other agencies. He describes the cutthroat competition and the relentless pursuit of creativity that characterized the industry. The author also shares his experiences working with clients, showcasing the power dynamics and the art of persuasion that were crucial to the job.

The Creative Process

The book also delves into the creative process involved in advertising. Della Femina provides insights into how ad campaigns were developed and executed. He emphasizes the importance of understanding the target audience and the need to create an emotional connection with them. He also discusses the role of research and the challenges of balancing creativity with commercial objectives.

Throughout the book, Della Femina provides numerous examples of successful and failed ad campaigns. He shares the thought processes behind these campaigns and the lessons learned from them. He also highlights the impact of iconic ads such as Volkswagen's 'Think Small' and Avis' 'We're Number Two, We Try Harder', which revolutionized the industry.

The Mad Men Culture

One of the most captivating aspects of From Those Wonderful Folks Who Gave You Pearl Harbor is its portrayal of the Mad Men culture. Della Femina vividly describes the heavy drinking, long hours, and intense socializing that characterized the lives of ad executives. He explains how this lifestyle was a necessary part of the job, as it was during these social gatherings that many business deals were made.

However, the author also acknowledges the darker side of this culture, particularly its impact on personal lives and mental health. He describes the toll it took on his own life and the lives of his colleagues, leading to broken marriages and health problems.

The Industry's Evolution

As the book progresses, Della Femina discusses the changing landscape of the advertising industry. He talks about the rise of market research, the increasing influence of television, and the emergence of new media. He also addresses the growing role of women in advertising, shedding light on the challenges they faced in a male-dominated industry.

In conclusion, From Those Wonderful Folks Who Gave You Pearl Harbor offers a unique insider's perspective on the advertising world of the 1960s. It provides a fascinating glimpse into the creative process, the industry's culture, and its evolution over time. Della Femina's candid and entertaining narrative makes this book a must-read for anyone interested in the history of advertising.