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クリエイティブな仕事をしている某組織に入った瞬間から、そのクリエイターは「歩」から「成り金」となって才能を輝かせるが、高給に魅かれてその組織を出た瞬間から「歩」に逆戻りしてしまうのはなぜか…を40年前から何度もニューヨークへ出向き、その組織躰の当事者たちにインタビューしまとめて1969年に上梓したのが表題の著書です。

「クリエイティビティについて、その環境について、語りあいましょう。」

2007-10-25

"My Graphic Concept" Lecture by Leonard Sirowitz(12)


<<”My Graphic Concept”(1)


National Committee SANE Nuclar Policy


SANE is not a real account with DDB in fact, it's not there anymore. It came to us for help. It was at a time when the world was in a different kind of turmoil than it is in now. It was at a time when the U.S. and Russia were testing Hydrogen bombs and if it continued it would contaminate the atmosphere. It was at a time that China was developing their nuclear power and threatening to use it. It was at a time when France was starting to explode their bombs. SANE stands for a sane nuclear policy. It is composed of businessmen, educators, intellectuals and just plain people, who would like to contribute their time and money for the good of the world. They asked us for help and we gave it to them at no cost. They said please, let's do an advertising campaign. Let's get the public involved in this thing. There is too much pacificism. Get them to write letters to their Congressmen. Get them to force a test-ban-treaty throughout the world. We said we would love to help.


The ads you are going to see are some of the ads that were prepared on the topic. I must tell you that it was one of the most exciting things to work on a product that is more than a product. To employ all of your knowledge and all of your techniques in influencing the world. It's a rare opportunity for an individual who is not in a high government position or in a position of world influence to move people into doing things for the good of the world. Doing these ads was one of the most satisfying experiences of my career.


The first ad I'm going to ahow you is "Dr. Spock ir Worried." (Tell about Dr. Spock and what be stands for. Like Dr. Brrcher in Switserland.)


The reault of this ad was unbelievable. (Letters and monney---results of ad.)


Norman Cousins, editor of the Saturday Review, took the ads to Khruschhev at the time to show him how the American publicwas behind the test-ban-treaty.


I'd like to believe the ads had a little something to do with the signing of the treaty.


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Dr. Spock is worried.


If you've been raising a family on Dr. Spock's book, you know that he doesn't get worried easily.

From the university in Ohio where he works, he sends you this message about the resumption of nuclear testing in the atmosphere:

"I am worried. Not so much about the effect of past tests but at the prospect of endless future ones. As the tests multiply, so will the damage to children -- here and around the world.

"Who gives us this right?

"Some citizens would leave all the thinking to the government. They forget the catastrophic blunders that governments have made throughout history.

"There are others who think that superior armaments will solve the problem. They scorn those who believe in the strength of a just cause. They have forgotten that a frail idealist in a loin cloth compelled the British to back out of India.

"There are dangers in any course. I would rather we took small risks today if there is hope of lessening the enormous risks which lie ahead.

"And if I am to be destroyed through some miscalculation I would prefer to be destroyed while we are showing leadership in the search for a cooperative world than while sitting in an illusory fortress blaming our opponents for the lack of a solution.

"In a moral issue, I believe that every citizen has not only the right but the responsibility to make his own feelings known and felt."

     --Benjamin Spock, M. D.


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Is this what it's coming to?


next(Rheingold Beer)>>

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