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Periódicos El País, Negocios. n g 560, año XII, 21 de julio 1996, La Vanguardia. 4 Febrero 1996, Folletos Folleto promocional, 95-96, NORDIC SS. 473 INDICE DE AUTORES Y NOMBRES PROPIOS Ace: 215 ABERLE, John: 116 Abbott Mead Vickers: 72, 79, 273 ABBOTT, David: 79, 226, 447 ADAMS, Charles F.: 56 ADAMS, James R.: 169 Adán: 149 Advertising Federation of America: 2 ALBRIGHT, Jim: 16, 31, 42, 259, 260, 261, 264, 405, 409, 410, 426, 429 ALIBOSI (Cardenal): 148 American Association of Advetising Agencies (AAÀA): 50, 391 ARGUIÑANO, Carlos: 117 Asociación de Diseñadores y Directores de Arte del Reino Unido: 443 Association of National Advertiser (ANA): 136, 138 ÀRENS, F.: 16, 30 ARISTÓTELES: 9, 391, 392, 400 ARQUIMEDES:89 Avis : 119 Bartle Bogle Hegarty: 170 Batten, Barton, Durstine & Osborn (BBDO): 6,, 166 BÀLWING, Hunley: 16 BAKER, Stephen: 16, 49, 178, 194, 220, 235, 251, 275, 276 Banks, Hoggins O'Shea: 282 474 BÀRRON, Frank: 44 BÀSSAT, Luis: 17 BAYLEY, Sthephen: 50 BECKER, Adolfo: 57, 352 BEDELL, Clyde: 7, 15, 133, 134 BMP/DDE: 247 Benetton: 59 BERLO, David K. : 232, BERNBÀCH, William: 8, 13, 43, 50, 51, 52, 53, 54, 55, 56, 62, 113, 165, 167, 168, 196, 235, 267, 384, 385, 433 BEVINS, John: 97, 234, 289, 366 Biblia, La: 265 BIVINS, T.: 16 BLAKE, William: 231 ELY, Robert: 15, 42, 105, 172, 176, 196, 197, 204, 204, 206, 220, 223, 224, 226, 227, 228, 229, 256, 262, 263, 272, 274, 276, 278, 284, 292, 293, 296, 308, 309, 311, 314, 323, 324, 334, 335, 338, 344, 345, 346, 347, 361, 363, 366, 371, BLUMENTAL, 103: 103 BOOK, Albert & SCHICK Dennis: 15, 381, 408, 410, 412, 414, 415, 417, 418, 420, BOVEE, L. & ARENS F: 16, 30, 200, 201, 272, 316, 323, 326, 327, 328, 366, 368, 371 BRANNÀN, Tom.: 16, 180, 194, 329, 330, 331, 334 British Airways: 262 BROCHARD, B. & LENDREVIE, J.: 16, 411 BRODY & LATTIMORE: 408 BRUNER, Jerome: 41 BURCOFF, Stan: 122 475 BUTLER, Ralph S.: 1 BURNETT, Leo: 8, 43, 52, 56, 59, 60, 94, 107, 119, 120, 157, 165, 167, 215, 385, 391, 433 BYRON: 57 Casadevall & Pedreño PRG: 170 CASADEVALL, Luis: 170 Cámara de Comercio y Navegación de Barcelona: 5 Campbell-Ewald Company: 386, 433 CÀPLES, John: 6, 15, 16, 165, 166, 177, 199, 201, 226, 273, 298, 399, 434 CERVANTES, Miguel de: 352 Changing Times: 46 CHASE, Stuart: 102, 400 CHEEVER, John: 425 CHENEY, David: 400, 434 Chiat/Day: 246, 282, Ciencias de la Comunicación de Barcelona: 33 Coca Cola: 109, 192, 193 Collet Dickenson Pearce: 344 COLLINS, Julia, 249 Colgate: 332 CONE, Fairfax M.: 383, 384, 433 COOKE, Marty: 246 CORSJTENS, Judith: 136, 139, 254 COX, Tony: 247 COWLEY, Don: 16 476 la Universidad Autónoma de Creative Work Plan (CWP): 156, 157, 258, 259 CROMPTON, Alastair: 16, 113, 117, 174, 176, 177, 179, 180, 208, 209, 210, 273, 274, 299, 300, 301, 305, 306, 312, 313, 325, 342, 343, 371 CUSTER: 221 DALI, Salvador: 307 DANTE: 228 DARWIN, Charles: 89 DA VINCI, Leonardo: 90 DE BONO, Edward: 257 Delvico Bates: 170, 260, 261, DEWEY, John: 93 DIÀMENT, Lincoln: 16 DICKENS, Charles: 352, DILLON, Thomas, 389, 433 Dios: 149 Direct Mail Advetising Association (DMAA): 370, Doyle Dane Bernbach: 62, 168 DORTON, Sheila: 29 D'SOUZA, Sev: 406 Duracell: 193 DURKE, Burton: 210 ECCLES, Robert & NOHRIÀ, Nitin: 372, 375 EINSTEIN Albert: 98 El Cuponazo: 210 477 Emotional Response Index System Company (BRISCO): 401, 402, 434 Escuela de Chicago: 8 Esso: 210 Eureka: 90 EVANS, Bergen : 36, Federal Trade Commission's Heraring on Advertising: 389 FELDMAN, Charles: 105, 212, 452 FERRER, Angel: 207, 208, 209, 211, Perrero Roché: 214 FLESH, Rudolf: 46, 48, 223, 224, 225, 231 Fortune: 111 Foote, Cone, Belding: 265, 315 FRENH, Neil: 296, GALLUP, George: 253 GAMO, José: 258 GARCIA RUESCÀS: 275, 284, 340, 341, GÀRGÀNO, Arnil: 364 GÀSSMAN, Vittorio: 195, General Motors: 303 GORDON & LAKOFF: 109 GORDON, William: 96, 106 GORGIÀS: 252 GRACIÀN, Baltasar GREIF: 133 GRIBBINS, George, 43, 57, 58 478 GRICE, H.P.: 108, 109, 110, 114 GRUBER, Howard: 89 GUNNING: 223, 231 HAAS: 179, 342 HAGERMAN, William: 16, 391, 396, 397, 403, 434 HAHN, Fred: 349, 352, 366, 371, Hamlet: 210 HART, Norman: 73, 81, 155, 257 Hathaway: 297, 303 HAUPTMÀN: 197 HAYÀKÀWA, S.I.: 46, 100, 104, 116 HAYDEN, Steve: 265, 301, 315 HEMINGWAY: 105, 232 HENRY, Susie: 282 HERREROS A., Mario: 2 Hertz: 119 HERACLITO: 103 HOGE, Cecil: 225 HOLMES, Adrian: 61, 355 HOPKINS, Claude: 5, 14, 15, 43, 60, 61, 98, 116, 120, 122, 165, 166, 196, 213, 332, 333, 461 HUGO, Victor: 352 HUME, David: 228 HUNT, Lionel: 390 HUXLEY, Aldoux: 36, 66, 233 479 lACOCCA, Lee: 303 Imagen de Marca: 168 Institute of Practitioners in Advertising (IPA): 220 James Walter Thomson: 6 JAMES, William: 41 JEFKINS, Frank: 177, 220, 284, 295 JIMENEZ, Juan Ramón: 352 o ;ES , M. & HEALEY, J.: 26, 132 JULIO (Papa): 148 JUGENHEIMER, Donald & WHITE, Gordon: 73, 74, 77, 271, 297, 298, 299, 325, 341,, 342 JWT: 157 KÀMRAM, Kashani: 260 KEDING, A & BIVINS: 16, 200, 202, 256, 274, 275, 284, 295, 348 KEIL, John: 44 KENNEDY, John E.: 4, 10, 31, 43, 64, 82, 132, 133 KETTERING: 98 King Kong: 211 KINGSTON, Barry: 364 KLEIN, ErikaL.:16, 25, 26, 43, 44, 171, 173, 177, 324, 335, 339, 343, 350, 372, KRUGMAN: 428 La Casera: 210 480 LANDAU, Erika, 90 LANE, Ronald: 16 LASKER, Albert: 4 Leagas Delany: 92, 170 LESCÀRBEÀU, Mike.: 92 LEVENSON, Bob: 62 London Business School, 260 LONGMAN, Kenneth: 156 Lord & Thomas: 4, 165 LORD, Dick: 104 Lowe Howard-Spink: 61 Lowe: 355 LORENTE, Joaquín: 17 LUQUE, Manuel: 303 MALONEY, Martin: 102, 449 MÀNZOLI: 57 MÀRCANTONIÛ, Alfredo: 72, 282 Martini: 291 McCabe: 421 McCann Erickson: 103 McDOUGALL, Malcon: 212 McMANUS Theodore F.: 6 MCCARTHY, Demott: 86 Marlboro: 167, 215, 303 MENZEL, D.H.: 223, MESSNER, Fredrick: 73, 74, 78, 79, 180, 215, 279, 280, 314, 315, 326, 335, 336, 343, 350, 366, 369, 372 481 MIGUEL ANGEL: 148, 149, 307, 421 Mimosín: 303 Mississipí: 101 MOLINE, Marçal: 9, 138, 156, 181, MONROE, Alan: 391, 392, 393, 398, 401, 434 MORIARTY, S.: 16 MOZART, Wolfgan Amadeus, 89 Mullen, Wenham Mass: 390 New Saatchi Agency: 370 Newsweek: 36 Noé: 149 NORINS, Hanley: 15, 28, 31, 41, 45, 64, 73, 83, 84, 85, 88, 92, 98, 118, 119, 125, 400, 442, 443, 461 NORRIS, James: 16, 22, 29, 133, 135, 181, 182, 220, Northwestern University OGILVY, David: 8, 15, 43, 60, 61, 113, 114, 165, 168, 169, 203, 239, 272, 278, 297, 303, 316, 362, 388, 433 Ogilvy & Mather: 157, 296, 301 OHMAE, Kenichi,: 154, 156 O'MALLEY, Damián: 136, 137, 142, 143, 144, 151 Organización Nacional de Ciegos Españoles (ONCE): 193, 210 OSBORN Alex: 90, 91, 92, 98, 117 O'SHEA, Chris: 282, 344 O'TOÓLE, John: 233, 327, 482 PALMER, Volney: 3 Pans & Company: 261 Partenón: 307 PEDREÑO, Salvador : 3 3 PEABODY, Pette: 95 Pepsi Cola: 192, 193 PICASSO, Pablo: 90 PINCUS, Burton: 222, Positioning: 8, 388, 433 POWERS, John E.: 4 PRAT GÀBÀLLI, Pedro : 4, 5, 10, 14, 15, 61, 98, 132, 431, 461 Procter & Gamble: 141, 156 QUINN, Patrick: 29, 114, RÀMOND, Charles K. 219: REEVES, Rosser: 7, 15, 43, 60, 61, 82, 120, 165, 167, 168, 196, 209, 210, 387, 433 RESOR, Helen: 6 RESOR, Stanley: 6 REY, Juan: 407 RIES, Al: 8 RILEY, Tim: 297 RING, Jim: 33, 34 RISO, Ovid: 426 Rolls Royce: 113, 297 ROSTEN, Leo: 115 ROTHSCHILD, M.: 16, 408, 409, 412, 413, 415, 422, 483 RUBICÀM, Raymond: 6, 43, 232 RUGG, Harold: 90, 91, 92, 94 RUSSELL, Bertrand: 53 RUSSELL, Thomas & LANE Ronald: 16, 284, 295, 311 RUTHERFORD, Andrew: 134 SABORIT, José: 426, 427, 428 SÀDGROVE, Kit: 16, 114, 115, 223, 224, 349, 350, 351, 352, 353, 353, 355, 356, 357, 365, 366, 368, 370, 371, 372, SAMSTAG, Nicolas: 33 San Pablo: 231 Segunda Revolución Creativa (interactividad): 9 Shakespeare: 105, 228 Shell: 214 SHOPENHÀUER : 56 Scali McCabe Sloves: 421 SCHULBERG, Bob: 420 SCHWAB, Victor O.: 15, 134, 281, 398, 399, 434 SCHICK, D.: 15 Schlitz: 213, 332 SCHULTZ & TÀNNENBÀUM: 16, 138, 155, 158, 159, 160, 163, 164, 194, 199 SCULLY, Vin: 421 SEGARRA, Toni: 260, SECUELA, Jacques: 30, 157, 165, 169 SILVERMAN, Paul: 390 SMITH, Adam: 33 SMITH, Rick: 36 484 SMITH B. Roland: 80 SMITH, Terry C.: 222 STEBBINS, Hal: 32, 33, 226, 228 STENDHAL: 98 STRUNK & WHITES: 105, 227 SOCRATES: 252 SWEENEY, Charles: 95, 96 SWINERS: 158 Tandem/DDB Needham Ted Bates: 387 Tiempo/BBDO: 258 The Designers and Art Directors Association (D&AD A): 14, 16 The Hiebing Group: 29 The Incorporated Society of British Advertiser (ISBA): 136 The Nortwestern National Bank of Minneapolis: 221 TOSCANI, Oliviero: 59 Tour Eiffel: 307 TROUT, Jack: 8, 388, 433, UNAMUNO, Miguel de: 432 Unique Selling Proposition (USP) : 7, 167, 168, 210, 387, 388, 433 Universidad Autónoma de Barcelona: 98 Universidad de Wisconsin: 1 485 VAN DIJK: 110 VAN GOGH, Vicent: 89 Vincon: 35 Volkswagen: 54, 290 VW: 290 WALLAS, Graham: 88, 91 WANAMAKER, John: 3, 4 WARD B., Philip: 16, 21, 23, 24, 153, 176, 262, 284, 285, 286, 287, 288, 290 WARNER D.: 16 Warwick & Legler: 104 WELLS, BURNET & MORIÀRTY: 16, 48, 49, 423, 427, 429, WELLS, H.G.: 97 WHITE, William: 16, 232 WHITTIER, Charles L.: 16, 36, 37, 203, 403, 404, 434 Wieden & Kennedy, 170 WILDE, Oscar: 203 Wolfsburg: 54 WRIGHT J.: 16 WRIGHT, WARNER, WINTER & ZEIGLER: 195, 197, 198, 217, 218, 230 WHITE, William: 111, 232 Yankelovich Researh Company: 424 YOUNG, James W.: 43, 90, 91, 92, 125, 196, 197 \ YOUNG, John: 6 Young & Rubicam: 28, 83, 156, 156, 442 Zippo: 121 486