Evaluating the Enduring Legacy of George Lois in Advertising

This essay examines the profound impact of George Lois, a renowned art director and advertising guru, on several iconic brands such as Cheerios, Clairol, and Volkswagen. Lois's innovative use of visuals and words revolutionized advertising, significantly boosting brand recognition and sales. The essay highlights how his campaigns not only captured public attention but also instilled lasting positive perceptions that continue to influence consumer behavior today. By analyzing specific examples like the Old Cheerios commercial and the Volkswagen campaign, the essay demonstrates Lois's ability to transform brands and shape cultural preferences. Furthermore, it reflects on the enduring relevance of his work and its continued influence on contemporary marketing strategies and personal consumer choices. Desklib provides access to this essay and many other solved assignments for students.

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George Lois Background
Question 1
Lois George is an art director by craft as well as an advertising guru by profession
who has stretched the limits of his craft works in using pictures as words, words as pictures,
and both combined in meeting client advertising needs. George Lois is known for his ideas
and the great mind behind the most successful ads in the 20th century (Hiott 19). Such
examples include Old Cheerios which became the cereal commercial number two in the 80’s,
a product of the works of George Lois.
The ad in its creativity managed to capture the imagination and attention of the people
turning their perception and likelihood of using the product into positivity. The over 75 years
Cheerios is still leading America’s number one cereal as a result of the marketing by the
company in which George spearheaded leading to the present success.
Clairol as a hair product continues to thrive in the present market as a result of the
marketing campaigns performed by George in the past times that held to the memory of
consumers thus affecting their future preference of commodities. On the other hand, the
Volkswagen campaign ad sparked lots of conversations leading to the high sales of the
product around the nation and the world (Hiott 22). Despite the small nature of the vehicle,
the marketing campaign promoted the vehicle leading to acceptance by the Americans whose
preference had shifted by then to more modern cars.
In trying to keep up with the pace, the firm has revolutionized their vehicles with
modern looks and an attractive design that matches the level of marketing it received at the

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time. Thus, he is remembered for the contribution placed at the time towards promoting a
brand whose popularity had begun to dwindle. Thus, it is evident that his works were
successful given the level of sales it sparked and the continuity experienced at the present
times.
Question 2
The works began at the time still hold water to the present times. Cheerios still stand
among the top brand for cereals in use in America as well as the Volkswagen whose
popularity continues to thrive in the market (Ashley, Christy, and Oliver 119). The works of
his time contribute immensely to the present as a review of the Beetle at the time can be used
to elaborate the substantive changes that have occurred in the motor industry to meet the
demands of the population.
The VW brand remains relevant in the market and continues to record high sales
from the marketing efforts embraced by then coupled with the changes in design to suit the
needs of the present generation (Lois, George 4). To the present times, the trend set in the
marketing efforts still affect my thoughts whenever am in need of the products in question.
Every time, I find myself tempted to try the products and find a resemblance to them thus
increasing their use. Thus, it affects my sense of thought whenever I think along the line of
the products.
Question 3
Culture is built on the popular beliefs and practices performed or believed by a set of
people in the society. The culture and perception created by the individual to the past
generations changed their perception and preferences on the products thus instilling
confidence in their use (Spiker 377). As a result, it has affected the present generation who
still ride on the beliefs and culture of their fathers. With the products being his top works,
they have positively influenced and improved the rating for the companies in the market. A

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close reference and trace of the brand drive confidence and loyalty among the users following
up to the present generation. Thus, his work has a great influence on the present generation.

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Works Cited
Ashley, Christy, and Jason D. Oliver. "Creative leaders." Journal of Advertising 39.1 (2010):
115-130.
Hiott, Andrea. Thinking Small: The Long, Strange Trip of the Volkswagen Beetle. Ballantine
Books, 2012.
LOIs, GEOrGE. "Damn Good Advice." London: Phaidon Press 4 (2012): 136.
Spiker, Ted. "The Craft of Identity and Impact." The Routledge Handbook of Magazine
Research: The Future of the Magazine Form (2015): 377.