{"id":2719,"date":"2015-04-21T08:54:00","date_gmt":"2015-04-21T07:54:00","guid":{"rendered":"https:\/\/www.fiepwestendorp.nl\/fiepamsterdam\/?p=2719"},"modified":"2015-04-21T08:54:00","modified_gmt":"2015-04-21T07:54:00","slug":"caballero-1955","status":"publish","type":"post","link":"https:\/\/www.fiepwestendorp.nl\/fiepamsterdam\/caballero-1955\/","title":{"rendered":"Caballero (1955)"},"content":{"rendered":"

<\/p>\n

\"1955-Caballero\"<\/p>\n

Caballero
\nDrie verschillende advertenties in dagbladen, 1955<\/p>\n

Toen nog niet algemeen bekend was dat roken ongezond was, werd er volop reclame voor sigaretten gemaakt in kranten en tijdschriften. Caballero werd in 1947 voor het eerst op de markt gebracht door sigarettenfabrikant Ed Laurens. Voor zijn reclamecampagnes had hij Maurits Aronson, directeur van reclamebureau Prad ingeschakeld. Caballero had te kampen met een imagoprobleem, de sigaretten waren goedkoper dan andere merken en zouden daarom van mindere kwaliteit zijn. Aronson moest proberen het beeld van Caballero te verbeteren. In 1955 stonden in o.a. De Telegraaf<\/em> en Het Vrije Volk<\/em> deze advertenties in de serie ‘Gezegden die niet waar zijn’. \u00a0Kinderen leerden van hun rokende opa of vader dat Caballero sigaretten veel beter smaakten dan men voor de prijs zou verwachten. Het is een\u00a0bijzondere\u00a0campagne, door de leesstreepjes en kinderversjes lijkt het haast alsof de advertenties voor kinderen zijn bedoeld. De tekeningen van Fiep versterken dat gevoel.<\/p>\n

[facebook_like_button]<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":2721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[234,171],"tags":[422,443,128,444,445,446,129],"class_list":["post-2719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-1947-1956","category-blikvangers","tag-422","tag-advertentie","tag-blikvangers","tag-caballero","tag-maurits-aronson","tag-prad","tag-reclame"],"acf":[],"yoast_head":"\nCaballero (1955) - Fiep Amsterdam bv; Fiep Westendorp Illustrations<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fiepwestendorp.nl\/fiepamsterdam\/caballero-1955\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caballero (1955) - Fiep Amsterdam bv; 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