The Bernbach revolution: If Paul Rand had developed a bellwether approach to advertising integrating words and pharases in a freer organization, using visual metaphors* and puns seldom seen in ads, Bernbach removed the boundaries from verbal and visual communication and evolved visual/verbal syntax: word and image fused into a conceptual expression of an idea so they became completely interdependent.

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* A visual metaphor can be defined as the representation of a new system by means of visual attributes corresponding to a different system, familiar to the user that behaves in a similar way.