Ad copy for Merrill Lynch's advertising campaign
Ad copy for Merrill Lynch's advertising campaign: glossy pictures, large format, big margins. CP, FG, TMCM, "The Legend of the Dragon," and a double-sized spread including GA, "Two Goats," the Fox and the Grapes, The Town Mouse and the Country Mouse, and The Crow and the Pitcher. All are ©Merrill Lynch, Pierce, Fenner & Smith, Inc. Gift of Mary Pat Ryan, Summer, '92. 1992 The Investor's Guide to Merrill Lynch Mutual Funds. Merrill Lynch Asset Management. Published in the U.S.A. Gift of Mary Pat Ryan, Summer, '92.
This glossy little booklet twenty-six pages long uses detail and full illustrations from the advertising campaign. The full illustrations tend to have an explanatory moral under them, e.g., "Lacking a long-term plan, the grasshopper sang a different tune when winter came." Their interpretation of TMCM may not be that of most of the tradition, for they write "The city mouse ventured out in the wider world and found a veritable feast of opportunity."