New York: Pocket Books, 1964.
Known for both flattering and mocking American sensibilities, Gescheidt was both brash and driven. He was a gun-for-hire photographic artist during the boom of the 50s and 60s Mad Men advertising era. His imagination, combined with his technical prowess, made him a sought-after idea man and innovator, quickly establishing him as leader of both technique and content in his field. His iconic book on stopping smoking published in 1964 is near impossible to find. There was an exhibition of vintage prints from this project in summer 2013. Item #8692