they 're the kind of colourful adverts that would have been created by the real-life don drapers , peggy olsons and other ` mad men ' of madison avenue . these vintage posters are a throwback to the golden age of air travel , when flying was an exclusive experience , passengers wore their best clothes and there was plenty of legroom . they 're featured in a new coffee table book , airline visual identity 1945-1975 , which revisits a time when the skies were dominated by the likes of pan am , british overseas airways corp -lrb- boac -rrb- and continental . by . sarah griffiths for mailonline . a beetle that appears the whitest shade of white to the human eye has been examined by scientists . researchers say that the scales on the cyphochilus beetle can scatter light better than any other animal or plant . they believe its reflective coating could be copied to make brighter computer screens and paints as well as whiter paper . researchers say that the scales on the cyphochilus beetle -lrb- pictured -rrb- can scatter light better than any other animal or plant , making it an inspiration to scientists looking to develop new reflective materials . the beetle has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scroll down for video . pan american world airways -lrb- pan am -rrb- was a dominant and influential airline which declared bankruptcy and ceased operations in 1991 . many of the adverts in the book featured beautiful women in an effort to glamorise destinations and encourage people to travel . british airways promoted its launch of the concorde in the 1970s -lrb- left -rrb- while trans world airlines -lrb- twa -rrb- promoted its new york route . authored by matthias c huhne , the 436-page book contains dozens of glamorous adverts that encouraged those who could afford to fly to visit far-flung destinations such as haiti , hawaii , japan , new york and london . the simple but effective posters showcase each destination with eye-catching cartoons or photos of beautiful women , landmarks such as times square and tower of london , and natural beauty spots including bermuda 's picturesque coastline and sydney harbour . new york was one of the most popular destinations featured in the adverts in airline visual identity 1945-1975 . the adverts were created for the biggest airlines of the day , including twa and canadian pacific , which no longer exist . another species called lepidiota stigma has the same pigmentation . british overseas airways corp led to the creation of british airways -lrb- left -rrb- while continental merged with united airlines ' parent company . it was a time when it cost an incredible amount of money to purchase a ticket for a commercial flight , with many of the ads promoting transatlantic or transpacific travel . animals use a rainbow of colours for camouflage , communication , mating and to control their temperature . pigments in their skin absorb certain wavelengths of light and reflect others - giving them a colour . the adverts created for the biggest airlines of the day , including many which no longer exist , offer a glimpse at how air travel , advertising and society changed over the 30-year period covered in the book . from a psychedelic image of a surfer in hawaii to british airways ' introduction of the concorde , the posters reflect the eras in which they were created by some of the best creative minds of the time , including ivan chermayeff , otl aicher , massimo vignelli and saul bass , academy award-winning filmmaker . the posters are a throwback to the golden age of air travel , when flying was an exclusive experience and passengers dressed smart . the book hails the designers ' creative genius and uses special techniques to replicate their work as accurately as possible . so to appear the whitest shade of white , the beetles reflect all wavelengths of light equally . to appear the whitest shade of white , the beetles reflect all wavelengths of light equally . they do this using a specially-adapted internal structure -lrb- pictured -rrb- to make a reflective coating . the ultra-white cyphochilus use the geometry of a dense network of chitin - a molecule which is found everywhere from the shells of mussels to the structure of mushrooms -- to reflect light . a magnified image of the lepidiota stigma beetle , which has the same pigmentation , is pictured . the gaboon pit viper has ultra-black markings to help it blend into the forest floor . its black scales reflect less than 11 per cent of light , according to nerdist , making it the ` blackest ' of creatures . the snake is also the heaviest viper with the largest venomous fangs . but scientists have engineered a material that is blacker than the snake . in addition to drawings the adverts include photos of natural beauty spots , including sydney harbour -lrb- left -rrb- and bermuda 's beaches -lrb- right -rrb- . mr huhne 's book hails their creative genius and uses 17 colours , five types of varnishes and two methods of foil printing and embossing to replicate their work as accurately as possible . airline visual identity 1945-1975 was published by berlin-based callisto publishers , which offered this synopsis of the tome : ` it provides unique insight into the design and advertising methods of an era when airlines were considered the most glamorous business sector and quality was the main criterion for selecting a flight . ' it retails from approximately # 270 online in the uk and from $ 250 online in the us . british firm surrey nanosystems claims to have created the ` blackest ' material last month . vantablack absorbs all but 0.04 per cent of light that hits it to give it its ultra-black appearance . the material is made from nanotubes that are 10,000 times thinner than a human hair . the tubes are packed so tightly together that entering light can not pass through them and gets ` lost ' inside them . the material could be used by the military and the space industry . the ultra-white cyphochilus uses the geometry of a dense network of chitin - a molecule that is found everywhere from shells to mushrooms -- to do this . scientists at cambridge university have shown that the beetles have optimised their internal structure to produce maximum ` white ' with minimal material and effort . scientists likened them to a painter who needs to whiten a wall with a very small quantity of paint . lead researcher dr silvia vignolini , of the university 's cavendish laboratory , said : ` current technology is not able to produce a coating as white as these beetles can in such a thin layer . ` the lessons we are learning from these beetles is two-fold . ` on one hand , we now know how to look to improve scattering strength of a given structure by varying its geometry . ` on the other hand the use of strongly scattering materials , such as the particles commonly used for white paint , is not mandatory to achieve an ultra-white coating . ' co-author on the study , dr matteo burresi , of the italian national institute of optics in florence , said : ` these scales have a structure that is truly complex since it gives rise to something that is more than the sum of its parts . ' in recent years , many engineers have been turning to nature to inspire ` new ' types of structures . using technology perfected by the beetles , scientists hope to make paper , plastics and paints a brighter white . they also believe that white-light reflectors inside computer and tv displays could also be made whiter and lighter , according to the study , which was published in the journal scientific report . the beetle -lrb- pictured -rrb- has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scientists at cambridge university have shown that the beetles have optimised their internal structure -lrb- pictured -rrb- in order to produce maximum ` white ' with minimal material and effort .
cambridge university scientists say scales on the cyphochilus beetle can scatter light better than any other natural device . its scales reflect all wavelengths of light equally to appear ultra-white . beetle uses dense network of chitin molecules to scatter light . it produces white coating in a thinner layer than man-made techniques . beetle developed its white colouring to blend in with mushrooms in asia . reflective coating could be copied to produce brighter screens and paint .
they 're the kind of colourful adverts that would have been created by the real-life don drapers , peggy olsons and other ` mad men ' of madison avenue . these vintage posters are a throwback to the golden age of air travel , when flying was an exclusive experience , passengers wore their best clothes and there was plenty of legroom . they 're featured in a new coffee table book , airline visual identity 1945-1975 , which revisits a time when the skies were dominated by the likes of pan am , british overseas airways corp -lrb- boac -rrb- and continental . by . sarah griffiths for mailonline . a beetle that appears the whitest shade of white to the human eye has been examined by scientists . researchers say that the scales on the cyphochilus beetle can scatter light better than any other animal or plant . they believe its reflective coating could be copied to make brighter computer screens and paints as well as whiter paper . researchers say that the scales on the cyphochilus beetle -lrb- pictured -rrb- can scatter light better than any other animal or plant , making it an inspiration to scientists looking to develop new reflective materials . the beetle has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scroll down for video . pan american world airways -lrb- pan am -rrb- was a dominant and influential airline which declared bankruptcy and ceased operations in 1991 . , is pictured . the gaboon pit viper has ultra-black markings to help it blend into the forest floor . its black scales reflect less than 11 per cent of light , according to nerdist , making it the ` blackest ' of creatures . the snake is also the heaviest viper with the largest venomous fangs . but scientists have engineered a material that is blacker than the snake . in addition to drawings the adverts include photos of natural beauty spots , including sydney harbour -lrb- left -rrb- and bermuda 's beaches -lrb- right -rrb- . mr huhne 's book hails their creative genius and uses 17 colours , five types of varnishes and two methods of foil printing and embossing to replicate their work as accurately as possible . airline visual identity 1945-1975 was published by berlin-based callisto publishers , which offered this synopsis of the tome : ` it provides unique insight into the design and advertising methods of an era when airlines were considered the most glamorous business sector and quality was the main criterion for selecting a flight . ' it retails from approximately # 270 online in the uk and from $ 250 online in the us . british firm surrey nanosystems claims to have created the ` blackest ' material last month . vantablack absorbs all but 0.04 per cent of light that hits it to give it its ultra-black appearance . the material is made from nanotubes that are 10,000 times thinner than a human hair . the tubes are packed so tightly together that entering light can not pass through them and gets ` lost ' inside them . the material could be used by the military and the space industry . the ultra-white cyphochilus uses the geometry of a dense network of chitin - a molecule that is found everywhere from shells to mushrooms -- to do this . scientists at cambridge university have shown that the beetles have optimised their internal structure to produce maximum ` white ' with minimal material and effort . scientists likened them to a painter who needs to whiten a wall with a very small quantity of paint . lead researcher dr silvia vignolini , of the university 's cavendish laboratory , said : ` current technology is not able to produce a coating as white as these beetles can in such a thin layer . ` the lessons we are learning from these beetles is two-fold . ` on one hand , we now know how to look to improve scattering strength of a given structure by varying its geometry . ` on the other hand the use of strongly scattering materials , such as the particles commonly used for white paint , is not mandatory to achieve an ultra-white coating . ' co-author on the study , dr matteo burresi , of the italian national institute of optics in florence , said : ` these scales have a structure that is truly complex since it gives rise to something that is more than the sum of its parts . ' in recent years , many engineers have been turning to nature to inspire ` new ' types of structures . using technology perfected by the beetles , scientists hope to make paper , plastics and paints a brighter white . they also believe that white-light reflectors inside computer and tv displays could also be made whiter and lighter , according to the study , which was published in the journal scientific report . the beetle -lrb- pictured -rrb- has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scientists at cambridge university have shown that the beetles have optimised their internal structure -lrb- pictured -rrb- in order to produce maximum ` white ' with minimal material and effort .
scientists . researchers say that the scales on the cyphochilus beetle can scatter light better than any other animal or plant . they believe its reflective coating could be copied to make brighter computer screens and paints as well as whiter paper . researchers say that the scales on the cyphochilus beetle -lrb- pictured -rrb- can scatter light better than any other animal or plant , making it an inspiration to scientists looking to develop new reflective materials . the beetle has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scroll down for video . pan american world airways -lrb- pan am -rrb- was a dominant and influential airline which declared bankruptcy and ceased operations in 1991 . exclusive experience and passengers dressed smart . the book hails the designers ' creative genius and uses special techniques to replicate their work as accurately as possible . so to appear the whitest shade of white , the beetles reflect all wavelengths of light equally . to appear the whitest shade of white , the beetles reflect all wavelengths of light equally . they do this using a specially-adapted internal structure -lrb- pictured -rrb- to make a reflective coating . the ultra-white cyphochilus use the geometry of a dense network of chitin - a molecule which is found everywhere from the shells of mussels to the structure of mushrooms -- to reflect light . a magnified image of the lepidiota stigma beetle , which has the same pigmentation , is pictured . the gaboon pit viper has ultra-black markings to help it blend into the forest floor . its black scales reflect less than 11 per cent of light , according to nerdist , making it the ` blackest ' of creatures . the snake is also the heaviest viper with the largest venomous fangs . but scientists have engineered a material that is blacker than the snake . in addition to drawings the adverts include photos of natural beauty spots , including sydney harbour -lrb- left -rrb- and bermuda 's beaches -lrb- right -rrb- . mr huhne 's book hails their creative genius and uses 17 colours , five types of varnishes and two methods of foil printing and embossing to replicate their work as accurately as possible . airline visual identity 1945-1975 was published by berlin-based callisto publishers , which offered this synopsis of the tome : ` it provides unique insight into the design and advertising methods of an era when airlines were considered the most glamorous business sector and quality was the main criterion for selecting a flight . ' it retails from approximately # 270 online in the uk and from $ 250 online in the us . british firm surrey nanosystems claims to have created the ` blackest ' material last month . vantablack absorbs all but 0.04 per cent of light that hits it to give it its ultra-black appearance . the material is made from nanotubes that are 10,000 times thinner than a human hair . the tubes are packed so tightly together that entering light can not pass through them and gets ` lost ' inside them . the material could be used by the military and the space industry . the ultra-white cyphochilus uses the geometry of a dense network of chitin - a molecule that is found everywhere from shells to mushrooms -- to do this . scientists at cambridge university have shown that the beetles have optimised their internal structure to produce maximum ` white ' with minimal material and effort . scientists likened them to a painter who needs to whiten a wall with a very small quantity of paint . lead researcher dr silvia vignolini , of the university 's cavendish laboratory , said : ` current technology is not able to produce a coating as white as these beetles can in such a thin layer . ` the lessons we are learning from these beetles is two-fold . ` on one hand , we now know how to look to improve scattering strength of a given structure by varying its geometry . ` on the other hand the use of strongly scattering materials , such as the particles commonly used for white paint , is not mandatory to achieve an ultra-white coating . ' co-author on the study , dr matteo burresi , of the italian national institute of optics in florence , said : ` these scales have a structure that is truly complex since it gives rise to something that is more than the sum of its parts . ' in recent years , many engineers have been turning to nature to inspire ` new ' types of structures . using technology perfected by the beetles , scientists hope to make paper , plastics and paints a brighter white . they also believe that white-light reflectors inside computer and tv displays could also be made whiter and lighter , according to the study , which was published in the journal scientific report . the beetle -lrb- pictured -rrb- has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scientists at cambridge university have shown that the beetles have optimised their internal structure -lrb- pictured -rrb- in order to produce maximum ` white ' with minimal material and effort .
they 're the kind colourful adverts would created the real-life don drapers, peggy olsons other ` mad men of madison avenue. these vintage posters a throwback air travel, flying an exclusive experience, passengers wore their best clothes there plenty legroom they 're featured a new coffee table book, airline visual identity 19451975, which revisits a time the skies dominated the likes pan am, british overseas airways corp -lrb- boac -rrb- continental. by. sarah griffiths for mailonline. a beetle appears the whitest shade white to has examined. researchers say the scales the cyphochilus beetle can scatter light better or. they believe its reflective coating could copied brighter computer screens paints as whiter paper. researchers say the scales the cyphochilus beetle -lrb- pictured -rrb- can scatter light better or, making an inspiration develop new reflective materials. the beetle has developed its extraordinary whiteness to blend the white mushrooms common its native south-east asia. scroll. pan american world airways -lrb- pan am was a dominant and influential airline which declared ceased 1991. many the adverts in featured beautiful women an effort destinations encourage. british airways promoted its launch the concorde -lrb- left -rrb- while trans world airlines twa promoted its new york route. authored matthias c huhne, the 436-page book contains dozens glamorous adverts encouraged those could fly visit haiti, hawaii new york london the simple but effective posters showcase each destination with eye-catching cartoons or photos beautiful women, landmarks such times square tower of london natural beauty spots including bermuda 's picturesque coastline sydney harbour new york was one featured the adverts airline visual identity 19451975. the adverts created the biggest airlines of, including twa and canadian pacific which no another species called lepidiota stigma has the same pigmentation. british overseas airways corp led the creation -lrb- left -rrb- while continental merged united airlines ' parent company. it a time it cost purchase a commercial flight, with many the ads promoting transatlantic or transpacific travel. animals use a rainbow colours for camouflage, communication mating to control their temperature pigments in their skin absorb certain wavelengths reflect others - giving. the adverts created the biggest airlines of, including many which no offer air travel, advertising society changed covered from a psychedelic image a surfer hawaii to british airways ' introduction the concorde, the posters reflect the eras they some, ivan chermayeff otl aicher massimo vignelli saul bass, academy award-winning filmmaker. the posters a throwback air travel, flying an exclusive experience passengers dressed smart. the book hails the designers ' creative genius and uses special techniques replicate as accurately. so to appear the whitest shade white, the beetles reflect all wavelengths equally to appear the whitest shade, the beetles reflect all wavelengths equally. they do this using a specially-adapted internal structure -lrb- pictured -rrb- to make a reflective coating. the ultra-white cyphochilus use the geometry a dense network - a molecule found everywhere from the shells mussels the structure mushrooms -- reflect. a magnified image the lepidiota stigma beetle, which the same pigmentation, is pictured. the gaboon pit viper has ultra-black markings to help blend. its black scales reflect less 11 per light, according nerdist making ` blackest ' creatures the snake also the heaviest viper with. but scientists engineered a material blacker the snake. in addition drawings the adverts include photos natural beauty spots, including sydney harbour -lrb- left -rrb- and bermuda 's beaches mr huhne 's book hails their creative genius uses 17 colours, five types varnishes two methods foil printing and replicate as accurately airline visual identity 19451975 was published berlin-based callisto publishers, offered this synopsis the tome : ` it provides unique insight the design and advertising methods an era airlines considered the most glamorous business sector quality selecting. ' it retails from approximately # 270 online in from 250 the us. british firm surrey nanosystems claims created the ` blackest ' material last. vantablack absorbs but 0.04 per light that to give its ultra-black appearance. the material made nanotubes. the tubes packed so entering light not pass and gets ` lost ' inside. the material could by the military and the space industry. the ultra-white cyphochilus uses the geometry a dense network - a molecule found everywhere from shells mushrooms -- do. scientists cambridge university shown the beetles optimised their internal structure produce maximum ` white with minimal material and effort. scientists likened them a painter needs whiten a wall a very small quantity. lead researcher dr silvia vignolini, of the university 's cavendish laboratory : ` current technology able produce a coating as white these beetles in such a thin layer. ` the lessons we are these beetles is two. ` on one hand, we now look to improve scattering strength a given structure by varying its geometry ` on the use strongly scattering materials, such the particles commonly white paint mandatory to an ultra-white coating ' co on, dr matteo burresi of the italian national institute optics in florence said : ` these scales a structure truly complex since gives something more. ' in recent years, many engineers turning nature inspire ` new ' types structures using technology perfected the beetles, scientists hope make paper, plastics paints a brighter white they also believe white-light reflectors inside computer and tv displays could also made whiter, according the journal scientific report the beetle -lrb- pictured -rrb- has developed its extraordinary whiteness blend the white mushrooms common its native south-east asia. scientists cambridge university shown the beetles optimised their internal structure -lrb- pictured -rrb- produce maximum ` white with minimal material and effort.
they 're the kind of colourful adverts that would have been created by the real-life don drapers , peggy olsons and other ` mad men ' of madison avenue . these vintage posters are a throwback to the golden age of air travel , when flying was an exclusive experience , passengers wore their best clothes and there was plenty of legroom . they 're featured in a new coffee table book , airline visual identity 1945-1975 , which revisits a time when the skies were dominated by the likes of pan am , british overseas airways corp -lrb- boac -rrb- and continental . by . sarah griffiths for mailonline . a beetle that appears the whitest shade of white to the human eye has been examined by scientists . researchers say that the scales on the cyphochilus beetle can scatter light better than any other animal or plant . they believe its reflective coating could be copied to make brighter computer screens and paints as well as whiter paper . researchers say that the scales on the cyphochilus beetle -lrb- pictured -rrb- can scatter light better than any other animal or plant , making it an inspiration to scientists looking to develop new reflective materials . the beetle has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scroll down for video . pan american world airways -lrb- pan am -rrb- was a dominant and influential airline which declared bankruptcy and ceased operations in 1991 . the tubes are packed so tightly together that entering light can not pass through them and gets ` lost ' inside them . the material could be used by the military and the space industry . the ultra-white cyphochilus uses the geometry of a dense network of chitin - a molecule that is found everywhere from shells to mushrooms -- to do this . scientists at cambridge university have shown that the beetles have optimised their internal structure to produce maximum ` white ' with minimal material and effort . scientists likened them to a painter who needs to whiten a wall with a very small quantity of paint . lead researcher dr silvia vignolini , of the university 's cavendish laboratory , said : ` current technology is not able to produce a coating as white as these beetles can in such a thin layer . ` the lessons we are learning from these beetles is two-fold . ` on one hand , we now know how to look to improve scattering strength of a given structure by varying its geometry . ` on the other hand the use of strongly scattering materials , such as the particles commonly used for white paint , is not mandatory to achieve an ultra-white coating . ' co-author on the study , dr matteo burresi , of the italian national institute of optics in florence , said : ` these scales have a structure that is truly complex since it gives rise to something that is more than the sum of its parts . ' in recent years , many engineers have been turning to nature to inspire ` new ' types of structures . using technology perfected by the beetles , scientists hope to make paper , plastics and paints a brighter white . they also believe that white-light reflectors inside computer and tv displays could also be made whiter and lighter , according to the study , which was published in the journal scientific report . the beetle -lrb- pictured -rrb- has developed its extraordinary whiteness to blend in with the white mushrooms common in its native south-east asia . scientists at cambridge university have shown that the beetles have optimised their internal structure -lrb- pictured -rrb- in order to produce maximum ` white ' with minimal material and effort .
 The text discusses the development of vintage posters and their significance in advertising history. It highlights how these posters were created by artists like Don Draper, Peggy Olson, and others who worked at Madison Avenue ad agencies. The text also mentions how these posters were used to promote travel, fashion, and other products during the mid-20th century. Additionally, it touches upon the scientific aspects of color theory and how it was applied in poster design. The use of bright colors, geometric shapes, and bold typography helped create visually appealing designs that grabbed attention. The text concludes by mentioning how these vintage posters have inspired modern designers and continue to be celebrated for their artistic value.