American Automobile Advertising, 1930-1980: An Illustrated by Heon Stevenson

By Heon Stevenson

This ebook presents a complete historical past of yankee car advertisements over a half-century span, starting with the entrenchment of the "Big Three" automakers throughout the melancholy and concluding with the gas crises of the Seventies and early Nineteen Eighties. The good illustrated textual content follows a thematic instead of a strictly chronological constitution, tracing the crucial components in American vehicle advertisements. Advances normally advertisements layouts and photographs are mentioned partially One, including the ways that car styling, mechanical advancements, and comfort beneficial properties have been portrayed and highlighted in car ads through the years. half explores the advertisements subject matters that have been involved much less with the attributes of the vehicles themselves than with shaping the best way shoppers may understand and determine with them. half 3 addresses advertisements orientated towards the sensible features of motor vehicle possession, concluding with an account of the improvement of imported vehicles into the US after international struggle II. Illustrations contain greater than 250 motor vehicle ads, the vast majority of that have no longer been noticeable in print in view that their unique e-book.

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The jeweled crest, naturally, was executed in emeralds, while “diamonds and platinum by Cartier” had to suffice for a Sixty Special. In 1961, copy was reduced to a single, if pretentious, sentence. “A new Cadillac car is one of the few ma- 24 P ART O NE : F UELING A F ANTASY 1. I GNITING D ESIRE 25 Opposite and above: Typical Cadillac advertisements of the early 1960s. For 1963, the marque adopted the kind of photographic realism that predominated elsewhere (February 1960, May 1961, and November 1962).

It did not matter whether the product was radically streamlined or, as in this case, unusually conservative. Once again empirical functionalism, albeit with a different emphasis, was allowed to detract from the cars’ public acceptability. ” asked one unassuming monochrome advertisement in 1952. “A car need not be four wheels, a body and an engine lumped into any shape that designers please. ” The essay continued: A plain example is the beautiful flowing lines of the roof on a Chrysler-built car.

A car need not be four wheels, a body and an engine lumped into any shape that designers please. ” The essay continued: A plain example is the beautiful flowing lines of the roof on a Chrysler-built car. T. Keller]. All this is function. The graceful outer form then follows. This approach to design produces cars which are rightly proportioned, handsome, and eminently suited to your purposes. Unfortunately for Chrysler sales, it was the new car buyer rather than its designer who decided what was “suitable” and what was not, and the recondite intellectual satisfaction of knowing that a form expressed its own underlying function could not compete with the immediate thrill of stylistic novelty.

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