By Heon Stevenson
This e-book offers a accomplished background of yank car ads over a half-century span, starting with the entrenchment of the "Big Three" automakers through the melancholy and concluding with the gas crises of the Seventies and early Eighties. The good illustrated textual content follows a thematic instead of a strictly chronological constitution, tracing the crucial components in American vehicle advertisements. Advances in most cases ads layouts and pictures are mentioned partially One, including the ways that car styling, mechanical advancements, and comfort positive aspects have been portrayed and highlighted in car ads through the years. half explores the advertisements issues that have been involved much less with the attributes of the automobiles themselves than with shaping the best way shoppers could understand and determine with them. half 3 addresses advertisements orientated towards the sensible points of car possession, concluding with an account of the development of imported vehicles into the USA after global battle II. Illustrations comprise greater than 250 vehicle ads, nearly all of that have no longer been visible in print on the grounds that their unique booklet.
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Extra resources for American Automobile Advertising, 1930-1980: An Illustrated History
Ayer & Son that concentrated on various features and design priorities that were common to all of the Corporation’s products, from the lowliest Plymouth to the prestige Chrysler Imperial. Uniquely among the Big Three, Chrysler’s corporate advertising of the early 1950s promoted style as a facet of functional engineering. In this case, the designs that resulted were conservative rather than radical in appearance, but the strategy, at odds with consumer preoccupations of the time, suggested that Chrysler had failed to understand the wider lessons of the Airflow’s failure.
No one had ever mistaken a Lincoln tail ﬁn for that of a De Soto, even if both cars, in engineering terms, were technically similar. But, by 1964, anonymity threatened. It couldn’t last. Pontiac reacted by deserting 1957’s photographs and reverting, in selected advertisements, to paint- Buick’s art nouveau series of 1967 recalled upmarket advertising of ﬁfty years earlier (October 1966). 28 P ART O NE : F UELING A F ANTASY The highly innovative work of Detroit photographers during the 1950s and ’60s ...
In a paper presented at the beginning of World War II to the Society of Automotive Engineers, he declared: Weight is the enemy. The average automobile weighs thirtyﬁve hundred pounds. Thirty-ﬁve hundred pounds of materials to transport one or two people just does not make sense. Statistics show that ninety-two per cent of the cars on the highways travel with empty rear seats. The weight trend in the past years, I believe, has been decidedly retrogressive. 21 In 1979, Loewy recalled: I had felt for the last forty years that the American automobile was too bulky and heavy....
American Automobile Advertising, 1930-1980: An Illustrated History by Heon Stevenson