Heon Stevenson's American Automobile Advertising, 1930-1980: An Illustrated PDF

By Heon Stevenson

This ebook presents a entire background of yank motor vehicle ads 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 car ads. Advances normally ads layouts and photographs are mentioned partially One, including the ways that car styling, mechanical advancements, and comfort positive aspects have been portrayed and highlighted in motor vehicle 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 way in which shoppers could understand and determine with them. half 3 addresses advertisements orientated towards the sensible facets of vehicle possession, concluding with an account of the improvement of imported automobiles into the United States after global warfare II. Illustrations comprise greater than 250 motor vehicle ads, the vast majority of that have now not been noticeable in print considering their unique book.

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Extra info for American Automobile Advertising, 1930-1980: An Illustrated History

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Both “Loewy” designs gave rise to cross-fertilization with European manufacturers. ” It was not surprising to find elements of the same design in the Rootes Group’s 1948 Hillman Minx and Humber Hawk, which were styled by Loewy’s London studios. The 1953 Starliner was reinterpreted in 1955 for the Group’s Sunbeam Rapier of that year, and, when the Studebaker sprouted fins for 1957, so did the Sunbeam in 1958. The copywriter’s enthusiastic prose was not just cynical marketing. It was amusing, however, to see the 1948-shape Minx marketed in 1954 in its home country, in Californian hardtop form, on the strength of a fashionable Detroit-and-soda style.

Such an analysis was oversimplistic and naive. The American automobile was intrinsically robust and, as Packard found to its cost in 1956, consumers were quick to desert manufacturers whose quality control standards lapsed. Dynamic obsolescence was necessary precisely because the average American automobile worked well and, in order to keep the economic machinery in motion, the consumer had to be A F ANTASY encouraged to buy a replacement long before his existing car wore out. In the 1930s, the strategy had a rationale beyond the need simply to fuel demand for new products for their own sake: By buying new cars the public actively contributed to the regeneration of the American economy after the Depression of 1929–34, and the residual goodwill generated by this wider purpose operated in the minds of consumers until the 1950s.

That picture of it you see above is a color photograph of the real thing — the new 1947 Studebaker “in person”.... Here’s more than a car out ahead in point of time — it’s unmistakably far ahead in distinctive post-war styling —completely new from every view. The color photograph of a pastel green car had been lightly airbrushed to give added sleekness, but the Champion’s compact BY D ESIGN 35 yet elegant proportions were accurately depicted. ” The makers rammed their point home: You may be an unpretentious person about most other things.

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