By Heon Stevenson
This booklet offers a finished historical past of yankee car advertisements over a half-century span, starting with the entrenchment of the "Big Three" automakers through the melancholy and concluding with the gasoline crises of the Seventies and early Eighties. The good illustrated textual content follows a thematic instead of a strictly chronological constitution, tracing the relevant components in American car ads. Advances typically ads layouts and snap shots 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 topics that have been involved much less with the attributes of the automobiles themselves than with shaping the way in which shoppers may understand and establish with them. half 3 addresses advertisements orientated towards the sensible facets of motor vehicle possession, concluding with an account of the improvement of imported autos into the United States after global struggle II. Illustrations comprise greater than 250 motor vehicle ads, the vast majority of that have no longer been noticeable in print in view that their unique book.
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Additional info for American Automobile Advertising, 1930-1980: An Illustrated History
The elements of that idealistic triumvirate of aesthetic, technical, and social growth, whose potency had been strikingly evident at the New York World’s Fair in 1939, lost much of their earlier cumulative impact upon the public mind. In the 1940s, the symbolic element of automobile body design was increasingly separated from any theoretical connection it once had with genuine scientiﬁc developments in other spheres. This divergence of technologies, and of symbol from empirical science, was partly an unavoidable result of technical progress and functional specialization within diverse industrial and design ﬁelds, but it was accelerated by the need for BY D ESIGN 33 34 P ART O NE : F UELING A F ANTASY novelty of the Edsel concept — a glamorous car that would perpetual innovation in automobile design.
For 1956, layouts were similar, as were preferred pictorial settings, which reinforced Chevrolet’s newly vigorous image. Paintings continued to be used except for a photographic series placed in female-oriented publications. A year later, the message was the same, albeit with plenty of new features in the car itself. Chevrolet’s second major change of the decade came in 1958, when a decision by all manufacturers to de-emphasize performance in advertising resulted in greater stress being placed on effortless cruising and comfort.
After a brief flirtation with near-uniformity in 1963–67, advertising styles once again diverged, now visibly consolidating along size-category and niche rather than traditional, but now obsolete, marque boundaries. ” Of course you did when you ﬁrst saw one of these beautifully, scientiﬁcally stream-lined Chrysler Airflows. For this is real beauty — the beauty of true functional design. Let’s speak of value beneath the style. Asked to name the one car responsible for today’s handsome designs, most people would say Lincoln-Zephyr....
American Automobile Advertising, 1930-1980: An Illustrated History by Heon Stevenson