By Heon Stevenson

ISBN-10: 0786436859

ISBN-13: 9780786436859

This e-book presents a finished historical past of yankee motor vehicle advertisements over a half-century span, starting with the entrenchment of the "Big Three" automakers throughout the melancholy and concluding with the gasoline crises of the Nineteen Seventies and early Eighties. The good illustrated textual content follows a thematic instead of a strictly chronological constitution, tracing the valuable parts in American car advertisements. Advances often ads layouts and photos are mentioned partially One, including the ways that motor vehicle styling, mechanical advancements, and comfort gains 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 autos themselves than with shaping the way in which shoppers may understand and establish with them. half 3 addresses advertisements orientated towards the sensible points of vehicle possession, concluding with an account of the development of imported autos into the USA after international warfare II. Illustrations contain greater than 250 vehicle ads, the vast majority of that have now not been obvious in print seeing that their unique book.

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Additional resources for American Automobile Advertising, 1930-1980: An Illustrated History

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13 This new flexibility of outlook and medium allowed illustration to be tailored ever more closely to copy, the combination defining the market niche to be targeted. All this took place in the context of a new car arena which had changed radically since the advent of the modern compacts in 1959. The American automotive market had become subdivided into prioritized, and often mutually exclusive, segments. 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.

The photographer took over in 1954, and achieved eye-catching results with 1956’s three-tone color schemes. Chrysler tried a watered-down version of Cadillac’s approach in 1954, showing couples in evening dress to suggest sophistication. In one piece, a metallic red and white New Yorker was seen from above on what might have been brick-red gravel outside a house, but which looked like a pink carpet surrounded by indoor plants. The car’s owner seemed much more interested in his partner than in the car, and even the unusual angle of the photograph could do little for an outmoded shape.

Each Thunderbird piece was color-toned into its background, suggesting an aura around the car and giving a new perspective to otherwise realistic surroundings. All divisions of General Motors used paintings as well as photographs during the decade, both often appearing in a marque’s advertising for any one model year. To a large extent, Cadillac’s copy became less instantly recognizable. In 1960, a single illustration sufficed, with copy below and a jeweled crest and “V” above. This layout was used for both regular sedans and the more exclusive Eldorado convertible, finished, in one piece, in bright metallic emerald green.

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

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