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

By Heon Stevenson

ISBN-10: 0786436859

ISBN-13: 9780786436859

This booklet presents a entire background of yank car advertisements over a half-century span, starting with the entrenchment of the "Big Three" automakers in the course of 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 parts in American motor vehicle advertisements. Advances in most cases advertisements layouts and pictures are mentioned partly One, including the ways that motor vehicle styling, mechanical advancements, and comfort beneficial properties have been portrayed and highlighted in car ads through the years. half explores the ads 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 determine with them. half 3 addresses advertisements orientated towards the sensible facets of vehicle possession, concluding with an account of the improvement of imported vehicles into the US after global warfare II. Illustrations comprise greater than 250 vehicle ads, nearly all of that have no longer been visible in print given that their unique book.

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

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And the consumer’s eye was largely trained by the appearance of earlier cars whose proportions had not been determined by aerodynamics at all. For Chrysler, the adoption of empirically efficient streamlining involved such a radical departure from the automotive norm that the new car buyer could not be relied upon to integrate the Airflow’s design into his expectations. MoToR realized this in January, 1934: At first glance, these cars will look strange to most people, but ... after you have looked at them for two or three days you become accustomed to them, and sooner or later you begin to admire them.

L–head six. An optional spinning propeller could be fitted into the Studebaker’s nose to complete the illusion. The 1950 recipe was a success, and the 1947 original was outsold more than two to one. The American car buyer’s desire for innovation had robbed the car of its earlier, semi–European appearance, but 1953 marked a return to simplicity with a new pair of coupes, called the Starlight and Starliner — the latter a pillarless hardtop. “The new American car with the European look” aimed to bring buyers “the continental charm of Europe’s most distinguished cars” according to one advertisement.

I realized in that moment of encounter that I had seen something that put everything else in the shade. 23 The design was a unique amalgam of “European” functionalism and that quintessentially American obsession with the technically superfluous, but visually dramatic, design feature. It was not necessary, for adequate visibility, to use such a dramatic rear window, yet it was this feature above all others that captured the public imagination. Like Harley Earl’s Cadillac tail fin of 1948, it was an aesthetic reinterpretation of utilitarian aircraft design — in this case, a canopy.

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


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