American Automobile Advertising, 1930-1980: An Illustrated History

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9780786436859: American Automobile Advertising, 1930-1980: An Illustrated History

This book provides a comprehensive history of American automobile advertising over a half-century span, beginning with the entrenchment of the "Big Three" automakers during the Depression and concluding with the fuel crises of the 1970s and early 1980s. The well illustrated text follows a thematic rather than a strictly chronological structure, tracing the principal elements in American automobile advertising. Advances in general advertising layouts and graphics are discussed in Part One, together with the ways in which automobile styling, mechanical improvements, and convenience features were portrayed and highlighted in automobile advertisements over the years. Part Two explores the advertising themes that were concerned less with the attributes of the cars themselves than with shaping the way consumers would perceive and identify with them. Part Three addresses ads oriented toward the practical aspects of automobile ownership, concluding with an account of the advance of imported cars into America after World War II. Illustrations include more than 250 automobile advertisements, the majority of which have not been seen in print since their original publication.

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About the Author:

A lifelong American car fan, Heon Stevenson has written for several classic car magazines, including Classic American, and has also written extensively on advertising and automotive history. The owner of a Vauxhall Victor 2000 from 1968, he is a member of the Society of Automotive Historians and a Friend of the History of Advertising Trust. He is the author of British Car Advertising of the 1960s (2005) and lives in Cambridge, England.

Review:

"Well-written and illustrated...highly recommended." --Choice

"Highly informational text is the star here, no surprise considering that the book's publishers are famous for their reference and academic books...fascinating...this book will enhance its reader's understanding of the tenuous dance that occurred between consumers and automakers in the automobile's golden age." --Hemmings Motor News

"Excellently written, impeccably researched and thoroughly engaging...excellent analysis." --Classic American

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