Like many advertisements of the early 1900s, this ad targets the man of the house. It asks men to purchase the car for the women in their lives. The car is being sold as the ideal vehicle for women to drive, with a focus on safety and effortless operation. The ad suggests that wives, daughters, sisters or mothers will be able to drive themselves, something that will free up a man’s time.
“For Wife or Daughter, Mother or Sister," Babcock Electric Advertisement, Harper's Magazine, December 7, 1907. (CSTM, De Bondt Collection, 120708)
This ad claims that a young man's success as a "progressive" son, husband, or father will depend on his owning a vehicle that pleases the modern women in his life. The girl pictured in this ad invites the male reader to “educate” himself like the young boy who looks towards a satisfied female driver. Ford markets the sedan as a white, middle-class man’s purchase and an opportunity for him to become a modern and thoughtful head of his family.
“To Progressive Boys," Ford Advertisement, Saturday Night, January 1924. (CSTM, De Bondt Collection)
This ad uses the concepts of popularity and respect to sell the new Plymouth to people of all ages. The car is portrayed as being the talk of the town. In the image, everyone stops in their tracks to admire the new vehicle and compliment its driver. The women prefer the safety features and smooth ride, while the men enjoy the car’s performance and affordability. These stereotypes about men and women's preferences appear throughout the 20th century.
“Voted: 'Most Likely to Succeed'," Plymouth Advertisement, Life Magazine, May 19, 1941. (CSTM, De Bondt Collection, L19541)
Instead of featuring comfort and reliability, this ad geared to an older, first-time buyer. It sells love, youth, and adventure. Vibrant colours combined with symbols of maturity and class (golf clubs and a hat box) suggest that a Dodge can revive sexuality and love in a traditional marriage. The husband and dog gaze excitedly at the woman who seems to hesitate innocently at the suggestion of a second honeymoon.
“It's A Honeymoon," Dodge Advertisement, Holiday Magazine, October 1948. (CSTM, De Bondt Collection)
Directed at middle-aged men, this ad sells a youthful lifestyle. The car promises to revitalize men by offering an adventurous car. The image evokes a sense of fun and playfulness, something that is so often associated with youth and youth culture. The red car stands out against an almost dream-like landscape. A beautiful woman and a shiny new car represent the key to future happiness, getting "everybody out of the rut."
“Everybody Out of The Rut," Buick Advertisement, Saturday Evening Post, October 5, 1963. (CSTM, De Bondt Collection, P5106364)
This ad jokes that sharing a family car can become a marital “problem.” Promoting gender stereotypes, this ad promises to meet both a man's perceived need for a "virile" engine, and a woman's supposed desire for stylishness and easy handling. And yet the images of a wife as a happy shopper and her defeated husband as a bus passenger reverse traditional ideas of male dominance. Ultimately, buying a Monza will make you a chivalrous husband with a happy wife.
“The Only Thing That Can Come Between A Corvair Owner And His Corvair," Chevrolet Advertisement, Saturday Evening Post, March 23, 1964. (CSTM, De Bondt Collection, P28364)
This ad downplays the style and speed that are usually featured in cars marketed to young men, focussing instead on reliability and safety. Ford promises to meet the needs of both generations of men: the girl's protective father and her prospective date. The car is thus portrayed as a young man's secret weapon. Youthful rebelliousness and sexual freedom are for sale here in the guise of respectability. As the object of their negotiation, however, the wealthy white girl's desires are ignored.
“Reassure Your Girl Friend's Father," Ford Advertisement, Saturday Evening Post, December 21, 1963. (CSTM, De Bondt Collection, P21-28126364)
In this simple black and white ad, we can see that Volkswagen is marketing its cars as the perfect vehicle for families large and small. The ad is geared towards couples of all ages; from newlyweds with the desire for a small, practical car, to large families that are constantly on the go. Volkswagen is selling a car for every family with room for the strollers, pets, children, friends and whatever the future brings.
“The Bigger You Get, The Bigger We Get,” Volkswagen Advertisement, Ottawa Citizen, May 17, 1969. (CSTM, De Bondt Collection) used with permission of Volkswagen Group of America, Inc.
In international relations, shuttle diplomacy refers to the role of an outside party in mediating a conflict. This ad plays on the term by offering families a spacious car where many children can be shuttled back and forth without any fights erupting. The ad targets larger families, and attemtps to sell the consumer a comfortable and stylish station wagon for carpooling from one destination to another.
“Shuttle Diplomacy," Dodge Advertisement, Harper's Magazine, July 1978. (CSTM, De Bondt Collection, H778)
This ad targets women as independent car owners. The Blazer is not about being a good wife, date, or mother – it’s all about being a fun, sensible, busy, and unique woman. The images and text suggest that a woman can own a four-wheel drive vehicle while still appearing lady-like and accomplishing feminine activities. The curvy script, use of pink, and soft focus on a confident and glamorous woman suggests that there are new ways for certain women to “journey” through life.
"Blazer-Women," Chevrolet Advertisement, Cosmopolitan, November 1983. (CSTM, De Bondt Collection, C118384)
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Selling Life Journeys
"Life's a journey, not a destination."
Ralph Waldo Emerson
Throughout the 20th century, car manufacturers answered to the changing needs of their customers by designing and advertising vehicles for consumers from all walks of life. These ads reflect the desires of single youth, demonstrate the need for safety and space for growing families, and showcase luxury for those finally able to afford it. Cars were not only advertised for different life stages - they were also sold as something that could offer consumers the option of returning or traveling between life stages.
These advertisements are based on the traditional life paths, from bright-eyed teens to senior couples. Cars for single youth were usually advertised as stylish, fast, economical, and adventurous. Family cars were described as spacious, reliable, and safe. Cars for older consumers featured comfort and luxury.
Each ad offers a perspective on life stages and reveals something about the time period in which it was created. Sometimes these ads target more than one life stage. Pay close attention to the pictures and the text. How do they compare? How are life stages being sold? Although we have focused on age and marital status, ideas of gender, race, class, and sexual orientation can also be found in these ads.
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