An ocean-side landscape dominates this ad. Sail boats and a man flying a kite in the background suggesting a leisure destination. The cloud of dust below the rear tire suggests rugged accessibility. The passengers’ gaze suggest anticipation of arrival at their holiday retreat. Ideas of mobility dominate the image and the text of this ad. What else is being suggested by the landscape, recreational activities, and especially the presentation of the passengers in the car?
“The Car That Never Fails," McLaughlin Advertisement, Maclean’s Magazine, December 1918. (CSTM, De Bondt Collection, 19M1218)
Here, nature is described as beautiful and alive in contrast to the “heat, dust, danger, din” of the modern city. The car’s location at the side of the road suggests the ease and accessibility of the picturesque scene, and a wholesome quality is implied through the presence of a family. Through the main question posed in the advertisement, the ad implies a connection between nature and doing what is best for one’s family and their health.
“Which Shall it be This Summer?” Ford Advertisement, Maclean’s Magazine, May 1, 1922. (CSTM, De Bondt Collection)
This ad suggests that the progressive woman of the 1920s need not fear the elements while travelling to and from social events – she is free to socialize, rain or shine. Both image and text hint that a closed-top Ford will allow a woman to fulfil her feminine duties. She can now call on her friends “without effort and share pleasantly their companionship.” The two women in the image have conquered the weather while maintaining their appearance and respectability.
“Ford Closed Cars,” Ford Advertisement, Maclean’s Magazine, April 15, 1924. (CSTM, De Bondt Collection)
Here, the text encourages people to focus on the more enjoyable aspects of life. The image of happy and relaxed young people enjoying an outdoor picnic complements the text, which announces that people are going places “with less fuss and bother", and with more “solid contentment.” Meanwhile, the cars in the background of the image suggest that this scenic location is easily accessible – even though there are no roads in the picture. Note the style of clothing that the picnickers are wearing. What else is suggested through this picturesque image?
“Get The Most from Motoring," Chevrolet Advertisement, Canadian Home Journal, June 1933. (CSTM, De Bondt Collection)
This ad implies that Chrysler’s Fluid Drive transmission is as iconic and powerful as Niagara Falls. The popular landmark acts as more than just a background – in the 1940s, Niagara Falls was a symbol of technology, progress, and power as well as being a popular tourist destination. Both text and image suggest that the owner of this car can harness the power of Niagara Falls. Who is the “tourist"?
“Power Like Niagara's," Chrysler Advertisement, Unknown Source, 1941. (CSTM, De Bondt Collection)
What is implied by the cartoonish feel of this image (reminiscent of Disney)? The illusion of the car moving past a natural scene populated by animals provides a sense of mobility, leisure, and nearness to nature while the well-dressed couple are still safely located inside their car, enjoying a drive in the country. In addition, the play between the concept of “feeling” and characteristics of particular animal reflects a desire for a simple functionality and comfort.
“Everybody's Talking About The New Ford 'Feel'," Ford Advertisement, Unknown Source, 1949. (CSTM, De Bondt Collection)
In 1963, the Volkswagen Beetle was the first mass-produced car driven in Antarctica. This image of car and driver situated on a snow-filled frontier reinforces Volkswagen’s image as a pioneer. If the car can survive Antarctica, it can certainly survive a Canadian winter. The ad implies that this car is a practical and reliable choice, but also one that is out of the ordinary and suited for adventure. What does this ad say about driver accessibility?
“The First Car At The Bottom Of The World,” Volkswagen Advertisement, Look, January 26, 1965. (CSTM, De Bondt Collection, LK26165) used with permission of Volkswagen Group of America Inc.
This ad uses mountains as a symbol for life’s obstacles. The conquered hills in the background suggest that the vehicle will not only help drivers overcome any terrain they face, it will also ensure success and happiness. The smiling couple driving forward and upward reinforce this idea, along with text that assures this vehicle can triumph over anything in its way.
"Treats Mountains Like So Much Dirt," Chevrolet Advertisement, Saturday Evening Post, May 23, 1964. (CSTM, De Bondt Collection, P23564)
The text here implies a quality of luxury to this car while also inferring distinctiveness. The placement of the car in the simple outdoor setting, as well as the overall greenness of the image contrasted with the whiteness of the women’s clothes suggests a sense of cleanliness and minimalism. All elements of the modern world are removed except for the car, which implies an escape through driving. The perceived simplicity and beauty of nature are the appealing elements here.
"Expensive Cars Would Rather Not Be Seen With It," Chevrolet Advertisement, Look,January 13, 1970. (CSTM, DeBondt Collection, LK13170)
This ad for the Buick Skyhawk promises an escape from the confinements of ordinary life. The photo shows the car sitting in an isolated and rugged landscape, with a lone hawk perched on the roof. The text personifies the car as confident, youthful, untamed, charismatic and, above all, independent. The ad targets a male audience and boasts of the Skyhawk’s macho appeal. Note that there are no people in this ad. What might this suggest?
"Skyhawk, Born Free," Buick Advertisement, Harper's Magazine, October 1975. (CSTM, De Bondt Collection, H107475)
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Selling Nature
Car advertisements throughout the 20th century used elements of nature and the natural world not only as backdrops, but as a way to market a lifestyle to consumers. The following ads characterize nature as a powerful element that can be harnessed and overcome, or a place to escape, a leisurely destination.
Despite the different ways in which nature is defined in these ads, there is always an emphasis on mobility and accessibility. The drivers of these cars will always be able to go where they want, when they want, despite the weather. One lifestyle suggested by these advertisements is that of a consumer who is adventurous, outdoorsy, or independent, someone who likes to break away from everyday life. Another targets consumers who enjoys spending their leisure time with friends and family in a natural setting.
Nature is also presented in other ways. How do the images of nature and animals compare to the text? What human qualities are emphasized through the use of nature? Try to pay attention to the way other elements, such as gender, class or race are being used in connection with nature. Can you see your lifestyle in these ads?
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