“Ask the Man Who Owns One”: An Illustrated History of Packard Advertising

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McFarland, Sep 6, 2016 - Transportation - 282 pages
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A major force in the American automobile scene through the 1950s, Packard made a mark on American advertising as well. The cars themselves seemed built for promotion—the red hexagon in the hubcap, the yoke grille, and the half-arrow belt-line molding acted as a logo of sorts, setting a new standard in visual continuity and branding. The company’s image became so firmly established, in fact, that Packard eventually ran advertisements which pictured the cars but purposely omitted the name, instead asking readers to “guess what name it bears.” This book traces Packard’s advertising history from 1900 through 1958, based on original research that includes several first-hand interviews with the people who made it happen. Filled with reproductions of Packard ads (some in color), the book looks beyond the surface to examine how the advertisements reflect and interpret the company’s management and business convictions, how they were influenced by business conditions and competitive pressure, and how they changed with the times.
 

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Contents

Foreword
1
Preface
3
1 Roots
7
2 The Ohio Years
10
3 Growing Up in Detroit 19041914
34
4 The War Years 19151920
71
5 The Roaring Twenties 19201929
97
6 Brother Can You Spare a Dime? 19301934
125
7 Changing the Guard 19351942
151
8 A New Packard Emerges
193
9 Rest in Peace
224
Appendix 1
235
Appendix 2
246
Chapter Notes
249
Bibliography
255
Index
257

16 Color Plates Containing 16 Photographs
150

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About the author (2016)

An auto enthusiast and advertising executive, Arthur W. Einstein, Jr., lives in Stuart, Florida.

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