The first auto advertisement appeared in Ohio’s newspaper in 1898. It was a very straightforward auto ad title from a marketing perspective. It included a call to action, “Dispense with a Horse”. This auto ad discussed Winton Motor Carriage and its benefits. The ad showed that it’s not costly to maintain, its speed is 20 mph, and it had no odor.
Cars occupied limited road space in the early 20th century because they were expensive, and only a few people could afford them. The maintenance and operation of an automobile require at least one mechanic. It is for this reason that most advertising was targeted at the wealthiest members of society. The ads targeted partygoers as a target audience. For those who want a car that makes a noticeable entrance.
As time passed and mass printing evolved, car advertisements also emerged on the ground. In 1912, Henry Ford said that Ford advertising would never try to be clever. The advertisements became beautiful and brighter with Art Deco illustrations. Ford, who was all about simplicity, could not resist. Ford Lincoln’s vintage car featured vibrant but straightforward colors on a sleek vehicle. Advertising agencies used creativity to market their products. Even in the 30s, when there was The Depression in America, the streamlined car ads were cut down because of the economic situation. During the depression era, ads conveyed travel and class with a slight jet-setting feel.
In the 50s, car advertisements were becoming more significant and over the top, just like American cars. Beetle’s ‘Think Small’ campaign was created in 1959 by Helmut Krone, and Julian Koenig wrote its copy at Doyle Dane Bern Bach. In the 1960s, Volkswagen’s symbolic ads challenged conventional US-centric cars. This was when the motoring world and marketing went along with it. This was a revolutionary time when the advertisement was done with simple, honest messages. Later, it became an excellent example of functional marketing, such as transforming a disadvantage into an advantage.
